Search Engine Marketing

The Short- and Medium-Term Impact of COVID-19 on Digital Marketing
May 22, 2020 at 10:26 am

By now, we know the overall impact of COVID-19 in the first quarter of 2020 on some of the larger players in the digital advertising ecosystem was not as bad as initially feared. This is broadly consistent with what Kenshoo saw in its quarterly reporting on the state of online advertising as well. However, it…

The Warming Store Sees Dramatic Digital Ad ROI Increase During Coronavirus Pandemic
April 30, 2020 at 6:11 pm

In this video, Editor-in-Chief Joe Keenan interviews Justin Silverman, co-founder of The Warming Store, an outdoor sporting goods retailer. Watch as Silverman discusses how the brand has been affected by the coronavirus pandemic, how operations and online sales have been impacted, and how Amazon.com's changing strategy during this time has helped increase sales at The…

Managing Localized Marketing During a Pandemic: 3 Tips for Multilocation Businesses to Thrive
April 30, 2020 at 12:32 pm

COVID-19 has interrupted business as usual for nearly everyone. While social distancing is continuing to remain a necessity in most areas, it’s essential to continuously think about how to navigate a localized digital presence to remain top-of-mind for consumers. Consider how consumers are looking for local business information during this global pandemic — local search…

How Online Retailers Can Leverage the Power of LSI Content
January 28, 2020 at 10:47 am

Every online retailer is in a competitive market. As an online retailer you’re not only competing for customers, you’re competing to be found in search engines. Without visibility in search engines like Google, Yahoo, and Bing, your store doesn’t stand a chance. Competing against big brands is difficult online because corporations have a large budget…

Phone Calls Offer Key to Unlocking Google Shopping and Local Inventory Ads
November 11, 2019 at 9:55 am

According to eMarketer, paid search ad spend will grow 22.5 percent to $13.12 billion this year, and retail will account for the largest share of search dollars at nearly one-quarter of the total U.S. search market. Two of the primary draws for that growth are Google Shopping ads and local inventory ads, as Merkle’s Q1…

4 Ways to Improve Google Search Performance This Holiday Shopping Season
October 31, 2019 at 9:52 am

With Google playing a big part in consumers online shopping research, here are four tips to help retailers maximize organic search performance and win seasonal traffic and conversions: 1. Keep holiday content fresh year-round. Some retailers make the mistake of removing their holiday pages from their site at the end of every shopping season. This…

VOLT Lighting Boosts Sales on Amazon With Multichannel Marketing Solution
October 30, 2019 at 2:56 pm

VOLT Lighting is an outdoor lighting retailer specializing in factory-direct, professional-grade landscape lighting. The company advertises on Google, Bing, and Amazon.com, along with Facebook and trade publications. With bandwidth at a premium, VOLT Lighting sought a partner with a multichannel marketing solution that could ease day-to-day operations and improve performance. VOLT Lighting partnered with Sidecar…

How AI Really Works in Amazon Advertising
August 30, 2019 at 10:10 am

Artificial intelligence (AI) is one of the most prevalent buzzwords of our time. Everyone expects it to change the world, from driving our cars and making our burgers to policing our citizens – even writing surprisingly believable articles called "How AI Will Change Marketing." And what industry could be better suited to an AI revolution…

Stats Retailers Can’t Ignore When Crafting Their Google Ads Strategy
May 29, 2019 at 2:49 pm

Google is fast at work refining and consolidating its Ads platform. The tech giant has rolled out a number of new features and ad formats that increase automation across channels, improve the mobile experience, and drive in-store shopping. As Google Ads has evolved, so too must retailers’ performance marketing strategies. My employer, Sidecar, a performance…