What is Automated Bidding and Who Should Use It?

Editor’s Note: This is a guest post by Corey Braccialini of HubSpot. Read more about Corey in his biography at the end of the post. Happy reading! The days of making an educated guess on how much to bid on your keywords and manually adjusting are behind us. With the help of machine learning, advertisers can take advantage of the wealth of knowledge that exists within the Google universe and use it to drive a stronger return on your paid ads investment.  But let’s be honest – there are a lot of different automated bidding types to choose from. And choosing the wrong one can seriously hurt your advertising performance. Let’s explore what automated bidding is and how to use it to maximize your paid ads on Google.  The insights included in this article are taken from HubSpot Academy’s free course on Paid Media Strategy, created in partnership with ZATO.  …

What is the Difference Between Google Shopping Actions and Google Shopping

GSA on Google Platforms

Editor’s Note: This is a guest post by Brian Roizen, co-founder and chief architect of ZATO’s favorite Shopping feed provider: Feedonomics. You can get further details about Brian and Feedonomics at the end of the post. Happy reading!   While most people are familiar with the paid search marketing aspect of Google Shopping, not everyone understands how Google Shopping Actions works. As more small businesses and retailers enter the eCommerce industry, it’s critical that you understand the differences between Google Shopping Actions (GSA) and Google Shopping.     What is Google Shopping Actions? Google Shopping Actions is an online marketplace that allows retailers to list their products across various Google platforms. Advertisers can reach a bigger audience with GSA because their products surface across multiple Google platforms – Google Search, Google Assistant, Google Home, and the Google Express mobile app. Due to the convenience of a universal shopping cart, we …