What is a sidekick campaign?
A "sidekick campaign" within SEA (Search Engine Advertising) is an ad campaign that focuses on products or services that perform well, but are not the top performers within your product line. Like a sidekick in a movie or comic strip, these products play a supporting role. They are important and contribute to success, but are not in the spotlight like the products in a hero campaign. These campaigns help bring attention to the broader selection of your offerings and can often benefit from the awareness that the hero products create.
Sidekick campaigns are important because they make your assortment more complete and help customers discover more of your offerings. Suppose you have some products that sell well, but are not the absolute best-maybe because they are less well known or because they are more niche. By placing these products in a sidekick campaign, you can give them extra attention and make sure they are not overlooked. You do this, for example, by creating specific ads that highlight the benefits of these products, or by pairing them with the popular hero products in your marketing.
The functional use of a sidekick campaign is to optimize your sales by focusing not only on your top products, but also on those that provide good support. For example, these campaigns can be used to promote products that are often purchased along with hero products, or to introduce new products that have not yet reached hero status. By making smart use of sidekick campaigns, you can ensure that your customers see a wider range of your products and perhaps even discover products that they otherwise would not have noticed. This can help increase average order value and keep customers in your store longer, ultimately contributing to your overall success.
