Understanding & Running Profitable eCommerce Campaigns
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Transcript of Understanding & Running Profitable eCommerce Campaigns
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Title
#HeroConf@Matt_Umbro
Understanding & Running Profitable eCommerce Campaigns
Matthew UmbroDirector of Paid Search at Exclusive Concepts
Founder of PPCChatApril 28, 2014
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Agenda
#HeroConf@Matt_Umbro
• Methodology of eCommerce PPC• Product• Category• Experimental
• Product Listing Ads• Text Ads & Ad Extensions• Remarketing
![Page 3: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/3.jpg)
Methodology
#HeroConf@Matt_Umbro
![Page 4: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/4.jpg)
Methodology
#HeroConf@Matt_Umbro
![Page 5: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/5.jpg)
Methodology
#HeroConf@Matt_Umbro
![Page 6: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/6.jpg)
Methodology
#HeroConf@Matt_Umbro
![Page 7: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/7.jpg)
Methodology
#HeroConf@Matt_Umbro
![Page 8: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/8.jpg)
Methodology
#HeroConf@Matt_Umbro
![Page 9: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/9.jpg)
Methodology
#HeroConf@Matt_Umbro
![Page 10: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/10.jpg)
Methodology
#HeroConf@Matt_Umbro
![Page 11: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/11.jpg)
Product Listing Ads
#HeroConf@Matt_Umbro
![Page 12: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/12.jpg)
Product Listing Ads
#HeroConf@Matt_Umbro
![Page 13: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/13.jpg)
Product Listing Ads
#HeroConf@Matt_Umbro
![Page 14: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/14.jpg)
Product Listing Ads
#HeroConf@Matt_Umbro
![Page 15: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/15.jpg)
Product Listing Ads
#HeroConf@Matt_Umbro
![Page 16: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/16.jpg)
Product Listing Ads
#HeroConf@Matt_Umbro
![Page 17: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/17.jpg)
Text Ads & Ad Extensions
#HeroConf@Matt_Umbro
![Page 18: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/18.jpg)
Text Ads & Ad Extensions
#HeroConf@Matt_Umbro
My eyes are drawn to the PLAs, not the text ads
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Text Ads & Ad Extensions
#HeroConf@Matt_Umbro
![Page 20: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/20.jpg)
Text Ads & Ad Extensions
#HeroConf@Matt_Umbro
![Page 21: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/21.jpg)
Text Ads & Ad Extensions
#HeroConf@Matt_Umbro
Sitelinks
Seller RatingsSocial
Consumer Ratings
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Text Ads & Ad Extensions
#HeroConf@Matt_Umbro
![Page 23: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/23.jpg)
Text Ads & Ad Extensions
#HeroConf@Matt_Umbro
![Page 24: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/24.jpg)
Remarketing
#HeroConf@Matt_Umbro
![Page 25: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/25.jpg)
Remarketing
#HeroConf@Matt_Umbro
![Page 26: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/26.jpg)
Remarketing
#HeroConf@Matt_Umbro
![Page 27: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/27.jpg)
Remarketing
#HeroConf@Matt_Umbro
![Page 28: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/28.jpg)
Remarketing
#HeroConf@Matt_Umbro
*Image from www.perfectaudience.com
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Remarketing
#HeroConf@Matt_Umbro
![Page 30: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/30.jpg)
Remarketing
#HeroConf@Matt_Umbro
![Page 31: Understanding & Running Profitable eCommerce Campaigns](https://reader037.fdocuments.us/reader037/viewer/2022110302/54667f0daf79595c6f8b6969/html5/thumbnails/31.jpg)
Remarketing
#HeroConf@Matt_Umbro
Thank You!