Understanding & Running Profitable eCommerce Campaigns

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Matthew Umbro, Director of Paid Search at Exclusive Concepts and founder of PPCChat, gave a presentation titled "Understanding & Running Profitable eCommerce Campaigns" at #HeroConf on April 28, 2014. The presentation covered Umbro's methodology for eCommerce paid search campaigns, including focusing on products, categories, and experiments, and discussed product listing ads, text ads and ad extensions, and remarketing strategies. Umbro emphasized the importance of product listing ads for eCommerce and provided examples of how to leverage different ad extensions. He also explained how remarketing can help retarget customers who have visited a site but not completed a purchase.

Marketing Technology Business

Title
#HeroConf
@Matt_Umbro
Understanding & Running Profitable
eCommerce Campaigns
Matthew Umbro
Director of Paid Search at Exclusive Concepts
Founder of PPCChat
April 28, 2014

Agenda
#HeroConf
@Matt_Umbro
• Methodology of eCommerce PPC
• Product
• Category
• Experimental
• Product Listing Ads
• Text Ads & Ad Extensions
• Remarketing

Product Listing Ads
#HeroConf
@Matt_Umbro

Text Ads & Ad Extensions
#HeroConf
@Matt_Umbro

Text Ads & Ad Extensions
#HeroConf
@Matt_Umbro
My eyes are drawn to the
PLAs, not the text ads

Text Ads & Ad Extensions
#HeroConf
@Matt_Umbro
Sitelinks
Seller Ratings
Social
Consumer Ratings

Remarketing
#HeroConf
@Matt_Umbro
*Image from www.perfectaudience.com

Remarketing
#HeroConf
@Matt_Umbro
Thank You!

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Understanding & Running Profitable eCommerce Campaigns

1. Title #HeroConf @Matt_Umbro Understanding & Running Profitable eCommerce Campaigns Matthew Umbro Director of Paid Search at Exclusive Concepts Founder of PPCChat April 28, 2014

2. Agenda #HeroConf @Matt_Umbro • Methodology of eCommerce PPC • Product • Category • Experimental • Product Listing Ads • Text Ads & Ad Extensions • Remarketing

3. Methodology #HeroConf @Matt_Umbro

4. Methodology #HeroConf @Matt_Umbro

5. Methodology #HeroConf @Matt_Umbro

6. Methodology #HeroConf @Matt_Umbro

7. Methodology #HeroConf @Matt_Umbro

8. Methodology #HeroConf @Matt_Umbro

9. Methodology #HeroConf @Matt_Umbro

10. Methodology #HeroConf @Matt_Umbro

11. Product Listing Ads #HeroConf @Matt_Umbro

12. Product Listing Ads #HeroConf @Matt_Umbro

13. Product Listing Ads #HeroConf @Matt_Umbro

14. Product Listing Ads #HeroConf @Matt_Umbro