For e-commerce advertisers, PPC can be a little complicated at first. Things only get more complex when you have thousands of products, each with a different price and margin, in multiple categories. To help relieve the headaches, here are three tips: 1) target CPAs at the ad-group level; 2) create targeted campaigns for long-tail product names, and use pricing in headlines; 3) see if your visitors are being sent to landing pages that are too targeted — i.e., product landing pages rather than category landing pages, where they’re more able to conduct research. (Search Engine Watch)
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