Running ecommerce campaigns on Google PPC may seem to be pretty much straight forward. There is enough literature available on how to run campaigns on AdWords and general optimization techniques.
But practically when it comes to buying media on a very large scale then agencies start to panic. After a certain point of time you find it really difficult and cumbersome to achieve your sales target and start getting lost in CPC, CPA, Conversions, Sessions, Bounce Rate and what not!
This guide will help you to understand what are different tools, methods and techniques which you must follow to efficiently manage large scale accounts.