Top 15 Ads Experts Reveal Their Secret Strategies for 2020

Daniel Madrid Spitz
COO at Mayple
Jitka Zieba
CEE at Criteo
Chris Bowler
Founder of BowlerWorks LLC
AND 13 MORE
TOP RATED MARKETERS

Intro

In the last two years, we’ve built an incredible community of ads experts on Mayple, and today we are going to give you a sneak peek of the kind of talent that you can find on our platform. We’ve vetted more than six hundred of the top PPC experts and have paired them up with ecommerce companies to help them achieve incredible results. Our marketers have worked with 1000+ eCommerce brands with over $20M+ budgets, and have contributed to over $100M in sales. In this guide, we’ve asked some of our top experts to share their secret PPC strategies.

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Ciro Scognamiglio

Ciro Scognamiglio

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Ciro has over 10 years of experience in helping businesses succeed through data-driven programmatic solutions. During this time he has trained and set up teams responsible for managing budgets, delivering against KPIs and deriving actionable insights for over 100 brands.As a generalist he excels at bridging the gap between disciplines and pivoting challenges into opportunities. With his skills in digital strategy, data analysis and navigating the vast landscape of advertising tools and technologies he empowers clients to get the best return on their marketing budgets.

Ciro Scognamiglio

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Ciro has over 10 years of experience in helping businesses succeed through data-driven programmatic solutions. During this time he has trained and set up teams responsible for managing budgets, delivering against KPIs and deriving actionable insights for over 100 brands.As a generalist he excels at bridging the gap between disciplines and pivoting challenges into opportunities. With his skills in digital strategy, data analysis and navigating the vast landscape of advertising tools and technologies he empowers clients to get the best return on their marketing budgets.

A must-have tool for scaling eCommerce business

Going beyond your immediate audience is necessary in order to scale and build a sustainable eCommerce business. Prospecting is a tool that allows you to expand your customer base and reach users that have not engaged with your brand yet.With the help of analytics tools such as look-a-like modelling, brands can leverage the existing data that they already own about their audiences to find new users that share their same traits and behavior, thus reducing the waste and maximizing performance.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

Programmatic advertising is often associated with branding, but it’s increasingly used to drive performance. Demand Side Platforms (DSPs) give eCommerce brands the opportunity to reach the intended audience across a variety of channels (Banner, Native, Video or Audio) while allowing for granular targeting strategies. Programmatic advertising is not just fueled by data, it also generates insights that can be leveraged across other channels and create synergies with other marketing activities. Thus, adding programmatic advertising to your mix can help improve ROI on search and social for example.

What makes a killer ad-copy?

The time for standardized ad-copy is definitely over, a creative in order to be effective needs to be relevant and timely. Moment marketing is an effective way to engage with your customers and capture their attention by creating a connection between the online and offline world. Using tools such as Dynamic Creative Optimization (DCO), brands can in real time customize their ad-copy to take advantage of a social trend (hashtag), location or if relevant also weather!

An eCommerce brand you promoted you are particularly proud of the results achieved

Fast Fashion eCommerce brands present a particular challenge as they have an extensive range of products and categories on their site. In order to deliver the highest ROI, you can’t just focus on the best-selling categories but help the brand to sell the widest range of products so that they can dispose quickly of their inventory. By feeding the DSP with a customized algorithm for each category and the help of Big-Data techniques such as look-a-like modelling and optimization of basket value we managed to efficiently reduce the cost of acquiring new users while delivering positive results across all the products and categories.

Aristide Basque

Aristide Basque

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Aristide Basque is the co-founder of SH1FT Digital Facebook ads agency with expertise in paid advertising, website development and inbound marketing. He helps companies grow their revenue by leveraging the experience of his team and the knowledge of his clients.

Aristide Basque

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Aristide Basque is the co-founder of SH1FT Digital Facebook ads agency with expertise in paid advertising, website development and inbound marketing. He helps companies grow their revenue by leveraging the experience of his team and the knowledge of his clients.

A must-have tool for scaling eCommerce business

I think Facebook ads are one of the best tools for eCommerce businesses. There are a lot of different suppliers and companies that are here to help eCommerce businesses on a logistical basis, but the most important is ofcourse the bottom line. It's why companies who are able to truly leverage Facebook & Instagram ads to grow their sales will survive the longest.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

Trust Facebook's optimization. I see a lot of people wanting to control everything when it comes to their Facebook ads, but Facebook can really be your ally. We've been using Campaign Budget Optimization, Automatic Placements and Dynamic Creative and it really helped us generate way better results for all our clients.

What makes a killer ad-copy?

Ad copy is about clarity and impact. You want to have a message that is not too fancy but also not too direct. It's really hard to say what your brand does and how you sell it in under 5-10 words but it's necessary. We usually like to use words that compare your brand to another to make sure people understand.

An eCommerce brand you promoted you are particularly proud of the results achieved

We helped Mozart Supplies generate 3.22X ROI. We were able to leverage our experience with Facebook ads to direct their ad creative and Facebook's optimization to drive really good results. As we got more and more purchases, we created a lookalike audience of their buyers which allowed us to have an amazing CPA on the acquisition side!

Yaki Varon

Yaki Varon

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I have over 4 years of experience in digital marketing with the biggest brands In Israel, building strategy and funnels, analyzing data and finding solutions. Hands-on with all new media PPC DSP's, lead brand performance KPI's, Identify, develop, and lead engagements and performance with Enterprise customers. I’m an expert on monetized and technologically driven performance marketing models that work and use precise analytical tools to find the best-suited partners with the highest returns.

Yaki Varon

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I have over 4 years of experience in digital marketing with the biggest brands In Israel, building strategy and funnels, analyzing data and finding solutions. Hands-on with all new media PPC DSP's, lead brand performance KPI's, Identify, develop, and lead engagements and performance with Enterprise customers. I’m an expert on monetized and technologically driven performance marketing models that work and use precise analytical tools to find the best-suited partners with the highest returns.

A must-have tool for scaling eCommerce business

One of my favorite tools for eCommerce brands is Smartly. It’s a platform that allows us to automate many of the workflows needed to launch ads at scale. It also helps us optimize our ads to achieve better KPIs. Smartly’s high level of automation and optimization options allow us to manage a large advertising pipeline with relative ease, along with dynamic ads, bid multipliers, automated and predictive budget allocation. In short, this tool helps marketers focus on each step of the funnel, and scale operations effectively with cross account campaigns and asset management.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

A super important principle that I use every day is the Pareto marketing principle (also known as the 80/20 rule). The secret is to use this principle when you structure your budget. This means spending 80% of your media budget on your "good customers" while spending the other 20% on specific prospecting audiences using qualitative research.This will help you focus on retention and increase your customer LTV. I like to combine the 80/20 rule with the strategy of using marketing campaigns like gift guides, deals and discounts, urgency, seasonal changes of behavior and RTM to drive even more revenue.

What makes a killer ad-copy?

Make your copy and creative dance together; use visual metaphors to focus on the user value and most importantly - keep it simple. If you are doing a good job with your targeting which I assume you are if you are using mayple ☺ your ads need to get a great attention and high intent from the users you are targeting. Try to be assertive but not aggressive. Sometimes your potential customers need clearer guidelines to go to the next step in your pipeline.

An eCommerce brand you promoted you are particularly proud of the results achieved

Shufersal Online – The biggest grocery retail player in Israel and one of the biggest ecommerce players in the Middle East. The results achieved were incredible: ROAS increased by 475% and cart abandonment rate decreased by 67%. Many marketers put a lot of thought into building a pipeline for prospecting audiences, which is great and true. Then they usually give less attention to their remarketing and retention pipeline. These customers need to get the respect they deserve, test and learn your customer's behavior along with the right customized message for each target audience and this will improve your results.

Konstantin B

Konstantin B

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The "Swiss Army knife" of digital marketing with over a decade of experience having managed more than $100 million in ad spend. Passionate about the practicality of new technologies and the applicable theories of traditional means Konstantin strives to make the digital world easier to embrace for everyone who is eager to grow in it.

Konstantin B

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The "Swiss Army knife" of digital marketing with over a decade of experience having managed more than $100 million in ad spend. Passionate about the practicality of new technologies and the applicable theories of traditional means Konstantin strives to make the digital world easier to embrace for everyone who is eager to grow in it.

A must-have tool for scaling eCommerce business

True scaling brings about many new variables to deal with for any business and customer dissatisfaction will always be one the most critical areas requiring special attention as the sales grow. Any tools that help you identify, improve, and/or automate communication with your existing clients will have to be prioritized.For example, going from 100 to 10,000 sales means that any negative feedback and concerns will also grow from 1 to 100 and you have to account for that.The best tools are often most simple, as you’re more likely to use them efficiently in their full capacity, and Google Alerts is one such free-to-use tool that allows you to receive a notification every time your brand or product is mentioned on the web. This provides an opportunity to "hug your haters" and ensure a stellar customer service experience in real-time. There are many paid options for similar Social Media Monitoring tools that will give you the same kind of opportunity to tend to your customers on Facebook, Instagram, Twitter, etc.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

Invest into brand awareness wisely and avoid taking the one-off “billboard” approach where you simply run a series of brand messaging / current promotion. Turn brand awareness into a proper full-funnel customer journey that builds trust and leads to conversions in multiple steps. Start with an entertaining long-format video that clearly showcases your product, but does not directly promote it, while targeting as reasonably broad of an audience as you’re able to, in order to keep the cost low. Then, retarget those people that watched your original video close to completion and serve them another general video that may be more direct in showcasing your brand, but does not promote it in an obvious manner. Everybody who engaged with or completed watching your second video will make for an excellent audience to now retarget with specific brand messaging and current offers.

What makes a killer ad-copy?

Killer ad-copy is all about consistent strategy and methodology that’s focused on improvement, rather than sneaky tricks and guaranteed-to-sell-more-or-your-money-back ebook tips. Play a game of “beat the winner” where you always have 2 ads running and continue making changes to the “loser” until you finally outperform your best ad. Rinse and repeat. Whether you use your losing ad-copy to test for humour, pricing policy, discount offers, or long vs short-form messaging, consistency in your methods will inevitably help you generate better results over time.

An eCommerce brand you promoted you are particularly proud of the results achieved

I’ve had the pleasure of working with a team at Flightnetwork to exponentially grow revenue from tens of millions to over $200MM in one of the most competitive verticals online.

Jitka Zieba

Jitka Zieba

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Jitka graduated from the Business University in Prague, Czech Republic. She then became in charge of marketing (both online and offline) for a packaging company called Amcor for the North American territory (Canada, USA, Mexico). She was then headhunted by Google, moved back to Europe where she advised customers on online marketing while exporting their businesses. She also helped them with localization of their campaigns for Czech, German, French, English and Spanish-speaking countries. After that, she worked as the International Online Marketing Manager for LogMeIn and finally moved to Munich to work for Criteo, where she was launching Criteo retargeting solution for ecommerce in 9 countries of central and eastern Europe. Jitka is currently on maternity leave, enjoying her 3 daughters and freelancing. She is fluent in 5 languages - Czech, English, German, French, and Spanish.

Jitka Zieba

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Jitka graduated from the Business University in Prague, Czech Republic. She then became in charge of marketing (both online and offline) for a packaging company called Amcor for the North American territory (Canada, USA, Mexico). She was then headhunted by Google, moved back to Europe where she advised customers on online marketing while exporting their businesses. She also helped them with localization of their campaigns for Czech, German, French, English and Spanish-speaking countries. After that, she worked as the International Online Marketing Manager for LogMeIn and finally moved to Munich to work for Criteo, where she was launching Criteo retargeting solution for ecommerce in 9 countries of central and eastern Europe. Jitka is currently on maternity leave, enjoying her 3 daughters and freelancing. She is fluent in 5 languages - Czech, English, German, French, and Spanish.

A must-have tool for scaling eCommerce business

In this current fast-paced world your customers are surrounded by so much information every single day. There is a huge choice of products and websites to look at and shoppers often browse the internet, remain undecided and forget about your product. In the ecommerce world, a good retargeting tool such as Criteo for example will go a long way to help you to scale your business. And what can be easier than to bring back somebody who already purchased from you and offer him a complimentary product or repurchase of his favourite products after some interval. A lot of people put the products to the cart and then abandon just because somebody called, they did not have a credit card on hand or something else came up. Showing your customers their most favourite products again at the right time will bring them back to your website, drive you more conversions and thus scale your business.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

A lot of ecommerce owners nowadays scale their business by exporting to different countries. They have their websites and campaigns translated and they start delivering products across the EU for example. Quite often, a client comes to me with a question - my English Adwords campaign is performing so well, so why are my German and French ones doing so poorly? The secret lies in a good localisation of the campaign. Never have the campaigns just translated for your export market by a translator. Have them localised by an Adwords expert speaking that language. With simple translation you lose important keywords and synonyms for your products. Also sometimes the translator may translate something incorrectly because in the original language the particular keyword may have dual meaning, and that's where you are losing on performance and ROI.

What makes a killer ad-copy?

A killer adcopy is the most targeted one. Show your customer the products that he/she liked the most on your website, i.e. spend the most time looking at them in your website or offer your client complimentary products to the product he/she just purchased. But that’s not all. Go even further and show Dynamic Ads that consider shopper's overall habits. Use Criteo’s product recommendations tool, which will serve your client the best and most targeted dynamic Ad based on the shopper overall habits and thus reaches him/her with most targeted personalized product recommendations.

An eCommerce brand you promoted you are particularly proud of the results achieved

I was managing retargeting campaigns for the Mall Group, the biggest e-commerce Group in Central and Eastern Europe. I started with the czech brand http://mall.cz/ and as the performance of retargeting campaigns exceeded clients expectations I took over their other brands such as czech Vivantis, slovinian Mimovrste or slovakian Mall.Another client I am proud of is http://webnode.cz/. They are offering website and eshop templates for small businesses. It was a small Czech startup and me and my team helped them with their export campaigns. Their website is currently available in 16 languages and they have happy customers from over 40 countries.

Larry Kotch

Larry Kotch

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Larry Kotch is a Digital Marketing expert based in London Shoreditch. His company The Brains - a Digital Marketing Agency SMEs and corporates sell mainly luxury and highly priced consumer goods on the internet.

Larry Kotch

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Larry Kotch is a Digital Marketing expert based in London Shoreditch. His company The Brains - a Digital Marketing Agency SMEs and corporates sell mainly luxury and highly priced consumer goods on the internet.

A must-have tool for scaling eCommerce business

If you ask for an email address before the shipping information during checkout you will be able to effectively retarget abandoned carts and decrease cart abandonment. You can use a tool like klaviyo to set up an email automation series that welcomes new customers and email them special offers regularly over the next few years to get repeat business. The best strategy is to have an abandoned cart email series that drives people back to their original cart if they fail to proceed with a purchase. You can re-capture about 25% of abandoned baskets this way if done correctly.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

When looking to generate a good ROI and boost online eCommerce sales through paid media, you can do no better than to start with a Google Shopping campaign that is supported by Google search, display and social media remarketing. A formidable mix is best if used correctly.Google Shopping is the visitor's first touch point with your product and if they do not convert immediately or continue researching the product, then they will find you again on the search network or be reminded about your product through your remarketing campaigns.

What makes a killer ad-copy?

Strong ad copy should always accurately reflect what the person searched for originally. People are generally lazy and if they see an ad that talks about exactly what they searched for, then they will be more likely to click on it. This will give you a good CTR.Good ad copy also needs to include the core keywords that are relevant to the person's search. If someone is looking for a red bicycle helmet, then the ad should include this exact phrase, indicating to the user and to Google that this is the best ad for them.

An eCommerce brand you promoted you are particularly proud of the results achieved

I helped the DHL Africa e-Shop app to generate a 60% lower CPA in less than 6 months and a 7x return on advertising spend. The Campaign was so successful we were able to scale from 3 to 14 countries across Africa. Coming into such a large organisation as DHL and helping them scale the biggest e-Shop in Africa was a privilege and gave us an insight into how the African market differs from Europe in some fundamental and technical ways. We noticed an especially high CTR but a much lower conversion rate, therefore retargeting plays a huge role in the region.

Ofer Zusman

Ofer Zusman

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Hi, I am Ofer Zusman, Co-founder of Polpo Digital ("Head octopus" Polpo = Octopus), eCommerce, CRO, PPC, and SEO specialist for the last 20 years and wey how time flies…During this time there were many changes, improvements, new algorithms, and social networks, and more.I witnessed the changes and the progress and I was always proud to be at the forefront of technology.During those years, I ran hundreds of campaigns and tens of thousands of products that were optimized, being at the forefront of marketing technology tackled difficulties and challenges before anyone else had the chance to solve them, I had to learn to solve them by myself. It gave me the ability to see far ahead to prepare for any new marketing technology.During my "free time", I'm an entrepreneur developing technical solutions for people with disabilities.I am also a children's book writer, a cook, and much more...

Ofer Zusman

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Hi, I am Ofer Zusman, Co-founder of Polpo Digital ("Head octopus" Polpo = Octopus), eCommerce, CRO, PPC, and SEO specialist for the last 20 years and wey how time flies…During this time there were many changes, improvements, new algorithms, and social networks, and more.I witnessed the changes and the progress and I was always proud to be at the forefront of technology.During those years, I ran hundreds of campaigns and tens of thousands of products that were optimized, being at the forefront of marketing technology tackled difficulties and challenges before anyone else had the chance to solve them, I had to learn to solve them by myself. It gave me the ability to see far ahead to prepare for any new marketing technology.During my "free time", I'm an entrepreneur developing technical solutions for people with disabilities.I am also a children's book writer, a cook, and much more...

A must-have tool for scaling eCommerce business

If I have to choose one must-have tool for scaling an eCommerce business it will definitely be Fixel.Fixel is a game-changer for marketers who used to create plenty of manual events to analyze and target their most relevant engaged visitors. It also simplifies targeting across a broad range of ad platforms, including Google and Facebook Ads.Fixel's AI-powered segmentation automatically highlights the most engaged visitors. Campaign managers can easily focus their remarketing on these visitors, as well as scale-out to new audiences with high-value seeds for lookalikes.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

A DSA+RLSA campaign combing with Dynamic Remarketing on Cart abandoned 3/7/14 with Google, Facebook and Bing (Surprise surprise, but Bing has 25% of mobile click share in the US).By using DSA campaigns, we can achieve a low bid and harvest a new keyword opportunity that will be generated automatically from your website.Combined with RLSA, Dynamic Remarketing in all the above Ad Networks will drive the highest ROI possible.a few ground rules to achieve it:1. Use a clear statement that best describes your benefits and offers in the description line.2. monitor and Add Negative Keywords.And remember...Test, test, test, and scale!

What makes a killer ad-copy?

Killer ad-copy depends on your business, and in turn, your ad's objective and these naturally differ between businesses.For eCommerce businesses we've found that in most cases, carousel ads were the top-performing ad format.However, as most businesses have different objectives, you can't select a single copy, so I've found this set of ground rules to be very useful when crafting my copy:1. Branding - Keep your ad's creative aligned with your brand guidelines: logo, colors, and design. Sending potential customers to a landing page or product that looks completely different from the ad they just clicked, will make them scratch their head asking "Is this what I've just seen?!"2. Social proof - Show your audience people like them that have already purchased your product or service and are happy to use it and how it impacted them.3. Real-life images - People appreciate authenticity. Use a real image of your product with real people that your audience can relate to. It requires using high quality and in-focus images of the product, so avoid adding the product to stock photos. These feel suspicious or even scammy.4. A clear and unique selling/value proposition and offer - You have only a few seconds to convince your ad viewer to click on your ad.Use a clear statement that best describes your product's benefits and offer.* Who is this for?* What will they get?* Why should they pick you from all the others?Using these ground rules will always make a killer ad-copy!And remember...Test, test, test, and Scale!

An eCommerce brand you promoted you are particularly proud of the results achieved

We are proud of all our clients and achievements.One of our old clients was American Home Appliances, an eCommerce business located in the US with good people, and an open mind who gave us the freedom to test and scale new techniques.AHA had 150K products on their website, we used to run DSA campaigns to harvest new keywords and drive customers with low bid keywords, we used those keywords to build new search campaigns, shopping and remarketing campaigns.Over the 11 years we worked together we turned millions of millions of visitors to satisfied customers and created a positive ROI.

Lior Zelering

Lior Zelering

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Lior Zelering is a digital strategist, designer, and media specialist with 15+ years of experience working with B2B and B2C brands from around the world.

Lior Zelering

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Lior Zelering is a digital strategist, designer, and media specialist with 15+ years of experience working with B2B and B2C brands from around the world.

A must-have tool for scaling eCommerce business

I think that a must-have tool for scaling and e-commerce business nowadays is an excellent chat interface.People want to feel as if they are in a physical store, ask questions, and get answers quickly.Mr. Porter's chat is a nice example of perfecting the onsite chat.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

A lot of agencies are avoiding prospecting campaigns on Facebook, but I think there is a way of getting them to work better by narrowing audiences by interests and behaviors, for example, you start with a group of interestsand then you narrow down by user behavior.

What makes a killer ad-copy?

The right call to action and a special offer will always do the trick. I have seen concise texts work better than long and vice versa, so I am not sure what is better. I think the key is the design and the creative, on Facebook it can make a huge difference.

An eCommerce brand you promoted you are particularly proud of the results achieved

An eCommerce brand you promoted you are particularly proud of the results achievedI am proud of my work with Bcure laser. It is not an e-commerce store per say since it is quite an expensive device, so it is more lead gen based.What we did was drill down using data to the right locations,demographics, and offered and created a comprehensive strategy from both sides, the media, and sales.The Bcure laser team headed by Itay Gal is hungry, fast, smart, and not afraid to take chances, and this was the key to their growth.

Viet Nguyen

Viet Nguyen

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Data-minded individual with strong knowledge & experience in Performance marketing, Ad Operations & Digital Analytics.A lifelong learner with “testing” mindset, can-do attitude, strong passion to succeed in high-tempo, fast-moving, forever-evolving environments.

Viet Nguyen

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Data-minded individual with strong knowledge & experience in Performance marketing, Ad Operations & Digital Analytics.A lifelong learner with “testing” mindset, can-do attitude, strong passion to succeed in high-tempo, fast-moving, forever-evolving environments.

A must-have tool for scaling eCommerce business

There are many great tools out there for eCommerce businesses, but Google Analytics is a must-have as it can help e-commerce owners discover many things. For instance, it helps you find out how much time people spend on your landing page, how many page visits you receive, which products are most viewed, where the traffic comes from, which pages visitors drop off. Based on tracking events, we can decide which products should be promoted, where and how to promote these products, and how to optimize your ecommerce sites for better conversions.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

Retargeting or remarketing is the best way to enhance ROI. Retargeting is so effective because it focuses your ad spend on audiences or people who are already familiar with your brand and your products. That's why we always see a much higher ROI coming from retargeting campaigns than branding or prospecting campaigns. Make sure that Facebook pixel, Google Ads pixel, or DPS´s pixel is properly placed in your ecommerce sites, so that we can populate audiences, and then retarget your website visitors.Especially retarget people who view a specific product or leave abandoned carts. Retargeting campaigns usually show relevant content which make people feel strongly interested in your products and they can’t help it but buy something.

What makes a killer ad-copy?

A Killer ad-copy is content which is relevant to products you want to sell, and extremely tempting. Viewers cannot stand clicking on your ad or CTA to learn more about your products. To create a killer ad-copy, we need to compose appealing descriptions with persuasive words. Added to this, Call-to-action (CTA) and a quality image or video plus an appealing description will make your ad successful.

An eCommerce brand you promoted you are particularly proud of the results achieved

tsc.ca etsy.com micavet.com redbubble.com Customer lifetime value (CLV) > 3 x customer acquisition cost (CAC).Return on Ad Spend (ROAS) or ROI is 300% - 500%

Alon Ash

Alon Ash

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Owner of Alon Ash Digital. Entrepreneur, Marketing consultant, Teacher and Human-OS hacker.

Alon Ash

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Owner of Alon Ash Digital. Entrepreneur, Marketing consultant, Teacher and Human-OS hacker.

A must-have tool for scaling eCommerce business

http://oribi.io/As a Facebook guy I get frustrated by the Google Analytics UX and its limited dimension of data. Going from Google to Oribi is like getting out of a wild chaotic forest into a French chateau garden. Beautifully designed dashboards focus on events, users and conversions. With individual user behaviour data that allows you to analyze the most important data points: Who are my clients? And what drives them to convert. So yes we still need the Analytics dinosaur for the bigger picture (it's free), but it is so much nicer to have (for a price) a more agile and up-to-date, easy to use, personal tool with holistic attribution capabilities.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

My biggest challenge in paid media campaigns is to make the client understand that “As a brand sows, so shall it reap.” In this age of saturated markets and a “what's in it for me” attitude, there are no shortcuts. A brand must establish a positive emotional connection with users by allocating budgets to paid media campaigns with the sole goal of delivering value by entertaining and enriching their audience. Increasing ROI starts by investing in your audience.

What makes a killer ad-copy?

Coming up with a “killer ad copy” is all about understanding the distinct user’s state-of-mind on each channel, it is crucial to customise your message per persona and platform! Have fun on TikTok, be famous on Instagram, be thematic and beautiful on Pinterest, be knowledgeable on YouTube and then convert on Facebook and Google. Laziness or failing to understand the context can lead to awkward results. Get it right and you can win big time.

An eCommerce brand you promoted you are particularly proud of the results achieved

FloraQueen - Online International Flower delivery, San Valentine Campaign 2020.A 4 phases campaign in 7 languages. Achieving 12 x ROI and generating millions of euros.Phase 1: Build up - Emotional: Flowers make people happy.Phase 2: Pre campaign: What would make your partner happy?Phase 3: Main Campaign: Global orders - local fresh delivery. Order from anywhere, send everywhere.Phase 4: Post campaign - Blessings and wishes of love and happiness.

Andrew DiLullo

Andrew DiLullo

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Even though he is at the genesis of his digital marketing career, he has already made great strides in his profession. He wants to help companies solve problems by connecting them to culture through digital advertising.Today, he is working for Ziff Davis on their http://offers.com/ and PCMag properties.

Andrew DiLullo

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Even though he is at the genesis of his digital marketing career, he has already made great strides in his profession. He wants to help companies solve problems by connecting them to culture through digital advertising.Today, he is working for Ziff Davis on their http://offers.com/ and PCMag properties.

A must-have tool for scaling eCommerce business

Optimizely - Marketing is scientific in process at its core, this means that you must test, test, test! If you are not A/B testing your sales copy and landing pages, you should start! Multivariate testing allows you to make the necessary changes to your user experience while carefully examining the results of your data. This enables you to construct a hypothesis, and to learn why certain elements on your page are working while other ones aren’t. Optimizely helps you boost conversions, and improve user experience, by giving you an intuitive platform that lets you test and iterate on your ideas faster.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

Remarketing strategy - many of us think remarketing is throwing up an ad and showing it to a user who has previously been on our site. While this is not completely wrong, no one talks about remarketing strategy! Here are a couple of strategies for you: Run an ad with customer testimonials for 5-10 days, then run an ad with a sale/discount for 5-10 days and if they still haven't converted, keep hitting them with branded ads for up to 30 days. You can also try running ads with different users sharing their testimonials on multiple platforms (Twitter, FB, Outbrain, GDN). This gives the impression that there are many different people saying good things about your product!

What makes a killer ad-copy?

Give users a reason to buy, your USP is only one of those reasons! Here are THE 10 reasons people buy, they want to either - make money, save money, save time, avoid effort, escape mental or physical pain, get more comfort, achieve greater health, gain praise, feel loved, or increase their popularity. If you can tie multiples of these reasons back to your product, people will buy it. Think about it this way, you can't cook a delicious meal with one ingredient. Your meal will taste better with sides and seasonings!

An eCommerce brand you promoted you are particularly proud of the results achieved

While I was working at http://offers.com/, I did a keyword/market cap analysis that found over 800 keywords we were not running on. This ended up Contributing to an additional $531k in revenue and $206k in profits over the course of six months. During this time I was able to maintain a 40% margin profile on a 30% goal. I also Increased email subscribers by 52% (105k/mo to 160k/mo) via paid search. It was exciting to be able to make a significant impact for a company that I worked for.

Dan Kabakov

Dan Kabakov

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Digital Marketing & Automation Expert. Founder of Dan Digital.We help companies grow with smart digital marketing.

Dan Kabakov

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Digital Marketing & Automation Expert. Founder of Dan Digital.We help companies grow with smart digital marketing.

A must-have tool for scaling eCommerce business

When trying to convert potential customers into clients, the first tool that I would recommend is Yotpo for collecting customer reviews, improving visual marketing, increasing trust among potential buyers and loyalty among existing ones. It collects high quality content from the users and dynamically displays it onsite. This is a simple and yet a powerful tool to increase conversion rates and stay connected with your customers after the purchase period. You can find this tool in a lot of e-commerce sites such as Steve Madden, MVMT and James Allen.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

To drive the highest ROI for any type of business I would recommend investing in an advanced remarketing campaign. Some of the marketing platforms allow you to store website visitors data up to 540 days. Let’s take an example to demonstrate the power of this method. An international toy company uses this remarketing technique in their paid media. In their segmentation they divide website purchases by age group of the product. For example: if a user buys a product for a 6-years old kid then they store his information in order to promote new products to him for when he turns 7 years old a year later.

What makes a killer ad-copy?

There are a lot of things to consider when thinking of a perfect ad copy.I believe that a good copy should always have the customer in the center and place the product second. The ad should show him a solution to his needs or show him the desired state that he wants to achieve in a simple form. Sometimes we need time to create that perfect ad and thank God that in digital marketing we can A/B test to do so. It’s always a good idea to include numbers or statistics in the ad’s headline each time when you create an A\B test for your campaign.“If you tell grown-ups, ‘I saw a beautiful red brick house, with geraniums at the windows and doves at the roof…,’ they won’t be able to imagine such a house. You have to tell them, ‘I saw a house worth a thousand francs.’ Then they exclaim, ‘What a pretty house!” - The Little Prince

An eCommerce brand you promoted you are particularly proud of the results achieved

By performing a multi-channel optimization and leveraging an existing marketing activity in paid media channels, we have helped a fashion Israeli brand called Dana Ashkenazi to significantly improve marketing results as well as website performance in a highly competitive industry. After the first months of work we saw an increase of 40% in website sales, 28% increase in conversion rate and a 10% increase in cart value.

Ben Kazinik

Ben Kazinik

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Ben Kazinik is a digital marketing expert with 7+ years of experience in ecommerce, email marketing, and content strategy. He’s worked for several really cool companies - Brightech, eClincher (the social media tool), and 1World (which is a leader in the online publishing industry). He loves to meet new marketers, see where he could help, and read marketing books in his spare time.

Ben Kazinik

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Ben Kazinik is a digital marketing expert with 7+ years of experience in ecommerce, email marketing, and content strategy. He’s worked for several really cool companies - Brightech, eClincher (the social media tool), and 1World (which is a leader in the online publishing industry). He loves to meet new marketers, see where he could help, and read marketing books in his spare time.

A must-have tool for scaling eCommerce business

Wow there are so many amazing tools that I’ve found over the years that I don’t know where to start. For increasing site conversions I would recommend creating a wheel pop in Privy. It helped us to convert over 11% of our site users into leads and convert over $300K in sales. For UGC and social proof I would use Pixlee, Loox, or FourSixty. They are all great but each one is built for a little different purpose, so it depends on which ecommerce platform you are using and which other tools you need your UGC system to be integrated with.For CRO I would strongly recommend ConvertCart which is a comprehensive CRO solution and they have a whole team of designers and developers that create each A/B test for you and focus on your improving your ROI. For decreasing abandoned carts I would recommend LiveRecover, they send text messages to your clients and create conversions live to bring them back to your site.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

I would say that an ecommerce brand should utilize multiple marketing channels and retarget the same audience using those channels. So if you are only sending emails and doing retargeting on Facebook, I would recommend to power up some Pinterest Ads, use Outbrain or Taboola to become visible on the Google Display Network, and send push notifications, chat messages on Messenger, and SMS. The more touchpoints you optimize in your customer’s journey the higher the chances that you close them.

What makes a killer ad-copy?

Killer ad copy accentuates and hits on the nail of the problem that the customer is having, and then offers a solution for them. Shopping is emotional and most purchases are emotional buys so it’s important that you think of that when you are creating your ad copy.

An eCommerce brand you promoted you are particularly proud of the results achieved

I’ve worked with Brightech, a lighting company in the US where I’ve set up 15-17 different marketing channels. Our focus was a more holistic approach to create an omnichannel strategy and we were pretty successful. We grew sales to over $1M annually, increased conversion on the site and expanded our operations to many more niches and online marketplaces.

Chris Bowler

Chris Bowler

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Chris is the founder of BowlerWorks LLC, a digital marketing consultancy. Chris is a seasoned digital marketer with a passion and focus around helping companies orchestrate all aspects of their digital marketing mix, whether it's a website, ecommerce strategy, social marketing, paid media and email.His extensive brand work covers nearly every category from B2C to B2B marketing. Chris most recently launched the U.S. operation at Flipside Group, a digital marketing agency based in the UK. As part of the Weber Shandwick network, he partnered with multiple clients delivering projects across web development, mobile app development, ecommerce strategies, paid media and AI-powered experiences.Previously at the digital agency, Razorfish (formerly SapientRazorfish), Chris established and grew the social media and content marketing practice into one of the largest teams within the Publicis network. Previously, Chris was with http://agency.com/ where he led display media, SEO, and paid search, as well as Campbell Mithun Advertising, with a start in media planning and buying.

Chris Bowler

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Chris is the founder of BowlerWorks LLC, a digital marketing consultancy. Chris is a seasoned digital marketer with a passion and focus around helping companies orchestrate all aspects of their digital marketing mix, whether it's a website, ecommerce strategy, social marketing, paid media and email.His extensive brand work covers nearly every category from B2C to B2B marketing. Chris most recently launched the U.S. operation at Flipside Group, a digital marketing agency based in the UK. As part of the Weber Shandwick network, he partnered with multiple clients delivering projects across web development, mobile app development, ecommerce strategies, paid media and AI-powered experiences.Previously at the digital agency, Razorfish (formerly SapientRazorfish), Chris established and grew the social media and content marketing practice into one of the largest teams within the Publicis network. Previously, Chris was with http://agency.com/ where he led display media, SEO, and paid search, as well as Campbell Mithun Advertising, with a start in media planning and buying.

A must-have tool for scaling eCommerce business

Access to training and knowledge bases are a critical tool for any eCommerce practitioner. To truly scale your business, you need to go broad and deep. Going broad is all about turning on multiple platforms. Going deep means switching on new targets and ad formats within any given platform. So, in order to go broad and deep you need to tap into platform knowledge bases to get up to speed on the latest tactics. One indispensable tool is something like Udemy, which offers course work for every platform in easy and quick modules.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

Negative Targeting! Yes, it sounds counter-intuitive but the concept of exclusion is key to ROI success. In Google Ads, for example, you should strive to have more negative keywords than actual keywords and phrases. This simple tactic will prevent wasteful spending on non-converting keywords. Similarly, excluding recent purchasers is another way to minimize ad impressions being served to customers who have already converted. So, adopt the mindset of exclusion – not just targeting!

What makes a killer ad-copy?

Surprisingly, it’s not about the ad copy, it’s about ad copy that compliments the image or video it is served alongside! Viewers focus first on imagery, especially as they scroll through their newsfeed or browser. So, pick the imagery first and then write the ad copy that amplifies the meaning in the visual. That way, you will be prioritizing the elements that are most important for a successful ad – the visuals.

An eCommerce brand you promoted you are particularly proud of the results achieved

I recently helped promote a cancer book with important and life-saving advice for cancer and chronic disease patients. While the cause was personally rewarding, there were interesting challenges in creating compelling ads as well as identifying ways to target the relevant audiences. By week 7, the campaign had already achieved nearly a 4-to1 ROI.

Eldar Ettel

Eldar Ettel

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My name is Eldar Etel, I’m 31 years old and I live in Tel Aviv, Israel. I have over 6 years of experience with digital marketing campaigns on Google, Facebook, Taboola, Outbrain, Youtube, and Linkedin.In the last 4 years I opened my own business for digital marketing and I manage digital campaigns for clients in Israel and around the world.I’m a huge PPC dork. In the digital world, where everything changes so fast, you have to always be up-to-date with all the new trends, updates, tools, campaigns and more. To keep up, I spend most of my time researching and reading a lot of marketing articles. I follow digital experts on blogs and social media, and I’m also highly involved in large Digital Marketing forums.

Eldar Ettel

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My name is Eldar Etel, I’m 31 years old and I live in Tel Aviv, Israel. I have over 6 years of experience with digital marketing campaigns on Google, Facebook, Taboola, Outbrain, Youtube, and Linkedin.In the last 4 years I opened my own business for digital marketing and I manage digital campaigns for clients in Israel and around the world.I’m a huge PPC dork. In the digital world, where everything changes so fast, you have to always be up-to-date with all the new trends, updates, tools, campaigns and more. To keep up, I spend most of my time researching and reading a lot of marketing articles. I follow digital experts on blogs and social media, and I’m also highly involved in large Digital Marketing forums.

A must-have tool for scaling eCommerce business

Two must-have tools for scaling e-commerce business are dynamic remarketing with Facebook catalog, and creating smart events with Google Tag Manager to distil my targeted audience.With dynamic remarketing on Facebook/Instagram, we deliver ads with a specific item that the customer is interested in – users that have either added to cart or just viewed a product page.With Google Tag Manager, I will set up events for every step of the customer journey on the website. By taking those actions, I can increase e-commerce scaling and increase ROI.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

One technique that can help increase ROI, is to set up a smart remarketing list using Google Tag Manager. Take a quick look at the average session duration on your Google Analytics dashboard. Based on that avg. session duration, set up a new tag on your GTM that fires a remarketing tag slightly before that time mark.

What makes a killer ad-copy?

To create a killer ad-copy, you need to think “WIIFM - What's in it for me”, in respect to your ad audience and prospects. Make sure to provide the audience with all of the reasons they need to buy from you. Emphasize your product’s advantages and the reason it stands out.

An eCommerce brand you promoted you are particularly proud of the results achieved

A very big women’s fashion brand in Israel. I Used a smart remarketing list and dynamic catalog, and I was able to increase the ROI by 150%. When you make sure your remarketing list is built with a high-quality audience - you see immediate results.

Recap

To recap, even though there’s a lot of progress in automation, a proper ads campaign still requires human touch. And really there are 3 aspects of a PPC campaign that your brand could really benefit from collaborating with an expert:

Use the right platform - Don’t just focus on one platform, set up retargeting campaigns on multiple platforms and try different things. Combine platforms for even greater results, like the tip above about setting up a Pinterest retargeting campaign for your abandoned cart users and following up via email.

Use the right campaign - the set up of your campaign is critical to your brand’s success. Whether that’s targeting the right audience, in the right way, in the right time, all of these are crucial elements that our experts gave a lot of insights about.

Use the right strategy - you might have the right platform and campaign set up but you might be missing the optimization piece. It’s crucial to have the right strategy moving forward to align your campaigns and meet your ROI goals. This is where working with the right expert could really do wonders for your brand.

We hope you enjoyed these awesome expert insights and if you have any questions or comments please leave us a note below. We would love to hear from you and see how we could help!

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