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.
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.
Esteban Martinez is a founder of Addicted 2 PPC.
He is a highly passionate marketer with a strong focus on understanding consumer data and online behavior. Esteban states that aligning customer demand and brands USP is paramount in successfully achieving customer acquisition and lead generation .
Addicted 2 PPC is a data-driven digital marketing agency, servicing clients across the UK with focus on helping businesses grow though paid advertising and proven marketing tactics to increase inbound leads, sales and revenue.
Supermetrics hands down. With more digital channels being added into the marketing mix, it’s essential for companies to be able to see all of their data in one central view. Supermetrics really excels in this and allows for great visibility on what is work and what needs optimising.
It supports over 50 different data sources, integrates with Google sheets, Data Studio and Excel to name just a few and my personal favourite, it can even schedule daily updates and email your team.
PPC powering SEO performance
Optimising Google Ads top performing 1% of keywords and benchmark these against Search Console and Google Analytics to get the organic data from Google.
Using this data we then target these keywords that generate highest ROI, looking at the SEO rankings and organic CTR to prioritise the core keywords that maximise performance.
By focusing PPC & SEO together on the top 1% of keywords will allow for great conversions and sales from both channels. This will reduce the cost per sale and improve organic rankings and conversion rates.
The best ad copy tends to follow Simon Sinek golden rule 'Start with why'.
Put yourselves in the shoes of your customers and think about their needs and desires, how your brand serves their needs and why they should consider you over your competitors.
The ingredients include emotion, time sensitive/FOMO, questions and uniqueness.
Also have clear call-to-actions and make sure the landing page contains the key elements of your ad copy, so it doesn't get lost when they arrive on your website.
Best & Less was one of my most challenging and rewarding eCommerce brands that I worked on.
As a national retail clothing brand, they had new products that we needed to launch and promote each week than only had 7 days to perform.
We created cluster campaigns across their core clothing categories to increase quality score, CTR and of course ROI.
Supermetrics was used extensively to map the performance across Google, Bing and Facebook.
Onboarding the sheer volume of new products and changes required a simplified onboarding process to streamline the weekly offer.
Google shopping, audience targeting and an exhaustive list of negative terms and targeting, resulted in the highest online revenue and ROI achieved across the year.
Ashley is an experienced Marketer with a demonstrated history of working in the Digital Marketing and Advertising industry. She is skilled in Search Engine Marketing, Paid Social Advertising, and Display and Video Advertising. Ashley is a strong professional with a Bachelor’s Degree focused in Advertising and Marketing from the Fashion Institute of Technology. She has worked across a variety of clients, from Blue Chip companies to Small Businesses.
I'm a big fan of utilizing AdEspresso for heavy-duty optimizations. I love that I can A/B test creative without all the heavy lifting of manually setting up the campaigns. The actionable insights they provide are a huge plus, too.They have a free trial offer that I highly recommend trying to see if their tool is useful for your business.
Make sure you have every part of the funnel tagged (i.e. Add to Cart, Initiate Check-Out, Enter Payment Details, and Purchase), to ensure that you have full transparency into the customer funnel. I find this particularly useful for products that don't have a ton of purchase volume so you can find areas for reducing friction within the campaigns and on the website. This also makes for a great visual when presenting to clients to show them the interest you are generating in their product.
Depending on what area of the user journey you are targeting (prospecting vs. remarketing), I always like to make sure that my ad copy is extremely relevant to the end-user that the ad is served to. Someone who is not familiar with the brand may not know about the core value propositions, whereas someone who has been to our website but needs a little push to purchase would potentially love to see an offer or sale with a sense of urgency. After a summit I attended at Google, one of their biggest takeaways was that most internet users assume that a brand they have already interacted with knows details about them and expect all their advertising to be relevant to their specific journey. I always keep this in mind when crafting new ad copy - always be audience-first.
I recently launched campaigns for a new Tequila brand that had little to no awareness upon launch. By implementing a full-funnel strategy including Higher Funnel tactics such as Display and Youtube paired with lower-funnel tactics such as search and Social Remarketing we were able to capture demand. After setting up the foundational aspects of the campaign, we have a great starting place to scale our efforts and continually optimize.
Jack has worked in PPC for over 5 years, providing ecommerce and lead generation services for a wide variety of clients. He is passionate about the power of targeted, accountable marketing that's possible with PPC, as well as the vast amount of customer insights that PPC analytics provide.
Hard-coding a few tracking tags is all fine and dandy, but once you're tracking conversions across hundreds or thousands of products you need a simpler way to measure your ROI. Google Tag manager makes scaling your tracking across multiple channels easy. Once you've set up a trigger, such as a button click or thank you page, you can roll that out as a trackable event across a range of channels, from Google Ads to Facebook and LinkedIn.
If you're running Google Search campaigns make sure you're using Observation audiences. You can select a wide variety of market segments, and track how each of them are performing within your campaign without spending any extra. If you see a particular segment is doing well, you can add a bid adjustment to that audience, and at the same time you'll be accumulating valuable market research insights.
No one likes someone who only talks about themselves. Address your audience's pain points first and foremost before positioning yourself as the ideal solution. When finalising your copy every word needs to earn it's place - be ruthless! Remember your place - if you're posting on social media think about how your post will fit in alongside posts from people's friends and family. Finally, make time for copywriting - it's easy to become obsessed with the perfect PPC account structure while neglecting the copy and creative your customers will actually see.
I'm excited to be working with a retail safety brand where we've been rolling out Google Shopping and Search campaigns across Europe this year. Since the start of 2020 spend has been scaled up by a factor of 10 while reducing cost per sale by over 15.5%.
Slava has 10 years of experience doing online marketing with the last 5 focusing on paid ads. He helps brands find customers online and optimize their funnels for higher conversion rates. Currently, he is working with medium-sized businesses and managing over 1.5 million a year in ad spend.
I think there is more than one tool needed for scaling e-commerce but in my opinion, the most important 2 will be
1: Tools for increasing AOV. They will get your customers to spend more before they checkout. That will allow you to increase marketing spends and scale further than before.
2: A follow-up tool, whether it's for email or SMS. You need to follow up with users who sign up to get them to buy for the first time if they are non-customers, or buy more if they are existing customers. Everyone is busy nowadays, and to scale one must always be on a customer's mind to increase conversion rate.
A not so obvious paid media technique would be to use all the available bidding strategies that the platform you're using provides. For example, marketers tend to stick to “lowest cost” bidding on FB, but there is tons of money to be made with target cost and bid cap bidding strategies.
For killer ad copy you need to make sure that the first sentence already has intrigued your customer - every business is different, but I personally love to start my copy with a question… e.g.: “Is this really the best laptop of 2020?” That's a simple example, but applying the question format to your copy can get people engaged to keep reading, or engaging with your ads.
I work with a company named MYSTER, and they are the go-to place to get high-end accessories for cannabis users - we were able to get a HUGE 18 ROAS on their remarketing campaign this year by re-engaging with potential customers on FB through sales and promos. The campaign has been running for about 11 months now and it keeps being extremely profitable.
Adam is a digital marketer focused on helping brands grow their direct-to-consumer business online. Prior to Founding Foghorn Labs, Adam worked at Google from 2003-2010 on a variety of teams from Media Sales to International Product Marketing, giving Adam a unique perspective on how to help companies leverage the web to grow their business. A few of the clients Adam worked with at Google include the New York Times, CNN, Zappos, Williams Sonoma, Adobe, Salesforce, and Apple.
At Foghorn Labs Adam combines his passion for outdoor sports with his marketing experience to help DTC brands succeed online. Past and current clients of Foghorn Labs include Black Diamond Equipment, Therm-a-Rest, Leatherman, Petzl, Chrome Industries, Burley, Simms Fishing, Rumpl, Taylor Stitch, Mission Workshop, GU Energy Labs, Castelli, Toad&Co, HippyTree, FlyLow, Youth to The People, and BMW.
There are a lot of outstanding digital marketing tools called out in this post, quite a few of which we use at Foghorn Labs, but one that has recently taken our data visualization and reporting game to the next level is Google Data Studio. It’s a super powerful, free tool that allows you to create custom dashboards that pull from a wide range of sources. It has been especially helpful for comparing performance data from multiple ad platforms side by side in ways that traditional web analytics platforms like Google Analytics can’t.
It’s less of one specific technique and more of an approach that has helped us achieve amazing ROI for our clients over the last decade. We focus on being the best digital marketing agency for outdoor and active lifestyle brands selling DTC online. We start every engagement with a clear understanding of our client’s audience, where they spend their time online, what outlets they trust, the language they resonate with, and the seasonality that impacts their buying decisions. Agencies with a deep understanding of a given industry provides a significant head start to the client, from which the latest techniques and best-of-breed technologies can be applied to leapfrog competitors. Unlike a secret sauce technique, industry expertise can’t be easily replicated.
My first job out of college in 2003 was “Creative Maximizer” on the Google Ad Sales team. Our team was tasked with uncovering best practices for paid search ads and how to make text ad copy convert. What was successful then still resonates today; A unique brand voice and a clear, compelling call-to-action. It’s also crucial that a brand’s language be as unique as its visual identity. Avoid overly-commoditized cliches and marketing speak, especially when selling products being positioned as unique or premium.
One of our long-time brand partners, TREW Gear, asked us to amplify their brand identity and promotions during peak winter season while driving online sales through paid channels. Compared to the previous winter season, we scaled up spend by 355% while achieving a ROAS of 1881%. Attributable paid-social revenue (7-day click, 1-day view) increased by 287% and eCommerce purchase volume increased by 368%.
Conner Hats needed to gain awareness among those unaware of the brand, but searching for the styles sold on their DTC store. Since Conner Hats owned top-positions for their branded terms, our strategy focused on increasing traffic from relevant non-brand searches that would lead to new customers. Starting in January 2018, we set out to enhance three category pages per month and by June 2019 we had optimized 50 category pages. By December 2019, we saw the following improvements:
Aaron Crewe, managing director and founder of Novi.digital, has become known as an expert in search marketing. The success of novi has been achieved by striving to create a more efficient, sustainable and mutually-beneficial way to do business. Novi focuses on balancing data with emotions, such as empathy. It also helps by defining want vs need and bringing purpose to the services that they provide, more than simply achieving high levels of ROI, whilst also contributing to the environmental improvement and employee wellbeing.
Captivise is our must-have tool that we have built over the last 5-years, spending over £100,000 on it’s development. Captivise works by bid adjusting each individual keyword based on the keyword conversion rate. It also adds search queries as keywords automatically, creates automated negative keywords, pauses keywords automatically.
Automated search query ad group generation is our real success over the last 12-months. By putting this in place, Ad Groups, Ads and Ad Extensions are automatically created and point to relevant automatically created landing pages to achieve maximum quality scores and relevancy to achieve phenomenal conversion rates.
Saying the opposite to everyone else. For example, if everyone else is saying “Here’s our top 10 list for success”, you should say “Here’s our top 10 list of ways that you are going to fail”. By adopting this approach, you are able to get the same message across whilst standing out from the crowd.
Throughout the past 2 years, we have helped PropertyData to scale from start-up business to become a market-leader and in doing so, we have been able to be nominated for 5 different awards this year alone as a result of a 4000% growth, including The Drum Search Awards and The Prolific North Awards, as well and the European Search Awards.
Oded has over 8 years of experience in the Digital Marketing playground. He is a digital marketing lecturer & owner of Livne Digital. Specializes in performance campaigns on Google along with social media.
Enjoys blogging about internet marketing, creates memes and plays Texas Holdem poker.
My must-have tools for scaling eCommerce business are:
1. WordPress site + WooCommerce + Elementor (an amazing WordPress plugin that helps you build sites without the need to know code)
2. Data analysis with Google Analytics
3. Competitors research with SEMrush
Those tools help me control all aspects related to the client and manage the client campaign successfully.
The best recommendation I can suggest in order to improve your ROAS is to offer promotions in which the main emphasis is on increasing the customer shopping cart.
For example, instead of offering a 25% discount, you should offer a buy 3 get 1 free promotion. The customer enjoys the same discount percentage, but is required to purchase more products to receive the promotion.
Another best practice is to examine the average value of the shopping cart and offer personalized deals to the customer. This allows to increase the average shopping cart value, and thus, improve the ROAS.
A good ad needs 3 elements to be successful:
1. Real people - not Shutterstock photos. The more authentic the post, the more people can relate to it.
In many cases, the post does not have to be perfectly designed. In fact, in some cases, an amateurish design creates more interest in the ad because it feels more realistic.
2. Social proof - an ad without social proof cannot succeed on social media. The more comments, shares, and likes an ad has, the better it will perform.
3. Unusual element - a surprising and unconventional factor that will make the customer stop and focus on the ad. We need to create a different and unusual element that will get their immediate attention.
We ran a multi-channel campaign on Google, Youtube, Facebook, & Instagram in which we've helped an Israeli sports clothing brand to improve marketing results as well as ROAS. After 3 months of working together, we helped the client to increase website sales by 200% and ROAS by 56%.
Jono is an eCommerce Digital Marketing expert, Founder of Digital J with a focus on paid advertising (Facebook, Google, Snapchat, Pinterest). With over 3 years of experience working in digital agencies he has worked with clients in hundreds of different niches ranging from realtors and plumbers to high end fashion brands. Some notable clients include Misha Collection, Style Addict, Mitre 10 and MAK Fitness. He now works exclusively with eCommerce brands on scaling their brand from ad spends as low as $3000/month to upwards of $100,000/month.
Having a solid creative library is key to scaling and eCommerce business so a tool like inVideo is great in creating high converting video sales creative. It can create video ads in specific formats too. 1:1 for Facebook news feed, 9:16 for Instagram stories. On top of that if you hire an in-house graphic designer/video editor purely for creating video ads it will be extremely beneficial for any eCommerce business long term as good looking creative is the key driver for profitable ads.
One technique that I have been using is a particular audience targeting technique inside Facebook Ads. I have been creating broad campaigns with ad sets targeting different angles and USP’s of the business. For example for my women’s sunglasses client I have put zero demographic targeting inside all ad sets, even without gender targeting. Each ad set has creative outlining a certain angle such as Amazing fit, designer quality, affordable price etc. The Facebook pixel is extremely smart at finding your ideal customers as they have hundreds of thousands of data points. Crazy how smart Facebook is nowadays!
Killer ad copy is one that is extremely visual and is constantly hitting customer pain points within it. There are certain techniques that I use from books such as Cashvertising and Influence by Robert Cialdini. One such technique involves association and how people desire to be associated with a certain group of people. Keeping that in mind, trying to associate your product with an ideal group of your customer will pay dividends in sales.
I am working with a brand called Style Addict which is generating a 10x ROAS on Facebook Ads due to really good creative and branding on their part. Style Addict is a woman’s fashion brand based in Australia. They have been influencer marketing for years to generate brand awareness and grow their Instagram following to over 250,000 followers.
Arham is a Facebook and Google certified performance marketing specialist with over 9 years of experience. As the co-founder of Pixated, a performance marketing and web design agency, Arham is responsible for strategising paid media and web design campaigns for some of the most innovative B2C brands in the world.
With average open rates of 98% and click through rates of 19%, it has to be SMS marketing. We use this channel to promote special offers, send out order confirmation messages, request feedback and even wish customers a happy birthday! Notifications can be automated and we can monitor performance at a granular level which really helps us understand and optimise workflows. We've seen businesses double their revenues within months of implementing SMS marketing so it's a must-have.
User Generated Content (UGC) has proven extremely effective in our paid media campaigns. It can be great at the top of the funnel as it makes the content and brand appear much more authentic. Similarly, it's great at the bottom of the funnel as genuine customer reviews help build trust and lead to higher conversion rates and AOV.
The best ad copy is one that is benefit-focused. When a prospect is considering a purchase, he or she wants to know the answer to one fundamental question: How will your product or service improve my current situation? The best ad copy speaks to the target consumer's needs and explains how your product or service can address them.
We've had the pleasure of helping launch Wicked Gummy Co. and still work with them. During this time, we've helped increase their online sales by 2461%!
“As a result of Pixated’s work, we have seen a big increase in sales and visibility, and a huge improvement in user experience. They’re responsive with a refreshing approach, and the work is top-notch - full of little touches that prove their commitment to quality. Pixated’s experience has proved immensely valuable to Wicked Gummy Co.” - Warren Steyn, Co-founder
Digital Marketing Pioneer since 2003, 1000s of Digital Campaigns launched ever since, former Oracle employee, best selling book author. Works as a Digital Lecturer for the Digital Marketing Institute, Informa and PwC. Spoken at 50+ International conferences, including GOOGLE & NASA.
Trained 10000+ executives in 4 continents, from the largest organizations, including Bayer, Jumeirah Burj Al Arab, Armani, Etisalat, Huawei, DP World, Abu Dhabi Media, ADNOC, Abdul Latif Jameel just to name a few.
Bears 11 Marketing Certifications from Google, Hubspot, Microsoft. Christian was awarded 12 times, including Oracle Innovation Award, Microsoft Artificial Intelligence award. He is a Co-Author of "How to develop a successful Digital Bank" book.
Running ESD FZC, awarded Digital Agency of the Future, launching Digital Campaigns for major Banks, Events, Concerts, Media, Telco, Hospitality, Real Estate, Healthcare and Pharma.
The base below each successful e-commerce company is the website. Shopify and WooCommerce got the largest customer base but are they really the best in the market? I believe that for specific activities they are, but for simple shops, they are like trying to transport a pizza on a Train.
Then automation, loyalty and data analysis are the last need to give your business the space to grow from a modest retailer to an e-commerce company.
Small shops need speed and ultra-low cost of ownership, so they can start and grow very fast. I believe Deliverai is in this space making progresses thanks to their All Done For You platform with a close to zero cost of ownership.
A picture is worth a thousand words, an English language adage said. I can say that a video is worth a thousand pictures in advertising, but that is quite obvious, am I right? What about a live video is worth a thousand videos in social media digital advertising? Yes, push ads on live video posts is getting 5-10x engagement results.
After testing it on many accounts, I managed to get down to $0.001 per post engagement with this tactic. If you’re spending more than that, you can still work on it.
Rack the shotgun. The old AIDA concept is an evergreen one: Attention, Interest, Desire, Action but not enough anymore.
Nowadays, attention is stolen by dozens of social media platforms, so is getting tougher and tougher. Bold statements like those from Donald Trump first presidential election against every minority are teaching us that we have to shock the audience with something terrible if we like to catch the attention.
Extremely high contrasted and saturated pictures with distorted faces help the trick. Then we will always twist the story around retaking a second step, to show our shiny beautiful brand.
Work with megabrands like Armani Hotel, Huawei, Bayer is always exciting but multiply sales of smaller companies is an even more exciting challenge.
I’ve been working with Spedirecomodo, an online shipping company, and went from 7000 to 32000 shipment per month with exactly the same marketing budget (before Covid).
Or achieving 13,000 keywords in first page for Eset Antivirus.
Or having the best month ever of an hospitality investment company since launch many years back, right this September 2020, just in the middle of the biggest hospitality crisis ever.
Launch a digital campaign is easy, I am even teaching universities and corporates how to do it, but getting results require tons of practice and constant tweaks.
Shane founded EZGrowth Marketing, a digital advertising agency specializing in paid search and social, conversion rate optimization and tailored consulting for teams and individuals, in 2015. Since then, I have consulted with over 100 companies around the world. He started a career in traditional sales and marketing, but soon transitioned into the world of online marketing. He saw so many businesses being outmaneuvered by their competition, only because they didn't understand the nuances and strategies behind a successful online marketing campaign. Shane holds a Masters Degree in Marketing and Advertising, which has helped him to shape his agency and grow business portfolio. Since 2015, Shane helped both small, local boutiques and publicly traded enterprises increase their online sales through smarter online advertising campaigns. I have managed ad campaigns spending anywhere from $2,000 / m to millions of dollars a year. Shane generated millions of dollars in revenue for my clients, spanning more than 75 unique industries.
Google analytics. This is a must-have tool for running your eCommerce business. eCommerce grows on accurate data. Not many tools equals its importance. Accurate data can scale your eCommerce business and raise it to higher levels. On the contrary, inaccurate data can break your eCommerce business. This can make a big difference between losing or gaining a customer. Every sale counts.
Adwords Scripts. This is a pretty advanced technique but when used correctly, adwords scripts can drastically improve the performance of your campaigns and they can create a tremendous amount of additional added efficiency of how you go about optimizing and enhancing the performance of all the campaigns, ad groups, ads and keywords. For instance, with an adword script, you’re actually able to make a rule that will pause any of your ads when the weather drops below 70 degrees (applicable to an ice cream shop). You can also have the same thing if the weather is above 85 degrees, you can automatically increase the max cpc bids of all your keywords by 10%. There are numerous functions that an adword script can do based on certain conditions that are met.
Highlight what makes your company unique (This is something to think about at the very top level)
Benefits over features is a myth in the context of google ads. I can elaborate on this but I'll keep it simple. It's better to explain how you will have a clean room rather than the features of the vacuum. Focus on the emotional psychological payoff of your products or services. It's also important to mention any unique features about your product or service.
Include price, promotions, sales, exclusive offers, social proof, reviews. All these concepts play into scarcity and urgency. These things gave your brand legitimacy as long as they are true. Do not use unsubstantiated superlatives such as "we are the best product in the world" or "we have the most amazing electric drill ever". It must be objective, measurable and verifiable. Price allows people to self-identify, weed out and avoid some potentially bad clicks.
Use a registered symbol whenever you can... increases CTR
Understand your landing page. Make sure it's an appropriate follow up to your ad copy. Your ad must be an appropriate introduction to the more expanded information that follows on your landing page. There should not be a discordancy between the two.
On mobile, make sure to always show call and location extensions (if applicable). People on mobile devices tend to want to text message the business, call the business or see locations.
Know your principles of salesmanship: Scarcity, urgency, interest, motivation / triggers
Most people will make a decision based on the information in the headline. You cannot rely on the description. Try to pack all your punches into the headlines. It's the most important part of your ad copy by far. Research has shown that descriptions are not read nearly as much as headlines and it's also quite obvious.
Stand out! be unique. Use humor, use a little bit of attitude and most importantly don't be afraid to showcase your success.
Alternative Apparel had a project focused on their B2B side of the business. The primary goal was to increase the total number of leads that apply for an account with their wholesale application.
B2B Video and Display channels introduced
As a result of my PPC efforts and the new B2B initiatives, revenue increased by 166% and ROAS increased by 64%.
There was a significant increase in branded traffic as a result of the display advertising through the B2B campaigns. Branded revenue increased by 111% as a result of the increase in awareness.
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.
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.
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.
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!
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.
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.
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 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.
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.
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.
I’m Ray Cheselka, CMO at webFEAT Complete. We're a website design and digital marketing agency in Cincinnati, Cleveland, OH, and Denver, CO. I work in Denver, CO (previously Chicago, IL), and travel back to Cincy regularly for meetings and to regroup with the team in-person (well, before Coronavirus!)
SEMrush! So many insights that can be applied. Specifically-the keyword and backlink gap tools to identify potential keyword targets that can drive in additional prospects, and backlink opportunities.
Recently I've been seeing a lot of competitors bidding on brand names. This is when competitors bid on my clients brand names, I then create some branded ads at a $2-$5 per day budget (could vary depending on the business). This prevents competitors from stealing business and ensures your brand is displayed as you like it. It prevents loss of prospects/potential revenue and generally these ads convert really well.
Killer ad copy is made by knowing your target audience, highlighting points of difference, and ensuring that you're providing value to a prospect.
UltraEdit text editor. I've been able to take their massive existing account, make it manageable and focused on what matters. Along with this, we've run through pretty much every strategy out there to find what works best. The result has been a significantly decreased cost per conversion, more revenue, and new users that can spread the word!
Will is the Co-Founder and CEO of BellaVix. He has 8+ years of experience working in eCommerce, specializing in Seller Central, Vendor Central, Amazon Advertising Platform, and DSP. BellaVix works with established consumer brands and private labels in strategic planning, implementation, and execution of their business plans for products across Amazon and other 3rd party marketplaces. Their portfolio includes brands like Derma E, Purlisse Beauty, Think Baby, and Outward Hound.
PPC Scope: I'm a huge fan of Brian Johnson and the use of PPC Scope. Proper maintenance and bid manipulation is something a lot of sellers overlook when maintaining their accounts. The tool is simple to use, and you can create custom filters to build out your processes or use the standard ones inside the platform. We use it on all of the accounts we manage.
Keyword Concatenation. I know. It sounds a bit crazy. When you concatenate a keyword, you mix all of the different variations a set of keywords could show up. I use the exact and phrase match when setting this up. So, if you are doing keyword harvesting and notice a long-tailed keyword that converts well like "Kitchen Utensil Holder Blue" I'll concatenate the phrase and get variations like; "Utensil Holder Kitchen Blue", or "Blue Kitchen Holder Utensil" and also the total number of keywords used so in the example above you might use "Kitchen Utensil" or "Holder Blue." Amazon's algorithm is pretty good about not pulling your ads in entirely irrelevant categories, and I"ve found this to be a great way to discover new keywords and double down on search terms that are performing exceptionally well.
My favorite tool to use is https://www.found.co.uk/ppc-keyword-tool/
*Note: Be sure to use negative keywords, especially the first few weeks after launching a campaign. Like any new campaign, it will pull in irrelevant keywords.
Keyword Concatenation. I know. It sounds a bit crazy. When you concatenate a keyword, you mix all of the different variations a set of keywords could show up. I use the exact and phrase match when setting this up. So, if you are doing keyword harvesting and notice a long-tailed keyword that converts well like "Kitchen Utensil Holder Blue" I'll concatenate the phrase and get variations like; "Utensil Holder Kitchen Blue", or "Blue Kitchen Holder Utensil" and also the total number of keywords used so in the example above you might use "Kitchen Utensil" or "Holder Blue."
Good For You Girls is a beauty brand for young girls and tweens. When we initially started working together, she was very conservative using her ad budget. She was doing between 15-25% ACoS a month, which was great, but she was only bidding on branded terms and spending about $500/mon. This conservative approach was hindering her brand from growing on Amazon. As you may already know, Amazon has a "Halo Effect," which is when a product gets more sales. It ranks better in the search, which essentially leads to more sales. Advertising is one of the best tools marketers have on the platform to influence the "Halo Effect." In the first three months, I could scale spend and maintain an ACoS below 25%. By the six month mark, we were spending about $2K and generating between $7-$8K in sales from advertising alone. What is even better, YoY total sales were increasing anywhere from 35%-50% with no real change to the size of the catalog. We coupled our ads with a promotional strategy and started using Amazon virtual bundles to test different product variations. It worked out well and was a fun account to work on.
Filip Matekovic is Head of marketing at Hunch, creative automation, and media buying platform that helps companies combine performance and brand on paid social.
He has 10 years of experience in all three sides: corporate client (fortune top 100), performance advertising agency lead (award-winning agency), and SaaS ad-tech startup.
What we learned in Hunch, what is a must-have tool to scale content?
Build a system! You cant find a perfect tool for scaling content. It a mixture of various tools that helps the content team to get bigger output. We started from scratch, in-house. After the validation period, we created processes and hired an agency that strictly follows our process. We scaled out content 4X regarding output and leads.
Content marketing is keyword research, managing writers, planning the editorial calendar, combining the dots between writer, editor, SEO, design), distribution (80:20 rule), link building, and finally, auditing content strategy and optimization.
Secret tip: Do not plan your content out too far ahead! Everything mentioned above is a part of our system, written in processes.
Align marketing funnel with the product, sales funnel, and CS.
Align your content to the stage of the funnel.
Create demand, build authority, and trust.
Do not sell, let your prospects reach you.
Become a champion in a specific niche (our case- dynamic creative )
There isn't one platform to rule them all (ok, maybe Hubspot).
It depends; SEMrush is SEO content-based, but I like CognitveSEO, also. Ahrefs is perfect for link research. We manage Editorial Calendar and workflow in Notion. Hemmingway Editor is a must. Also Grammarly Premium.
When we talk about content, but another type: video, made for paid social and e-commerce, we are very proud of Air Serbia case.
Hunch dynamic video studio produced more than 1200 high impact video ads. Each ad created unique user experiences for users exploring possible travel destinations whilst browsing Facebook and Instagram, and ads were different based on language, location, and stage of the funnel.
Boris is a Digital Advertising Expert and a Leader in the field of Programmatic Advertising. With over thirteen years of experience working with his own projects and Fortune 500 companies, Boris specializes in Programmatic Advertising, Ad Servers, Publisher and Advertiser development and relationships, and Online Marketing. Being a founder of rapidly growing Ad Network called Hooligan Media, Boris is responsible for running over half a billion ad impressions to the publisher sites. Boris is also a founder of TrafficMNGR a Publisher & Advertising development company and a Quizé Plugin which is a tool for creating and monetizing quizzes on publishers websites.
Analytics. Without analytics you only get numbers, however, with proper tracking and analysis you know what channels actually work and get you further, as well as, what is dragging you down.
Reviews and support. What you say about your company or services are just words, reviews are the actual quality evaluation of what you do. Support is what is bringing the reviews.
Data, Simplicity, and Testing. Base your design on preliminary data (if such available) to visually attract the targeted audience. Instead of creating a dozen copies, create three, and focus on their optimization. Avoid burying yourself in unnecessary data.
We increased CPM rates (revenue) from $0.60 to $1+ rate within the 3 months of managing ad operations for VaynerMedia backed company that is owning 30+ entertainment publisher websites.
Menachem Ani is the Founder & CEO of JXT Group, a Digital Advertising Agency with over a decade of success developing high-impact marketing strategies for online retailers and lead-generation clients.
Any tool that helps with customer retention. Specifically, post-purchase email flows and retargeting campaigns.
Landing page optimization. Improving your website page load time and usability can dramatically increase your conversion rate, which will lower your cost per acquisition and improve your ROI.
Speak to the customer's needs. Advertisers fall into the trap of going on and on about how great they are or how great their product is. It's more important than ever to understand that you must speak to what the customers' needs are.
Bernard Warman, CEO of Modular Closets is one of the brands I'm proud of. He said:
''Menachem and the team at JXT Group are a true pleasure to work with. We've been with JXT for a few years and have really seen their expertise produce tremendous results. The team is always looking for new campaign strategies and to take on new growth initiatives. Our companies collaborate beautifully together giving us a real feel of in-house teamwork.''
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.
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.
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.
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.
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.
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.
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.
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.
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.
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!
David is President of the Paid Search Association, and one of the world's best-known experts in online advertising. A former Apple Computer executive and serial entrepreneur, David's career has been dedicated to helping companies of all sizes maximize revenue and profit.
His two books on PPC advertising have helped train a generation of marketers. His articles on PPC advertising have been published in The SEM Post, MediaPost, Search Engine Watch, and Search Engine Land. He hosts a biweekly podcast called PPC Rockstars, produced by Webmaster Radio and distributed by iTunes and other major outlets.
Google Ads Editor. It allows any PPC manager to accomplish work in 10% of the time compared to using the Google Ads web interface.
I love Google Ads’ ROAS (Return on Ad Spend) automated bidding. It frees up my time since I don’t need to micro-manage bid prices to consistently achieve my target profitability. Paired with Smart Shopping campaigns it’s a game-changer!
A few things: writing in the second person (e.g. “You’ll love the convenience”); a sense of urgency; and a clear call to action.
A major furniture manufacturer – through a combination of top-of-funnel display advertising and bottom-of-funnel Shopping and DSA campaigns, increased brand lift by 25%, sales volume by 40% and profitability by 15%.
Amy Hebdon has been managing SEM accounts professionally since 2004. She is the founder of the Google Partner agency Paid Search Magic, which provides both full-service management and training to digital marketers. She’s been featured in publications including Search Engine Journal, CXL, Moz, Growth Marketer, Copy Hackers, and Unbounce, and was named one of PPC Hero's Top 25 Most Influential PPC Experts of 2020. She also co-hosts the facebook group Google Ads for Savvy Digital Marketers, which you can join for free.
Correct analytics tracking should be table stakes by now, and yet so many businesses (young and established) have incomplete, inaccurate, or non-existent tracking. It’s shocking how much money companies invest in media and promotions without any assurance they’re correctly measuring the right actions.
Know your audience, what they care about, and why they’re on your platform. Every day I see marketers try to apply advanced scripts and machine learning to their accounts, when they don’t have a basic understanding of the person behind the click. I can get better results with a little strategy and common sense than the most sophisticated AI platforms available.
Beyond the basics of “make it relevant to the reader,” good ad copy is dependent on the context in which it’s consumed. For paid search, successful ads look like solutions to problems. They match the problem by referencing the keywords that drove the reader to start “Googling,” then immediately identify themselves as having the answer. Grabbing attention and standing out isn’t as important as being useful. Text should use benefits, evidentials and value props that matter to the reader.
I’ve been working with a specialty consumer goods company since 2014. When we started out, they were getting an impressive $18:1 ROAS. We’ve consistently improved, and today we’re at a $200:1 return, with $3M+ in monthly revenue. It’s a true partnership with an amazing company that is doing their best as we do ours, which allows us to drive unparalleled results.
Yahav Hartman is the CEO and Co-Founder of Madgicx, an AI omnichannel ad-optimization platform with creative intelligence and autonomous ad buying capabilities managing $200M/mo in ad spend across Facebook & Google. Yahav has also been developing innovative solutions in Facebook advertising for over 8 years.
Shopify for the eCommerce shop, Facebook & Google Ads for marketing, Madgicx for ad optimization, and Canva for creative production.
AI audiences based on an eRFM model - engagement Recency, Frequency, and Monetary value. We use this model for micro audience segmentation, which is then used for lookalike creation. These audiences have proven to provide incredible results compared to other prospecting audiences.
Adding a link to the ad copy increases the clickable "real estate" of the ad. Based on the experience gained from managing more than $200M in monthly ad spend, we saw that this alone can increase ad performance.
Another tip would be getting people curious. It increases ad engagement and CTR and drives more traffic to your website. This improves the overall ad performance.
TLF Apparel is a great example of a brand that saw an amazing success with Madgicx. It achieved the following remarkable results:
Cross is an experienced data-driven marketing professional with over 6 years of experience in digital and traditional marketing, owning and operating a successful Marketing Agency, working for a Global Fortune 500 company to consult on holistic digital marketing strategies for Top Marketing Agencies across North America, and becoming the Director of Strategic Optimization at Secret Sauce Media at just 22 years old. During this time, he has developed successful digital marketing strategies for Agencies and over 400 Clients to drive traffic, leads, conversions, boost brand awareness and increase ROAs.
I believe Facebook & Instagram are the most powerful Social Media Marketing tools that exist and are absolutely essential for any successful eCommerce business. Facebook and their Ads Manager platform is the most well-designed advertising program available. Much more sophisticated than any of their competitors in terms of Ease of Use, Audience Targeting Opportunities, and Tracking Purposes. It is extremely important to use Facebook & Instagram ads to really drive you ROAs as an eCommerce brand; in my opinion those who take the time to develop high level Facebook campaigns will always succeed.
One thing I have noticed when it comes to Digital Marketing and especially in terms of Facebook ads, is that most businesses have a hard time scaling properly. What I have been teaching agencies and brands is to start off with your pre-determined daily campaign level budget and to then utilize the power of Facebook's Automated Rules. You can then set it up so that once the campaign has spent a specific amount of money it will start increasing the budget by (any number under 20% to ensure you don’t reset the learning phase) as long as the campaign is meeting a specific ROAs. You can also use rules to scale the budget down and or turn off campaigns/ad sets based on poor performance. This allows you to scale your campaigns easily without jeopardizing your results.
Killer ad-copy is all about tailoring your message to your advertising mediums. Advertising targeting capabilities make it easy to show specific messages to specific groups of people which is why many people have that nailed down pat, unfortunately though, sometimes advertisers forget that each advertising medium has its own way that the audience interacts. For example, you wouldn’t put a large paragraph of information on an Instagram Ad as that wouldn’t be very successful since the platform is more visual. In that case you would want a short and sweet copy that gets right to the point.
I am currently working with a large Canadian Agency, developing their digital marketing Strategies for a Luxury Watch company. On just Facebook/Instagram alone we have been able to achieve a24X return on our Prospecting campaigns that are running to a mixture of Lookalike Audiences using different types of copy/creative. We have also been able to achieve a 62X return on our retargeting audiences by using dynamic ads with an offer for an extra bonus perk with each purchase. We also have a successful Google ads strategy, Snapchat ads, and Email marketing going on within the overall strategy that has brought in over $150,000 in Revenue for the month so far!
I am a paid media strategist with a focus in Facebook and Google. I am always learning and keeping up to date in the paid advertising world. I have over 3 years of digital marketing experience and have worked with a company in-house, a marketing agency, and various small to medium sized businesses. I have managed well over a million dollars in advertising spend, from various niches ranging from education and lawyers to inc 5000 eCommerce brands. Now I work with eCommerce brands looking to scale. You can find me at sergiofelix.biz.
There are several tools needed to scale an eCommerce business, but if I were to pick one I would say an email marketing software like Klaviyo with an email abandonment cart sequence and newsletter for leads/customers. The newsletter can be about new promotions, new products, industry news, and anything to keep your list engaged with your brand.
Owning an email list has become imperative for any business not just eCommerce. Your email list is something that can not be taken away from you. If the majority of your traffic and sales are from paid media, then you are at risk of any algorithmic changes or policy changes that can hurt your business.
There are several tools needed to scale an eCommerce business, but if I were to pick one I would say an email marketing software like Klaviyo with an email abandonment cart sequence and newsletter for leads/customers. The newsletter can be about new promotions, new products, industry news, and anything to keep your list engaged with your brand.
Owning an email list has become imperative for any business not just eCommerce. Your email list is something that can not be taken away from you. If the majority of your traffic and sales are from paid media, then you are in risk of any algorithmic changes or policy changes that can hurt your business.
You have to first make sure you understand the business, their products, and customers by creating a customer persona, possibly multiple.
Then try to think of the customers' needs and desires, how their business serves those needs or desires and why they should buy from you over competitors. When it comes to writing ad copy on social media you also want to catch people's attention with the first sentence to stop them as they are quickly scrolling down the feed.
I work with a brand called Two Step Performance, they sell car parts. They were doing well organically, but with paid media it really took off. I was able to get them over a 10X ROAS consistently in each platform, Facebook and Google. I leveraged the hundreds of customers and data they had to create dynamic and smart shopping campaigns.
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.
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.
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.
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.
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.
Justin has been working as a Google Ads and web analytics expert since 2016. He's passionate about helping companies grow by generating leads and sales with online advertising. He has managed over $3M in annual ad spend and has helped companies scale to $1M+ in monthly revenue. Justin has traveled all over the world and worked remotely in over 25 countries. He has been featured in an article on ebizfacts.com, a leading site about working online. Visit digitaltechskills.com to learn more about Justin.
My must have tool for scaling an ecommerce business is product data feed management software like DataFeedWatch or Feedonomics. This is especially true for any ecommerce business with many products. You can use these tools to create product data feeds for a wide variety of advertising platforms. Generally speaking, the better your product data feed, the better ad results you'll see. Put in the investments of time and money to have a feed that is better than your competition.
If you have an account that is regularly generating a lot of conversions with significant conversion value, don't be afraid to do long term experiments with bidding strategies and algorithms that optimize for conversions or conversion value. I typically don't bid based on conversions or conversion value until an account has at least 30 conversions within a single month. But once that threshold has been met, I almost always see better long term performance by letting the conversion algorithms take full advantage of the data-rich environment.
In my view, killer ad copy boils down to 3 main points: relevance, user benefit, and call to action. The copy has to be directly related to whatever the user is searching for because this will lead to better interaction rates with your ads, boost the quality score of your ads, lower your advertising costs, and ultimately make your adverting more profitable. The copy needs to succinctly demonstrate how the user benefits (save money, solve a problem, boost productivity, etc.). And of course a CTA to help encourage the user to actually make the click.
While I can't mention the specific name of this eCommerce company due to client confidentiality and a NDA, they brought me on to handle their Google Ads and Bing Ads earlier this year. There was no budget limitation with this client. I could spend money however I deemed fit as long as the ROAS was good enough. Within a matter of months, I was able to scale the store up to $1M+ in non-branded monthly revenue while maintaining a ROAS greater than 300%.
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...
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 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. Here are 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!
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!
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.
David helps multi-family organizations maximize their marketing budget by establishing, measuring, and achieving their desired goals. In 2004, he started his own business publishing a local magazine and doing online marketing. From that time until now, he has been hooked on the power of efficient advertising. David specializes in: SEO, Advertising, PPC, and Adwords.
Spyfu.com. This tool gives you great insights on SEO, SEM and competitors in one place. The monthly fee is reasonable and the data is very usable for deciding what products and keywords to go after both from a paid and organic standpoint.
Paying influencers. Look up local influencers on Instagram. Direct message them and ask what it would cost to promote your product. Having someone with credibility reach the right audience with the correct call to action (this should NOT be, buy my stuff) can really build your audience and generate results down the line.
Build curiosity, interest, solve a problem and finally trust - in this order. That's why your ad copy should always be part of a progression A/B testing along the way. I don't there is any one killer ad copy for one ad. But, a well tested progression of ads is killer.
I am working with a large property management company here in Portland, OR that has used several vendors for digital advertising with no success. We implemented several of the ideas I have expressed on properties throughout the city and they are now fully occupied and adding more of their properties to our service.
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.
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 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 interests and then you narrow down by user behavior.
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.
I 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.
Alex Brown is CEO of Amasa, a leading performance marketing and growth hacking agency. A veteran digital marketer with over $500 million in profitably managed ad spend, Alex has spoken on some of the largest stages around the world on all things media buying, product development, and ecommerce strategy. Headquartered in San Diego, CA, Amasa represents a large client roster of ecommerce and lead generation businesses. His specialities include conversion rate optimization, paid media buying on Facebook, Google, and Native traffic sources, creative and website development.
I would have to say VWO (Visual Website Optimizer) for running split tests and multi-variate tests. Most online advertisers spend tremendous amounts of time and energy trying to optimize ad campaigns, but neglect CRO (conversion rate optimization) on their website or sales funnel. Running price point tests, testing a wide range of different headlines, hero images, CTAs, etc. can have a major impact on your conversion rate, which can be the difference maker in running a profitable ad campaign on Facebook or Google.
Utilizing different funnel entry points: pre-sell pages, advertorials, quiz funnels, etc. Pre-sell pages give you an opportunity to present the the problem, the lack of viable alternatives, and how your product or service is the ideal solution to said problems. If your product is customizable or can be tailored to individual requirements or desires, a quiz can provide the user an outlet to answer questions or give you (the brand) input on what specifics they’re looking for. Great for health and wellness, supplements, food delivery, and subscription services!
Attention, Interest, Decision, Action (AIDA). We also love using customer testimonials in ad copy as people trust reviews more than a brand slogan or tagline.
Colgate, and their Teeth Whitening Device. When our agency took over, the brand was struggling with high CPAs, low ad CTRs, and a lower than desired subscription take rate. By optimizing their store (highlighting the product benefits, adding AFFIRM for installment payments, improving the mobile experience, and repositioning the subscription option so that it was more prominently displayed), we were able to almost double their subscription take rate and drive down their CPA by more than $100.
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.
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.
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.
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.
I've worked with - TSC, Etsy, Micavet and RedBubble. We've increased customer lifetime value (CLV) > 3 x customer acquisition cost (CAC). Return on Ad Spend (ROAS) or ROI is 300% - 500%.
Owner of Alon Ash Digital. Entrepreneur, Marketing consultant, Teacher and Human-OS hacker.
I would have to say Oribi. 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 behavior 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.
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.
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.
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.
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 Offers.com and PCMag properties.
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.
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!
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!
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.
CEO & founder of Conquerrr, a digital marketing agency with a focus on PPC & UI/UX design.
Google Analytics must be it. Whatever platform you use for running ads, you have to have Google Analytics to back up your metrics and performance. From there, you can effectively scale any type of campaign you have. I’ll admit that a lot of people find it overwhelming to use for the sheer amount of reports that it offers but just the ability to create custom audiences based on engagement, build segments, and marketing funnels should be a quick sale.
Playing with the machine learning of the ad platform that you’re using. For example, on Google, I will normally start with Manual CPC for search campaigns and Maximize Clicks for display campaigns. Clicks are cheaper for display, so I don’t mind paying the dollar even if some of the clicks happen to be irrelevant. Then, once I reach 10-15 conversions, I switch to Maximize Conversions or Target CPA, depending on if you’re going for volume or a specific target for cost. The idea here is that you’re letting the platform learn what’s best for you before letting it take over.
Ah, there are so many things involved in it. But if I was to focus on the top two, I’d say - 1. Tell a story by connecting all of the available copy space. If your headline talks about one thing, don’t repeat in the description, but rather continue the idea. 2. Always make sure to tell the user what you do or sell upfront. You don’t want people clicking on your ad, going to the landing page just to find out it isn’t what they were looking for.
Working with Plannuh, a marketing budgeting software company, we achieved massive success on LinkedIn Ads, generating top of the funnel leads. The key was drilling down to a particular audience, offering resources for free, and continuously testing new ad copy, videos, banners, and targeting parameters.
Digital Marketing & Automation Expert. Founder of Dan Digital.We help companies grow with smart digital marketing.
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.
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.
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
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.
After spending a few years at a B2B marketing agency managing Google Ads, Brent founded AMZ Pathfinder in the summer of 2015 after helping a friend advertise his products on Amazon and seeing firsthand the incredible potential Amazon had to become one of the big players in the online advertising world.
Now he heads up a team of 17 people from all around the globe who drive results for Amazon businesses in the North American and EU marketplaces, with a recent focus on Amazon’s DSP Display Advertising platform.
There are two types of software that are absolutely critical for the Amazon marketplace in particular: one to help manage your on-platform advertising efforts, and one to keep track of ALL of the financial aspects of the business since Amazon's fees and methods of accounting can be very confusing to navigate. Since advertising is one of the biggest levers that businesses have to boost exposure and accelerate sales velocity, ensuring ads are a contributing part of the business instead of a cost center is key and good software will help. We recommend Prestozon which we also use at the agency level.
Amazon recently added a type of advertisement called Sponsored Brands Video that for the first time takes video advertising mainstream on the platform, allowing businesses to feature 15-40 second long clips that can appear on both desktop and mobile devices. This has proved to be a great avenue for not only visibility and but also driving conversions. Our clients who had existing video creative ready to go from day 1 or were able to quickly put something together (it does not need to be Hollywood quality!) were able to take advantage of lower Cost-Per-Clicks before competitors even knew what hit them.
Alignment with shopper desires and ensuring that what they get is what they expect when they click through. Aligning your message with the keywords and shopper persona is what will make your copy resonate with the right audience. In a ecommerce context this should lead to sales or at least metrics that indicate that person is moving through the consideration phase. It's also worth noting: ad copy does not have to be grammatically correct. For a good example of this see any recent Apple ad campaigns : )
We've for nearly 5 years now worked with a brand called KeySmart that is one of our cornerstone clients. They started as a Kickstarter product born from some genius insights and have blossomed into a large company with an ever-expanding lineup of products. They even weathered the COVID-19 market turbulence and came out on the other side even stronger. We've helped them grow on nearly every Amazon marketplace and have managed millions of dollars in ad spend through multiple Q4s, Prime Days, and big product launches.
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.
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.
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!
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.
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.
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.
Two must-have tools for scaling e-commerce business are dynamic remarketing with Facebook catalog, and creating smart events with Google Tag Manager to distill 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.
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.
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.
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.
Roshan has 8+ years experience managing digital marketing for brands from Australia, Asia, Europe and US. Involved in house + as an agency / freelance consultant. Obsessed with growth and data-driven marketing.
A robust e-commerce platform. If scaling a large e-commerce website with thousands of products, Magento is a reliable and secure option. The recent versions are easy to use and have built-in SEO too. Integration with external tools are readily available. Magento + Facebook is one such integration where you can upload all product feed right into Facebook shop to prevent cart abandonment. Combined with Facebook Catalog and Facebook Pixel, you can run dynamic ads for the products. This can even be extended to tag products on Instagram.
Audience targeting on Google Display Network. Using the right placements can result in amazing conversion rates. By default Google tries to reach more users similar to the chosen audience. While more reach may be a good option in some cases, if you know your audience, you can narrow or turn off targeting expansion. You can toggle between various levels of audience reach if you are still looking for the right audience. Once you know which placements you want to target, disabling the targeting expansion in ad groups will give more control and higher ROI.
Clear offer and clear call to action. Combined with copy or visuals that appeal to the user intent and user emotion. For example - “Lowest Cost In UK Guaranteed. Free Shipping For First 100 Buyers”. Of course all these add up with a landing page that matches the offer seamlessly. For Google search ads, extensions help the ad stand out and produce amazing CTR. With Google responsive ads in particular, we also have the option to feed multiple headings and descriptions and let Google choose the best variations. Nothing like letting the data decide.
We’ve worked with a large eCommerce brand in the Middle East and achieved impressive results using retargeting. Our Google display retargeting campaign, for example, had conversion rates above 40% for common display ad sizes. The campaign was then duplicated across additional languages for a similar effect. In fact we used multiple channels for the brand - including Facebook remarketing, referrals and even email automation. By using dynamic retargeting, we were able to quickly move across multiple product categories and drive insights on which ones worked the best. All that helped us smash and go beyond our monthly sales targets.
Nate Lorenzen is a cofounder of Dysrupt and innovation agency specializing in tackling impossible marketing problems with game-changing results. Previous to Dysrupt, Nate did user acquisition in mobile gaming for Disney and was a founding member of the US eCommerce team at Facebook. He also manages a top-notch marketing newsletter for insider insights right in your inbox → https://www.dysrupt.com/sign-up
The most important scaling factor in eCommerce is measurement, attribution, and a balanced understanding of ROAS and LTV. Having a validated source of truth and a deep understanding of KPIs will enable a brand to effectively expand into new audiences and channels.
Reach and Frequency can be an overlooked tactic during Q4 for direct response advertisers. This was a technique I helped pioneer while at Facebook for top DR customers as it has no penalty to cancel. There is a lot of nuance and subtlety to the tactic; however, getting it to work can pay dividends on top performing audiences.
I am going to reference one of my favorite books on advertising by the best copywriter. Produced in 1962, Victor O. Schwab gave the following guidance that is applicable to newsfeeds as it was to newspapers back then:
-Show people an advantage
-Persuade people to grasp this advantage
-Ask for Action
We aren't able to share specifics from our top tier advertisers. That being said, we are highly impressed by what Mejuri is doing in market. They are a great brand to watch with incredible creative.
Zach is a talented marketing strategist at Influence Machines, a small digital marketing firm in California.
For scaling an e-commerce business, the must-have tools come in all shapes and sizes. There isn't a one size fits all here as every company and campaign has its own needs and requirements. What you need to be successful is talented, driven people that have a passion for their work. The small details will fill themselves in after that.
Retargeting sequences! These are a life changer, I will say. You take a retargeting audience and run through a sequence of ads to further build credibility, then seal the deal. One of my favorite ways of doing this is running ads for 4-7 days to a blog, then from day 8 to day 14 send them a piece of publicity or your client with a celebrity or interviewing one, then from day 15 to day 30 send them product ads to close the deal. ROAS on these can be killer!
Understanding your audience at its core is key in copy. You need to thoroughly understand what drives them, what grinds their gears, who they love, who they hate, and, most importantly, the problems they need to solve. Once you figure this out, you can speak directly to them as one of their own. Russell Brunson's concept of your Dream 100 is very valuable here.
I helped Holden QiGong expand their monthly subscription and email list exponentially since working with them to leverage Facebook ads. Through the use of challenges, we've increased their recurring revenue coming from their subscription over 3X since working with them.
Ryan Bennion is the Senior Marketing Manager, Head of Paid Social at KURU Footwear, an online direct-to-consumer shoe company helping millions find foot pain relief. Ryan is also an adjunct marketing professor at Brigham Young University Idaho where he teaches courses in both Brand Marketing and Social Media Marketing 101. He resides in Salt Lake City, Utah with his wife Jordan and their two children. Ryan holds an MBA in Marketing from University of Phoenix and a B.S. in Communications from Brigham Young University-Idaho.
In order to scale an e-commerce business, you have to always be testing creative. Sometimes, you don't have a graphic designer on staff and one of the best tools you can invest in to scale your creative assets easily is Canva. It has multiple templates for Facebook Ads, Instagram Ads, Stories and much more. Creative is an essential part to scaling an e-commerce business especially if you are doing paid social advertising.
One thing that has really worked for us is going BROAD with our audiences. The key to this is having a lot of pixel data. If you have had your pixel on your website for 1-2 years or had more than 100 purchases with the pixel on page, try going broad with your audience (meaning don't try doing any focused interest targeting) and allow Campaign Budget Optimization (CBO) to do the work to send the right creative to the people most likely to buy from you.
I love to use customer quotes for ad copy. They are the best way to help customers see some authenticity and allow for them to realize you are human. Find some specific niche reviews that showcase your product features and allow your customers to tell your story. It tends to convert better than actors, stock images or lifestyle photography.
I've recently worked with a company called VidMob to do some video editing for us to make our video more compelling along with some stronger calls-to-action. I'm proud of the changes they made to our current videos and we are seeing such a strong engagement within the timeframe we want on paid acquisition channels.
Passionate about Amazon Advertising and e-commerce!
My goal is to provide in-depth strategic recommendations on all things Sponsored Products, Sponsored Brands, Sponsored Display, and DSP.
How do I pick one?!
Some of our favorite internal tools - Lucid Chart for building processes, and organizational charts. Loom – For improving communication, increasing efficiency and building stronger relationships internally and externally, and last but not least, our favorite digital media tool for all Amazon related matters - Helium10, which we primarily use for keyword research and, competitor / category analysis.
Don’t be afraid to test small! Most e-commerce platforms give us the tools and metrics to test with small datasets, optimize as we go, and scale once ready! This allows us to be incredibly flexible and diversified when new rollouts happen on a platform, or when external changes affect our paid-media goals.
Precise and to the point. Consumers are constantly getting hit with ads, and flashy marketing, don’t overwhelm them. The best ad copy is a fantastic product / service that sells itself.
Honestly, I am particularly proud of every single brand we managed through the beginning of Covid. This has been a difficult time for a lot of e-commerce companies. We had to maneuver changes in buyer habits, supply chain fluctuations, and many other never-before-faced challenges. But every brand that made it through the last few months has came out stronger than before, and I can say the same about my team. Flexibility, quick thinking, and strong relationships helped us drive incredible results that I believe are going to push us into the strongest Q4 eCommerce has seen.