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.
Bar Gedalyahu, founder of Botim.il Agency, specializes in a new and exciting field of marketing - Conversation Design.
With 5 years in promoting businesses online, Bar is constantly searching and developing better ways to benefit his clients and their marketing needs. Today, he is focusing on developing conversation design solutions for eCommerce brands & businesses at scale.
Think about your expectations as an eCommerce user - cross-channel, personal and immediate interaction. Brands are expected to change form and e-meet the user in a much more friendly and interactive manner. Introducing - Messenger Chatbots, the ultimate tool for brands to become approachable and likable, when done right, of course. These chatbots are designed to drive traffic to the store with a high level of segmentation, to drive leads and register to mailing lists, to encourage user engagement, while learning about the user’s desires and passions. This is the new e-world, in which interactive content is truly the king.
Who said eCommerce cannot be a fun experience, or even a game? Using chat marketing features, we create fun, non-binding and challenging games within Messenger. An experience that makes users engage, engage, engage. During engagement, users provide you with valuable information - thoughts, beliefs, shopping preferences, etc. Take this data, crunch it, process it, learn from it - create more personal and compelling ads and content, content that over time increases ROI and improves results. This is how you turn a static brand into a marketing beast.
This might not come as a surprise, but - people are mostly interested in themselves. How is that related to marketing? Because if that is true than people always - sometimes without knowing much about it - strive to get a better understanding of their personality and experiences. This is also a significant insight to content marketing, think about it - getting the user's attention means interacting through a personal dedicated message. A message that presents a challenge, that makes you rethink what you know about yourself. Now that’s a killer ad copy.
Ever wondered why extensive workout makes your muscles sensitive to injuries? The answer is simple, not using the right equipment to help your body cope with massive training.
MAVA Sports, TCM company's eCommerce brand, has the perfect solution with quality workout products.
They reached out to us looking for a chat-based marketing solution to lower marketing costs, segment users by sport types, and then custom-tailor
a marketing journey to rock-their-socks-off.
Now, that’s what happens when the marketing solution is spot-on: the campaign was a huge success, and provided MAVA with the cheapest leads in the past 5 years. Socks, off.
Barbara has been working in digital marketing for more than 10 years now. She started her career at a media agency taking care of clients such as Nike, Lufthansa, or Unilever. Throughout her career, she was leading digital marketing teams in different industries such as online gaming or lifestyle mobile apps. For about 2 years now she is working as a freelancer helping mainly startups to grow with digital marketing.
A properly working conversion tracking tool. This might sound quite obvious to professionals but it's essential for a successful business. Without data, it is practically impossible to make just the right decisions and grow. This is step zero. When you have your tracking sorted out, find a tool that helps you with customer engagement and loyalty. You probably invest a lot of money into acquiring a customer so you want to get the most out of it.
I think it's all about understanding data attribution. Meaning going beyond last click attribution. You need to understand your customers' touchpoints and their impact on your revenue. Based on that you can decide which paid channels to focus on and which ones to discontinue. That way you can fully take advantage of your invested money.
There is no one-size-fits-all answer to this question. You know you have a good ad-copy if it's perfectly tailored to your target audience and they respond to it the way you expected. This means you should speak your customers' language and choose images that are appealing to them. If you do your research before jumping into creating your ad these shouldn't be a problem for you. It's important to remember that your own personal taste and style don't necessarily match your customers'. So it is best not to take your own taste as a reference. Also, remember to always include a call-to-action!
Several projects come to my mind but I'm most proud of the results I achieved for an Austrian brand for baby slings. We found a way to combine the online and offline world. We didn’t only promote it via the usual online channels but we also used offline training and mommy get-togethers to create trust and build a community. This tactic worked out excellent as we were able to accelerate our online sales. I think to grow it's important to be creative, to try out new ways and techniques, and invest in long-term strategic steps.
Mr. Volkin is a serial entrepreneur, public speaker, Army veteran, and author of 5 books (one bestseller). He has built and sold 4 companies. As a marketing leader, he helps entrepreneurs launch and scale businesses that maximize freedom with time-leveraged business models and no revenue ceiling. Mr. Volkin has a tremendous track record of driving company growth and brand awareness through the development and implementation of strategic, cross-channel digital marketing programs.
Funnels are hot right now, if you have a product that is over $100, then scaling an eCommerce business through funnels is definitely the way to grow. I suggest Systeme.io. Systeme is similar to ClickFunnels, just easier to use and half the price. It also has other features like the ability to sell (or giveaway) courses to educate your customers. Other features like dropshipping, blogs, evergreen webinars and email marketing make Systeme.io my all-in-one secret weapon for eCommerce companies.
My not so obvious technique is running a contest on paid media, grab their email address through that contest then take them through your sales cycle through your email. It’s an extremely effective (and cheap) way to build your email list. I have had clients that have spent as little as $3,000 on paid ads and got over 10,000 new email subscribers to their list. The key though is not to give away your product, remember, that people don’t know your company or your product yet. The giveaway in the contest has to be a product they can immediately identify with like an Apple Watch or Macbook.
Graphics are great at converting ads but the real secret sauce is to get people to read your ad in the first place. That is where copywriting comes in. Great copywriting starts with truly understanding your core audience and then understanding what they will react to. We are all exposed to hundreds of ads a day, to get your audience to react you really have to test many different aspects of ad copy. Remember, ads are usually an interrupter of what people are doing. So you have to interrupt their scrolling FB, catch their attention, then get them to take the next step. By understanding what will get their attention and create an action for them, you need to test many variants. It may not be just one ad that wins and there even may be seasonal fluctuations. You should create a spreadsheet of all the variants you want to test.
I have been helping Platinum LED Therapy Lights for a couple years and am proud at the continued growth they have made. We have been successfully hitting many aspects of marketing, from SEO to paid ads to influencer outreach and more. Each contributes to their success and each now provides a predictable revenue stream each month. Our approach was to master one marketing channel, get that running well, then move on to another marketing channel and repeat. Each time we add a marketing channel we are brining the knowledge we learned from the previous one to maximize success.
Stacy is a results-driven business development professional with 20+ years in digital marketing. The bulk of his experience has been in early-stage start-ups, either as a founder or as an early hire. He excels at conceptualizing unique monetization strategies, pitching them to potential partners, and then managing long-term execution around collaborative monitoring of relevant KPI’s.
Specialties include: Monetization Strategy, Affiliate Marketing, Social Media Growth, Business Development, Traffic Arbitrage, Media Buying, Ad Sales, Conversion Funnel Optimization, User Acquisition Strategies, and Business Modeling, PHP, software development, search engine optimization (SEO), pay per click (PPC) management, project management, online marketing, graphic design, internet consulting, one on one training, analytics analysis, online multimedia, web hosting and copywriting services.
Any online store must have a Google Search Brand campaign for its brand name terms and domain name, including misspellings. Your brand search is your most sacred and even if you organically rank for #1, your competitors could be bidding on your brand terms, and also this is a game of real estate. Taking #1 and #2 spots or more makes you a winner. Be sure to bid toward impression share at 100% and bid a high CPC something your competitors can't and won't afford. They will eventually go away from this practice which you protect your brand real estate.
Depending on the type of products a Google Search Generic term campaign should also be in place. Google Display is a great opportunity to increase brand presence to highly targeted audiences. Consumer Intent marketing is the most powerful audience and next up is remarketing.
If you have a brick and motor, Google My Business is the single most important thing you can do, and be sure to link it to Google Ads and while you are at it link Google Ads to Google Analytics and Google Merchant Center. Connect merchant center to your online store software to create a feed so that you can enable Google Shopping Ads.
Leverage Consumer Intent Marketing audience building and really take the time to think about your ideal customer, what their needs are, what websites they will visit during research for related products or items that together with what you sell.
Ask yourself this question... what is their intent just before they purchase my item?
Calls to action! Short and sweet. Users need to be told exactly what to do. There is too much clutter to have them guessing what you want to do. Call Now. View Products Now. Hire a creative writer to proof all your ads. Do this on a regular basis.
Encompass this client was running Google Ads for years. They sell parts for repairs, appliances, and they have millions of items. They had a very high daily volume and almost every customer has the potential for multiple repeat purchasing. I was able to use their Google Analytics to create an all user audience from the last 540 days. Serving ads through Google Display reminded old customers to come back to Encompass. The immediately generated sales on day one and to this day is one of their top campaigns in conjunction with Remarketing.
Nicolas is a young, newly emerging marketer living and working in Japan (while pursuing his first title as a professional mahjong player for Nihon Pro Mahjong Kyokai). He loves PPC, automation, and task management. Currently still working at ZenMarket to promote their upcoming e-commerce platform “ZenPlus”. Be on the lookout for it!
If we are talking about scaling, then Zapier is my go-to solution. Zapier allows marketers to automatize proven and true marketing routines with little to no code involved, connecting dozens of different marketing apps and workflows, providing the necessary systems to manage not only your business but also your team as they grow bigger and bigger. It's a win-win, as you get to use the time that you save with Zapier to further find ways to grow your business even more.
“Get People Off the Highway With Your Llama” - I love the story about how Alison J. Prince was driving with her kids when suddenly they saw a llama farm next to a gas station on the way; that made them get off the highway and stop to feed the llamas, while at it filling up on gas and grabbing snacks from the gas station. They probably wouldn’t have stopped at that gas station at all if it weren’t for the llama farm. So my advice is, find your llama and apply it to your ads. It’s all about the engagement. Stand out, think outside the box!
Speak the language of your audience. Not just the same tongue, but the same language. While I love automation, I still craft most of my copy manually for every single demographic group. If you’re not tailoring your ad copy to your targeted demographic, you are leaving tons of money on the table for other more laser-targeted markets to take. Is there any slang or inside joke your audience uses? See if you can include it in your copy for extra engagement. It's all in the research.
I am particularly proud of our ongoing promotion work at ZenMarket (proxy shopping service for Japanese goods). We constantly craft advertisements targeted at many different audiences (fishermen, fashionistas, otaku, gamers, and much more) in over 12 languages, with plenty of different demographics, so it’s very satisfying to see how each part of the message affects the final outcome. We have dramatically grown our international customer base and doubled our sales every year for the past three years, and counting! We're soon expanding to even more additional languages.
Alex is a growth marketer with over 7 years experience. Currently, working on growth at vidIQ.
Specializes on startup growth (from idea validation to scaling). Main fields of expertise: B2C SaaS, eCommerce and EdTech. Alex is a startup mentor, actively consulting early-stage founders from various industries.
Reliable analytics system is the most important aspect for scaling. You should be 100% sure that your data is accurate and your CPA and ROAS are calculated correctly to be able to invest heavily in your company and grow it faster. I think that for most online stores Google Analytics with enhanced eCommerce will be enough. Just make sure to make it work properly.
I believe that personalization is the key. Even if you work with a huge online store, you should still try to make user's experience as unique and relevant as possible. I would segment your products by their performance into different groups (high profit, medium profit, low profit) and will work individually both on ads and landing pages for the most profitable products. Ideally I would create separate landing pages for such products specifically optimized for your ad campaigns, so the user will have seamless experience with same messaging.
The main goal of your copy is to grab people's attention on SERP. It should resonate with your audience. Try to make a quick research to understand what words your audience uses so your ad will look more natural in their eyes. Also, address benefits that your customers will get from your product or service. Try to convince people that the value they will get from your product overcomes its cost. I am not a big fan of adding price into the ad. If your product is unique or expensive, it will be better if users read your landing page's content first, so they will better understand the value of your product.
I worked with a big Eastern European ecommerce company (price.ua) as a Head of User Acquisition. My goal was to increase ROAS by 50% over 6 months. I understood that the key should be automatization because the website has over 3M active products. With a help of campaign segmentation, individual rules for each segment and smart bidding strategy that includes projected revenue from each user, we were able to increase ROAS by 80% only within 3 months.
Lior is the co-founder of Paradigm Media, a boutique firm in San Diego that specializes in paid ads, affiliates, and content marketing. She has 10 years of experience in digital marketing and specifically eCommerce. Lior's areas of expertise include creating, planning and executing digital and email marketing campaigns, project management, building converting sales funnels to increase ROI, and founding and managing eCommerce websites.
Content marketing. Did you know that almost 70% of businesses are actively investing in content marketing in 2020? If you're not incorporating content marketing into your customer acquisition strategy you're missing out! Part of Paradigm's 360° strategy is helping our clients create content that is relevant, educates its audience, innovative, and of course engaging, no matter when or how they intend to buy.
Fully identifying who your audience is, and how to best market to them is critical. Knowing who your ideal buyer is before you try to market to them is an important step in any marketing strategy. At Paradigm Media we go through a Discovery Phase with each client identifying who is their target audience on each channel before launching our full-cycle strategy.
Using the brand voice, tailoring the message to the brand's ideal audience, and having a clear Call To Action.
Half Day CBD – Within just 4 months of launching our 360° growth strategy we exceeded Half Day's expectations by growing their sales by 173%, growing their monthly subscribers by 250%, and tripling their new traffic to the website.
Solid software that captures, nurtures, and converts prospects to customers and nurtures them further to raving fans. Don’t get trapped listening to the siren song of picking the perfect software but focus more of your energy on creating the best strategy and workflow that will win over your customers today AND in the future. Too often, we get too caught up in finding the magic software (I’ve been there...), and sure we need to select that carefully. But much more time needs to be spent developing and building out the lead gen/nurturing machine that focuses on your prospect’s needs.
Longform, evergreen content fueled by SEO and email optins that generate qualified leads and nurture them using marketing automation. Some people talk about this, but few actually do the hard work and stick with it long-term for it to really pay off. Technically, this isn’t a “paid ads” strategy, but it takes a ton of time and money to do exceptionally well so I consider it “paid”.
Research, research, and more research. Use qualitative and quantitative data to understand the audience you are trying to target (think niche and not too broad). Know their pain points and speak to their emotional needs. Then optimize, optimize and optimize some more around leads and sales conversions and LTV. Clicks, impressions, CTR, etc. matter some, but conversions and LTV matter most.
We work with a large manufacturer of flexible packaging, folding cartons, and labels that we’ve created a digital lead generation strategy for. By leveraging insights from competitors ads and our own research, we’ve created purpose-built landing pages and ad copy optimized for their audiences as well as SEO and SEM. To date, we’ve generated a 115% ROI and $100,000+ in first year revenue. This doesn’t include recurring revenue in years 2, 3, and beyond. Plus, we are just getting started and are about to launch additional digital ad campaigns to scale leads and sales in an even more significant way. Super pumped to see the results of our work!
Tamara Biljman is a content strategist for ConversionAdvocates, a conversion rate optimization agency proudly ranked #3 out of 2560 CRO agencies worldwide. She’s an inbound marketer addicted to omnichannel strategies, and she has a serious thing for heavily branding everything she touches.
The interface is very user friendly, you can easily customize your emails and provide your leads and/or existing clients with a highly branded content tailored to their needs. Other than basic segmentation, which allows you to send them lead nurturing campaigns, you can offer your contacts exactly what they’re looking for based on their behavior.
Thanks to the “award” system and triggered emails, you can easily nurture the relationship with your leads with automated messages, optimize content based on the received data, and lead them to the conversion point in the most natural way.
Customized link in bio on Instagram. Sounds pretty basic, right? But, this allowed me to boost my client’s revenue organically. Instagram Shop is a normal feature in the Western part of the world, but in Serbia, for example, not everybody has it. It so happened that the biggest online fashion shop never got it! So, I’ve implemented a customized link in bio using Later’s feature, which allowed me to override the lack of the shop. If you don’t have an e-shop, you can use it to make your separate services and articles accessible at all times.
A combination of Asana and our own analytics dashboards. Since I am a passionate omnichannel advocate, having a unique base of operations is absolutely everything, otherwise I would get lost in all of the channels, new ideas, cornerstone and supporting articles, lead magnets, lead nurturing campaigns.
A good project management platform is essential for transferring content strategy from “paper” to a digital reality. Combined with our own analytics dashboard that tell me everything about our audience’s, leads’ and prospects’ behavior, I can make sure that the right content gets distributed to the right channels, at the right time.
Fashion&Friends. I’ve written the original digital marketing strategy for the newly opened online shop and worked together with my team on the implementation of it. With the help of the “Hunch Ads” a creative automation platform with automated ad buying, we managed to reach a ROAS of more than 14000% in some of the Facebook Ad campaigns. Data-driven decisions and a sales funnel that allowed us to optimize each step of each stage proved to be a combination that makes such excellent results possible.
Lazar is a Growth Marketing expert with more than 5 years of experience. He has worked with global marketing agencies and VC-backed tech startups. Right now, Lazar is CMO @ Bridge Payments, and previously spearheading growth & marketing of Glorify. He is human-centered, data-driven and technical marketer focused on acquiring users at a rapid pace. His field of expertise lies in growth marketing, product management, business development and user acquisition.
Groouply, for sure! People usually perceive social listening as monitoring your own keywords. With Groouply, you can track your targeted keywords in your targeted Facebook groups. By connecting it with Slack, you can get real-time notifications to join the discussion with your targeted keyword and solve their problems. Wetargeted eCommerce store owners, and out of 100 discussions, we converted 80 of them to our paying customers just by solving their problems.
Engagement-based retargeting & engagement-based lookalikes. You can create custom events such as time spent on page, number of page visits & scroll depth and retarget people based on their engagement with your content. There’s even a free tool that automatically creates these audiences in your pixel. It’s called Quiero.
Storytelling through the golden circle method from Simon Sinek (Why, How & What). In today’s world, where everything is almost instant, customers are looking for products that are solving their problems. Explain them why they need to choose you, how you will solve their problem and what your product is actually doing through a meaningful story.
Glorify is recognized as the go-to E-Commerce Design tool by industry leaders, got nominated for the best design tool of the year by Product Hunt & managed to acquire 19K+ users in just 12 months. Besides Glorify, we’re launching Bridge Payments, with 12K+ people on the waitlist.
Aigerim is an email marketing expert and certified Klaviyo Partner. With over six years of experience working with eCommerce brands and start-ups, Aigerim designed & executed of +40 email programs totaling $10 million in revenue.
Being a co-founder of 99 Emails Agency, Aigerim is focused on helping online businesses grow their revenue through email automation and broadcasts. She developed email content for thousands of campaigns and flows, created and optimized dozens of email popups, designed and coded beautiful pixel-perfect email templates that look flawless in 40+ email clients and multiple browsers.
One of my favorite email marketing tools is definitely Klaviyo - it goes deep to capture all of your data, particularly with Shopify integration. Klaviyo lets you be very targeted in your segmentation. Whether it's a campaign or a flow, you can tailor your audience based on when they purchased, what they bought, how much they spent in a specific time frame, and more.
When it comes to eCommerce, building a robust email automation strategy is one of the most powerful ways to grow your business and get an amazing ROI. By implementing email automation techniques, you:
After all, with email flows, you engage with customers and leads at every stage of the sales funnel.
A killer ad copy comes from multiple rounds of testing.
It seems obvious that different versions of ad copy can produce completely different results for the same audience, but not everyone can benefit from it. In practice, this turns out to be a key factor in creating an effective copy. Sometimes, even one changed word can increase the conversion significantly. So, only through diligent a/b testing, you can find out your killed ad copy.
I’ve had the pleasure of working with Ergo Impact. The email campaigns and flows that I created in their Klaviyo account became a significant revenue channel and started accounting for 45% of overall sales in less than a month.
Alex Andrade-Walz is a startup marketing veteran and founder of Revenue Hacker, a Seattle-based consultancy that helps early-stage tech companies grow and scale their businesses. He’s equal parts storyteller and data geek, and always open to talking shop with other marketers and entrepreneurs. You can reach him on LinkedIn or Twitter.
Any of the email marketing solutions (Mailchimp, GetResponse, Active Campaigns, etc.). It’s less about the choice of software, and more about the fact that you’re engaging your leads and customers with regular, personalized content. Many companies focus too much on the acquisition side; but if those customers are one-time buyers, it’s going to be very hard to scale or even make a profit.
Use location as a tool.
One of the best things about eCommerce is that it breaks down barriers. Your total addressable market is no longer those living within a 30-minute drive. However, just because you can serve the entire world, doesn’t mean you should target them.
Most marketers have a pretty good understanding of the age and gender of their ideal customers, but location can be just as powerful of a demographic. Consumers in big cities are likely to respond to different offers than people in small towns; folks in Miami are much less likely to click on an ad for a winter jacket than someone in Chicago; and areas with high student populations and high retirement populations are likely to be as opposite as they come. It can be challenging to hone in on these characteristics immediately, but start with a few assumptions and test from there, looking at which regions net the best results.
Your ad’s gotta stand out. Period. We’re bombarded by so many ads each day that we’ve become blind to all but the best—those that elicit an emotional response or are truly relevant to the viewer.
Don’t be afraid to be a little different in your ad copy. Experiment with using humor, appealing to known customer pain points, and speaking to customer outcomes rather than products and features. Your first attempts may work, they may not, but at least the viewer will remember your ad.
I managed advertising for a large personal injury firm that was spending six figures a month on Google search ads. When I picked up the client, they had a technically perfect setup from a previous agency. Everything was tracked, the keyword strategy was smart, and the organization of the 100+ campaigns was done to a T. Yet, in my first week, I slashed their cost-per-lead by 50%, and I continued to get week-over-week improvements for the next several months.
It’s the story of continuous testing. The account was a textbook example of how a legal marketing campaign should be set up, but it needed someone looking over it daily—trying new keyword and bidding strategies, curating an ever-growing list of negative keywords based on actual search terms, and continually launching new campaigns to compare against the status quo.
Nemanja is the CEO of Funky Marketing, a company that creates demand generation programs primarily for the B2B software-based companies in the growth phase and helps them to constantly generate revenue with inbound and content strategies and scale. The focus is on the results, with a slice of funk (a big fan of Motown, GTA, and funky music in general). He has nearly a decade of work in marketing and business development, and advanced experience in creating successful marketing strategies, achieving goals, and building high-performance teams for international and domestic clients from many industries and niches.
When it comes to scaling content marketing a must-have is not a tool - it’s a distribution. Content needs to be created with distribution in mind. Companies, especially in B2B space, still write content for SE just to forget it on the website. Create a distribution strategy, and based on that start creating the content. Like, how many posts can I get out of this article? Or, how many up-to-10 minute videos can I get out of this webinar? This way, you’re curating content for your audience, and you’re targeting your customers in all stages of their customers’ journey.
In case you have less than 5000 connections on Linkedin, send DM to all of them. Present yourself and get to know them. Don’t try to sell. This is how you’ll get feedback on your posts, new offers, and partnerships, and more - even new friends. Oh, one more thing. Set up a virtual coffee with some of them, and record those calls. This is how you’ll get fresh new content.
It all depends on what success is. At the moment, Linkedin is the place to be when it comes to B2B. We’re all in on the platform and it helped us to grow a brand in a six months.
It’s a shame that people aren’t realizing the potential of the platform. Each post of mine is being seen by at least 5000 people and a lot of them are being seen by 10 000 people. Imagine being invited to a conference where 10000 people are coming to listen to you? Well, you have it on Linkedin and it’s free.
Huh, when you’ve worked with more than 70 companies that’s a hard question. I’m always the proudest when we’re developing relationships with our clients and becoming partners - which means that we take over more projects from them, starting new projects together or pitching together a new client. This is the situation right now with 80% of our clients and I’m really proud of that fact. It means that they have trust in us.
Some of the clients we’re working with at the moment are Impact Hub Belgrade, Kamatica.rs.
Matija is a Marketing expert with more than 5 years of experience. He has worked with several marketing agencies & global firms.
His fields of expertise are content marketing, branding, web design, business development, growth hacking, product management, and UI/UX.
He is performance driven, innovative, determined, passionate, a human-centered marketer & designer specializing in creating clear & intuitive experiences, communicate a desirable message and bring business results.
Surprisingly - a project management tool of your choice. When scaling a business, you’re scaling operations, and making sure everybody does what, when, and how he’s supposed to do - is mandatory. Outside of PM tools, I find LeadEnforce super-valuable for paid-advertising and Lemlist for cold outreach - both being one of the main growth drivers.
A/B testing with 10+ creatives variations + personalization for each target group worked like charm for us, whether we’re talking about direct offers or newsjacking-educational lead magnets. Structure your creatives and copy for each stage of the funnel and learn from data.
Why - How - What = Problem - Solution - Impact.
Now make X variations for different target groups.
Now make Y variations for each target group.
Analyze data and let the algorithm tell you which one is the ‘killer’.
Glorify App is recognized as the go-to Ecommerce design tool by Industry leaders, got nominated for the Best design tool of 2019 by Product Hunt & managed to acquire 19K+ users in just one year, with a retention rate of over 90%.
My name’s Andrew and I’m originally from Texas. From B2C to B2B, my experience over the past 10 years has orbited around branding and content marketing for brands and corporations alike. I’m a sucker for podcasts, interviews and documentaries. I don’t have a spirit animal but if I did, it would have a longer attention span than other spirit animals enabling me to absorb and understand more.
Data is the new oil and everyone measures it,but notice how nobody’s talking about AI automation or how it’s being used by the giants, competition, especially in hi-tech. To assist our clients, we designed our system to be “semi-automatic” like the Uzi (an Israeli invention), with a human touch using personalization as an authentic element in the digital customer journey. Your eCommerce strategy, whether B2C or B2B, will always perform better with customers who complete the journey. Using data and remarketing tactics, our unique hybrid approach combines ABM aspects with organic data, segmentation and an array of promotional artillery.
Without a shadow of a doubt, I would definitely say Influencer Marketing. Aside from remarketing, Taboola/Outbrain,and GDN/social media campaigns, one of our clients wanted industry influencers from Instagram, YouTube, and Pinterest before running a giveaway challenge on Facebook. Engagement rates and ROI went through the roof! Not only did we create long-term growth by building a community, but we also opened the floodgates for collecting additional, evergreen, UGC (User Generated Content)that can be used in future promotional campaigns. By investing in a few powerful influencers, we were able to build long lasting momentum for our clients.
Sadly, negative headlines attract a lot more attention, yet we still expect a happy ending. It ultimately boils down to storytelling. Killer ad copy delivers valuable information using the appropriate niche lingo and is highly relevant(and often personalized) to the target audience. By considering all of the above in your customer journey’s ad copy, you will succeed at effectively piquing your audience’s interest and creating an authentic connection to the brand. PS... Keep it short ;)
From the slogan to the product names and fromzero presence to building a community, Booya Digital is responsible for thecreation and launch of Curver/Keter Plastics’ new digital transformation fromB2B to B2C with their DNVB, “Freedom Of Motion”, or “FOM”.
Spencer Kelty is the Programs Director and Senior Strategist at Rocketship, a Seattle-based marketing consulting agency bringing high ROI results for B2B and big-ticket B2C companies. Spencer has worked in marketing and content creation for over seven years, creating winning marketing strategies for many mid-sized companies and startups.
Bringing in new customers is a huge expense, yet all too often e-commerce companies put all their focus behind making the first sale and completely ignore repeat business. To maintain longterm growth and profitability, a well-managed marketing automation tool/CRM can make all the difference. By choosing the right CRM for your e-commerce site and correctly configuring it, you can send incredibly dynamic automated marketing campaigns in response to consumer actions. Abandoned shopping cart notifications, dynamic chatbots, and custom offers can lead to huge increases in repeat purchases for comparatively little cost.
Every product and customer audience requires a different strategy to reach effectively. But an almost universally great tool is Facebook video retargeting funnels. Once you have identified and built your target audience, run an awareness campaign with a video featuring your product. Then, use Facebook retargeting to serve product ads to everyone who watched the video. This process eliminates wasted ad spend and achieves an extremely high ROI.
Keep it empathetic, concise, and natural. Understanding and emphasizing with your audience lets you know what their questions, needs, and desires are. Great ad copy isn’t about gimmicks. It isn’t about creativity. It’s about empathy and knowledge of your audience.
Over the past few months, a lot of my energy has been spent working with a large regional staffing agency. While it isn’t exactly an e-commerce based company, my team and I have been able to take their online customer acquisition to the next level. By redesigning their website’s conversion process, building new (SEO-friendly) content, and deploying modest paid media spends we were able to more that double their conversions in just a few months.
Leon O'Neill is a marketing professional with over 7 years digital experience. Having previously lead a paid social team in GroupM, he now works in one of Germanys top start ups, Crashtest Security, and has a keen interest in B2B, Enterprise and SaaS marketing and will soon be launching a blog on these very topics.
Having a solid correlation between your revenue and your paid media spend is nirvana for scaling ecommerce or any performance activity. There are a number of methods and tools that can help you achieve this but even mastering the basics within Facebook & Googles Ad Platform should be enough for most marketers.
Lookalike audiences built from high value customers usually work a treat. For Ecommerce this takes shape of your High LTV customers, try keep the audience limited and test in increments to try scale it. Always be aware of low sample sizes as well (I would think 500-1,000 minimum.)
Two most important things -
1. Simplicity - People don't spend a long time reading, you also have to be aware of language proficiency when advertising internationally.
2. Uniqueness - It's important that your copy (while simple) stands out, everyone has a competitor and most of them say similar things that you do.
I ran campaigns for a large B2B government initiative driving relevant buyer leads from niche industries all across the globe which resulted in hundreds of qualified leads driven via LinkedIN content. The smaller the target audience, the harder and more interesting the challenge.
Derric Haynie is the host of “The Future of Ecommerce” podcast and Chief Ecommerce Technologist at Ecommercetech.io – Where Ecommerce stores go to research, discover, and buy the right tools to grow their store. Half of his day is spent reviewing tech tools, and the other half is talking with merchants to help them discover which solutions are right for them. When he’s not doing that, you can find him speaking, networking, or grabbing a drink at any of your favorite Ecommerce events.
There's one thing everyone forgets as they scale... Their customers. No I'm not kidding. At one point or another, your customer service will lag behind and ultimately cost you a lot in not only repeat business, but also shipping, returns, and even first-purchase conversions. A tool that can solve this is Gorgias, a helpdesk built specifically for scaling Ecommerce brands. It's their deep Shopify integration and really robust rules and macros that make it more powerful than an average helpdesk.
My favorite tactic is called the double referral. It's simple enough that anyone can do it, but you have to figure out the right products and margins to work this with, let me explain. Post-purchase, put a little blurb at the bottom of your transactional emails that says, "If you use 'this code' (and give them a custom code to them) you and your friend will both get an extra product in your next order." This works extremely well for subscription brands, but can work for any business. The product you are giving them is something cheaper than 1/2 (because you give away 2) of your typical cost of customer acquisiton. In beauty, it could be extra lashes or brushes. In apparel, it could be socks. The key is that both the person telling the friend and the friend get the product, because that is what triggers their little "Help me out and you'll get this for free," line that they will make it work like a charm. And obviously you can turn the small blurb at the end of one email into a dedicated campaign itself.
Every business will have a drastically different acquisition strategy. The one channel no one seems to take the biggest advantage of is the cheapest one - word of mouth. Better customer service = better word of mouth. Add a double referral strategy = better word of mouth. Increasing word of mouth exponentiates your growth rate and is often the best way to grow any Ecommerce business.
I took Boxycharm from $0 in ad spend to over $300k/month in under 6 months with some great creative and strong optimization strategies. It was a good run.
Ben Kazinik is a digital marketing expert with 7+ years of experience in ecommerce, email marketing, and content strategy. He’s worked for several really cool companies - Brightech, eClincher (the social media tool), and 1World (which is a leader in the online publishing industry). He loves to meet new marketers, see where he could help, and read marketing books in his spare time.
Wow there are so many amazing tools that I’ve found over the years that I don’t know where to start. For increasing site conversions I would recommend creating a wheel pop in Privy. It helped us to convert over 11% of our site users into leads and convert over $300K in sales. For UGC and social proof I would use Pixlee, Loox, or FourSixty. They are all great but each one is built for a little different purpose, so it depends on which eCommerce platform you are using and which other tools you need your UGC system to be integrated with. For CRO I would strongly recommend ConvertCart which is a comprehensive CRO solution and they have a whole team of designers and developers that create each A/B test for you and focus on your improving your ROI. For decreasing abandoned carts I would recommend LiveRecover, they send text messages to your clients and create conversions live to bring them back to your site.
I would say that an ecommerce brand should utilize multiple marketing channels and retarget the same audience using those channels. So if you are only sending emails and doing retargeting on Facebook, I would recommend to power up some Pinterest Ads, use Outbrain or Taboola to become visible on the Google Display Network, and send push notifications, chat messages on Messenger, and SMS. The more touchpoints you optimize in your customer’s journey the higher the chances that you close them.
Killer ad copy accentuates and hits on the nail of the problem that the customer is having, and then offers a solution for them. Shopping is emotional and most purchases are emotional buys so it’s important that you think of that when you are creating your ad copy.
I’ve worked with Brightech, a lighting company in the US where I’ve set up 15-17 different marketing channels. Our focus was a more holistic approach to create an omnichannel strategy and we were pretty successful. We grew sales to over $1M annually, increased conversion on the site and expanded our operations to many more niches and online marketplaces.
Kas is an award winning marketer, hitting record sales targets for large entities such as Revolut, Cakebox, and Gladfish. Kas’s unique approach towards email marketing has allowed him to achieve an additional 300% revenue return for his happy clients.
I recommend HotJar. It helps us by monitoring the activity of our users on the website, where they click, and where they scroll it also records the actual session of every user that visits the website and provides database on the users' activity.
The insightful data that HotJar gives are some of the more exciting things that other tools don't provide.
You can track actual behaviour and sessions of your visitors, and see where they are clicking in real-time. You'll also see which pages have no interaction and find a strategy to improve engagement.
I use public relations as a marketing strategy. PR makes a significant effect on branding and brings in organic sales to the company. I’ve had clients that have been featured on Forbes, Fox News, and other mainstream media.
The reach of mainstream media is extensive, and when a company can use it as a platform, it is advertised to the masses in various reliable outlets. People trust outlets like Forbes, and your brand would benefit from associating with it at any point.
I have seen significantly better conversions for businesses as a result of increased performance in search by implementing search engine optimization and other marketing methods. Using SEO with the backup of CRO can ensure that traffic isn’t lost. One project we had with our agency involved a commodity seller that was struggling to drive conversions with their traffic inflow.
Their lead generation improved via SEO & PPC as we affixed better targeting while revamping their UI/UX and adding psychological ‘pushes’ to urge conversions. The implemented micro & macro conversion analysis, and boosted referrals, visits, and purchases on their website, increased their sales up to 70%.
I became the national marketing lead for Cake Box, a leading food franchise in the UK. I successfully implemented national projects spanning more than 130 stores and locations.
It was my first big break in marketing and eCommerce and my work and collaboration with the company has earned Cake Box recognition by Virgin & the Sunday Times in 2017 and 2018 as one of the fastest-growing companies in the country. I was 19 years old at that time, and I'm thankful to have had the opportunity.
Stacy Caprio, Founder, Growth Marketing → www.acceleratedgrowthmarketing.com
A website optimized for eCommerce SEO will help any eCommerce business long term, even if it takes a while to get there. There's no reason not to set up your eCommerce site well from the start so it has a chance to receive organic traffic later on.
A non-obvious paid media technique I've seen get a great ROI is bidding super low on platform-specific ads. For example, this would mean running super specific Amazon or other platform-specific ads, ie where you're selling your product, and bidding as low as you can to still get impressions, which can be $.01 to $.2 or whatever cost makes sense for your niche. I've seen these super low bid, super specific platform ads get huge ROIs when you target very specific low competition areas.
Ads that your target market views and that impacts them emotionally or speaks exactly what they are thinking or want so strongly that they have no desire to do anything but click the ad to learn more. That's the type of ad that will have a high CTR, low cpc, and assuming it's not clickbait, a high conversion rate as well.
Working with Power for Parkinson's, to help grow their YouTube channel and views, with subscribers over 8,000 and hundreds of thousands of channel views, reaching people who can really benefit from the exercise.
Mathematician turned growth hacker, Aaron Patrick Doherty is on a mission to make marketing more enjoyable for the humans on the other end. Right offer, right person, right time, right channel. When he’s not developing strategy at MarketOne, find him on a bike (the pedal kind) or hanging with his three boys and amazing partner of 12 years.
Salsify is the number one tool for vendors / manufacturers: store all your product information in the cloud, automate syndication across channels, powerful analytics help you get discovered on digital retailers.
Retailers with their own sites should focus on user experience, there’s not really one tool that helps with this. Find inspiration, listen to your customers, measure everything.
Retailers selling through marketplaces should get familiar with tools like Jungle Scout and Helium to identify product opportunities. Although, if you get to more than 100 products, Salsify can help with expansion.
Retargeting video view audiences FTW! Link your YouTube and Google Ads, create an audience for people who viewed your video, buy cheap views / get organic views, target and bid on that audience in search. Works like a dream to reduce CPA.
Nothing. Ad copy that works is a mixture of detailed segmentation and large scale A/B testing. Don Draper ain’t gonna save you. Nate Silver will.
A while back, I worked with a well-known SEM software company who had long neglected their house accounts for search, display, and social. In short, my team and I rebuilt audiences, keyword hierarchies, ad copy, impression caps - the whole thing - from the ground up and literally doubled their ROI in 6 months. That’s a big deal for a (then) $50 million dollar company. Moreover, we built a recommendation engine that gave a daily readout on which channels to bid up and which to bid down to drive down CPA. The massive gains in efficiency that we delivered paved the way for their international expansion, just in time for a $120 million dollar acquisition by the largest publisher in the US.
Burc is the co-founder & CEO of Prisync, the competitor price tracking & dynamic pricing software. He has been in the e-commerce ecosystem for more than 8 years and has a deep interest in data-driven automation in e-commerce.
Here's a totally biased one for sure but I believe pricing matters for e-commerce companies of all sizes at any stage of growth in any market. Therefore, pricing optimization tools play a vital role in e-commerce to scale the business within a competitive landscape. Prisync is a fully automated self-service tool that helps e-commerce companies to automatically monitor their competitor prices and apply rule-based dynamic pricing on their website to boost their sales & profit margins.
Competition in e-commerce has many dimensions and price comparison or SEO comparison is a no-brainer.
However, one not-so-obvious benchmarking that we encourage e-commerce companies to apply is stock availability comparison. Because in some cases, you may notice that a competitor went out of stock at a low margin & high demand product and this might give you leverage for a small price increase to increase profit margins.
We heavily work with Shopify & Magento and the reasons why are varying for each of those cases.
We love Shopify as it's a masterpiece for SMBs - Prisync's main customer segment - and potential integrations with Shopify are simpler than any other platform from an e-commerce tool developer perspective as all live Shopify versions out there are the same. So, when you have a solution for Shopify, you'd expect that to work for 100,000's of Shopify merchants out there.
Whereas Magento has a somewhat drawback from that point of view. However, this drawback - many different live Magento versions & their customizations - also offers some opportunities in some cases because our customers on Magento may take the value-add of our services to another level by tweaking it as their wish & the majority of the Magento merchant base are tech-savvy folks which makes our job pretty easy when it comes to selling/marketing an integration.
Our value-add is two-fold: tons of hours saved via automation + increased sales & profit margin.
In once case, with our client Orami (from Indonesia), we automated the competitor price tracking process which was originally done manually by 15 people in a team and helped the company to utilize all those folks across other operations instead of what Prisync covers.
In another one, we helped our Australian customer JustTools to get 38x ROI in terms of increased profit margin vs. the monthly subscription fee that they pay for Prisync.