SE8 EP02: Optimize Direct Response Ad Campaigns for EBITDA and Profit - not ROAS w/ William Harris

On today’s episode of the 2X eCommerce Podcast, Kunle interviews William Harris, a successful Ohio-based eCommerce performance marketing and Founder of eCommerce growth agency, Elumynt.

William has helped 13 companies get acquired, including one that sold to GoDaddy and one that fetched nearly $800M. His agency, Elumynt was recently featured as an Inc. 5000 winner as well as an Inc. Best Workplaces winner.

William has authored over 200 articles about eCommerce, advertising, and leadership on Entrepreneur, Fast Company, Shopify, TNW, Social Media Today, and many other places.

In this episode, we go deep into William’s childhood that was filled with hard work and challenges. How he got into the world of commerce and digital marketing; and his juicy eCommerce growth tactics, including geographic holdups, brand name search, account simplicity in Facebook advertising campaigns, mistakes and red flags on badly set up ad campaigns, bottom of the funnel advertising, automation, and M&A.

The most important takeaway you will learn from this conversation is why ROAS or return on advertising spend is the wrong metric to focus on. You will find learn exactly what your north star success metric for paid marketing campaign should be.

If you’re prepping up for an M&A exit, William also has you covered on optimization for acquisitions.

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SPONSORS:

This episode is brought to you by:

Klaviyo

This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses. Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo.

Klaviyo helps you own customer experience and grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction and empowers brands to create more personalized marketing moments.

Find out more on klaviyo.com/2x.

Recharge

This episode is brought to you by Recharge, the leading subscriptions payment solution for Shopify merchants.

Recharge helps eCommerce merchants of all sizes launch and scale subscription offerings. Recharge powers the growth of over 15,000 subscription merchants and their communities—turning one-time transactions into long-term customer relationships.

Turn transactions into relationships and experience seamless subscription commerce with Recharge.

Find out more on rechargepayments.com/2x.