Ecommerce Playbook: Numbers, Struggles & Growth

Tony Chopp, a paid search optimization expert, shares invaluable strategies to maximize sales during the holiday rush. He emphasizes the importance of promotional visibility and effective conversion tracking in Google Ads. Listeners will discover how to monitor Google Merchant Center daily, troubleshoot product disapprovals, and utilize merchant feeds effectively. With insights into leveraging AI tools and advanced strategies like incrementality testing, Tony prepares businesses for peak shopping days such as Black Friday and Cyber Monday.

Discover how to rescue a distressed business with actionable strategies for recovery. Learn about the emotional challenges of layoffs and the necessity of cutting costs while maintaining morale. Explore ways to reset customer acquisition expectations and create a structured approach to decision-making. Understand the power of constraints in improving negotiation and choice-making. Plus, find out how to stay resilient and prioritize mental health during tough times.

Tony Chopp, VP of Paid Media at CTC, shares invaluable insights on media buying strategies for the holiday season. He emphasizes the significance of incrementality and how to prepare ad accounts effectively for busy shopping days. Discover the 7 C's of media buying that can enhance your campaigns on platforms like Meta and Google. Chopp also discusses the importance of clean conversion tracking, the need for catalog campaigns, and why getting a head start is crucial for holiday success.

Taylor, an expert in digital advertising, dives into the groundbreaking changes in Meta's ad optimization. They discuss the shift towards third-party measurement tools like Google Analytics and the innovative focus on incremental conversions. Taylor emphasizes how these updates can dramatically alter advertising strategies and examines the shift in reliance from traditional metrics to more holistic approaches. Finally, they explore the future role of AI in enhancing ad performance and business optimization.

Luke Austin, VP of Strategy at CTC, shares invaluable insights into the complexities of the upcoming holiday season. He highlights the unusual timeline with Cyber Monday shifting to December, leaving less time to drive sales. With Thanksgiving and Black Friday arriving later, brands face a compressed shopping window. Additionally, he discusses how the election year's advertising spikes could inflate costs and alter consumer behavior. Listeners can expect practical strategies tailored for this unique Q4 that ensures they stay competitive.

Join industry experts Jeremiah, Yarden, and Steve as they dissect the effects of political spending on DTC businesses. They explore how the upcoming election could shift advertising costs and alter consumer behavior. The discussion includes a look at historical data from the 2020 election, comparing trends and analyzing July's e-commerce performance. Key insights reveal the impact of political advertising on revenue growth and campaign effectiveness, plus strategies for navigating the complexities of this election year.

Ginny Marvin, a digital advertising expert with a rich history from Yahoo to her current role as a Google Ads Liaison, shares her insights on navigating the complexities of Google's advertising world. She discusses the evolving challenges and opportunities for advertisers, the importance of AI in optimizing campaigns, and the intricacies of Performance Max. Ginny also offers strategies to enhance ROI, manage branded search, and adjust expectations in a changing landscape, making her experience invaluable for anyone in the digital ad space.

Taylor, an expert in ecommerce and media spend strategies, joins Richard to tackle the pressing issue of increased spending for stagnant customer acquisition. They dive into the effects of channel diversification and the pitfalls of media spend allocation. Taylor highlights the significance of improving ad incrementality and optimizing budgets for true growth. Listeners can expect practical tips for navigating rising CPMs and enhancing profitability as they scale their ecommerce ventures.

Josh Shapiro, who transformed a baseball Instagram into a multi-million dollar business, and Bill Rom, his mentor and co-founder, share their incredible journey. They discuss how quality content and deep community ties led to a staggering $1.4 million sales day. From their unique co-founder dynamic to the importance of live events and seasonal marketing, they reveal key strategies for brand growth. Their story is packed with insights on authenticity, consistent engagement, and turning passions into thriving ventures.

Luke Austin, an expert in budget allocation and incrementality, dives into the critical role of smart budgeting in ecommerce. He discusses how brands can determine their total budget for maximum profitability and effectively allocate it across channels. Luke highlights the importance of measuring incrementality over traditional methods to optimize marketing strategies. He also shares insights from CTC’s partnership with Measured, showcasing how enhanced budget optimization tools can transform marketing performance and customer acquisition efforts.