Keep Optimising

eCommerce Podcast Network
  • 5.0 (18)
  • MARKETING
  • UPDATED WEEKLY
Keep Optimising

For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads. In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method. - Current Mini-Series = Google Ads - Next Mini-Series = SEO - Last Mini-Series = Email and SMS Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday. Each episode lasts about 30-45 minutes and is audio only. AND at the end of each month we also have a Live Q&A webinar where you get to ask your questions of our guests. >> Sign up for the next one here: https://keepoptimising.com/webinar/ I look forward to helping you keep optimising your marketing very soon! Chloe Thomas, host of the show About our host: Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan. Join our email list: https://keepoptimising.com/

  1. 4D AGO

    Google Ads: Audience Targeting Strategies for eCommerce Brands with Jyll Saskin Gales

    Your customer list is your most powerful asset when it comes to Google Ads, and sharing that information with Google unlocks a wealth of opportunities for effective audience targeting. In this episode, we dive deep into the often-overlooked world of audience targeting, exploring how it can significantly enhance your advertising strategy. We’ve got Jyll Saskin Gales, a Google Ads expert and author, sharing her insights and experience, including how your customer data can inform smart bidding algorithms and optimize your campaigns. Audience targeting in Google Ads is a topic that often doesn't get the attention it deserves, yet it holds immense potential for eCommerce businesses looking to optimise their ad performance. A key takeaway from our conversation with Jyll is the impact of sharing your customer list with Google. This list is not just a collection of emails; it represents a powerful asset that informs Google's bidding algorithms and unlocks features like optimised targeting. Jyll emphasizes that for eCommerce retailers leveraging this customer data can significantly enhance ad effectiveness. Transitioning into practical applications, Jyll shares real-world examples of how businesses can utilize Google’s audience targeting capabilities, illustrating that understanding who your target audience is can lead to better engagement and conversion rates. The conversation also touches on the importance of keeping your customer lists updated and utilizing Google’s automation features to stay competitive. By the end of the episode, listeners are equipped with not only theoretical knowledge but also practical tips that can be immediately implemented to boost their Google Ads campaigns. Whether you are a small business or a larger retailer, this episode is packed with insights that can drive your marketing efforts forward. Takeaways: Your customer list is an invaluable asset that can greatly enhance your Google Ads campaigns.Sharing your customer list with Google unlocks features that can optimise bidding and targeting strategies.Audience targeting is essential for eCommerce success, especially with Google Ads evolving rapidly.Utilizing Google's audience segments can help you reach specific demographics and interests effectively.Always keep your customer data updated to maximize the potential of automated targeting in Google Ads.Understanding how to leverage Google audiences will give you a competitive edge over your rivals. Find the notes here: https://keepopt.com/260 Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor

    30 min

  2. JUN 4

    Google Ads: The 5 Dos and 5 Don'ts of PMax Optimisation with Becky Hopkin and Jonny Hyams

    If you're looking to up your game with Google Ads, you're in the right place. We're diving deep into the world of Performance Max, or PMAX, and sharing the five essential dos and five key don’ts for optimising your campaigns. Understanding what you aim to achieve with your campaign is crucial before you even set your bid strategy. With insights from Google Ads experts Becky Hopkin and Johnny Hyams, we'll equip you with practical tips to fill your optimisation to-do list for months to come. Quick terminology update from Becky: "We refer to something called “Search Max” a few times in the episode. Google decided to rebrand it to “AI Max for Search” just after we recorded 🙄 so when you hear us say Search Max, please know it’s the same thing!" The 5 Dos of PMax Optimisation Understand channel performance: PMax campaigns run across various Google channels, so it's important to analyze performance on each to optimise effectively. Use scripts to get data on channel performance and understand where your budget is going.Test feed-only PMax: To prioritize shopping and limit placements, create PMax campaigns using only a product feed and no other assets. This gives you more control and focuses spend on shopping, which often performs best for eCommerce.Use high-quality assets: If you include images, videos, headlines, and descriptions, ensure they are high quality and relevant. All creatives should work well together, and asset groups should be used to maintain coherence.Use negative keywords: Add negative keywords to your PMax campaigns to refine targeting and prevent irrelevant traffic. Google now allows adding negative keywords at the campaign level, which gives you greater control.Align bid strategy with objectives: Choose the right bid strategy and set appropriate targets to achieve your campaign goals. The 5 Don'ts of PMax Optimisation Only use PMax campaigns: Don't rely solely on PMax; continue to use other campaign types like search, remarketing, and display for better control and targeting.Bid on your brand name in PMax: Exclude your brand name from PMax campaigns to avoid paying higher costs per click, and use separate search campaigns for brand terms.Let campaigns be limited by budget: If possible, avoid budget limitations, and adjust targets or increase budgets to maximize potential.Overly segment campaigns: Avoid excessive segmentation, as PMax needs sufficient conversions to optimise effectively.Leave final URL expansion on: Turn off the final URL expansion setting to control which pages users land on and prevent traffic from going to irrelevant pages. Find the notes here: https://keepopt.com/259 Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor

    35 min

  3. MAY 28

    Email & SMS: Why SMS Should Be Your Next Marketing Move with Naomi Davies

    SMS is a very personal channel that goes directly to your phone, making it an essential part of your marketing strategy. In this episode, we dive into how to effectively integrate SMS into your email marketing plans, addressing a common challenge many businesses face: knowing they should use SMS but not knowing how to start. I chat with Naomi Davis, an expert in the field, who shares actionable insights on the types of campaigns to send and the importance of messaging that provides real value. Integrating SMS into your email marketing strategy is essential for enhancing customer engagement. The episode dives into the nuances of this integration with expert Naomi Davis, who emphasizes that SMS is a highly personal channel. Unlike emails, which can get lost in an inbox, SMS messages land directly on the recipient's home screen, making them more immediate and impactful. By considering the timing and content of your SMS campaigns in relation to your email efforts, you can create a seamless customer journey that maximizes engagement and conversion rates. The conversation shifts to practical tips for executing SMS campaigns effectively. Naomi advises listeners to start by collecting SMS consent properly and utilizing that list from the get-go. She suggests implementing a welcome series that immediately engages new subscribers, providing them with incentives and offers tailored to their interests. The discussion covers how to avoid common pitfalls, such as over-segmenting or solely relying on discounts in SMS communications. Instead, Naomi encourages brands to explore a diverse range of messaging strategies to keep their audience engaged without diluting their brand value. Towards the end, Naomi shares insights on measuring the effectiveness of SMS alongside email marketing. She highlights the importance of analyzing customer behaviors across both channels to optimize future communications. The episode wraps up with actionable advice on maintaining a balanced cadence of messaging, ensuring that customers feel valued. By combining the storytelling power of email with the immediacy of SMS, brands can foster stronger relationships with their audience and drive better marketing results. This episode is a goldmine for marketers looking to elevate their strategies and connect with customers on a more personal level. Takeaways: Integrating SMS in email marketing demands a unique approach tailored to the audience. SMS is a personal communication channel and should be treated with respect and value. Sending a prompt welcome message after collecting SMS consent is crucial for engagement. To optimize your SMS strategy, segment your audience based on behavior and engagement metrics. Timing is key; consider sending SMS after an email to enhance engagement rates effectively. Avoid over-relying on discounts in SMS campaigns to maintain brand value and customer loyalty. Find the notes here: https://keepopt.com/258 Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor

    29 min

  4. MAY 21

    Email & SMS: Strategies for Building Authentic Loyalty with Anna Frapwell, Neon Digital Clicks

    Building customer loyalty isn’t just a nice-to-have; it’s essential for any brand looking to thrive. We dive deep into the heart of loyalty programs in this episode, emphasizing that true engagement stems from a genuine understanding of your customers. Anna Frapwell shares her expertise on how to personalize communications and enhance customer relationships by asking the right questions. Establishing customer loyalty in today’s competitive market hinges on one critical aspect: understanding your customers deeply. It's important to engage customers through direct communication and gather insights to inform marketing strategies. Anna highlights that without this foundational understanding, loyalty programs risk becoming superficial and ineffective. We also dive into actionable strategies that brands can implement to foster loyalty. By utilizing tools like Klaviyo, businesses can enhance their understanding of customer preferences through data collection methods such as surveys and interactive quizzes. These tactics not only improve engagement; they also provide vital information that helps personalize marketing efforts. Anna emphasizes that the key to successful loyalty initiatives lies in creating a genuine connection with customers, ensuring they feel valued and understood. As we wrapped up our conversation, it became clear that true customer loyalty is built on trust and engagement rather than discounts or promotions. Brands that prioritize understanding their customers will not only increase retention rates but will also see improvements in overall profitability. The future of marketing is about forging meaningful relationships and creating personalized experiences that resonate with customers. By effectively leveraging insights, brands can position themselves for long-term success in the eCommerce space. Takeaways: Understanding your customer deeply is essential for building authentic loyalty programs that engage effectively. If brands fail to grasp what value means to their customers, loyalty efforts will likely fall flat and lack retention. Engaging with customers through surveys and quizzes can significantly improve loyalty and enhance communication strategies. Utilizing tools like Klaviyo allows brands to gather valuable insights to tailor their marketing efforts and foster loyalty. Personalization in email and SMS marketing is crucial; it turns potential spam into meaningful engagement for customers. A thoughtful approach to customer data collection helps avoid messy databases and ensures targeted marketing efforts. Episode sponsored by Neon Digital Clicks. Get a free audit of your digital marketing at keepscaling.me. Find the notes here: https://keepopt.com/257 Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor

    33 min

  5. MAY 14

    Email & SMS: Data-Driven Welcome Campaigns—Insights from Samantha Burmeister

    Samantha Burmeister joins us to dive into the world of email welcome campaigns, emphasizing that the key takeaway is to gather valuable data about your audience. Understanding not just who buys, but also who doesn't, allows us to make informed marketing decisions moving forward. Samantha shares insights on how to start these campaigns right, the balance between gaining insights and making sales, and the significance of personalization in today’s marketing landscape. The dialogue begins with a crucial insight: the primary aim of a welcome sequence should be to gather data about new subscribers, which can inform future marketing strategies. Samantha emphasizes that understanding why some subscribers choose not to purchase is just as important as knowing who does buy. This data-driven approach enables marketers to fine-tune their strategies, ensuring that they invest in the right channels and messages moving forward. As we explore the structure of an effective welcome campaign, Samantha outlines key components that should be included in the initial emails. She advocates for providing immediate value to subscribers, which encourages prompt engagement. The importance of follow-up emails is also highlighted. By using data from initial interactions, marketers can create segments within their audience, delivering personalized content that speaks directly to each group’s needs and preferences. Towards the end of the episode, the conversation shifts to the changing landscape of consumer behavior. Samantha notes that in times of uncertainty, consumers are more cautious with their spending, which necessitates a more personalized and conversational approach in email marketing. By focusing on the emotional transformations that products can provide, rather than just the products themselves, brands can create deeper connections with their audience. This episode provides valuable insights into developing effective email welcome campaigns that not only drive sales but also build lasting customer relationships. Takeaways: A successful welcome email sequence should prioritize understanding customer data over immediate sales.Tracking who buys and who doesn't helps in allocating marketing resources effectively for future campaigns.The sequence begins with the opt-in process, making it essential to craft a compelling opt-in page.Personalization in marketing emails leads to higher conversion rates, especially during uncertain times. Find the notes here: https://keepopt.com/256 Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor

    32 min

  6. MAY 7

    Email: Popups 101: How to Craft the Perfect Signup Experience with Shaan Arora

    Maximising email sign-ups is the name of the game in our latest chat. We dive deep into the effectiveness of using mystery offers over straightforward discounts, revealing how this simple tweak can significantly boost opt-in rates. I recently tested this with a luxury home brand, and we saw a jump from 12% to 18% in email sign-ups, proving that a little mystery goes a long way. We also explore the importance of running A/B tests on pop-ups, focusing on elements like graphics and copy to see what resonates best with your audience. By the end, you'll be armed with practical strategies to enhance your email marketing efforts and truly optimise your approach moving forward. This insightful episode brings to light the often-overlooked power of email pop-ups in the eCommerce landscape. Shaan Arora, the founder of Alia, joins the conversation to shed light on how effective pop-ups can significantly enhance email sign-up rates and, ultimately, sales. He shares a recent success story where a simple pivot from standard discount offers to a mystery offer resulted in a remarkable increase in email opt-ins, demonstrating the effectiveness of curiosity-driven engagement. Sian's insights challenge the conventional wisdom that bigger discounts always lead to better results, revealing that the way an offer is presented can have a profound impact on customer behavior. Listeners are guided through the essential components of crafting compelling pop-ups, with Sian emphasizing the need for A/B testing to optimize every element. He discusses the common pitfalls brands face, such as neglecting the testing process or failing to update their pop-up designs. Through various examples, he illustrates how testing different graphics, copy, and offers can uncover hidden opportunities to boost sign-up rates and, by extension, sales. The episode underscores the idea that brands should approach pop-up strategies with the same level of optimization and analysis they apply to other marketing channels. The conversation also touches on the timing and context of pop-up displays, suggesting that brands should aim to present pop-ups within the first 10 seconds of a user’s visit to capitalize on their initial interest. Sian advocates for multi-stage pop-ups that engage users with relevant questions before asking for their email addresses, noting that this technique can lead to higher conversion rates. By the end of the episode, listeners are equipped with actionable strategies to refine their email pop-up tactics, ensuring they can effectively grow their email lists and enhance their overall marketing performance. Takeaways: Using mystery offers instead of fixed percentage discounts can significantly boost email opt-in rates. It's essential to test various elements of your pop-ups, like graphics and copy, to optimize performance. Running multi-stage pop-ups has shown to increase user commitment and improve signup rates effectively. Brands often overlook the importance of ongoing A/B testing for their pop-up strategies and should treat them similarly to ads. Zero party data questions can enhance engagement by tailoring the pop-up experience to customer interests. Timing is crucial; displaying pop-ups within the first 10 seconds of page load is generally recommended for optimal engagement. Chapters: 01:22 - Introduction to Email Marketing and Popup Strategies11:30 - Multistage Pop-Ups and Best Practices18:18 - Testing Offers and Copy Improvements in Marketing22:26 - Transitioning from Popup Strategies to Insider Tips on Email Marketing24:25 - The Impact of AI on Marketing Find the notes here: https://keepopt.com/255 Download our ebook >>...

    32 min

  7. APR 30

    Email & SMS: Your Customer Retention Playbook with George Kapernaros, Yocto

    Building a solid retention marketing playbook starts with understanding that your best ideas come from your customers, not from free templates or competitor research. In this episode, we dive deep into the importance of empathy in retention marketing and how it can significantly impact customer loyalty and revenue. In this engaging episode, we sit down with George Kapernaros, a retention marketing guru from Yocto, who brings a wealth of experience in helping brands enhance their customer retention strategies. The discussion kicks off with a critical examination of why understanding customer needs is the cornerstone of effective retention marketing. George emphasizes that the best insights do not come from generic research or competitor analysis but rather from directly engaging with customers to understand their experiences. He also shares statistics that highlight the importance of timely and relevant communication with customers. George advocates for a shift away from treating retention marketing as a series of one-off campaigns. Instead, he promotes the idea of creating comprehensive, empathetic, and multi-faceted customer journeys. By doing so, brands can not only improve retention rates but also enhance customer satisfaction and lifetime value. The conversation also touches on practical tools and methodologies that marketers can use to elevate their retention efforts. George introduces innovative technologies that facilitate interactive customer engagement, making it easier for brands to connect with their audiences meaningfully. He encourages marketers to tap into their internal knowledge and leverage customer feedback as a continuous source of insight. This episode serves as a powerful reminder of the evolving landscape of retention marketing and the importance of empathy, data-driven strategies, and customer engagement in fostering sustained business success. Takeaways: Your best ideas for retention marketing will come from understanding your customers, not from templates or competitor research. To impact customer retention, focus on creating empathetic messages that align with the customer journey rather than following a company calendar. Retention marketing should prioritize long-term customer understanding over short-term campaigns; it's essential to stay relevant after the sale. A successful retention strategy relies on collecting customer data to tailor messaging that resonates with their unique journeys and needs. Episode sponsored by Yocto. Book a call with George at keepopt.com/yocto Find the notes here: https://keepopt.com/254 Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor

    37 min

  8. APR 23

    Partnerships: Tapping into Experts to Maximise Conversions with Eric Sheinkop

    Partnerships can be a game changer when it comes to boosting your conversion rates, and today we're diving deep into how to leverage experts to make that happen. We’ll be unpacking insights from Eric Sheinkop, co-founder of The Desire Company, who shares his unique approach to connecting brands with knowledgeable professionals rather than influencers or celebrities. The conversation begins with a critical look at the declining effectiveness of celebrity endorsements, as 67% of consumers report a lack of trust in such marketing tactics. Eric emphasizes that in a world where consumers are inundated with advertising, the need for authentic voices has never been greater. By collaborating with experts, brands can provide valuable information that resonates with potential buyers, ultimately driving conversions and sales. Listeners will gain practical insights into how to effectively implement expert-driven marketing strategies. Eric offers valuable tips on identifying the right experts for specific product categories and leveraging their knowledge to address consumer questions and concerns. Overall, this episode serves as a crucial resource for brands looking to enhance their marketing efforts by embracing expert partnerships and optimizing their conversion strategies. Takeaways: Leveraging expert partnerships can lead to significant increases in conversion rates and customer trust by educating consumers effectively. Using professionals from diverse fields, such as chefs or veterinarians, can enhance the authenticity of your marketing content. Expert-driven content performs better in lower funnel marketing, addressing consumer doubts and increasing purchase confidence. Investing in expert partnerships not only aids conversion but also enhances the overall customer experience on retail websites. Find the notes here: https://keepopt.com/253 Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor

    33 min
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About

For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads. In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method. - Current Mini-Series = Google Ads - Next Mini-Series = SEO - Last Mini-Series = Email and SMS Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday. Each episode lasts about 30-45 minutes and is audio only. AND at the end of each month we also have a Live Q&A webinar where you get to ask your questions of our guests. >> Sign up for the next one here: https://keepoptimising.com/webinar/ I look forward to helping you keep optimising your marketing very soon! Chloe Thomas, host of the show About our host: Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan. Join our email list: https://keepoptimising.com/

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