Keep Optimising

Managing a six-figure budget for Google Ads can be a game changer for your marketing strategy. In this episode with Google Ads expert Issy Johnson, we dive into effective strategies for maximizing your investment, focusing on the importance of creative, campaign diversity, and a test-and-learn mindset. We also discuss how to properly manage scaling budgets. Whether you're currently navigating a hefty budget or just curious about what it entails, we’ll share valuable insights that can help you optimise your Google Ads performance.

One of the standout themes in our conversation is the need for a more gr...

Precision tracking and reporting in Google Ads is key to effectively optimising your campaigns and driving meaningful sales. In today’s episode, we dive into how understanding different buyer personas can significantly enhance your advertising strategy. We break down the importance of providing accurate attribution data to the Google Ads platform, which allows it to optimise for high-value customers rather than just any lead. Our guest, Michael Cole, shares insights from his experience at Everflow, where they successfully implemented these strategies to see a remarkable increase in quality leads.

Precision tracking and reporting in Google Ads is cr...

If you're looking to ramp up your Google Ads game, optimising your shopping feed is a crucial step you shouldn't overlook. In this episode with Danny Ireland, we dive deep into how feeding the algorithm as much data as possible can significantly enhance your ad performance. Whether you're new to the game or a seasoned pro, this episode is packed with actionable tips that can help you refine your approach to Google Ads and ultimately drive better results for your business.

In this episode, we take a closer look at the potential of Google Ads through the...

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 at...

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”...

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...

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 founda...

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 fu...

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...

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...

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 fo...

Starting an affiliate program can be a game changer for your business, and in this episode, we dive into the essential do's and don'ts to get it right the first time. Our guest, Kelly Morrison, shares her expertise on defining clear goals and expectations to kick things off effectively. Tune in for practical insights that will help you launch a successful affiliate program.

In our conversation with Kelly, an affiliate marketing expert, we dive deep into the essential do's and don'ts of launching your affiliate program. She emphasizes the importance of defining clear goals and expectations right...

Improving your affiliate marketing performance can feel like a daunting task, but we're breaking it down into five manageable steps that can really make a difference. So, let's get started on leveling up your affiliate marketing game!

In our latest discussion, we break down five key steps to elevate your affiliate marketing strategy.

Sam Thompsett is part of the team at award-winning marketing agency Genie Goals, who deliver all sorts of partnership marketing and advertising activity for eCommerce brands like Mamas and Papas, Bird and Blend and Industville. 

In this episode, we discuss: 

Dive in: 

[03:12] Influencer content boosts paid social. 

[07:33] Influencer...

Affiliate marketing is evolving rapidly, and in 2025, it's transforming from a traditional channel into a crucial payment mechanism and amplifier for other marketing efforts. In this episode, we're diving deep with affiliate expert Lee-Ann Johnston, who shares insights on what’s working in affiliate marketing and what isn’t. We discuss the importance of partnerships and the strategic approach needed to leverage affiliate programs effectively for your eCommerce store. Lee-Ann emphasizes that it's not just about throwing money at affiliates; it requires a thoughtful strategy and relationship management to avoid costly mistakes. As we explore the landscape of affiliate mark...

Mollie Woolnough-Rai is the Senior Marketing Manager at post-purchase specialists Penny Black. For over 6+ years she’s been focused on helping DTC brands find the best ways to build CTLV and long-term, sustainable revenue. 

In this episode, we discuss: 

Dive in: 

[03:14] Retail roots to content strategy. 

[06:37] Rethinking customer retention strategies. <...

Nicky Lomax is a CRM specialist – spending 10 years at marketing and data agency more2, creating both acquisition & retention data strategies for BIG retail brands like Loaf, Charles Tyrwhitt, Book People, Joules, Sweaty Betty, and hush!! She now works brand side most recently running CRM projects at The Perfume Shop, Yoto, This Works and Ted Baker. 

In this episode, we discuss: 

Matthew Holman runs Subscription Prescription and is obsessed with getting subscription eCommerce right. Helping brands via his newsletter, podcast and fractional subscription leadership consulting. 

In this episode, we discuss: 

Dive in: 

[05:12] Subscription isn't just retention. 

[08:35] Subscription strategy debate. <...

Lydia Hartley is co-founder at Continue, a software solution that enables brands to launch their own resale marketplace, already in use by 22 brands including ThruDark, BAM, and Hayley Menzies. 

In this episode, we discuss: 

Dive in: 

[05:28] Empowering brands in resale market. 

[07:54] Boost brand loyalty with resell rewards. 

[10:23] Secondhand marketplace...

Thomas is a specialist in retention marketing for BIG brands area – those doing over 8 figures in annual sales. With a specialism in the CPG, health and wellness, and subscription-first sectors. 

In this episode, we discuss: 

Dive in: 

[05:23] Key to retention: product frequency. 

[09:21] Subscription vs. non-subscription loyalty. 

[11:48...

Edward Upton is the CEO & Founder at Littledata, where they’re on a mission to make it ridiculously easy for DTC brands to connect marketing channels with customer data to accelerate growth. 

Hit PLAY to hear: 

Key timestamps to dive straight in: 

[05:33] Meta's conversions A...

Aggie Meroni is the founder and CEO of White Bee Digital, a paid social agency supporting eCommerce businesses as they scale.

That means she gets to see into the Meta Ads accounts of 100s of brands each year, when she sees several errors crop up time and time again. 

In this episode, we discuss: 

Yiqi Wu is the founder and CEO of Aimerce, a next-gen platform to empower long-lasting relationships with customers by putting you in control of your first party cookies. 

In this episode, we discuss: 

Dive in: 

[04:57] One-year cookies enable continuous visitor tracking. 

[07:21] First-party data capturing enhances ad performance. 

[10:13] User tracking challenges...

Nikki Lindgren is the founder of Pennock - The Nimble Growth Agency, and a specialist in building growth for 7-figure beauty and lifestyle DTC brands. 

In this episode, we discuss: 

Dive in: 

[03:43] Brands prioritize profitability and efficient ad strategies now. 

[09:08] Focus on MER, simplified structures, machine learning...

Janis Thomas is the Managing Director at Look Fabulous Forever, an innovative cosmetics and skincare brand designed to meet the needs of older women. They’re a UK DTC brand selling globally to a customer base often ignored by the DTC world, which they’re serving via a Magento site.

Founded in 2013, Janis has been driving the growth strategy for over 4 years, they’re currently doing millions a year, and working towards double figure millions. 

In this episode, we discuss: 

Komal Singh is the co-founder of 4XDigital AI, an automated advertising solution that helps you create, launch, and manage campaigns across multiple ad channels – including Meta, Google, Amazon, TikTok, Pinterest, eBay and more. 

In this episode, we discuss: 

Dive in: 

[04:36] Focusing on small business marketing alleviates founders. 

[06:22] Small sellers face bandwidth and expertise ch...

Sara Bodner’s spent many years working at digital marketing agencies, and she’s currently working in-house as the Hospitality Marketing Manager at Eden Resort & Suites. 

In this episode, we discuss: 

Dive in: 

[04:15] Creating, sharing, and refining content using AI. 

[07:50] AI helps understand users, systemize insights efficiently. 

[12:22...

Jameela Ghann is a fount of knowledge when it comes to optimising eCommerce and marketing workloads, a self-confessed productivity nerd. She’s run her own eCommerce store; as marketing and partnership manager at Fera, she spent her time helping over 35,000 brands manage their reviews across all their review platforms, and now she’s building her own business AND helping others to embrace AI Marketing automation. 

In this episode, we discuss: 

Thomas Ryan is the co-founder at Descriptomizer, “the number 1 AI tool for product descriptions”. A tool their clients have found increases conversion by 12%. Thomas has been working in eCommerce software development since the early 2010s. 

In this episode, we discuss: 

Dive in: 

[05:23] Improving AI for better produc...

Rosie is CEO at Nibble, where they’re building the future of AI negotiation. 

Hit PLAY to hear: 

Key timestamps to dive straight in: 

[08:11] AI enables personalized, natural language conversations effectively. 

[10:19] Consumer electronics brand avoids blanket promotions. 

[13:58] Insightful data reveals effective discount strategies. 

[17:01] Integration enhances customer-brand relationships through chatbots. 

[21:24] Balancing AI ethics and human-like chatbots. 

[24:15] Offload customer inquiries to ease pressure on agents. 

Irem Isik is Head of Marketing at Storyly where they’re all about helping you get the right content into the right places on the buyer journey – from discoverability to post purchase. Irem also spent most of the 2010s working at huge consumer facing brands in the CPG space – like Lipton’s Tea, Wall’s Ice cream and Nestle! 

In this episode, we discuss: 

Dive in: 

[03:33] Content marketing f...

Bill Beutler is the President at Beutler Ink–a creative PR agency focused on enhancing the online presence of established and emerging brands by improving information on Wikipedia and creating compelling digital content. 

In this episode, we discuss: 

Dive in: 

[04:42] Started Wikipedia-focused business, quit job in 2010. 

[06:01] Ideal client is not from any particular industry. 

[08:19] Wikipedia can drive traffic and clean up your search...

Abby Wood is the Founder at content writing agency, The Content Lab. If you need copy – for websites, for blogs, for marketing – they will produce it for you. 

In this episode, we discuss: 

Dive in: 

[05:18} eCommerce content has short shelf life challenges. 

[08:09] Create content pillars based on key topics. 

[13:19] Understand audience motivations for targeted marketing. 

[14:17] Visualize and understand your ideal custo...

Hannah Brady is a senior content strategist at agency connective3. She’s been creating award winning SEO focused content strategies for brands large and small for over 8 years. 

In this episode, we discuss: 

Dive in: 

[06:14] Mapping on-site content to customer journey. 

[08:37] User journey encompasses emotional journey with brand. 

[10:27] Understanding customers ensures effective content creation journey. 

[15:23] SEO content must be user-friendly...

James Carson is a content strategy consultant with some super impressive consumer facing experience including Head of SEO and Social Media at the Telegraph Media Group (huge newspaper in the UK), and MD at History Hit.

Right now he’s the founder of Publishing Strategy AND has just launched the AI tools directory NextGenTools.ai. 

In this episode, we discuss: 

Dive in: 

[04:59] iPhone age boosted social med...

Ian Lewis is the Head of Data & Analytics at Launch, the happy performance agency. And not just happy, they are also Google Premier Partner and twice winners of Europe’s best small PPC agency. 

In this episode, we discuss: 

Dive in: 

[07:54] Google Ads changes driven by new privacy legislations. 

[09:53] Cookie consent tools integrate with Google's ad system. 

[14:12] Google uses first-party data despite cookie declines. 

[17:33] Collect data to enhance user experience an...

Siobhan Solberg is a data protection consultant… with a growth mindset. Yeah! She founded her consultancy Raze back in 2018 to help businesses take control of and optimise their marketing data. 

In this episode, we discuss: 

Dive in: 

[06:50] Transparent data practices build customer trust and retention. 

[14:50] Maintaining accurate marketing lists is daily hassle. 

[19:18] Shift from hoarding to actionable data is crucial. <...

Luke Carthy started his eCommerce career client side, then after being invited to speak at MozCon 2019 he decided to go at it alone. He now spends his days helping his clients deliver sustainable eCommerce growth with SEO and CRO. Which at the moment includes ME – yes Luke has spent the summer helping me with the eCommerceTech.io rebuild – making sure our SEO, analytics, and cookie stuff is bang on. 

In this episode, we discuss: 

Yiqi Wu is the founder and CEO of Aimerce, a next-gen platform to empower long-lasting relationships with customers by putting you in control of your first party cookies. 

In this episode, we discuss: 

Dive in: 

[04:48] Left big tech to help small businesses. 

[08:50] Collect our own data for powerful marketing. 

[10:49] Enabling a...

JJ Reynolds is the founder of Vision Labs where he helps companies measure and take action on their marketing data. 

In this episode, we discuss: 

Dive in: 

[06:44] Effective measurement improves strategy and efficiency consistently. 

[10:16] Data aggregation is essential for comprehensive performance reports. 

[15:22] Brands need simplified tech, visibility into individual outcomes. 

[16:56] Unified, accurate analytics are essential for business de...