Francesca Illiano

E-commerce in Germany and winning on Amazon have become more challenging, but achieving growth is still possible. One of my clients is driving over 2.5 x sales growth compared to last year through data analysis and a focus on fundamental pillars like assortment, content, performance marketing, SEO, pricing, and promotion. These growth strategies align with Amazon's own growth strategy: Amazon values joint business partnerships (JBPs) and seeks to be an integral part of brands' distribution and marketing strategies, fostering collaboration for brand and new product launches. Beauty, Healthcare & Wellness are key categories for Amazon, with increased investments and innovations to enhance accessibility and seamlessness for customers. Amazon is targeting a personalized shopping experience for a younger demographic, incorporating features like inspiration, personalization, and immersive experiences such as Virtual Try-On. Amazon remains an industry price follower, matching competitive prices to build shopper trust. Expect potential expansions of high-traffic events like the March 2024 Spring promotion, with a focus on dominating the gifting space in Q4 2024. Success on Amazon lies in understanding and leveraging these key strategies to drive growth and capture market opportunities. #Businessgrowth #Ecommerce #Dataanalysis #DigitalMarketing #businessbrandpeople

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🇨��Consent Mode V2 going to Switzerland… Google: „From July 31, 2024, advertisers will be required to obtain Swiss users’ consent to the use of cookies or local storage, where legally required; and for the collection, sharing and use of personal data used for ads personalization. This is the existing requirement for European Economic Area (EEA) and UK users, and there is nothing changing about our requirements for these locations.” #ppc #sea #sem #digitalmarketing #google #gads

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Google vs. Facebook Ads in Germany: What is Better? The biggest factor I use to determine which advertising platform is better for a client is: 𝗧𝗵𝗲 𝗰𝗹𝗶𝗲𝗻𝘁'𝘀 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲. For that, ask yourself these 3 questions: 1️⃣ Where does your audience spend their time? 2️⃣ Is your audience aware of your (type of) product or service? 3️⃣ How ready is your audience to buy? Some key considerations: - Almost everyone uses Google, but not everyone uses Facebook or Instagram. ↪ On the other hand, if your audience uses Facebook or Instagram, you might be able to target them more effectively there. - Google Ads are easiest when people are already actively looking for your type of product. ↪ On Meta, no one is really looking for a product; they are enjoying their free time. - On Meta, you have more possbilities to visually show your product than on Google Search. ↪ On Google, you can also advertise on YouTube and via Display ads. So if your audience is there, consider that as well. 𝗜𝗻 𝘁𝗵𝗲 𝗲𝗻𝗱, 𝗶𝘁 𝗰𝗼𝗺𝗲𝘀 𝗱𝗼𝘄𝗻 𝘁𝗼 𝘁𝗵𝗶𝘀: Google Ads are better if you have a product or service that people are already aware of and ready to buy. And you still have the option to expand from Google Search or Shopping to YouTube or Display ads. This way, you can also reach your audience in more visual ways. Meta Ads tend to work better than Google if your audience is made up of big Facebook/Instagram users and people do not search for or even know about your product yet. So, if you have a new type of product that has viral potential, Meta ads might be a gold mine.

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Here’s one way to do this: (That is especially relevant for people in ecom) 1. Pick your best angle for your product 2. Make a list of different UGC formats 3. Go to JoinBrands and hire a creator 4. Have them make videos for those formats 5. Test the formats against each other 6. Settle on the one that works best 7. Hire more creators to do that format 8. Start testing angles against each other too 9. Keep testing for other factors It’s a grueling process, but it’s necessary.  Do the work.  P.S. My UGC marketplace helps you find proven creators and get persuasive content made for affordable prices. Hit the “visit my website” button to check it out.

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I've talked with many successful ecom brands and just as many that failed. Here are 3 patterns that failing ones make, which successful brands avoid. The recipe for disaster: ❌ Mistake 1: Move as slowly as possible Ads aren't working? Just wait to gather more data. Still nothing? It's something wrong with the agency. Give them another month to be sure and then consider a new one. ❌ Mistake 2: Switch Agencies. And switch them often. It didn't work with the first one? Or 5th? Time to change! Don't think about looking anywhere outside the ad account. If your agency is not getting you that 9X ROAS you need, just change them. ❌ Step 3: Fully rely on your gut feeling Don't look at the unit economics, your gut knows best how to set targets. LTV? CAC? Too complicated. All you really need is the biggest ROAS you can possibly get; in the Facebook dashboard of course. 🚨 BONUS Step: Ignore everything else Ignore anything that's not inside the ad account It doesn't matter if the website converts. The real question is: did you get the branding right and does it look good? Forget about your offer. You're a premium brand charging premium prices and your customers know it. High price means high quality, right? TLDR ✅ Act fast. It doesn't have to be perfect right off the bat, but it has to be done. Don't just wait around hoping for the best. ✅ If you've already tried a handful of agencies and it didn't work, chances are the issue isn't the agencies. ✅ If you sell multiple SKUs, think how you can increase your AOV. Measure your LTV. Be on top of your key metrics at all times. I know, just the basics of running the biz. 💡 BONUS: Look outside the ad account. Look at the conversion rate. Check your offer. There are so many places where you can check the health of your business, OUTSIDE of your ad accounts.

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How to Scale Your Google Ads Campaigns in Germany Profitably! 1️⃣ 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗮 𝗰𝗼𝗻𝘀𝗲𝗿𝘃𝗮𝘁𝗶𝘃𝗲𝗹𝘆 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗯𝗶𝗱 𝗽𝗲𝗿 𝗰𝗹𝗶𝗰𝗸. → You can see what people bid on certain keywords in the Google Keyword Planner. Choose a number where you can be competitive, but do not aim for the number one spot. Remember: 𝘠𝘰𝘶𝘳 𝘨𝘰𝘢𝘭 𝘪𝘴 𝘯𝘰𝘵 𝘵𝘰 𝘣𝘦 𝘯𝘶𝘮𝘣𝘦𝘳 𝘰𝘯𝘦 𝘰𝘯 𝘵𝘩𝘦 𝘴𝘦𝘢𝘳𝘤𝘩 𝘳𝘦𝘴𝘶𝘭𝘵𝘴, 𝘣𝘶𝘵 𝘵𝘰 𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘦 𝘢 𝘭𝘰𝘵 𝘰𝘧 𝘳𝘦𝘷𝘦𝘯𝘶𝘦 𝘢𝘯𝘥 𝘱𝘳𝘰𝘧𝘪𝘵! 2️⃣ Once you found a cost per click that brings profitable conversions, 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝘆𝗼𝘂𝗿 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗯𝘂𝗱𝗴𝗲𝘁. This way, you will get more conversions while still paying the same relative amount. 3️⃣ If you see after some time that you are not getting more conversions anymore for your cost per click, you can 𝘁𝗲𝘀𝘁 𝗯𝗶𝗱𝗱𝗶𝗻𝗴 𝗺𝗼𝗿𝗲 𝗮𝗴𝗴𝗿𝗲𝘀𝘀𝗶𝘃𝗲𝗹𝘆. This scaling strategy also relates to campaigns where you cannot set a maximum cost per click. In Performance Max, for instance, start without a target ROAS first until you reach a sufficient amount of conversions per month (often 20-25), and only then set one.💡

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How do you get traffic on news niche website? If you want to get traffic to your niche and achieve the best results in return, many advertising websites can help you promote on a large scale. Also among the advertising networks you can use for promotion and in return start getting good traffic is The ELeavers website ( Search in Google for ELeavers ). The average price per click within ELeavers network is not high; in return, you can get good traffic to your website and notice an increase in visitors. You can easily customize your advertising campaign and target specific countries and regions worldwide and achieve satisfactory results with ease. There is also a technical support team that you can contact if you need help or have any questions. #Advertising #DigitalMarketing #TrafficGeneration #OnlineAdvertising

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𝟏𝟎 𝐓𝐲𝐩𝐞𝐬 𝐎𝐟 𝐊𝐞𝐲𝐰𝐨𝐫𝐝𝐬 𝐓𝐡𝐚𝐭 𝐘𝐨𝐮 𝐌𝐮𝐬𝐭 𝐊𝐧𝐨𝐰 𝐻𝑒𝑟𝑒 𝑖𝑠 𝑡ℎ𝑒 𝑙𝑖𝑠𝑡: 👇 ↳ 𝗦𝗵𝗼𝗿𝘁-𝘁𝗮𝗶𝗹 𝗸𝗲𝘆𝘄𝗼𝗿𝗱🟢 Broad, general terms. E.g., "shoes" ↳ 𝗟𝗼𝗻𝗴-𝘁𝗮𝗶𝗹 𝗸𝗲𝘆𝘄𝗼𝗿𝗱🔵 Low-volume keywords. E.g., "best running shoes for women" ↳ 𝗘𝘅𝗮𝗰𝘁 𝗠𝗮𝘁𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱🎯 Exact phrase match. E.g., "[buy shoes online]" ↳ 𝗕𝗿𝗼𝗮𝗱 𝗠𝗮𝘁𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱🌐 Related terms. E.g., "running shoes" ↳ 𝗣𝗵𝗿𝗮𝘀𝗲 𝗠𝗮𝘁𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱🔍 Phrase in any order. E.g., "affordable laptops" ↳ 𝗟𝗦𝗜 (𝗟𝗮𝘁𝗲𝗻𝘁 𝗦𝗲𝗺𝗮𝗻𝘁𝗶𝗰 𝗜𝗻𝗱𝗲𝘅𝗶𝗻𝗴) 𝗸𝗲𝘆𝘄𝗼𝗿𝗱🧩 Related terms, synonyms. E.g., "notebooks" ↳ 𝗦𝗲𝗮𝘀𝗼𝗻𝗮𝗹 𝗸𝗲𝘆𝘄𝗼𝗿𝗱📅 Related to trends/events. E.g., "Christmas gifts" ↳ 𝗡𝗮𝘃𝗶𝗴𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗸𝗲𝘆𝘄𝗼𝗿𝗱🧭 Find a specific site or page. E.g., "Nike official site" ↳ 𝗧𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗸𝗲𝘆𝘄𝗼𝗿𝗱💸 Search for information. E.g., "shoes" ↳ 𝗜𝗻𝗳𝗼𝗿���𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗸𝗲𝘆𝘄𝗼𝗿𝗱📰 Search for information. E.g., "laptop buying guide" 𝐈𝐟 𝐲𝐨𝐮 𝐧𝐞𝐞𝐝 𝐚𝐧𝐲 𝐦𝐨𝐫𝐞 𝐡𝐞𝐥𝐩 𝐫𝐞𝐥𝐚𝐭𝐞𝐝 𝐭𝐨 𝐒𝐄𝐎, 𝐣𝐮𝐬𝐭 𝐥𝐞𝐭 𝐮𝐬 𝐤𝐧𝐨𝐰 𝐢𝐧 𝐭𝐡𝐞 𝐜𝐨𝐦𝐦𝐞𝐧𝐭𝐬. ♻️ 𝐑𝐞𝐩𝐨𝐬𝐭 𝐢𝐭 𝐭𝐨 𝐡𝐞𝐥𝐩 𝐎𝐭𝐡𝐞𝐫𝐬 👍 𝐋𝐢𝐤𝐞 𝐢𝐭 #seo #keywords #nicheresearch #informationalkeywords #seoexpert #seoservices #digitalmarketing #seotips

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Quick post to save you big Google Ads Ca$h in Germany 🇩🇪🔥 Just yesterday, I went through a new client’s account to check for performance issues. And while the basic setup was decent, the overall performance was somewhat lacking. Where was the flaw? ➡ In the Locations tab setup. 🗺 Yes, that tab that many Google Ads specialists, including me rarely use anymore. At least not for micromanaging bid adjustments... However, 𝗶𝗻 𝗚𝗲𝗿𝗺𝗮𝗻𝘆, 𝘆𝗼𝘂 𝗺𝗶𝗴𝗵𝘁 𝗳𝗶𝗻𝗱 𝘁𝗵𝗮𝘁 𝘆𝗼𝘂’𝗿𝗲 𝘃𝗲𝗿𝘆 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗹𝗲 𝗶𝗻 𝘀𝗼𝗺𝗲 𝘀𝘁𝗮𝘁𝗲𝘀 𝗮𝗻𝗱 𝗯𝘂𝗿𝗻 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗺𝗼𝗻𝗲𝘆 𝗶𝗻 𝗼𝘁𝗵𝗲𝗿𝘀. Therefore, take a quick minute to check your Locations tab in Google Ads for underperforming states. If you find certain states that significantly underperform, you have three options: 1️⃣ Decrease the bid adjustment 2️⃣ Exclude the state completely, or 3️⃣ Consider setting up a separate campaign for that state German word of the day: state = Bundesland 😎

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The Problem With E-commerce Blogs. Last year, I talked with an E-commerce website that spends about £30,000 a month on paid search. Yet, their traffic rose monthly, and their paid search costs were still too high. What was happening? They'd been advised to write blog content. And sure enough, their blog content was ranking well. The problem? None of their commercial pages were ranking high enough. Sadly, we couldn't agree on the contract terms, and we never got to work with the client. But today, the website suffers from exactly the same problem. They have increasingly high traffic, but not for the commercial pages. In the image below, you'll see the 'prospect' on the right and another site of the exact same authority on the left. Both are e-commerce sites. Both are in the same niche. Both launched around the same time. The site that was advised to write blog posts has achieved what many refer to as 'topical authority'. The issue is that this 'topical authority hasn't helped them to rank their commercial pages higher. Many 'content marketers' will talk about how the content helps to promote the brand, email list, retargeting, etc. But there are far more effective ways to do that than churning out blog posts. And a core issue with this is that the blog posts are written for people 'not in the market' to buy what they sell. Yes, they are helpful posts. The content is well written and I'm sure they are read and enjoyed. Just not read by anyone in the market to buy what they sell. Now, that's not to say you shouldn't create helpful content aimed at being generous and useful for your audience. It's just that perhaps it isn't a priority when you're slipping Google £360k a year for a link placement in the SERPs. This is why SEO strategy is perhaps the most important part of SEO. The wrong strategy can waste thousands. The right strategy can change businesses. The best SEO strategies focus on taking action that leads to commercial benefits for the client. Traffic is vanity. Profit is sanity. #seo

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How can you grow your connections as an ECOM copywriter I'm sharing my 5 proven and effective steps... so let's grow together not alone 💕 1. Search keywords like ecom business owner 2. Join industry-specific groups like E-commerce Marketing 3. Ask for recommendations 4. Publish valuable content 5. Optimize your profile By following these steps, you can expand your connections and grow your business as an ECOM copywriter 🙂 P.S. Don't forget to be authentic and personalized in your connections people are more likely to collaborate and support each other when they feel seen and valued! Hey, I'm Mahwish Direct response copywriter, ECOM growth expert, crafting stories that sell for ambitious CEOs, Founders & B2B leaders. Boost Ecom sales by 20% in (30-day results) Insha Allah #Ecom #business #copywriting #growth

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How Ramial got +52% conversions, +40% ROAS, -27% CPA... By sticking to the fundamentals. Ramial is a member of The PPC Hub and his client was going through a tough time: - Cashflow issues. - Unexpected costs. - They needed an uplift. He was looking for the solution, so he decided to double down on the fundamentals: - Data quality: implemented SST - Simplicity: consolidated campaigns - Expansion: leveraged Broad Match & DSA And he optimized his shopping feed with our Feed Audit Template. No fancy tactics, just a great application of the fundamentals. He saw an immediate performance uplift: +52% conversions +40% ROAS - 27% CPA He generated 55% more revenue, with only 11% more spend. That's what I call scaling! Needless to say his client was happy to turn the tough times around. You don't need advanced tactics to scale. You need a solid application of the fundamentals, over and over. And that's exactly what we can help you with in The PPC Hub: Improving performance by DEEPLY mastering Google Ads. So you always know what to do, *especially* when the results are bad. We only have 26 spots left to join The PPC Hub — after that the doors will close again. Feel free to join us via the link in the comments to become the best Google Ads Specialist you can possibly be! And everyone follow Ramial — smart dude who knows PPC (just wish he posted a bit more often. wink wink Ramial ;-))

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Still thing TikTok ads in Europe are not converting? I set up a few test campaigns (took me 20min) for a Slovenian brand before I went to bed yesterday for testing! ...and today I woke up to this: - 13 new orders in 10 hours (140EUR spend) - average CPM 1.44 EUR - Average ROAS 8.1! And yes I know this are rookie numbers but a 12 hour old TikTok add account without any optimisation or creative testing I say they are pretty impressive. Cant wait to scale this brand to a few 100 or even 1000 orders daily in the next weeks. Can you imagine what an opportunity TikTok will be for Slovenian brands when ads come to the balkans in august? And another benefit for all of you who are still not sure if you want to try TikTok ads: Temu is not advertising on TikTok in Europe! If you need any help with TikTok advertising or creative production for TikTok and meta, hit me up and lets scale.

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Undocumented details on new customer goals in Pmax from Google Marketing Live! Google just announced a lot of new Pmax goals for new customers at Google Marketing Live. Their overall goal is to create a separate user journey for new and existing customers. For example, there will be promotions only for new customers and special prices for loyalty program customers. They are also testing internally if there could be individual assets just for new customers. It's a very interesting roadmap. I attended a roundtable in Dublin with the product lead for customer cycles and got a chance to ask a lot of detailed questions that are not documented anywhere. I wanted to share the answers, as some of them were unknown to me and others in the community. The first thing I asked was why there are so many unknowns when setting up new vs. existing customer tags in Google Ads and uploading existing customer lists, and not relying on cookies detection. The answer was that the unknowns are mostly unconsented users and iOS users. This is interesting because for iOS users, Google shifts out the Gclid that refers to both user and campaign data to GBraid and WBraid, which only refer to campaign-related data. We often see 30-40% unknowns even though best practices are followed. Another interesting answer is that the unknowns are treated in the algorithm as existing customers, which is useful to know. Google mentioned they would be testing if they could model the unknowns out. I then asked how important the new and existing customer variable in tags were for determining new and existing customers, as it is often limited in some platforms like Shopify, where the new pixel only provides data if users are logged in. The answer was very surprising! The parameter in the tag are mainly used to train the algorithm to verify that Google made the right prediction about whether it was a new customer. The determination happens already when a user enters the auction. My own interpretation of this is that the first-party existing customers list for customer match, in combination with enhanced conversion, is the most important signal for Google to determine if a customer is new or existing when they enter an auction. I asked if it would still work to have just two different conversion actions for new and existing customers and then update the value from the API if a customer is determined to be new or existing, as this provides a safer determination made by the customer's own backend data. The answer was that it would be the same, and the customer match list was the most important. So we will build into ProfitMetrics separate conversion actions now for new and existing customers in the coming month. These were very interesting and helpful answers from Google. I hope you can use the insights, and let me know if you have any questions.

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🔍 "𝐖𝐡𝐲 𝐚𝐫𝐞 𝐨𝐮𝐫 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬 𝐬𝐨 𝐥𝐨𝐰?" It's a familiar story for many brands: as Customer Acquisition Costs (CAC) soar, customer numbers decrease. Instead of optimizing our conversion rates, we put more money into ads, test countless creatives, and explore new channels. But the cycle persists, stalling our business's growth. It's time we shift our focus to Conversion Rate Optimization (CRO): Here are five actionable steps to optimize your CRO: 1️⃣ 𝐒𝐢𝐦𝐩𝐥𝐢𝐟𝐲 𝐭𝐡𝐞 𝐂𝐡𝐞𝐜𝐤𝐨𝐮𝐭 𝐏𝐫𝐨𝐜𝐞𝐬𝐬: - Implement a guest checkout option to avoid forcing account creation. - Use a one-page checkout design, consolidating all necessary information on a single page. - Redirect only for payment gateways if needed, minimizing page transitions. - Integrate quick payment options like Apple Pay to streamline the process. - For inspiration, check out Amazon's one-step checkout or Shopify's new one-step checkout.  Remember, securing an order is far more important than capturing every single detail about the potential customer. 2️⃣ 𝐀/𝐁 𝐓𝐞𝐬𝐭𝐢𝐧𝐠:  - Regularly test different versions of your landing pages, call-to-action buttons, and product pages to see what resonates best with your audience. - Use tools like Optimizely, VWO, Google Optimize, and Unbounce for effective A/B testing. - Ensure statistical significance by running tests for a sufficient duration and traffic volume. - Continuously iterate based on results to refine and optimize user experience. 3️⃣ 𝐄𝐧𝐡𝐚𝐧𝐜𝐞 𝐖𝐞𝐛𝐬𝐢𝐭𝐞 𝐒𝐩𝐞𝐞𝐝: - Ensure your website loads quickly. Slow loading times can deter potential customers. Aim for load times under 3 seconds for the best results. - Regularly check page speed on a weekly basis using tools like Google PageSpeed Insights, GTmetrix, or Pingdom to ensure consistent performance. 4️⃣ 𝐈𝐦𝐩𝐫𝐨𝐯𝐞 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐃𝐞𝐬𝐜𝐫𝐢𝐩𝐭𝐢𝐨𝐧𝐬 𝐚𝐧𝐝 𝐈𝐦𝐚𝐠𝐞𝐬: - Use high-quality images and detailed, persuasive product descriptions. - Include sections explaining why the product is valuable, how to use it, and how to style it. This helps customers make informed decisions and reduces hesitation. 5️⃣ 𝐋𝐞𝐯𝐞𝐫𝐚𝐠𝐞 𝐒𝐨𝐜𝐢𝐚𝐥 𝐏𝐫𝐨𝐨𝐟: Incorporate reviews, testimonials, and user-generated content. Seeing others' positive experiences can build trust and encourage new customers to convert. Let me know what worked for you in CRO? #EmerceConsulting #ConversionRateOptimization #DigitalMarketing #EcommerceGrowth #CustomerAcquisition #CRO

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