eCommerce Impact Podcast

I sat down with Collin Slattery, founder of Taikun Digital. He has helped scale brands from scrappy startups to multi-million revenue machines using Google Ads. We had real talk about Google Ads and how to ensure your spend actually drives incremental revenue not vanity metrics.
We dig into what actually moves the needle in Google Ads today, including:
Why Google brand is NOT bringing incremental revenue - 90% of the time
How incrementality testing can reveal what’s really driving sales
What most brands get wrong about Google Shopping
Why Performance Max isn’t the growth engine you think it is
How to use scripts to cut ad waste and scale efficiently
Tools like Triple Whale and NorthBeam that give you an edge in attribution
00:00 Welcome to the E-Commerce Impact Podcast
00:24 Introducing Colin Slattery: Google Ads Expert
00:46 Colin's Agency and Client Success
03:11 From Rags to Riches: Colin's Inspiring Journey
04:33 Navigating the Global Financial Crisis
06:30 Early Career and Skill Development
07:46 Launching and Growing the Agency
09:45 Specializing in Google Ads
10:14 Current Trends and Strategies in Google Ads
16:12 Challenges and Insights on P Max
21:35 Dynamic Search Ads and Incrementality Testing
24:40 Trust Issues with Google Data
24:53 Choosing the Right Time for Testing
26:15 Understanding Ngram Analysis
29:21 The Role of Scripts in Google Ads
30:51 Brand Bidding and Holdout Tests
35:04 Navigating Client Challenges
37:13 Attribution and Incrementality Testing
40:26 Optimizing Google Shopping Campaigns
43:21 Importance of Merchant Center Maintenance
47:49 Conclusion and Final Thoughts
Collin doesn’t just talk theory, he brings battle-tested strategies from managing millions in spend across eComm brands.
If you’re an eCommerce founder or growth marketer tired of flying blind with Google Ads, this episode is your wake-up call.
Connect with Collin Slattery: Taikun Digital Website, LinkedIn, X

Dive into strategies on how to navigate the rising costs of  Meta advertising. The discussion covers making ad accounts more efficient, utilizing data and tracking, and employing psychological and emotional insights for better creative. Key topics include optimizing campaign structures, understanding attribution models, leveraging first-party data, and crafting diverse and effective ad creatives. Listeners also get practical tips on monitoring key performance metrics and a chance to access valuable freebies to enhance their e-commerce marketing efforts. The episode wraps up with a reminder to subscribe, leave a review, and consider booking a strategy call for personalized guidance.01:17 Strategies to Combat Rising Ad Costs

01:31 Phoenix on Data and Tracking
01:39 Sarah on Psychological Driven Creative
01:46 Jessie on Media Buying Process
02:36 Jessie's Background and Experience
03:23 Key Metrics to Monitor
06:26 Improving Ad Efficiency
10:59 Campaign Structure and Setup
15:47 Phoenix on Attribution Models
16:07 Understanding Attribution
16:57 First Click vs. Last Click Attribution
18:33 Linear Attribution
19:38 Full Impact Attribution
21:28 Lighthouse Optimization Model
23:38 Click vs. View Attribution
25:25 Third Party vs. First Party Data
27:05 Unlocking First Party Data
28:29 The Power of Attribution in Advertising
29:48 Understanding Customer Journeys and Creative Strategies
32:37 The Importance of Identity in Creative Advertising
37:32 Effective Creative Testing and Ad Strategies
44:16 Navigating Health and Wellness Advertising Challenges
47:17 Q&A: Creative Testing and Account Structuring
54:00 Freebies and Final Thoughts

Jessie chats with Ruben Posthuma, Head of Sales & Marketing at Dr. Bugs Popcorn, a New Zealand-based brand shaking up the snack aisle with indulgent popcorn made for adults. Ruben shares how the business went from a lifestyle venture to a DTC powerhouse—scaling 10x in revenue—thanks to inventive flavors, smart ad strategies, and clever product development.

We dive into the brand’s monthly flavour drop strategy, UGC playbook, balancing DTC vs. retail, optimizing subscription boxes, and how Dr. Bugs manages to keep CACs low while fuelling consistent growth. This one is packed with gold for food brand operators and marketers alike. 

What we cover in this episode:
How Ruben helped grow the brand 10x in 7 years
The strategy behind monthly limited-edition flavour drops
The UGC-first paid ad engine that fuels Meta success
How they manage SKU creep without killing margin
Balancing grocery pricing with DTC offers and bundles
Subscription product design: why less is sometimes more
The difference between creators vs. influencers and how they use each
How content energy > polish for ad performance
Using product innovation to unlock new consumer “wallet buckets”
Ruben’s playbook for launching new products & driving retention
CRO strategies that actually moved the needle
If Ruben had to double revenue in 12 months, here’s exactly what he’d do
Links & Resources:
Dr. Bugs Popcorn
Ruben on Twitter

Want to boost revenue without increasing ad spend? Jesse Kay from VYBER Media breaks down the most effective email and SMS automation strategies for eCommerce brands. 
Learn how to:
 Keep customers engaged with personalized content
 Increase conversions with smart segmentation
 Use SMS strategically without annoying your audience
 Build automations that generate revenue while you sleep
If you're still sending one-size-fits-all emails, this episode will change the way you think about retention marketing.

Timestamps:
[00:00] Intro to Jesse K and VYBER Media
[03:20] Why segmentation is the key to higher email revenue
[08:15] How to create engaging content beyond product promos
[12:30] The right way to scale email frequency without increasing unsubscribes
[18:45] SMS best practices: When and how to use it effectively
[24:10] The most profitable automation flows every brand should have
[30:00] Loyalty programs and micro-influencers: Unlocking hidden revenue
[36:40] The role of founders in email marketing—should they be the face of the brand?

Resources & Links:
Connect with Jesse Kay: VYBER Media
Email Jesse: jesse@vybermedia.com
Follow Jesse K on social media

John Horn has worked on over 1000 Google Ad accounts and is here to give us the low down. 

Here's what we cover: 
Why Performance Max is king - but only with guardrails. 
How Standard shopping still has a place. 
What Google Demand Gen Campaigns are, and why they are the new frontier.
Plus we discuss how 3rd Party Attribution can sometimes be more of a hindrance than a help.