eCommerce Impact Podcast

• Everything You Think About Google Ads Is Wrong with Collin Slattery

  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 timeHow incrementality testing can reveal what’s really driving salesWhat most brands get wrong about Google ShoppingWhy Performance Max isn’t the growth engine you think it isHow to use scripts to cut ad waste and scale efficientlyTools like Triple Whale and NorthBeam that give you an edge in attribution00:00 Welcome to the E-Commerce Impact Podcast00:24 Introducing Colin Slattery: Google Ads Expert00:46 Colin's Agency and Client Success03:11 From Rags to Riches: Colin's Inspiring Journey04:33 Navigating the Global Financial Crisis06:30 Early Career and Skill Development07:46 Launching and Growing the Agency09:45 Specializing in Google Ads10:14 Current Trends and Strategies in Google Ads16:12 Challenges and Insights on P Max21:35 Dynamic Search Ads and Incrementality Testing24:40 Trust Issues with Google Data24:53 Choosing the Right Time for Testing26:15 Understanding Ngram Analysis29:21 The Role of Scripts in Google Ads30:51 Brand Bidding and Holdout Tests35:04 Navigating Client Challenges37:13 Attribution and Incrementality Testing40:26 Optimizing Google Shopping Campaigns43:21 Importance of Merchant Center Maintenance47:49 Conclusion and Final ThoughtsCollin 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

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• Strategizing to Conquer Rising Meta Ad Costs with Jessie Healy, Phoenix Ha, and Sarah Levinger

  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 Costs01:31 Phoenix on Data and Tracking01:39 Sarah on Psychological Driven Creative01:46 Jessie on Media Buying Process02:36 Jessie's Background and Experience03:23 Key Metrics to Monitor06:26 Improving Ad Efficiency10:59 Campaign Structure and Setup15:47 Phoenix on Attribution Models16:07 Understanding Attribution16:57 First Click vs. Last Click Attribution18:33 Linear Attribution19:38 Full Impact Attribution21:28 Lighthouse Optimization Model23:38 Click vs. View Attribution25:25 Third Party vs. First Party Data27:05 Unlocking First Party Data28:29 The Power of Attribution in Advertising29:48 Understanding Customer Journeys and Creative Strategies32:37 The Importance of Identity in Creative Advertising37:32 Effective Creative Testing and Ad Strategies44:16 Navigating Health and Wellness Advertising Challenges47:17 Q&A: Creative Testing and Account Structuring54:00 Freebies and Final Thoughts

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• How Dr. Bugs 10x’d Their Business with Flavour Drops, Meta Ads & Killer Retention

  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 yearsThe strategy behind monthly limited-edition flavour dropsThe UGC-first paid ad engine that fuels Meta successHow they manage SKU creep without killing marginBalancing grocery pricing with DTC offers and bundlesSubscription product design: why less is sometimes moreThe difference between creators vs. influencers and how they use eachHow content energy > polish for ad performanceUsing product innovation to unlock new consumer “wallet buckets”Ruben’s playbook for launching new products & driving retentionCRO strategies that actually moved the needleIf Ruben had to double revenue in 12 months, here’s exactly what he’d doLinks & Resources: Dr. Bugs Popcorn Ruben on Twitter

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• Email & SMS Automation: How to Drive More Sales and Keep Customers Engaged with Jesse Kay

  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 sleepIf 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: [email protected] Follow Jesse K on social media

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• Google Ads Success Secrets: What’s Working Now in ads for eCommerce with John Horn

  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.

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