Attribution: Strategies for Optimising Google Ads Performance in a Cookieless World with Ian Lewis, Launch

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: Mapping content against the customer journey Actively thinking about the customer journey, or role-playing How content should serve both SEO and conversion goals  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 and adaptable. [18:05] Involve customer service in content creation process. [21:07] Adaptable strategies enhance organic content flow efficiency. [22:53] Insider Tips from Hannah!  Find the notes here: https://keepopt.com/230Download 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.comLove 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

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: Why a multiplatform content strategy is important Using AI tools for content creation efficiency Maintaining the human touch in your content  Dive in: [04:59] iPhone age boosted social media accessibility and challenges. [07:56] Adapting content for social media is essential. [11:29] Video's promotional value in eCommerce is debated. [16:09] Plan social media strategy based on presence. [19:05] Good technical setup pays off; AI aids cleaning. [22:18] Tools like Synthesia, HeyGen becoming ubiquitous. [25:46] AI-generated content must be clearly labeled, critical. [27:29] Insider Tips from James!  Find the notes here: https://keepopt.com/229 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.comLove 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

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: Implementing Consent Mode V2 Using Enhanced Conversions Collecting first-party data whenever you can  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 and ads. [19:47] Shopify collects data easily integrating with platforms. [24:08] Time changes carefully to avoid data misalignment. [25:43] Insider Tips from Ian!  Find the notes here: https://keepopt.com/228 Get your 30 Day Aimerce Free Trial >>> https://keepopt.com/aimerce ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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: Why data privacy is now a must for businesses Transparency as a key component for building trust and loyalty  How less data can be more relevant  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. [22:20] Data location matters as much as content. [24:02] Marketing teams are clueless about data management. [27:40] Data purpose, retention, awareness, and detailed mapping. [29:53] Insider Tips from Siobhan!  Find the notes here: https://keepopt.com/227Get your 30 Day Aimerce Free Trial >>> https://keepopt.com/aimerce ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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: The complexity of attribution marketing Why focusing on single channels will no longer work  Using first-party data and tools to improve accuracy  Dive in: [05:53] Early warning system indicates analytics tracking issues. [09:10] Apple stricter on data-sharing; makes attribution complex. [10:58] Privacy changes, Google Analytics updates, economic shift impacts. [17:46] First user channel indicates initial site discovery. [21:02] Consider all attribution models in customer journey. [24:05] User ID helps unify multi-device user data. [27:11] Attribution report reveals complex, multi-touchpoint conversion process. [30:02] Insider Tips from Luke!  Find the notes here: https://keepopt.com/226Get your 30 Day Aimerce Free Trial >>> https://keepopt.com/aimerce ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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: The importance of first-party data Data as the foundation for effective marketing Using tools to make first-party data implementation as easy as possible How first party cookie data can increase your advertising and email sales Dive in: [04:48] Left big tech to help small businesses. [08:50] Collect our own data for powerful marketing. [10:49] Enabling a domain-specific, non-shared cookie. [13:29] More data improves Facebook ads targeting algorithm. [19:13] Marketing fundamentally is about understanding your customers. [20:07] Collect customer information to optimize targeted marketing. [21:59] Insider Tips from Yiqi!  Find the notes here: https://keepopt.com/225 Get your 30 Day Aimerce Free Trial >>> https://keepopt.com/aimerce ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

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: Why you should think about measurement rather than attribution Three functions you should consider when building your tech stack Properly planning and executing your measurement strategy  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 decisions. [19:44] Constant attention needed for evolving analytics strategy. [25:49] Insider Tips from JJ!  Find the notes here: https://keepopt.com/224 Get your 30 Day Aimerce Free Trial >>> https://keepopt.com/aimerce ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

Welcome to this year’s Black Friday Top Tips episode!  Not only are my 10 guests offering excellent advice, each one is coming from a different perspective, and if I was going to write out my own advice for Black Friday 2024… there isn’t a key point on that list they’ve missed. Here's who's sharing their top tip for Black Friday 2024: Amy Hind, Launch Gilbert Corrales, Leaf Yiqi Wu, Aimerce James Cowie, SHOPLINE Graham Murray, Genie Goals Gisela Benini, Genie Goals Becky Herbert, Launch Brad Houldsworth, Remarkable Commerce Jodie Guichard, Brightpearl by Sage And Noah Tucker, Social Snowball Dive in: [04:23] Optimize customer journey for effective Black Friday. [06:53] Fix conversion tracking and analytics for Q4. [09:54] Enhance data tracking to recover lost sales. [14:02] Ensure timely, warranted exposure for Black Friday. [16:50] Use giveaways to boost newsletter subscriptions efficiently. [20:18] Test creatives and audiences early for Black Friday. [25:42] Optimize marketing based on stock levels and trends.  Find the notes here: https://keepopt.com/223 Save 10% on Yoast for Shopify in September 2024 >>> https://keepopt.com/yoast MAX SAVING > Save 10% on your first YEAR of The Yoast SEO Plugin for Shopify – select the yearly plan and use code KEEP10ANNSave 10% on your first MONTH of The Yoast SEO Plugin for Shopify – select the monthly plan and use code KEEP10MON--- ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

Alex Moss is Principal SEO at Yoast, and also co-founder of FireCask. He’s been in SEO for over 20 years working a mix of in house, agency-side, AND now software-side roles.  In this episode, we discuss: The Google data leak and what it validated Google’s third-party cookie backtrack AI and its impact on SEO And Google’s monopoly on the web in general  Dive in: [09:00] SEO hasn't changed much, just more info. [10:37] GDPR regulations in Europe caused legal challenges. [16:14] Website ads frustration and conflicting views on helpful content. [18:36] The 4 types of search intent. [20:32] Update on Google’s monopoly and the Department of Justice. [25:49] Insider Tips from Alex!  Find the notes here: https://keepopt.com/222 Save 10% on Yoast for Shopify in September 2024 >>> https://keepopt.com/yoast MAX SAVING > Save 10% on your first YEAR of The Yoast SEO Plugin for Shopify – select the yearly plan and use code KEEP10ANNSave 10% on your first MONTH of The Yoast SEO Plugin for Shopify – select the monthly plan and use code KEEP10MON--- ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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

Zoe Rowswell is the co-founder of Tern Eco, and has some amazing Fashion eCommerce credentials. Zoe was Director of eCommerce for Urban Outfitters, Global Director of eCommerce and Omnichannel at Jimmy Choo, AND rose from assistant merchandiser to Head of Online Trading during 14 years at TopShop.  In this episode, we discuss: How the secondhand market is growing, and growing rapidly Why owning your secondhand experience is important Using the Tern Eco software to start your secondhand market journey The importance of the data you get from your secondhand program  Dive in: [05:19] eCommerce experts launch sustainable retail consultancy in 2019. [08:26] Excitement about growing business in recommerce industry. [11:37] EU-driven legislation will impact trade and sustainability. [14:59] 60% of population willing to buy secondhand. [18:21] SME retailers agile, innovative, capable, and profitable. [20:22] Real-world product wear and tear data. Feedback for durable, repairable products. [24:33] Innovating business models for customer engagement. [25:49] Insider Tips from Zoe!  Find the notes here: https://keepopt.com/221Save 10% on Yoast for Shopify in September 2024 >>> https://keepopt.com/yoast MAX SAVING > Save 10% on your first YEAR of The Yoast SEO Plugin for Shopify – select the yearly plan and use code KEEP10ANNSave 10% on your first MONTH of The Yoast SEO Plugin for Shopify – select the monthly plan and use code KEEP10MON--- ****Get all the links and resources we mention & join our email list at https://keepopt.comLove 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