Keep Optimising

Hosted by Chloe Thomas

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About the show

For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads. In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method. And then we take a week off to give you time to IMPLEMENT. - Current Mini-Series = Meta Ads - Next Mini-Series = Email Marketing - Last Mini-Series = Growth + Episode 300 Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday. Each episode lasts about 30-45 minutes and is audio only. I look forward to helping you keep optimising your marketing very soon! Chloe Thomas, host of the show About our host: Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan.

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60 recent

36 min

Meta Ads: Drive More Sales Using Partnership Ads with Christina Bell, Webtopia

Christina Bell is the Head of Strategy at Webtopia UK, a performance marketing agency focused on helping high-growth, founder-led DTC brands scale with data, testing, and storytelling.In this episode, we explore how eCommerce brands can use Meta partnership ads to improve ROAS, reduce ad costs, and build more effective creator-led campaigns. Christina shares practical strategies for testing, optimisation, and preparing your Meta ads strategy for peak sales periods.Dive in:[04:54] Explaining partnership ads on Meta[08:27] Making advertising simple for everyone[09:56] Testing and integrating partnership ads[15:24] Partnering with content creators[16:41] Collaborations with Social Media Influencers[21:30] Understanding Customer Profiles[24:17] Optimal initial ad spend percentage[28:16] Insider Tips from Christina![32:18] Episode sponsored by Webtopia. Get in touch with Team Webtopia for your free growth audit.Partnership ads work best when you test early and test oftenOne of the biggest lessons from this episode is that partnership ads are not a quick win. They need time and structured testing. Too many brands try one creator, see mixed results, and stop too soon. Christina explains that success comes from testing multiple creators, hooks, and messaging angles over several months. For eCommerce brands, this matters because consistent testing helps you find the creative combinations that will scale when competition gets more expensive.Know your customer before you build your campaignsStrong Meta ad performance starts with customer understanding. Christina stresses that brands must know who they are selling to, why people buy, and what motivates action. This insight shapes everything from creator selection to ad messaging and creative hooks. If your customer insight is weak, your partnership ads will feel generic and underperform. For practitioners, this is a reminder that better audience research often beats more ad spend.Set a realistic test budget and commit to proper testingPartnership ads need enough budget to produce clear results. Christina warns against testing one creator with a small spend and then deciding the strategy does not work. Brands should budget to test several creators, different hooks, and multiple creative angles over a few months. This gives Meta enough data to optimise and gives your team real insight into what performs best. For eCommerce operators, the goal is not to find instant wins, but to gather enough learning to scale with confidence.Takeaways:Meta’s partnership ads blend brand and creator voices for more authentic marketing. As Christina explained, it’s about trust and relatability. People connect better with people, not just logos.Don’t script your creators—guide them! Genuine storytelling wins over robotic scripts. Christina says the best results come when creators bring their own flair and honesty to brand messages.Diversity is key: test partnership ads with a variety of creators and campaign goals. As Christina shared, mixing different voices alongside your usual content expands reach and connection.Culture in marketing? Know your customer, deeply. Christina reminds us: understanding motivations and context shapes messaging that resonates. This is essential for creative partnerships.Teams and founders can be creators too. Christina encourages brands to feature real employees. Your workplace culture is a huge asset for authentic content on Meta’s partnership ads.Find the notes here: https://keepopt.com/307**** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

34 min

Meta Ads: Optimising Hook Rates for Higher ROAS with Komal Singh & Prudhvi Raj, 4XDigital AI

Komal Singh is the founder and CEO & Prudhvi Raj is the Director of Customer Success at 4XDigital AI an AI-powered advertising system that plans, launches, and continuously improves your ad campaigns as you grow. Returning guest Komal is back on the podcast alongside Prudhvi to break down one of the most important — and most overlooked — Meta Ads metrics: hook rates and hold rates. In this episode, they explain how eCommerce brands can optimise video creative to stop the scroll, hold attention, and improve overall Meta Ads performance. Dive in: [05:28] Evaluating creative quality in ads [07:37] Understanding hook rate in ads [11:25] Importance of engaging early viewers [14:05] Balancing the hook and hold rate [18:39] Importance of consistent messaging [20:51] The downside of clickbait strategies [23:49] The pitfalls of using clickbait [26:46] Insider Tips from Komal and Prudhvi! Your first three seconds decide if your Meta Ad works Komal and Prudhvi explain that the “hook” is the most important part of a video ad. If shoppers do not stop scrolling in the first three seconds, the rest of the ad does not matter. That is why tracking hook rate is so important. It shows how many people actually paused to watch your content. For ecommerce brands spending heavily on Meta Ads, improving the hook can quickly lower wasted ad spend and improve overall campaign performance. Good creative is not enough if the rest of the funnel fails The episode highlights that Meta Ads performance should be measured across the full funnel. A strong hook and high hold rate will not save a weak landing page or a poor checkout experience. The guests explain that brands need to look at every stage, from video engagement to clicks, conversions, and checkout completion. This helps ecommerce teams spot exactly where customers are dropping off. Instead of guessing what is wrong, brands can make smarter improvements based on real data. Clickbait hooks can damage your brand and your ROAS One of the strongest warnings in the episode is about using misleading hooks. A dramatic opening may improve hook rate, but it can hurt conversions if the rest of the ad does not deliver on the promise. Shoppers will leave quickly if they feel tricked. That sends low-quality traffic into your funnel and hurts your return on ad spend. The key lesson for ecommerce marketers is to create attention-grabbing ads that still feel honest, relevant, and aligned with the product experience. Takeaways: Great creative is at the heart of Meta ad success. Your hook—the first 3 seconds—can make or break your campaign. Captivate quickly, or you’ll lose 70% of viewers before the message lands. Tracking hook rate isn’t just a metric. It’s a mirror reflecting your video’s true impact. If your hook rate is below 25%, it’s time for a rethink before investing further in ads. Beware clickbait hooks. Viewers who feel misled rarely come back. Build trust by delivering on your promises. Engage, then follow through with true value in your content and landing pages. Adapt your visuals and messaging to fit the native style of each platform. Reels, Stories, and Shorts have their own rhythms. Be relevant to where your viewers already are. The video ad journey is a funnel. A strong start pulls people in, but holding attention and driving meaningful action requires every moment—hook, hold, and CTA—to work together. Optimise each step. Find the notes here: https://keepopt.com/306**** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

30 min

Meta Ads: What to Do at Every Stage of eCommerce Growth with Kathie Feng, Signal Growth

Kathie Feng is the founder and growth architect at Signal Growth, and has recently started as Director of Omnichannel Digital Marketing at Footlocker. She has over 13 years experience at the cutting edge of customer acquisition across all sizes of eCommerce store.In this episode, Kathie explains how to approach Meta ads at different stages of growth, from early testing to serious scale. She shares practical advice on when to test, when to increase spend, and the common mistakes that can quietly hold back eCommerce growth.Dive in:[05:25] Testing Meta ads and best practices[08:52] Scaling through testing and learning[12:34] Testing strategies after growth[16:01] Meta ads misconceptions for beginners[19:42] Analyzing consumers and optimizing ads[20:46] Optimizing ad campaigns strategically[23:30] Insider Tips from Kathie!Get your foundations right before you scaleMeta ads work best when the basics are already clear. Kathie Feng calls this the “winning triangle”: product, audience, and offer. eCommerce brands need to know exactly who they are selling to and why that customer should care. If the product-market fit is weak, more ad spend will only waste money faster. Before pushing budget up, make sure the product solves a real problem and the offer feels easy to say yes to.Use early-stage ad spend to learn, not just to sellIn the early growth stage, small budgets should buy insights first. Instead of trying to scale too fast, use those first campaigns to test one thing at a time. Try different hooks, audiences, creative formats, or offers. This makes it much easier to see what actually moves performance. For eCommerce teams, this approach reduces risk and helps build a much stronger base before larger spending starts.Creative is the lever that matters most as you growAs competition increases, better creative often matters more than more targeting. Kathie stresses that the first two seconds are critical because shoppers decide very fast whether to keep watching. Your ad needs to show what the product is, why it matters, and why the viewer should stop scrolling. Brands that win on Meta usually refresh creative often and keep testing new messages. For eCommerce owners, strong creative is often the fastest way to improve click-through rate, lower acquisition costs, and unlock the next stage of growth.Takeaways:Capturing attention is an art—your hook must shine in the first two seconds. Every scroll is a chance to connect, so clarify what you offer and why it matters, instantly.Your product, market fit, and pricing form the foundation for growth. Before scaling ads, make sure your offer truly resonates with people who will love your product, not just like it.Testing is not just for the start—continuous test and learn is essential as you scale. Consumer needs shift fast; adapt your messaging and creative to stay relevant and drive results.Blind spot: Meta ads aren’t “set and forget.” Success means digging into creative, analytics, and audience insights daily. Leverage numbers, not just intuition, to guide your moves.AI is re-shaping how we optimize and scale. Embrace the tools, but stay focused on human insights—knowing your audience at a deep level will always be your competitive advantage.Find the notes here: https://keepopt.com/305**** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

36 min

Meta Ads: Use First-Party Data for Smarter Meta Ads & Better Conversions with Yiqi Wu, Aimerce

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 data.Yiqi is a returning guest, and this time she dives into how to use first-party data, tracking, and catalogue optimisation to improve targeting, reduce CAC, and future-proof your Meta Ads strategy.Dive in:[05:29] Improving eCommerce sales funnel[08:43] Understanding click ID tracking[13:00] Discussing data collection challenges[14:29] Tracking visitors with first-party cookies[19:06] Understanding first-party data types[20:04] Shopify's public catalog API[23:21] AI traffic potential in 5 years[28:11] Understanding customer insights for marketing[29:13] Insider Tips from Yiqi!Episode sponsored by Aimerce. Find out more Inside DTC Marketing Tech https://www.aimerce.ai/blogsFirst-party data is now your biggest competitive advantageFirst-party data is no longer optional for eCommerce brands. It is the foundation of high-performing Meta Ads. Yiqi explains that the most valuable data points are email and click ID. These help Meta understand who is taking action on your site. Without this, the algorithm cannot optimize properly. Brands that collect and connect this data well will see better targeting, lower CAC, and stronger results.Tracking is broken unless you take control of itRelying on basic pixel setups is no longer enough. Privacy changes and cookie limits mean platforms cannot track users like they used to. You need to collect and send your own data using first-party tracking. This allows you to track users for longer and with more accuracy. It also improves attribution across Meta, Google, and email. If your tracking is weak, your decisions and ad performance will suffer.Your product data will shape your future visibilityAI is changing how customers discover products. Tools like AI agents are starting to pull from structured product data, not just web pages. This means your catalog metadata now matters more than ever. Titles, descriptions, and attributes all impact how your products are found and ranked. Many brands ignore this backend data, which creates an opportunity for those who optimize it. Clean, detailed product data will help you win more traffic in the AI-driven future.Takeaways:If you know your customers better than anyone else, you gain a powerful edge. It’s not just the data, but what you do with it. Target smarter, speak their language, and build real connections.Sending rich first-party data into platforms like Meta or Google isn’t an option anymore; it’s a must. Email and click ID are your keys to unlock lower CAC and higher performance.Don’t wait for checkout to grab those valuable emails. Popups and quizzes turn browsers into known contacts, letting you personalize every step and fuel smarter marketing.Your product catalog isn’t just inventory – it’s data gold. With AI emerging and APIs opening up, refining product metadata is the new SEO for discovery and sales.The future is all about actionable insights. AI will soon suggest your next move, detect patterns you missed, and drive results faster. Start collecting and cleaning your data today.Find the notes here: https://keepopt.com/304**** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

31 min

Growth: Turn Reddit into a Powerful eCommerce Growth Channel (and Win AI Search) with Danny Kirk, ReddiReach

Danny Kirk is founder of ReddiReach, where he’s worked with over 250 eCommerce brands to help them use Reddit as part of their marketing activity.In this episode, Danny explains why Reddit is becoming a critical channel for influencing AI search results and brand discovery. He also shares practical strategies for building trust, driving traffic, and growing your eCommerce brand through authentic community engagement.Dive in:[06:24] Early days of AI branding[08:32] Using Reddit for brand growth[10:35] Sticking to ethical marketing[14:52] Posting strategies for niche brands[17:06] Encouraging customer stories on Reddit[21:26] Understanding subreddit culture[23:42] Insider Tips from Danny!Reddit Shapes How AI Sees Your BrandAI tools like ChatGPT and Google’s AI results rely heavily on Reddit content. That means your brand reputation on Reddit can directly influence how AI recommends you. If your brand is not mentioned, AI may ignore you or get things wrong. You do not need backlinks to win here. You need consistent, positive mentions in real conversations. Start early, because this space will only get more competitive.Help First, Sell Never (At Least Not Directly)Reddit users dislike obvious marketing. If you push your product, you will get ignored or downvoted. The winning approach is to be helpful in comments. Answer real questions and share useful insights. Mention your brand only when it adds value. This builds trust and makes people more likely to choose you later.Consistency Beats Hacks on RedditReddit is not a quick win channel. You need to show up often and engage like a real person. Focus on a few key subreddits where your audience is active. Learn the rules and tone before you post. Avoid automation and shortcuts, as these will likely get penalized. Over time, this steady effort can drive traffic, sales, and AI visibility.Takeaways:Reddit’s power lies in authentic community. Brands that focus on building tribes, not pushing products, create lasting cultural relevance and influence. The future of growth is rooted in trust, not control.AI search trusts Reddit because real voices matter. Today, your brand’s story is shaped and cited by the crowd. Participate ethically, and people—and algorithms—will recommend you.Old marketing was broadcast. Now, on platforms like Reddit, influence is earned by engaging and amplifying the community’s values. Listen, learn, contribute—don’t just promote.Success on Reddit isn’t about planting links. It’s about joining conversations, adding value, and letting your advocates become your loudest marketers. Play the long game of trust.Beware shortcuts: bots and fake engagement will be cracked down. Culture rewards real human presence. Show up, contribute meaningfully, and be remembered—by people and by AI. Find the notes here: https://keepopt.com/303**** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

35 min

Growth: Using Consumer Psychology to Drive More Conversions with Colin Hodge

Colin Hodge is the author of the brand new book “Outrageous Startup Growth: Uncovering the Secrets of User Psychology to Scale Your Success”. Based on his experience scaling startups to over 100 million users.In this episode, Colin shares how to apply customer psychology to drive real eCommerce growth, from improving your funnel to increasing conversions and pricing more effectively. Expect practical, testable ideas you can implement straight away to turn insight into revenue.Dive in:[05:09] Mindset shifts for entrepreneurship[08:08] Understanding user psychology[13:22] Finding and fixing funnel leaks[14:49] Using psychology to improve ads[19:30] Experimenting with pricing strategies[25:13] Explaining decision engineering basics[26:45] Using emotional moments for loyalty[28:36] Insider Tips from Colin!Start with Customer Empathy, Not Just DataToo many eCommerce brands rely on dashboards and forget there are real people behind the numbers. This episode shows that growth starts with understanding how your customers feel, think, and behave in the moment. You should go beyond basic personas and dig into motivations, frustrations, and context. Talk to customers, watch how they use your site, and even try the journey yourself. This helps you spot hidden barriers and missed opportunities. When you build with empathy, your marketing and product decisions become far more effective.Fix Your Funnel Before Scaling AcquisitionIt’s tempting to pour more budget into ads, but that often wastes money if your funnel is leaking. Instead, focus on where customers drop off early in the journey. Small improvements here can unlock big growth. Once your funnel performs better, you can scale acquisition with confidence. At the same time, study your best customers to understand what made them convert. Then use those insights to attract more people like them.Use Psychology to Influence Buying DecisionsPricing, messaging, and design all shape how customers decide to buy. This episode highlights how tactics like price anchoring, framing, and default options can boost conversions. For example, showing a higher-priced option can make your main offer feel like a better deal. Timing also matters, such as using “fresh start” moments like Mondays or new seasons to launch campaigns. These small psychological nudges can have a big impact on sales. The key is to test often and learn what works for your audience. Takeaways:Understanding your customer’s environment shapes success in business. Empathy isn't just a buzzword—it’s a growth lever. Dive into their journey, feel their challenges, and watch your brand stand out authentically.True growth starts within. Before hacking customer psychology, founders need a growth mindset: experiment, fail, learn, repeat. Don’t wait for perfect—real progress happens outside the comfort zone.The freshest paths to eCommerce growth aren’t found in dashboards but in people’s minds. Study why competitors’ ads work, then use contrast and uniqueness to ensure your brand cuts through digital noise.Pricing isn’t just about margins. Experiment with price anchors and context. What's the compromise option your customers crave? Pricing psychology can unlock hidden profits and boost conversions.Magic moments matter. Use fresh starts—new seasons, Mondays, or milestones—to re-engage customers. Decision engineering means shaping environments, not just products, to invite loyalty and action.Find the notes here: https://keepopt.com/302**** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

33 min

Growth: Turn Discounts into a Profit Engine with Smarter Promotion Strategy with Dan Bond, RevLifter

Dan Bond is VP of Marketing at RevLifter, an eCommerce technology company helping retailers optimize conversions through intelligent promotional offers. Working with eCommerce brands as diverse as Laithwaites, Club L London, and Radley.In this episode, Dan explains why most brands are leaving money on the table with blanket discounts and reactive promotions. He shares how to build a smarter promotion strategy that increases conversion and average order value while protecting your margins.Dive in:[05:39] When promotions go wrong[06:57] Setting a discount strategy[10:49] Strategic discounting and incentives[13:46] Adapting to external changes[17:01] Helping retailers with managed services[22:18] Driving sales with add-ons[24:34] Insider Tips from Dan!Treat discounts as a strategy, not a last-minute tacticMost eCommerce brands use discounts as a quick fix when sales dip. That approach leads to wasted margin and poor long-term results. Instead, you need a clear plan for when and why you discount. Decide who should see offers, which products qualify, and what level of discount makes sense. This helps you stay in control of your brand and profitability. A simple strategy beats random promotions every time.Measure deeper than revenue and conversion rateIt’s easy to focus on top-line metrics like revenue and conversion rate. But these numbers can hide real problems. A promotion may boost sales while hurting your margins or attracting low-value customers. You need to track metrics like profit, customer lifetime value, and incremental lift. Always ask: would this sale have happened without the discount? Better measurement leads to better decisions and stronger growth.Test, personalize, and optimize continuouslyThere is no “set and forget” promotion strategy. What works today may not work next month. You should test different offers, audiences, and timings on a regular basis. Use customer behavior to personalize offers instead of giving the same deal to everyone. For example, target exit-intent users or increase basket size with spend thresholds. Small, ongoing improvements can drive big gains over time.Takeaways:Discounting isn't just a quick sales fix. It can shape your brand’s culture. Are you rewarding loyal behavior, or just chasing conversions? Set a strategy first, then let data inform your next move.Promotions are a business lever, but also a cultural one. Quick tactics risk damaging your margins and reputation. Build a culture that values testing, learning, and thoughtful experimentation.True growth culture isn't about copying others’ offers. It’s about understanding your own brand and customers deeply.Regularly review who gets your discounts and why. Strategy-first cultures excel by being intentional about promotions. Test, measure, learn, then optimize, always.eCommerce culture thrives on experimentation. Every offer is a test, every result a lesson. Optimize not just for the sale, but for deeper impact. Culture is built in these choices.Find the notes here: https://keepopt.com/301**** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

24 min

14 Top Tips to Grow Your eCommerce Store

You’re listening to a milestone episode – the Keep Optimising Podcast’s Episode 300!! 🎉To celebrate, Chloe Thomas has brought together 13 expert guests and asked them one powerful question:“What’s your top tip for eCommerce growth right now?”The result? A fast-paced, insight-packed episode covering everything from brand building and data foundations to popups, promotions, and performance marketing.Here’s our guest line-up for this special episode:Dan Coleman from Coleman Marketing,Amy Budd from Launch,Jaye Cowle from Launch,Lucy Bloomfield from Magic Marketer,Stephen Honight from The LM07 Agency,Sam Wright from Blink SEO,Charlie Semmence from Leaf Signal,Roman Petrochenkov from Carwow,Anna Wilson from Key Ascent,Fiona Thompson from LoyaltyLion,Dan Bond from RevLifter,Taras Talimonchuk from Claspo,and Eric Sheinkopf from The Desire Company.It’s the episode you’ve been waiting for — so tune in to hear 14 actionable tips to help you grow your eCommerce business smarter, faster, and more profitably 🚀Find the notes here: https://keepopt.com/300**** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

34 min

Growth: 3 Pillars of Creative to Beat the Attention Recession with Amy Budd, Launch

Amy Budd is the Client Services Director at Launch, a B Corp performance marketing agency that helps brands grow in a way that actually lasts. Mixing smart data with creative thinking to build campaigns that work, now and also in the long run. Happy clients include Weird Fish, Piglet In Bed, and Green People.In this episode, Amy shares how brands can cut through today’s “attention recession” by improving their creative strategy. She breaks down three practical pillars that will help you stand out, connect with your audience, and drive stronger results across your marketing.Dive in:[05:14] "Attention Recession Explained"[07:52] "Maximizing Brand Growth Channels"[09:52] "Building Distinctive Brand Assets"[14:01] "Relevance, Research, and Brand Nuance"[17:45] "Niche Defines Brand Positioning"[19:12] "Mastering Ads in Seconds"[23:08] "Maximizing ROI with Balanced Strategy"[27:00] Insider Tips from Amy![31:04] Episode sponsored by Launch. Find out more at https://keepopt.com/launch Pillar 1: Be instantly recognisable, even without your logoYour brand should be easy to spot in seconds. Most shoppers scroll fast and do not read. They react to visuals first. Use consistent colours, fonts, and styles across all your ads. Aim to pass the “blur test,” where people still know it’s you without a logo. For eCommerce brands, this builds memory and trust over time, which lowers your cost to acquire customers.Pillar 2: Make your messaging truly relevant to your customersRelevance starts with understanding how your customers think and speak. Do not rely on product descriptions alone. Use real customer reviews, feedback, and support queries to shape your messaging. Highlight the small details that matter, like “has pockets” or “easy to clean.” These simple insights often drive more clicks and sales than generic claims. For eCommerce teams, this is one of the fastest ways to improve ad performance.Pillar 3: Create emotional content that stops the scrollYou have about 1–2 seconds to grab attention. Facts and features are not enough. Your content needs to make people feel something fast. This could be joy, curiosity, or even surprise. Emotion keeps people watching and helps them remember your brand later. For eCommerce brands, this leads to stronger engagement and higher conversion over time.Takeaways:Creativity in marketing isn’t just about looking good. It’s about building brand memories. Are your ads recognizable without your logo? Time to audit your brand voice and visuals and make sure they stand out, not blend in.Want stronger growth? Dig into your customer reviews. Your real advantage might be hidden in their words. Bring their language and needs into your ads. It’s more powerful than any corporate speak.The magic of emotional reward: In a noisy online world, ads that make people feel something are 7x more likely to boost your revenue. Make your brand memorable by sparking emotion every time you show up.True performance marketing is more than just numbers. The brands that combine strategy, creativity, and data get those unforgettable connections – and the results to match.Don’t just chase every shiny new channel. Test, measure, and learn. The best brands set aside 10% of their budget to experiment, then double down on what works. Sustainable growth starts with smart, ongoing experimentation.Find the notes here: https://keepopt.com/299Sponsored by Launch. Take their Free 7 Levers Scorecard here >>> https://keepopt.com/launch **** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

32 min

SEO GEO: 3 Key Pillars of Helpful Content for Google SEO with Amanda Walls, Cedarwood Digital

Amanda Walls is the founder and director of Cedarwood Digital – who were recently awarded the Best Small Integrated Agency in Europe & the UK 2025. They are a sort after global agency for SEO, PPC and Digital PR.In this episode, Amanda joins Chloe Thomas to break down the three pillars of helpful content for Google SEO. They explore how eCommerce brands can strengthen their product pages, category pages, and trust pages to improve rankings, build credibility, and convert more shoppers.Dive in:[06:12] SEO's Evolution: User-Centric Search[07:01] Google's Focus on User Intent[12:46] "Importance of Trust-Building Pages"[15:09] "About Us vs. Contact Us"[18:39] "Mid-Funnel Shopper Content Strategy"[20:24] "Audit Blogs: Value Over Volume"[24:11] Insider Tips from Amanda!First Pillar: Product PagesProduct pages are the most important content on an eCommerce site. Many shoppers land directly on them from search when they already know what they want. Your job is to make the page answer every key question about the product. Include clear descriptions, specs, images, delivery details, and reviews. Avoid thin manufacturer copy and add helpful information your customers actually need. When product pages are detailed and trustworthy, they rank better and convert more visitors.Second Pillar: Category PagesCategory pages help shoppers who are still exploring their options. They sit between the homepage and individual products and group related items together. These pages are perfect for broader searches such as product types, brands, or styles. Add short, helpful text that explains what the category includes and how to choose. Filters, clear navigation, and useful descriptions help users compare products easily. Well-optimised category pages capture research-stage traffic and guide shoppers deeper into your store.Third Pillar: Trust Pages (About, Contact, and Credibility)Trust pages prove that your business is real and reliable. Important examples include the About Us page and the Contact Us page. Many stores hide these pages in the footer, which makes them harder for users and Google to find. Instead, make them easy to access in the main navigation or header. Clearly show who you are, how customers can contact you, and why your store can be trusted. Strong trust pages improve SEO signals and increase customer confidence before they buy.Takeaways:Making your About Us and Contact Us pages visible builds real trust. They're not just SEO boxes to tick. Users need to find real people behind the brand if you want them to buy. Authenticity always wins.Helpful content isn’t about stuffing keywords. It’s about meeting what your customer actually needs at every stage – info, reassurance, easy navigation. Good for SEO, but great for building community.Don’t hide your story. Even if you’re camera-shy, showing your brand’s purpose, team or process on your site helps people connect. Connection is culture. It’s what turns browsers into loyal advocates.Cut the fluff on your blog. Every post should add value or reinforce your expertise. Content for content’s sake confuses both search engines and customers. Precision matters.Conversion and SEO are inseparable – user experience is at the core of both. If your site is designed for clarity and accessibility, you’re not just optimised for search; you’re building lasting trust.Find the notes here: https://keepopt.com/298**** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy