Matt Lebo

Search Generative Experience (SGE) is launching out of labs this week as AI Overviews, as Google brings AI to search. Buckle up for some volatility this week in organic CTRs. #GoogleIO #AIOverviews #SEO

5

D2C Brands: Are You Ready for Making the Most of Q1? The holidays are over, and Q1 is here—a golden opportunity to turn holiday shoppers into lifelong customers. Here’s your game plan: 1️⃣ Retention Campaigns: Send thank-you emails to holiday buyers with exclusive offers like “20% off your next purchase.” Launch a New Year-themed loyalty program to keep them engaged. 2️⃣ Data-Driven Personalization: Use purchase data to recommend complementary products. Example: “Bought winter boots? Here’s a care kit to keep them looking brand new!” 3️⃣ Post-Holiday Promotions: Create urgency with clearance sales like “Last chance to save on holiday leftovers!” Pro tip: Q1 is about building relationships, not just transactions. . . . . . . P.S. What’s your top strategy for retaining holiday shoppers? Let’s share ideas! . . . . . . #customerretention #ecommercegrowth #d2cmarketing #newyearcampaigns

2

Meta Advertisers: If your conversion tracking & ad structure are wrecked, creative can’t save you.   Just talked to a $25M brand running a strong creative motion.   But it looked like a 5th grader set up conversion tracking and ad accounts.   They’re putting out great statics & videos every week.   Starting with great creative frameworks & high-converting ad templates.   Even running a proper whitelisting play.   But it wasn’t enough to scale ads aggressively. B/c they had:   😡 Limited server-side tracking   😡 Only CAPI v. better options - Blotout, Elevar   😡 No micro-conversions - only orders   😡 Broken attribution - inaccurate GA4, no Northbeam   😡 Too many campaigns - crushing Meta’s ML’s potential   😡 Bad budget allocation - to Tests vs. Winners   😡 Too much ABO, too little CBO   😡 Too much retargeting - faking growth w/o incremental profit   --   Bums me out when good brands get in their own way (often bc of bad agencies). Yes, creative is a massive lever. But you’ll never be A+ if sleeping on the above.

25

25 Comments

Instacart not having negative keywords as an option is the best example of what "machine learning" actually costs brands to support. The best solution I've found? Take their auto applied keywords and make their bid the lowest possible (30 cents). I built a really solid ads structure supporting each of our Target sku's and woke up to us bidding on "Ben and Jerry's" as a "optimized auto applied suggesition" for our Vanilla Ice Cream Whey. Gee, I wonder what sophisticated dev team decided "auto bid on product title". Yeah, in the world of CPG there could neeevvverrr be issues with that. Who leads this team and how much do you make. (Hint: too much). Happy Friday to everyone except overpaid leadership that don't actually understand what they're building and get paid boat loads of money for it.

11

4 Comments

MTA is Correlation based while Holdout/Incremental is Causation. Fair? The problem with Attribution being Correlation based is it will still give outweighed credit to placements like Branded Search that are naturally going to overlap (correlate) with most purchases. But anyone who's taken stats 101 knows Correlation doesn't equal Causation. There is no branded search without the marketing that precedes it. To be fair most MTA tools are starting to incorporate MMM which is more Causation focused. But MMM is backward looking and lacking context vs. Holdouts are present facing so probably still more accurate and useful (albeit still not perfect, especially for brands with longer sales cycles). Ultimately the best way to solve attribution is to view it as a puzzle where you can find answers by looking at Attribution from multiple tools/views.

18

12 Comments

Cotopaxi has so much potential but needs to evolve to be different from everyone else (Patagonia), and their stores need more experience. Companies get stuck with the "textbook mission" and must innovate but remain authentic. Their sale during BF told me there is something amiss. https://lnkd.in/gAdNX-_q

2

If 100% of your tests succeed, you’re not truly testing. This is probably my No. 1 takeaway from scaling two very different businesses. Here’s why: A good portion of your tests failing is the sign of a healthy experimentation process. Whether it's your marketing strategy or a product feature, if every test is succeeding, you're likely focusing on the wrong metrics or not aiming high enough in your experiments.

26

4 Comments

Check out our recent case study for a Shopify website We teamed up with Pinkergreen (who assisted w/ UX & design) Outcomes from work? Conversion rate up ⬆️ 60% Avg order value ⬆️ 7% Upsell value (within 45 days) $8100 SEO up ⬆️ Bounce rate ⬇️ Check out the full case study below with more info on process & outcomes

10

6 Comments

Hands down, here's the top lesson I've learned from partnering with dozens of agencies:   🔴 "Meh" agencies focus on ROAS. 🟡 Good agencies focus on MER. 🟢 Great agencies focus on CM. 🔥 The top 1% turn ad spend into enterprise value.   The top 1% focus on profitable growth (CM), but they go further.   They know a secret most overlook and build a system around it.   Ultimately creating a predictable, repeatable, and defensible engine for growth.

27

8 Comments

My team at CBDistillery recently increased our organic traffic conversion rate from 6.2% to an impressive 9.5%! Here are some of the key changes we implemented that contributed to the growth: 1. Enhanced our on-site upsell strategy to focus on one single product recommendation 2. Launched and improved a new sticky promo bar 3. Tested a video vs static hero image on our homepage 4. Added a new UGC section to our homepage with FlowBox 5. Changed the composition of our hero image from a horizontal to a vertical stack 6. Reworded our "Product Descriptions" to "Product Benefits" 7. Added a new feature image on all PDPs showing the form factor + benefit iconography These simple changes demonstrate the importance of continually testing and optimizing our website for a better, more efficient customer experience. While the entire team had their hand in the strategy behind these changes, the design and execution was lead by our very talented Ian Jones. Kudos to the team! #cro #growthmarketing #conversionrateoptimization

40

3 Comments

Marketing Colleagues trying to up your game... Always on the lookout for new tools to optimize content and boost SEO impact, I came across this fantastic article from Ahrefs on Content Marketing Templates. It’s a great resource for streamlining content creation while driving more leads and getting the best results. From blog posts to social media campaigns, these templates offer a practical framework for creating high-performing content. Definitely worth a read if you’re aiming to refine your strategy and engage your audience effectively! 👉 https://lnkd.in/efwkEva3 #ContentMarketing #SEOTools #MarketingStrategy #Ahrefs #LeadGeneration

16

4 Comments

Granular data becomes a huge lever at scale. As you scale your brand you need to lean on it more - for example, not every product produces the same outcome for your brand. This is obvious on a first order basis (AOV), but also needs to be reviewed on a 6-12 month window (LTV). We seen customers who buy certain products spend an average of 30% more over 12 months. Example: Those who bought a Product A first spent £90 over 1 year. vs Those who bought a Product B first spent £120 over 1 year. Data like this allows you to set per-product target CPAs (as well as overall targets) E.g. You can afford to spend £5 more to acquire a 'Product B Customer’ (As they’ll spend £30 more over their first year) These 1-5% improvements are huge when you’re playing with 7+ figures.

14

5 Comments

Hive Mind... If the media budget is less than $10MM, what's your favorite MMM/MTA measurement platform for eCommerce? The few (budget right sized) solutions that I have seen so far, tend to lack a key element or two in my mind... maybe I'm expecting too much but a boy can dream, right? #marketinganalytics #MMM #MTA

2

9 Comments

CPG marketers and founders dominate my feed Some post incredible tips and tricks about how to succeed in this space It’s awesome Two things are usually missing in their tips and tricks: -quality -compliance If you want to learn about LTV, CAC, AOV, other fun acronyms, there are plenty of fish in the sea here If you want to learn about what regulations apply to your business, how to stay compliant AND profitable, all while continuously improving your product or service through quality management… ⬆️ Hit that follow button ⬆️ Turn on notifications ⬆️ Join the revolution Qualitas Executive Group #quality #compliance #manufacturing #qualitymanagement #dietarysupplements #cosmetics #beautyindustry #foodandbeverage #consulting

22

6 Comments

This is Marketing and much more

3

Is Bing intentionally monetizing organic map listings in search? For a large #retail client’s  #affiliatemarketing program, we uncovered an anomaly in the Bing Map SERP (search engine results page) that turned a seemingly benign search into an affiliate-sponsored result. We’ve outlined some findings here: https://lnkd.in/dQr_DqiU #SEM #affiliatemarketing #marketingROI #searchengines

12

🔥 HOT TAKE 🔥 If you’re a DTC founder and your agency isn’t on a performance-based model, you’re likely overpaying for mediocrity. Stop funding their next fancy team retreat, and demand results.

24

8 Comments