Freddie Chatt

$277,760 more sales in the last three months I've been working with this client for around 18 months and revised their previously stagnant SEO strategy. Here are the four biggest levers we pulled: 👉 Optimised collection pages - updated page titles, improved their existing content and internal links between collection pages. 👉 Created genuinely helpful pain-point content for their audience (1/week cadence). People are now finding their product as a solution to their problems. 👉 Leveraged digital-PR to build highly authoritative & relevant links. They've added around 130 links over the past 12 months. 👉 Built out more content on product pages, added FAQs, collected (A LOT of) reviews and added structured data. We've also helped DOUBLED their email list through content upgrades too, with their email channel now driving 600% more revenue than last year. I love it when SEO helps out other channels too.

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graze: a DTC darling failing on Amazon? Let's look at their listing... 🟢 Reviews - Strong 🟢 Main image - Enticing 🟢 Sales - No.5 in cereal bars But look deeper and it falls apart: 🔴 Competitor ads 🔴 Basic secondary images 🔴 Product video from Fiverr?? 🔴 Erratic pricing - £19.22 or £26.99 🔴 Minimal search terms 🔴 55 product options 🔴 Slow delivery And the biggest miss? 𝗡𝗼 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 & 𝗦𝗮𝘃𝗲! For a brand built on subscriptions, this is mind-boggling. The fix is simple: Fix merchandising. Stabilise pricing. Kill ads. Add SnS. Amazon isn't just another sales channel. It's where 70% of UK shoppers start their search. 𝗠𝗮𝗸𝗲 𝘀𝘂𝗿𝗲 𝘆𝗼𝘂'𝗿𝗲 𝘀𝗲𝗿𝘃𝗶𝗻𝗴 𝗲𝘃𝗲𝗿𝘆 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘆𝗼𝘂𝗿 𝗯𝗲𝘀𝘁 𝗯𝗿𝗮𝗻𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲! What would you change first?  Let me know in the comments👇 #amazon #brandstrategy #d2c #dtc #ecommerce #marketplaces #onlineretail #retail #retailstrategy #amazonvendor #amazonseller

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PPC PSA: Heads-up if you currently import from Google to Microsoft, they'll automaticaly import your conversions (and possibly mess stuff up!!!) in the next few weeks so you might want to shut that auto-import function off (since your Microsoft Accounts should already be set up correctly for conversions, right? ;) #googleads #ecommerce #adwords #microsoftads

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Ads get you traffic. Landing pages get you customers. The post-click experience remains underrated in the grand scheme of PPC marketing. Many advertisers focus so extensively on ad campaigns that they neglect the experience on their website or landing page – which is where a sale is made or a lead generated – and all the other touchpoints that follow. To win new business and retain that hard-earned revenue, you must expand your scope to include what happens after ad clicks. Read on: https://lnkd.in/gAJ9ZKZy #advertising #leadgeneration #landingpages

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If you think your DTC attribution is broken Here's how you can fix it: 1. Download your post-purchase responses for "Where did you first hear about us?" 2. Filter to only look at new customers 3. Extrapolate out the results based on what % of people completed the survey For example: → 27% of new customers complete the survey → you have 216 survey answers for Instagram → (216 ÷ 0.27) = 800 total projected new customers from Instagram 4. Divide total channel spend by the total projected new customers number For example: → $100,000 in Instagram spend → 800 total projected new customers → ($100,000 ÷ 800) = $125 projected nCPA Rinse and repeat this for each channel you're spending on. 5. Now, determine nROAS using the AOV for each channel → Multiply the orders for each channel by the per-channel AOV → 800 new customers from Instagram, → $175 AOV on Instagram → 800 × $175 = $140,000 in new customer revenue → $140,000 ÷ $100,000 = 1.4 nROAS Once you do this for all paid channels, you're looking at a fair ROAS comparison for each channel. No platform bias or weird modelling that makes no sense. Just using the information your customers are already giving you. So what to do with this information? Deploy more budget to the channel with the lowest nCPA. Track results religiously for 2 - 4 weeks. And see what happens to your blended nCPA.

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Hey #ppc friends, Are you reviewing your ad rank score within your Google ads? Struggling to think of ways to increase this for your B2B client? Here are a some key areas to put some optimisation time into: 1 - Conduct keyword research to find high-performing, relevant keywords from your search term report, DSA or keyword planner. Use long-tail keywords to attract more specific traffic, search volume will be lower but the intent will be a lot better. 2 - Create engaging and relevant ad copy that highlights the main keyword. You can use keyword insertion as a quick tip. Also include CTAs and ad copy from the landing page. 3 - If you have access and the ability to create unique landing pages, this is a must. Make sure your landing pages are user-friendly, relevant to the ad. Most importantly provide a clear path to conversion, making the steps simple and easy. 4 - If your daily budget allows, always review and increase your bids. This can help improve your Ad Rank, especially in highly competitive markets. Set up your columns to include top of page, first page to see the range of bids available. 5 - Review your search term report weekly and add negative keywords to your growing list. This will help improve the quality of clicks your ads receive. #ppc #googleads #b2b #leadgen #demandgen #stratgey #adrank

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Double Your Average Order Value Forever One time changes = Permanent Revenue Increase Product Bundling and Cross-Selling: - Identify Complements: Analyse products for natural pairings. - Bundle Creatively: Offer discounted sets to boost value. - Strategic Display: Showcase bundles prominently on pages and checkout. Post-Purchase Upsells: - Use thank-you pages and emails to suggest related items. Product Descriptions and Visuals: - Emphasise benefits, use strong CTAs and add high-quality images. Social Proof: - Showcase reviews and user-generated content. Payment Plans: - Introduce flexible instalments to ease big purchases. Downsell: - Start with a high priced version of the product and then allow cheaper options - e.g. 5KG protein powder if the default option but there are other cheaper options

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3 underrated skills of working in SEO Showing the potential → to win clients or to get resources Setting expectations → to keep clients happy or manage internal politics Ruthless prioritisation → to actually get those damn results Three of the biggest, yet often hardest parts of SEO. Showing potential, telling that story. → For prospective clients, show them how big their market is (total potential searches * conversions * AOV) → For internal resources, show them the total potential impact of the project To keep people happy (clients or internal). Set those expectations. → Highlight competitors, what they have vs you (missing content, missing links, etc) → Showcase other's growth trajectory tied with inputs To get results. Prioritise effectively. → Fixing those five 404 pages on a site with 200,000 pages likely isn't going to make an impact → Getting thousands of additional pages indexed, probably is Getting sign-off, winning clients, getting results. You nail those three and you'll print money with SEO.

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🚨 Hey PPC experts (not me) - What side of the fence are you on this one? Is Manual CPC Bidding Nearing Its End? 🤷🏻‍♂️ Discussions here at Brave Agency HQ last week around the future of manual CPC bidding in Google Ads. Seems like reports are that with rapid advancements in automation and AI, the role of manual strategies is being hotly debated. It's above my pay grade TBH ;-) but I'm still listening in... Apparently with Google pushing strongly towards automated solutions like "Maximum Clicks," there's a real concern that manual bidding might soon become obsolete. Here's where the debate seems to be heating up..... while automation clearly must offer scalability and efficiency (I like the sound of this) clearly, it raises big questions about the loss of granular control that our PPC experts have mastered over the years. Could this shift mean a standardisation of strategies that might reduce the craft of nuanced ad management? The potential phasing out of manual bidding by 2024 poses a critical junction for the future of PPC. This isn’t just about adopting new technologies—it's about how these technologies might redefine the roles of digital marketers. For our agency, and likely many others, embracing these changes while maintaining our edge in strategic ad management is going to be a delicate balance and we MUST put clients first. We’re always committed to exploring all avenues and making sure we leverage the best of both worlds: the precision of manual bidding and the power of automation. The latter has its place. Thoughts? Here's the full detailed article = https://lnkd.in/eMzRcJUm I’m keen to hear from others in the field. How is your team approaching this shift? Are you leaning into automation, or do you see a continued value in manual controls? Let's discuss below! #PPC #GoogleAds #ManualBidding #Automation #DigitalMarketing #AdTech

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SEO Silo Structure: Why It Makes No Sense (And What to Do Instead) Everyone knows that structuring your website in a logical way is as important for users as it is for SEO, and “siloing” is one way many SEOs recommend doing this. But I think that “siloing” is a terrible idea and isn’t something you should do. In this post, I’ll explain why that is and what you should do instead. But first, let’s make sure we’re on the same page… What is silo structure in SEO? Silo structure in SEO is a type of website architecture where you group, isolate, and interlink content about a specific topic. This creates clean, distinct sections of related content on your website. Here’s roughly what SEO silos look like in practice:

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We have a guest post by Dii Pooler today over on the PPC Chat web site: "A Simple Guide to PPC Attribution Models" https://lnkd.in/erns_nTk

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Steal my 9-step CRO strategy for your ecommerce site: 1. Find 2 metrics your website struggles with ↳ Product Views, and Add to Cart are common 2. Stop the bleeding ↳ QA & User testing to fix obvious problems 3. Analyse consumer behaviour ↳ Heatmaps & session recordings tell you what they're doing 4. Run customer research related to these metrics ↳ Surveys & interviews tell you why they're doing it 5. Hypothesise ↳ Spend time thinking about what's actually happening 6. Prioritise ↳ You can't test everything, prioritise for high-impact 7. A/B test ↳ Testing shows you the real impact of your changes. 8. Analyse ↳ You can't just deploy, you need to understand. 9. Iterate ↳ If the original wasn't perfect, your new version isn't either... Stop randomly testing. Use this strategy and make your CRO program perform. P.S. I'm answering all CRO and e-commerce related questions for the next 24 hours in the comments (ask me anything). #ecommerce #d2c #cro #digitalmarketing #marketing

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Take strong sedatives before you start this script:-)

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Ok, I get it—most popular CMS platforms have pretty solid tracking and metrics built in. (I personally love the granular detail you can get from Wix, and Shopify’s no slouch either!) But I feel like a lot of businesses are sleeping on GA4. Yeah, the transition from the OG Google Analytics was rough, and learning a whole new system is a pain. But having a proper GA4 setup is super important for a few reasons: 🌟 A Single Source of Truth Your CMS metrics are great, but GA4 is platform-agnostic. It collects data from across all your digital channels (not just your website), giving you a holistic view of your customers. That means consistent and comparable data, whether you’re tracking web traffic, app interactions, or something else entirely. 🌟 Future-Proofing Your Data Let’s say you decide to switch CMS platforms down the line. If you’re only relying on your CMS for tracking, you’ll lose all your historical data and be starting from scratch. A solid GA4 setup means no data gaps, no matter how often you switch platforms or tools. 🌟 Hidden Gems in GA4 While GA4 doesn’t come with as many pre-built reports as the original Google Analytics, there are goldmines in there. Features like predictive metrics, cross-platform tracking, and advanced segmentation aren’t always available in a CMS’s reporting. These are key to unlocking deeper insights into user behavior. 🌟 Trust but Verify Got trust issues with your CMS data? GA4 can help. Being able to compare data from multiple sources (like your CMS and GA4) means you can cross-check metrics and make sure nothing’s slipping through the cracks. 🌟 Neutral Ground Unlike your CMS, which might push its own agenda (like driving you toward certain e-commerce tools), GA4 is neutral. It’s not here to sell you on Google Ads (surprisingly!). It just gives you clean, unbiased data. 🌟 Track Third-Party Software If you’re using third-party tools like ticketing systems or booking software, GA4 is your best friend. CMS platforms typically track only the data happening on your site, but GA4 can track interactions across other software and services too. This means you get a complete picture of your customers’ journey, even if it happens outside your website. 🌟 It’s Critical for Google Ads If you’re running Google Ads, GA4 is basically a non-negotiable. Without feeding GA4 data into your campaigns, you’re not going to get anywhere near the full potential of your ads. GA4 powers smart bidding, remarketing audiences, and other advanced features that can boost your ROI. Other reasons? If you’re doing any cross-platform tracking (mobile apps, for example), GA4 excels at unifying data across web and app interactions. And GA4’s event-based model gives you far more flexibility in tracking user interactions than the old session-based model. #GA4 #marketingdata #googleanalytics

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Convert Clicks to Customers: Crack the Code of Effective Google Ads 1. Writing attention-grabbing ad copy → Use numbers & clear benefits     ↳Right: "50% Off Stylish Running Shoes – Limited Time!"     ↳Wrong: "Great Deals on Shoes" →Highlight unique selling points →Use strong calls to action (CTAs)     ↳Right: "Call now for a free consultation – 25% off first service!"     ↳Wrong: "Call us anytime." →Focus on solving a problem  2. Implement Effective Extensions →Ensure relevance    ↳Right: "Call now for a free consultation – 25% off first service!"    ↳Wrong: "Call us anytime." 3. Landing Pages Optimization  →Align Ad Copy with Landing Page Content    ↳Right: Ad: "50% Off Running Shoes" Landing Page: "Get 50% Off Stylish Running Shoes Today!"    ↳Wrong: Ad: "50% Off Running Shoes" Landing Page: "Welcome to Our Store" →Enhance User Experience ↳Clear CTAs and fast loading times    ↳Right: Clean, fast page: Single, clear CTA, optimized images    ↳Wrong: Cluttered, slow page: Multiple CTAs, heavy images →Build Trust with Testimonials and Certifications ↳Include testimonials and showcase awards    ↳Right: "Rated #1 by Customers – Read Our Reviews!"    ↳Wrong: No testimonials: Plain text, no trust signals 4. Monitoring and Adjusting Campaigns →Analyze Performance Data ↳Track key metrics and adjust strategies    ↳Right: Data-driven adjustments: "Increased CTR by 20% after bid adjustments"    ↳Wrong: Ignoring data: No changes based on performance →Conduct A/B Testing ↳Test different ad variations and landing pages    ↳Right: Frequent testing: "Improved conversion rate by 15% after A/B testing"    ↳Wrong: No testing: Using the same ad copy for months →Stay Updated with Google Ads Trends ↳Follow industry news and implement new features    ↳Right: Updated strategies: "Adopted new ad extensions – boosted engagement by 10%"    ↳Wrong: Outdated practices: Using old ad formats

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A week in at Multiply - Shopify SEO Specialists and we have already had quite a few conversations with medium size Shopify store owners who want to grow traffic. Main pain points : - Not realising how much traffic there is with existing stock re-categorisation - Fixing fundamental issues quickly - Not knowing where to go with Merchant center - No time to do this themselves Well, we fix all of that. Fast. Onto the next week.

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This is a pretty good breakdown of conversion funnel analysis. It’s a little different to the way that I work but basically the same. Good to see and explained in such detail. https://buff.ly/45vi2AE

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Google Analytics 4 has been a headache in many ways, costing businesses money. I see places like Reddit filled with questions about how to set up conversion tracking correctly. Unsurprisingly, many of the GA4 implementations I look at have incorrectly set up conversions where the value of the purchase/lead, etc, never makes into Google Ads to inform its bidding. If your conversion tracking is not set up correctly all the way to Google Ads - you are bidding completely unoptimized "in the dark.". You will also get a lot more bot or low quality traffic. One common issue plagues local businesses that rely on calls for new clients (attorneys or dentists): By default, GA4 doesn't track mobile clicks to call differently than any other click. This means that when someone clicks on your Google ad, browses your services on the phone, and clicks your phone number to inquire, GA4 misses it as a conversion, and so does Google Ads. I made this 4-minute video to show how to track clicks on "tel:" elements as conversions for optimizing Google Ads bidding.

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Mike Ryan discovered that PMax feed only campaigns have likely been running on the the Search Partner Network all along. Mike's very generous in his characterization of the SPN. SPN's primary purpose is the big business of search arbitrage. The game is to mask a $.50 Facebook/Tiktok/Taboola click and turn it into a $4 search click. Because of "click bait" nature of the cheap clicks there isn't any real intent for the search advertiser and thus no conversions. 𝗦𝗲𝗮𝗿𝗰𝗵 𝗮𝗿𝗯𝗶𝘁𝗿𝗮𝗴𝗲 𝗶𝘀 𝗹𝗶𝘁𝗲𝗿𝗮𝗹𝗹𝘆 𝗮 𝗯𝗮𝗶𝘁 𝗮𝗻𝗱 𝘀𝘄𝗶𝘁𝗰𝗵. It is systemic fraud sanctioned by Google that hurts all advertisers.

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