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Hello and welcome to another 
episode of. 

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I'm going to read it out because
there's more than one word and 

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it's Monday morning. 
Tuesday's tea Break talks with 

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me. 
Nick Truman, your host. 

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I run a podcast every Friday on 
this exact same podcasting 

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channel and on Tuesdays I do a 
little solo show. 

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This is said solo show. 
I forgot to turn this light on 

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behind me, so we're going to 
turn this on whilst we're 

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recording. 
There we go. 

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Most people don't get to see 
that light. 

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So if you're watching on 
YouTube, the light is now on. 

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If you're listening to this, 
what on earth is going on? 

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Has Nick gone mad? 
I went mad years ago and here we

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are still going. 
Anyway, welcome to this midweek 

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Tuesday show and today's tea of 
choice. 

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I have a list of things to read 
out and I'll give you the agenda

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in a minute. 
Today's tea of choice and a spec

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mug, which is our agency. 
I am drinking. 

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I was going to read off my notes
then I didn't write that down. 

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It's that is a peppermint tea 
and it's delicious. 

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So welcome to today's show. 
Absolutely delighted to have you

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tuning in. 
I've actually had more messages 

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now about my Tuesday tea break 
talks, maybe because they're 

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new. 
Then we get about the Friday 

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episodes. 
So if you want to send us a 

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quick message and tell us what 
you like, what you don't like, 

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or to send in a fun fact, fun 
quote or something like that, 

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then please do let me know 
alligator pair@gmail.com. 

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And I've had a look. 
I, I don't know if you are a 

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store or not, but you guys have 
sent in the fact of the week. 

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Sorry, quote of the week quite 
the way it is. 

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Monday morning. 
I'm very, very tired. 

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I've not slept much two days. 
I won't say why, but yeah, Quote

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of the week, It's been sent in 
byalligatorpear@gmail.com. 

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That's not your exact e-mail, 
but it said alligator pear and 

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it was a Gmail account. 
So there was no name on it. 

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So I don't know what your name 
is. 

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So, and this also isn't you 
because this person died in 

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1970, but I love this quote. 
So we're going to kick off with 

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this in in this week's Tuesday 
episode. 

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The difference between a 
successful person and others is 

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not a lack of strength, not a 
lack of knowledge, but rather a 

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lack of will, And that's Vince 
Lombardi. 

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The American football coach died
in 1970. 

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I checked this morning, 30 years
before I was born, which is 

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going to make something you feel
really old and something you 

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feel really, really young. 
You're running businesses, and 

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you are younger than that. 
But the reason I love this 

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quote, and I wrote this as a 
little kind of response to the 

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quote to myself, I actually 
wrote this about a year ago when

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I first heard this. 
Every time you think about 

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giving up, remind yourself that 
it means you are on the very 

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edge of what you are doing, 
hence why you're thinking about 

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giving up at this moment. 
You have a chance to define 

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yourself and how you go about 
things in this moment. 

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Quitting guarantees losing, so 
do not stop and keep that will 

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as strong as you possibly can. 
So if you've not listened to one

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of these before, it's a little 
bit of a step back to have a 

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look at what's going on the 
Shopify world. 

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Every week, a few updates from 
Shopify, then I'm going to share

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something from one of our 
partners. 

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And then I'm also going to go 
through some agency learnings 

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from my agency, things we'd 
learnt last week, things we're 

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seeing, things that you guys 
should go and check in your own 

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businesses. 
And then we have a fun fact. 

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We we did it as a Quivia, 
Quivia, a trivia question, not a

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Quivia. 
Or maybe it's a new word. 

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We did it as a Quivia. 
I'm going to stick with that 

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last week where it's a trivia 
fact, but we ask as a question 

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and we're now going to call them
Quivias. 

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I'm going to add that to my 
notes. 

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This is a Quivia fact. 
Of course, it is spell checking 

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because it's not a real word. 
Anyway, Shopify news. 

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So for updates this week in the 
Shopify change log, and you can 

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keep it on the Shopify change 
log if you want, I'm going to 

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add some comments to some of 
these bits. 

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You can now customise the text 
on the sign in Page for customer

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accounts. 
The reason you would do that is 

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to make it more specific and 
bespoke to you because there's 

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lots of Shopify stores out there
in the world. 

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The reason you wouldn't do that 
is maybe customers are used to 

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the way that that page looks and
what it says and therefore trust

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it more. 
So as with all things, I'm going

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to use my favorite 4 letter word
test. 

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Give it a test, see what 
happens. 

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The second one is you can now 
control marketing consent on 

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your Shopify forms. 
One of my team forced me to 

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write in brackets next to it the
word whoop because that is quite

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exciting. 
The amount of people that fill 

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out forms but you not send them 
emails in certain countries 

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because of certain laws and 
regulations and other boring 

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boring stuff that stops your 
business trading as much. 

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I don't know how to keep adding 
these rules I've been on. 

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I've been raging a war on 
cookies since pretty much they 

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were introduced which must have 
been 15 years ago now. 

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I remember crossing a road 
reading the news on my phone in 

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my local town and suddenly saw 
this thing about everyone's 

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going to need a cookie banner 
and I was like nonsense. 

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And now still most of the sites 
in the world do not have cookie 

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banners #3. 
When you go into file picker on 

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Shopify you can now. 
Or maybe they were just 

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announcing it will be able to 
soon generate emails. 

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Not emails, sorry, images. 
I was reading the bit below. 

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It's not emails. 
You can't generate an e-mail. 

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You can generate an image. 
But when you're using the file 

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picker within Shopify, which is 
quite exciting, so it's another 

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little AI integration, it's 
going to be using it there. 

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And finally, if someone has 
actually hit this limit, please 

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tell me. 
I'd be fascinated. 

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Just purely on a personal 
interest note as to how on earth

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you hit this number. 
When you create a draft order, 

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you can obviously add tags to 
that order. 

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The tags are now being limited 
to 250. 

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If anyone has put more than 250 
tags on a single draft order 

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ever, please e-mail me. 
I'd love to know what some of 

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these tags were and why you've 
used so many tags. 

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Sounds ridiculous, but I put it 
in my notes. 

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If you're hitting that, well 
done, we're over here in that. 

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So that's Shopify news, not 
loads going on this week, but a 

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couple of interesting points. 
Definitely, definitely go and 

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check out the the sign in Page, 
customizable text and customer 

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accounts. 
That is quite cool, especially 

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if you've got quite a strong 
brand, you've got quite a kind 

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of heavy brand presence across 
your, your website and your 

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marketing, then be worth putting
something into your brand 

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messages rather than using 
Shopify as default partner news.

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Then it's going to be the 
shortest episode ever. 5-5 

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minutes in and we're already on 
partner news. 

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How exciting partner news. 
Check out Covella, one of our 

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sponsors and partners and we, we
didn't jump in into this 

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relationship with these guys 
lightly. 

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We had a lot of conversations 
with them and we were ironing 

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out a bit more information about
how their system works and what 

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it does. 
If you've not caught the 

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episodes I've done, I've done an
episode with Anthony from 

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Covella and it was fascinating 
to hear what they do. 

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They have hundreds of thousands 
suppliers all over the world and

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you can find stock and if you 
use the code winning in capital 

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letters winning, you get 50% off
your first sample run. 

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You can save time because these 
are all vetted partners. 

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They literally will send people 
to the factory to go and proof 

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your products for you and they 
use a system to help you find 

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the suppliers. 
So it's a bit like Alibaba, but 

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way more bespoken. 
These guys have a have a real 

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handle on that and we'll deal 
with a lot of the logistics for 

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you and bring it straight to 
your warehouse. 

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So I might have got one or two 
of those details wrong, but that

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is just a quick headline as to 
what Covella do. 

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If you're looking at your stock 
at the moment and thinking this 

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is taking too long to get stock,
it's costing too much, one of 

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our suppliers might disappear. 
There's plenty of wars and other

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stuff going on around the world 
at the moment. 

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It's quite a scary time. 
So actually diversifying that 

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supply chain and having I, I 
would, I would always recommend 

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at least two factories in two 
different countries that could 

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provide the same product at 
exactly the same quality. 

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That now means you have a level 
of stability and you might 

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always want to order sort of 80%
from 1 and 20% from the other 

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just to keep this relationship 
suite between the two factories.

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You could even make them fight 
for price. 

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But Covella make a lot of that 
sort of stuff easier. 

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So highly recommend checking it 
out, even if you're absolutely 

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fine with the supply chain, even
if you're thinking of opening 

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your own factory and refracting 
your own products soon, you 

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might decide actually, let's go 
and talk to Covella and see what

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those guys could do. 
Several of our clients are now 

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using it and I'm only hearing 
good things. 

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I'm yet to hear anything bad 
about what Covella are doing. 

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And hence why we partnered up 
with them and hence why we 

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didn't just kind of jump 
straight into, straight into the

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sponsorship and start putting 
them on the show. 

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We, we do take some time over 
these things. 

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The next one then updates from 
spec, our agency. 

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So I've got 3 points. 
And what we've done is we've had

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a little bit of a look back at 
the last 12 months, specifically

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with Google ads and where we are
auditing accounts. 

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So accounts that we then want to
pitch for. 

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So we get access to your 
account, your Google account, 

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and then we start looking at how
you're running your ads and we 

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recommend how we could run them 
better. 

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And some of the things we look 
at is how much money you're 

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wasting, what your search terms 
are, the areas that are 

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profitable or more profitable 
than other areas locked under 

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the same budget, which means 
you're not optimising that this 

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area is more profitable. 
So if you spend more on it and 

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this is less profitable, spend 
less on it. 

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Sometimes there are reasons why 
you wouldn't do that. 

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But there are three things that 
we've been finding in these 

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accounts. 
And I've gone back and tallied 

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these things up. 
Now there's an average and it's,

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it's not an exact science in 
this, but somewhere between 

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about 30 to 40% an average, an 
average budget wastage between 

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30 and 40%. 
That's average. 

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That includes the guys that are 
doing really, really well and 

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the guys are doing terribly. 
Google Ads is such an easy place

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to waste money. 
And that is said from someone 

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who's been working on Google Ads
since I was trying to wear this 

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out the other day. 
It must have been 2008. 

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I started running my first Giga 
ads account, possibly 2007. 

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I'm heading towards 18 years in 
this space, which is amazing. 

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It feels like I only started a 
year ago that I'm a bit more 

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experienced than a year, but 
doing it very long time. 

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The second point relates to 
that. 

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One of the biggest places that 
we see wastage and performance 

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Max and Google Ads evolved now. 
So there's an even even better 

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way of looking at this. 
You can now see your search 

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terms on performance Max. 
That's what somebody actually 

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typed in to trigger your ads. 
They don't give you all the 

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data. 
And partly because P Max doesn't

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just run on search, runs on lots
of channels. 

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However, having a look at the 
search terms, a majority of the 

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search terms we've seen since 
that feature was released a few 

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months ago, a majority of the 
search terms we've seen in there

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completely irrelevant. 
And only one in 10 accounts that

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we've looked at in the last 
three months on average that 

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only one in 10 actually had a 
single negative keyword on 

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performance Max. 
Most of those accounts that we 

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audited were being managed by 
other agencies. 

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Of course, I'm going to sit here
on my own podcast and say we're 

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the best agency. 
We go to this level of detail 

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and I would not hire or or have 
somebody in my team that did not

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go to this level of detail. 
And we're starting to find facts

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like this that only one in 10 
accounts we're looking at has a 

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single negative keyword. 
There is a, there is a limit on 

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it and we're close to the limit 
on most of our clients to make 

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sure we're restricting that 
wasted. 

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So last one quick stick of T 
last one is over 90% of the 

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accounts that we've looked at in
the last 12 months. 

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So over 90%, almost all of them 
had major, not minor, but major 

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tracking issues. 
And a majority of these issues 

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related to cookie banners 
without the right data. 

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You are working blind. 
And I'm just going to leave that

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there because I'm sure if you 
work in PPC, you've had to think

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about that. 
So yeah, Mull that one over for 

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a moment. 
Again, I hate cookies. 

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I almost, I almost decided to do
an episode of Got one of our 

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clients in today. 
I know he listens to this. 

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Hi, Tim. 
But you know, I was mulling over

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just doing an episode purely 
about why I hate cookies so 

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much. 
Maybe we'll do one of those in 

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the next few weeks. 
Final update from the agency, 

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then SEO World. 
There has been quite a major 

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overhaul in Google's algorithm. 
It started in June and it 

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finished rolling out right at 
the end of July or the first day

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or so of August. 
There's been a massive update. 

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If you currently have like for 
example, and the example I've 

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written down here that we've 
seen most effective if you've 

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got 20 pages or 20 products or 
20 collections, I've made 20 up 

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to the number, but if you've got
lots of products, imagine 20, 

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there are variations of the same
keyword. 

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So the variations that could be 
size, colour, dimensions, 

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material, gender, etcetera, 
etcetera. 

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Then Google is starting to 
penalize that. 

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They want those things 
streamlined so that they've not 

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got one person dominating too 
many of the listings on Google. 

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It's quite a big update and if 
you're heavily working an SEO, 

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you're going to have to make 
some pretty big changes off the 

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back of that. 
More to follow soon. 

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I might do an episode on it once
we've got a bit more data on it 

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from some of our clients as to 
some of the changes we've been 

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making and what they've been 
doing for that. 

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I might also invite our sponsor,
Yost on as well to come and talk

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about that. 
But to finish off then, so our 

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Quivia of the week, I love this.
I only came out with this hit 

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record, but our question based 
on a piece of trivia. 

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The question is in the world 
rankings of all companies on 

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companiesmarketcap.com. 
So I've used a few times, what 

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rank is Shopify? 
So for all companies around the 

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world on companiesmarketcap.com,
what rank is Shopify? 

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I'm going to sip my tea and let 
you think about that. 

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So come up with a number. 
What ranking do you think 

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Shopify is in the global 
rankings of companies on this 

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website? 
It's called market cap as well, 

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but it's based on a few facts 
like turnover things. 

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So the answer is 100th, which in
a way, when you start thinking 

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about Google and Meta and stuff 
like that, they're obviously 

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Microsoft, Google and and I 
think Meta's actually broken 

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into multiple companies on some 
of the listings. 

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Depends where you read this, but
certainly Meta Alphabet slash 

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Google and and and and Microsoft
are always up in the sort of top

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five, top ten companies. 
But Shopify purely as an 

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e-commerce system to be up at 
#100 against all of the big 

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organizations, many of which 
we've never even heard of, that 

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make loads of technology around 
the world. 

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I thought that was quite 
amazing. 

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I hope you enjoy it today. 
These are getting shorter and 

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shorter every single week. 
If you've got a cool fact that 

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you want to send in or a call 
quote like alligator pair has 

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sent me this, whoever you are, 
thanks for sending that in. 

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If you've got a call quote, call
fact, you want to send it in, 

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then drop us an e-mail 
hello@winningshopify.com and 

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say, hey, Nick, here's my call 
quote or my call fact and I will

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read them out and shout you out 
on the show as well. 

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If you haven't already, check 
out last Friday's episode where 

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we did best bits over the last 
few months through popular 

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demand. 
I we used to do best bits 

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because we didn't have any 
content for that week to to post

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or anything fresh or fresh 
interview. 

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But we did the best bits because
so many of you have said 

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actually the best bits. 
So great way of keeping up to 

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date with things And any 
episodes you missed, you go back

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and find that episode that that 
clip was from as well. 

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Hope you enjoyed today. 
Back again next Tuesday for a 

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Tuesday tea break talks and also
we'll be posting on Friday with 

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our next episode. 
Take care and we'll speak to you

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soon.