1 00:00:03,920 --> 00:00:05,920 Hello and welcome to another episode of the Winning Shot 2 00:00:05,920 --> 00:00:07,920 Fight podcast. If you've not tuned in before 3 00:00:07,920 --> 00:00:10,320 and you're thinking already, this podcast sounds horrendous. 4 00:00:10,320 --> 00:00:11,920 Oh, you've tuned in before. I was like, Nick, what has 5 00:00:11,920 --> 00:00:13,280 happened? You sound awful. 6 00:00:13,760 --> 00:00:15,840 I don't have my microphone or camera or anything with me 7 00:00:15,840 --> 00:00:18,600 because I'm currently on holiday and as I just said to one of my 8 00:00:18,600 --> 00:00:20,280 team as well, the show must go on. 9 00:00:20,280 --> 00:00:23,640 We couldn't miss a Tuesday tea break talks given that we've 10 00:00:23,640 --> 00:00:26,000 only just launched them a few weeks ago and there's loads 11 00:00:26,000 --> 00:00:27,720 going on in the Shopify world so I don't want to miss out. 12 00:00:27,920 --> 00:00:31,080 I might be quick though and sorry if I don't sound my normal 13 00:00:31,080 --> 00:00:34,440 self again. I'm currently on holiday and and 14 00:00:34,440 --> 00:00:36,600 I've just been out quite a long walk as well so I'm quite tired. 15 00:00:36,600 --> 00:00:40,040 But anyway, today, what's my tea of choice is the first bit we 16 00:00:40,040 --> 00:00:41,760 always talk about and then we're going to talk about Shopify 17 00:00:41,760 --> 00:00:45,480 news, something from our partners and also any learnings 18 00:00:45,480 --> 00:00:47,480 from the agency and updates from our side. 19 00:00:47,480 --> 00:00:50,080 And then we've got I gave it this name last week and I 20 00:00:50,080 --> 00:00:51,920 haven't googled it to see if someone else has come up with 21 00:00:51,920 --> 00:00:55,200 this yet, but Quivia, it's a question about some trivia. 22 00:00:55,360 --> 00:00:58,160 Quivia came up with that after far too much caffeine a few 23 00:00:58,160 --> 00:01:00,560 weeks ago. Anyway, let's kick off the tea 24 00:01:00,560 --> 00:01:01,920 of choice today. I've I've actually not got a cup 25 00:01:01,920 --> 00:01:04,200 of tea with me right now, which I know sounds terrible given 26 00:01:04,200 --> 00:01:06,440 that we're talking about Tuesday's tea break talks. 27 00:01:06,720 --> 00:01:09,040 I've just been out for it. All you all you can drink. 28 00:01:09,040 --> 00:01:10,720 I was going to say all you can eat, but all you can drink 29 00:01:10,720 --> 00:01:13,840 afternoon tea and I've had 4 rounds of English breakfast tea 30 00:01:13,840 --> 00:01:16,200 here in the Cotswolds in the United Kingdom, so also the 31 00:01:16,200 --> 00:01:18,280 middle of a heat wave and here we are drinking hot tea. 32 00:01:18,560 --> 00:01:21,760 Yes, we are really, really British with our tea drinking. 33 00:01:22,280 --> 00:01:23,720 Anyway, that's a cup of tea. I hope you guys have got a 34 00:01:23,720 --> 00:01:25,800 drink. If not, hit pause, go get a 35 00:01:25,800 --> 00:01:27,640 drink. And if you're in the Cotswolds 36 00:01:27,640 --> 00:01:31,280 or in the West Country area of the UK, Huffkin's Cafe is where 37 00:01:31,280 --> 00:01:33,440 I had my afternoon tea and it was absolutely delicious. 38 00:01:33,600 --> 00:01:35,320 It was a gift to my wife for her birthday. 39 00:01:35,320 --> 00:01:36,840 I was going to say how old she was but that would be really 40 00:01:36,840 --> 00:01:38,320 rude. It was for her birthday recently 41 00:01:38,320 --> 00:01:40,880 from some of our friends. All right, let's talk about 42 00:01:40,960 --> 00:01:43,080 quote of the Week then, just before we jump into today's 43 00:01:43,080 --> 00:01:44,880 agenda. I love this. 44 00:01:44,880 --> 00:01:50,080 So Simon Sinek said people don't buy what you do, they buy why 45 00:01:50,080 --> 00:01:52,360 you do it. People don't buy what you do, 46 00:01:52,520 --> 00:01:55,200 they buy why you do it. It's really important in 47 00:01:55,200 --> 00:01:57,840 marketing to have that brand story that people adopt and 48 00:01:57,840 --> 00:01:59,760 engage with. Otherwise you're just fighting 49 00:01:59,760 --> 00:02:02,800 product to product. So that brand story literally 50 00:02:02,800 --> 00:02:05,040 went into a shop today. I can't remember the name of it. 51 00:02:05,040 --> 00:02:06,040 Apologies. Really hot. 52 00:02:06,240 --> 00:02:08,520 Went into a small toy shop and got chatted into the chat there 53 00:02:08,520 --> 00:02:10,919 because when I went to pay it, Shopify point of sale on there, 54 00:02:10,919 --> 00:02:13,600 ended up helping him with a few technical things at his tilt as 55 00:02:13,600 --> 00:02:15,840 well in Burford in the Cotswolds. 56 00:02:15,840 --> 00:02:18,600 So yeah, if you're listening to this, then I have actually 57 00:02:18,600 --> 00:02:20,800 solved your problem and I will e-mail you in the next few days. 58 00:02:21,080 --> 00:02:23,840 And tried to help him there and then as soon as I walked away 59 00:02:23,840 --> 00:02:26,440 about 10 minutes later, I know how to fix that actually, so I 60 00:02:26,480 --> 00:02:28,800 will, I will send the chap an e-mail and let him know how to 61 00:02:28,800 --> 00:02:30,840 do it. But I saw the Shopify logo and 62 00:02:30,840 --> 00:02:33,040 couldn't resist. Anyway, let's talk about Shopify 63 00:02:33,040 --> 00:02:34,440 news. There's only two things on this. 64 00:02:34,440 --> 00:02:36,240 Sometimes we have like 1012 things. 65 00:02:36,560 --> 00:02:40,080 There's only two things on the change log of Shopify updates to 66 00:02:40,080 --> 00:02:42,920 Shopify thought were worth talking about today. 1 is a new 67 00:02:42,920 --> 00:02:46,840 feature which is automatic discounts for customers based on 68 00:02:46,920 --> 00:02:49,640 eligibility criteria. So that's quite nice. 69 00:02:49,880 --> 00:02:52,360 So you could be running, for example, a billboard or out of 70 00:02:52,360 --> 00:02:55,600 home, some sort of advertising campaign that's physical in the 71 00:02:55,600 --> 00:02:58,600 real world IRL. Some of my gaming, I'm not 72 00:02:58,600 --> 00:03:00,040 gaming myself. Some of my friends and gamers, 73 00:03:00,040 --> 00:03:02,920 they say IRL in real life, which I quite like. 74 00:03:03,400 --> 00:03:07,640 So if you're running a marketing campaign IRL and somebody sees 75 00:03:07,640 --> 00:03:11,480 that and it says anybody who's based within 5 miles of our 76 00:03:11,480 --> 00:03:14,320 store, our factory or warehouse, whatever it might be, it's 10% 77 00:03:14,320 --> 00:03:15,480 off. You can actually do that by as 78 00:03:15,480 --> 00:03:17,840 soon as someone puts that in the delivery post code, it 79 00:03:17,840 --> 00:03:19,720 automatically applies the 10% off. 80 00:03:19,720 --> 00:03:21,080 So you can do it based on the criteria. 81 00:03:21,320 --> 00:03:24,160 The second thing as well, which won't affect a lot of you guys, 82 00:03:24,200 --> 00:03:26,720 I think it will affect some. If you are selling cross-border 83 00:03:26,720 --> 00:03:29,120 and you have to worry about duties and import taxes and that 84 00:03:29,120 --> 00:03:30,840 sort of thing. You can actually change those 85 00:03:30,840 --> 00:03:33,040 when you edit an order now, which I don't think was a 86 00:03:33,040 --> 00:03:34,920 feature before. A little bit outside of my skill 87 00:03:34,920 --> 00:03:36,760 set, much more on the customer acquisition side, but I thought 88 00:03:36,760 --> 00:03:39,080 I'd read out. I, I know a lot of my clients 89 00:03:39,080 --> 00:03:41,800 talk about that and so do you guys who, who e-mail in to us. 90 00:03:42,200 --> 00:03:44,160 We do have some people that can help with that. 91 00:03:44,160 --> 00:03:46,280 So if you've got any major questions, give me a shout and I 92 00:03:46,280 --> 00:03:48,080 can certainly ask some of the agencies or even some of the 93 00:03:48,640 --> 00:03:51,560 e-commerce consultants that we, you know, and work with as well. 94 00:03:52,440 --> 00:03:55,360 Partner this week I've slowly going through all of our 95 00:03:55,360 --> 00:03:57,560 partners and sponsors. This week, I'm going to talk 96 00:03:57,560 --> 00:04:00,920 about Saguno, who are their joint longest running now with 97 00:04:00,920 --> 00:04:04,440 Inventory Planner since we changed the the partnership and 98 00:04:04,440 --> 00:04:05,760 also the sponsorship to be annual. 99 00:04:06,320 --> 00:04:07,680 And these guys have been running for a very long time. 100 00:04:07,680 --> 00:04:09,440 We actually have had seven. I went back and checked my 101 00:04:09,440 --> 00:04:11,800 emails. We've had 7 e-mail platforms 102 00:04:11,800 --> 00:04:13,480 pitch to come and sponsor the show. 103 00:04:13,720 --> 00:04:16,399 We've had two others in the past, but Saguno's the one we've 104 00:04:16,399 --> 00:04:18,160 gone with long term. They've also just renewed for 105 00:04:18,160 --> 00:04:20,000 another year. So thank you, Chris, Brian 106 00:04:20,000 --> 00:04:22,160 Jenner, the team, you guys are absolute legends. 107 00:04:23,000 --> 00:04:25,520 We've also put a few clients in touch with these guys and I've 108 00:04:25,520 --> 00:04:28,000 got 7 very quick points as to why. 109 00:04:28,000 --> 00:04:30,040 It was just by chance. There were seven other e-mail 110 00:04:30,040 --> 00:04:32,720 platforms and seven points of it. 7 reasons why we partnered 111 00:04:32,720 --> 00:04:33,720 with them. And I want to read these out 112 00:04:33,720 --> 00:04:35,800 because these might be super beneficial to some of you guys. 113 00:04:36,200 --> 00:04:39,160 Most e-mail platforms are faceless, but Saguno aren't. 114 00:04:39,320 --> 00:04:42,560 Saguno are a small, lean, agile team and you can actually talk 115 00:04:42,560 --> 00:04:45,120 to them and work with them and ask them questions and stuff 116 00:04:45,120 --> 00:04:46,720 like that. Brian who's been on the show a 117 00:04:46,720 --> 00:04:49,120 few times most recently I think it's about 6:00 or seven weeks 118 00:04:49,120 --> 00:04:51,640 ago, we post an episode with Brian, one of their clients who 119 00:04:51,640 --> 00:04:54,640 did an incredible amount of where basically a whole business 120 00:04:54,640 --> 00:04:57,000 migration, not just websites, but a business migration new 121 00:04:57,000 --> 00:04:59,640 brand and start emailing customers and Saguno helped 122 00:04:59,840 --> 00:05:02,440 stagger stagger those initial emails so they didn't just get 123 00:05:02,440 --> 00:05:05,080 blacklisted by new domain emailing lots of people and 124 00:05:05,080 --> 00:05:07,040 everything going wrong. So they're not Saguno are not 125 00:05:07,040 --> 00:05:09,680 faceless if you want to talk to them. 126 00:05:09,880 --> 00:05:11,680 It's my second point. We can put you in touch with 127 00:05:11,680 --> 00:05:14,160 Brian or you can reach out to Saguno directly or winning with 128 00:05:14,160 --> 00:05:17,040 Shopify customers get a free analysis and consultation, which 129 00:05:17,040 --> 00:05:18,960 is amazing. And again, I'm not reading this 130 00:05:18,960 --> 00:05:21,680 out because they're paying us money and I just want to promote 131 00:05:21,680 --> 00:05:23,360 this stuff. They really best e-mail 132 00:05:23,360 --> 00:05:25,400 platform. We've moved several of our 133 00:05:25,400 --> 00:05:29,080 clients onto this, as as I said, and this is I'm jumping to the 134 00:05:29,080 --> 00:05:30,680 end now, I'll go back to the points of the second in my 135 00:05:30,680 --> 00:05:34,080 notes, but those clients, there's three in particular I'm 136 00:05:34,080 --> 00:05:36,480 talking to, which we've introduced to Brian, and Brian's 137 00:05:36,480 --> 00:05:38,240 already started doing the analysis. 138 00:05:38,240 --> 00:05:40,200 Two of them, I think I've already started moving over to 139 00:05:40,200 --> 00:05:41,480 Saguno. We're going to get them on the 140 00:05:41,480 --> 00:05:44,520 show to talk about the new features and the fact that it's 141 00:05:44,520 --> 00:05:48,720 integrated and everything else, which is my next point #3 Saguno 142 00:05:48,720 --> 00:05:51,520 is fully integrated into Shopify, which means if you 143 00:05:51,520 --> 00:05:54,040 segment your customers in Shopify, you just start emailing 144 00:05:54,040 --> 00:05:56,600 them straight from Saguno within your Shopify interface. 145 00:05:56,880 --> 00:05:59,120 It's not lots of other e-mail platforms where you have to 146 00:05:59,120 --> 00:06:01,280 integrate Shopify into that platform. 147 00:06:01,560 --> 00:06:04,760 Any integration, the stuff that can go wrong, it tends to be 148 00:06:04,760 --> 00:06:06,960 quite smooth for most of the platforms, but haven't embedded 149 00:06:06,960 --> 00:06:08,680 in Shopify does come with some advantages. 150 00:06:08,960 --> 00:06:11,080 And 1 is that all of your customer information now in the 151 00:06:11,080 --> 00:06:13,720 customer section of Shopify is always live and up to date. 152 00:06:13,960 --> 00:06:16,560 The biggest thing I hear from brands or one of the biggest 153 00:06:16,560 --> 00:06:18,200 things, I can't say the biggest thing. 154 00:06:18,200 --> 00:06:22,040 There's probably 50 biggest things and all joint biggest. 155 00:06:22,720 --> 00:06:25,040 One of the biggest things I hear from people is saying I don't 156 00:06:25,040 --> 00:06:27,440 want to over e-mail people. I don't want to e-mail them 157 00:06:27,440 --> 00:06:30,520 about like leave a review your products arriving today, here's 158 00:06:30,520 --> 00:06:33,240 a newsletter and an abandoned basket because you also did that 159 00:06:33,720 --> 00:06:35,480 a few days ago, but just before you ordered. 160 00:06:35,560 --> 00:06:37,360 I don't want to e-mail them too much in one go. 161 00:06:37,440 --> 00:06:40,200 And that's something it gives a lot of brands and store owners 162 00:06:40,560 --> 00:06:42,240 and marketing people sleepless nights. 163 00:06:42,400 --> 00:06:44,720 So again, having it all integrated means you can 164 00:06:44,720 --> 00:06:46,280 actually control that a lot easier. 165 00:06:46,280 --> 00:06:48,640 The Shopify notifications, delivery notifications and 166 00:06:48,640 --> 00:06:51,760 fulfillment and logistics and your e-mail marketing, you can 167 00:06:51,760 --> 00:06:53,640 kind of get all three of those things working a lot easier. 168 00:06:54,400 --> 00:06:57,520 I mentioned the Shopify integration, sorry, 169 00:06:57,520 --> 00:07:00,480 segmentations that this might not be live just yet. 170 00:07:00,480 --> 00:07:03,120 I think Brian and I know you're listening to this, Brian, hello. 171 00:07:03,560 --> 00:07:05,320 I, I think, I think you mentioned to me the other day 172 00:07:05,320 --> 00:07:07,840 when we were talking to one of the, one of those brands, you 173 00:07:07,840 --> 00:07:09,800 were saying that it was coming soon or coming in the next few 174 00:07:09,800 --> 00:07:10,680 weeks or it might already be out. 175 00:07:10,680 --> 00:07:13,120 So apologies if we got that wrong, but that, that feature is 176 00:07:13,120 --> 00:07:14,720 absolutely amazing. Tuesday's segmentation. 177 00:07:14,720 --> 00:07:16,800 So if it's on the road, Matt Bryan, pressure's on, mate. 178 00:07:16,800 --> 00:07:18,960 Let's get that thing live as fast as possible, please, 179 00:07:19,160 --> 00:07:21,160 because I know, I know a couple of our clients want that. 180 00:07:21,480 --> 00:07:23,320 You can use Tamba to design stuff. 181 00:07:23,320 --> 00:07:25,960 It's directly integrated within Saguno, so you're still working 182 00:07:25,960 --> 00:07:28,200 within Shopify. You can use Canva to quickly 183 00:07:28,200 --> 00:07:30,000 drop an image in and it's a big integration. 184 00:07:30,000 --> 00:07:31,640 Spent quite a lot of time working on that and it was 185 00:07:31,640 --> 00:07:33,200 launched probably about 9 or 10 months ago. 186 00:07:33,200 --> 00:07:35,760 Now it's really starting to test my knowledge and it's me testing 187 00:07:35,760 --> 00:07:38,200 myself on my memory, which I know it's bad. 188 00:07:38,200 --> 00:07:41,120 And my wife would say she's actually in the next room as 189 00:07:41,120 --> 00:07:45,960 well looking after the baby. So anyway, so pop ups number 190 00:07:45,960 --> 00:07:49,560 six, you can use pop ups, which is a, a separate Saguno app, but 191 00:07:49,560 --> 00:07:51,760 directly integrated with it, Shopify and everything else. 192 00:07:51,760 --> 00:07:53,640 And as soon as someone fills out something on a pop up, so it 193 00:07:53,640 --> 00:07:56,080 might be a 10% off discount or an offer or something like that. 194 00:07:56,520 --> 00:07:59,880 Once they fill out that form, it goes straight into Shopify as a 195 00:07:59,880 --> 00:08:02,720 customer and Saguno's already triggered and ready to go. 196 00:08:03,080 --> 00:08:05,840 And that leads me into #7 is then you can use those pop ups, 197 00:08:05,840 --> 00:08:08,480 abandoned baskets and stuff. Use all of that with some 198 00:08:08,480 --> 00:08:11,200 automation so you can say if you do this, then we're going to do 199 00:08:11,200 --> 00:08:13,560 this and here's a flow. And if you don't open stuff, for 200 00:08:13,560 --> 00:08:16,000 example, you can send again with a new subject line. 201 00:08:16,200 --> 00:08:19,920 We use Saguno ourselves, Brian and the team. 202 00:08:19,920 --> 00:08:22,400 There's a couple other people, but Brian's the main person I 203 00:08:22,400 --> 00:08:24,040 e-mail if anything goes wrong. Love you Brian. 204 00:08:24,120 --> 00:08:26,720 Great. But with the with that, with 205 00:08:26,800 --> 00:08:29,080 some of those automations of sending the subject line again, 206 00:08:29,080 --> 00:08:30,960 we use that ourselves at winning with Shopify. 207 00:08:31,320 --> 00:08:34,600 And it's amazing to see actually the open rates are pretty much 208 00:08:34,600 --> 00:08:37,480 the same as the first time. So we're getting twice as many 209 00:08:37,480 --> 00:08:39,600 opens just by using a simple feature feature. 210 00:08:39,840 --> 00:08:41,679 They're not the only e-mail platform to have that. 211 00:08:41,679 --> 00:08:43,840 But again, it was like when you just click and send them a 212 00:08:43,840 --> 00:08:45,280 newsletter. Do I want to do that? 213 00:08:45,280 --> 00:08:46,480 Yes, I do. Done. 214 00:08:46,640 --> 00:08:49,520 Really simple and time is many people in this space. 215 00:08:50,360 --> 00:08:52,480 Onto some of the learnings from the agency. 216 00:08:52,480 --> 00:08:58,600 Then we've got 2SEO3PP C SEO1. I mentioned Yost LLMTXT the 217 00:08:58,600 --> 00:09:01,640 other day, which is a new feature, new file that Yost will 218 00:09:01,640 --> 00:09:03,920 create within your Shopify store for you. 219 00:09:04,160 --> 00:09:09,480 And LLM is the crawler for AI bots like Chachi, Petit, Gemini, 220 00:09:09,480 --> 00:09:11,920 et cetera, et cetera. Claude Bard, you know what the 221 00:09:11,920 --> 00:09:13,200 difference? It's not called Bard anymore, is 222 00:09:13,200 --> 00:09:15,040 it? Microsoft Copilot, I believe. 223 00:09:15,160 --> 00:09:17,280 I can't keep up with all these different AI bots. 224 00:09:17,800 --> 00:09:19,200 We have two or three views internally. 225 00:09:19,200 --> 00:09:20,880 My team tell me that one's the best one. 226 00:09:20,880 --> 00:09:24,000 I go with that. But also if you didn't catch it, 227 00:09:24,000 --> 00:09:26,120 it would have gone out on Friday episode with Janice. 228 00:09:26,440 --> 00:09:29,320 Janice had the most amazing way of saying that when AI came out, 229 00:09:30,080 --> 00:09:32,280 her team, she's marketing director for a brand, sorry, 230 00:09:32,280 --> 00:09:35,520 managing director for a brand policy Genes managing director 231 00:09:35,520 --> 00:09:37,160 for a brand called look fabulous Forever. 232 00:09:37,160 --> 00:09:39,160 And as soon as AI came out, she got everyone around the table 233 00:09:39,160 --> 00:09:42,120 and said, guys, go and explore AI, play with it, break it, and 234 00:09:42,120 --> 00:09:44,040 then come to the table with how it can boost the business. 235 00:09:44,040 --> 00:09:46,040 It's a really good way of doing it, especially if you've got 236 00:09:46,040 --> 00:09:48,360 that team. But using, we've been using 237 00:09:48,360 --> 00:09:52,200 Ghosts LLM on both, some of our WordPress more B to B lead Gen. 238 00:09:52,480 --> 00:09:54,200 people filling out forms, site clients, but then also 239 00:09:54,240 --> 00:09:56,040 e-commerce people buying products online. 240 00:09:56,360 --> 00:09:58,880 And we're already getting an uptick in the amount of AI 241 00:09:58,880 --> 00:10:00,560 results that we're appearing in front of. 242 00:10:00,560 --> 00:10:01,800 And there are good ways you can measure that. 243 00:10:01,800 --> 00:10:04,000 I'm not going to get into that today, but certainly go and use 244 00:10:04,000 --> 00:10:06,120 Yost if you haven't already for those LLMS. If you're on 245 00:10:06,120 --> 00:10:08,880 WordPress, it's free to use. I think you get an initial trial 246 00:10:08,880 --> 00:10:10,160 as well. I should know this. 247 00:10:10,160 --> 00:10:12,680 Apologies, Yost, but definitely go and check out the Yost 248 00:10:12,680 --> 00:10:15,760 LLLMTXT feature for using Yost on your store. 249 00:10:16,080 --> 00:10:18,400 The second one, this is quite interesting. 250 00:10:18,960 --> 00:10:20,320 There's been an algorithm update. 251 00:10:20,360 --> 00:10:22,720 I would have mentioned it last week, I think if I haven't 252 00:10:22,720 --> 00:10:26,200 apologies. So my brain is not in work mode, 253 00:10:26,200 --> 00:10:27,640 although one of my team was like, are you working? 254 00:10:27,640 --> 00:10:29,120 Nick was like, no, no, no, no, I'm not working. 255 00:10:29,120 --> 00:10:30,960 I'm just recording a podcast. Leave me alone. 256 00:10:31,360 --> 00:10:35,080 But but love you anyway, Dan. So one of the things we've been 257 00:10:35,080 --> 00:10:38,120 doing with the off the back of this algorithm update is the 258 00:10:38,160 --> 00:10:40,960 bigger, more what we call generic keywords in SEO. 259 00:10:41,280 --> 00:10:43,600 So to get an example here of men's clothing, we've been 260 00:10:43,600 --> 00:10:46,320 creating a page in Shopify rather than a collection. 261 00:10:46,760 --> 00:10:49,440 One of the biggest things that I see on stores that have a wide 262 00:10:49,440 --> 00:10:52,560 range of products or products that are like really niche, but 263 00:10:52,560 --> 00:10:56,280 fall into a bigger, wider range of products or a word or name 264 00:10:56,280 --> 00:10:58,080 that a customer would look for to find them. 265 00:10:58,080 --> 00:11:01,920 It for example, men's clothing, women's clothing, that's quite a 266 00:11:01,920 --> 00:11:04,640 big thing. So actually having a collection 267 00:11:04,720 --> 00:11:07,240 means I've just searched for women's clothing and bang, 268 00:11:07,240 --> 00:11:10,400 there's 20,000 women's clothing items in front of me. 269 00:11:10,760 --> 00:11:13,640 I'm overwhelmed as a customer. It's a bad user experience by 270 00:11:13,640 --> 00:11:15,760 definition, unless it's part of your branding. 271 00:11:15,760 --> 00:11:18,920 But I'm going to go with the the massive sites I see doing this. 272 00:11:19,280 --> 00:11:21,920 So we started creating pages instead of a collection. 273 00:11:21,920 --> 00:11:24,840 The page has lots of tiles, little bits of news and other 274 00:11:24,840 --> 00:11:26,520 things. So you can go to read some blog 275 00:11:26,520 --> 00:11:28,880 posts and fashion articles about women's clothing or men's 276 00:11:28,880 --> 00:11:32,840 clothing and how to come into different collections within 277 00:11:32,840 --> 00:11:34,280 that. So you could say these are our 278 00:11:34,280 --> 00:11:36,360 top selling products. These are our biggest 279 00:11:36,360 --> 00:11:38,320 collections at the moment. Apologies, I'm getting text 280 00:11:38,320 --> 00:11:39,680 messages while I'm doing this as well. 281 00:11:39,680 --> 00:11:43,480 I normally have an out of office on, but the but, but using using 282 00:11:43,480 --> 00:11:45,800 that page means you can have a lot more control over where 283 00:11:45,800 --> 00:11:47,400 you're sending people and that kind of thing because they're 284 00:11:47,400 --> 00:11:49,000 probably not ready to start adding products to car. 285 00:11:49,000 --> 00:11:52,160 It's just I'm a man, I want to buy some clothing and, and let's 286 00:11:52,320 --> 00:11:53,760 let's go. Amazing. 287 00:11:53,760 --> 00:11:55,680 So those are the two SEO ones. So we're on to PPC now. 288 00:11:55,680 --> 00:11:59,440 So splitting performance Max campaigns on Google Ads by 289 00:11:59,680 --> 00:12:03,040 product, we've been doing a bit of that recent, we'll say a bit, 290 00:12:03,040 --> 00:12:04,680 we did a lot of it recently. We've been doing a bit on the 291 00:12:04,680 --> 00:12:07,240 podcast on these little Tuesday talks about that. 292 00:12:07,880 --> 00:12:10,440 Now I've had a few people e-mail me and say, hey, I've split them 293 00:12:10,440 --> 00:12:11,440 into this. It's not working. 294 00:12:11,440 --> 00:12:13,520 And they've actually gone in, got access to your account with, 295 00:12:13,560 --> 00:12:15,320 with their permission. My ad sounds like I've hacked 296 00:12:15,320 --> 00:12:17,440 them with their permission. I've gone in and, and actually 297 00:12:17,440 --> 00:12:19,720 had a look at the account And what's happened is you've gone, 298 00:12:19,720 --> 00:12:21,760 these products sell well and these don't and split them. 299 00:12:22,400 --> 00:12:24,440 So I thought today would be a good opportunity and this was 300 00:12:24,440 --> 00:12:27,000 flagged by one of my team as well as one of the learnings 301 00:12:27,000 --> 00:12:28,720 from last week. Having done this on a client or 302 00:12:28,720 --> 00:12:30,400 a new client, seeing the way they split it. 303 00:12:30,760 --> 00:12:33,320 When you split a campaign by products, you've got to think 304 00:12:33,320 --> 00:12:36,520 about search terms and a search term is what the customer types 305 00:12:36,520 --> 00:12:38,760 in to Google to then trigger one of your ads. 306 00:12:39,200 --> 00:12:42,360 So if you've got five, I'm going to give an example of there is a 307 00:12:42,400 --> 00:12:43,880 tissue on this desk. I just blew my nose. 308 00:12:44,160 --> 00:12:46,440 How disgusting. So if you were looking for 309 00:12:46,440 --> 00:12:51,400 tissues or tissue boxes on Google and somebody actually had 310 00:12:51,720 --> 00:12:54,440 these tissues and they came up in Google Shopping, but I've got 311 00:12:54,440 --> 00:12:57,440 five boxes in my skews or five skews that are selling really 312 00:12:57,440 --> 00:13:00,120 well for these tissues and five skews that are not selling well 313 00:13:00,440 --> 00:13:03,640 of these tissues, Then I split the campaign to go these are 314 00:13:03,640 --> 00:13:05,160 five that do well and these are five that don't. 315 00:13:05,440 --> 00:13:09,440 The problem is now, if somebody searches for tissue box, which 316 00:13:09,440 --> 00:13:11,920 campaign would you like Google to show? 317 00:13:12,440 --> 00:13:13,440 Because it's going to choose one. 318 00:13:14,160 --> 00:13:17,640 And therein lies the problem. So actually, if you then think 319 00:13:17,640 --> 00:13:20,280 about that and say, right, I'm going to split the campaigns now 320 00:13:20,280 --> 00:13:23,680 by ranges that work well, I'm going to have a whole campaign 321 00:13:23,680 --> 00:13:27,280 for tissue boxes or I might have a campaign for my, I don't know, 322 00:13:27,280 --> 00:13:31,920 desktop items with where a box of tissues would live on the top 323 00:13:31,920 --> 00:13:33,560 of a desk. So this might be my desktop 324 00:13:33,560 --> 00:13:35,440 items campaign. So I've got tissue boxes, I've 325 00:13:35,440 --> 00:13:37,760 got ornaments, I've got table lamps, etcetera, etcetera, 326 00:13:37,760 --> 00:13:40,520 laptop stands and loads of other bits and pieces. 327 00:13:40,520 --> 00:13:43,000 So that's where actually the search term is really important. 328 00:13:43,160 --> 00:13:44,960 I've not mentioned that the last few weeks, so sorry if I've sent 329 00:13:44,960 --> 00:13:47,680 anyone down a bit of a rabbit hole, but that's where PPC, 330 00:13:47,680 --> 00:13:49,640 sometimes you get to a point you do need somebody like us to come 331 00:13:49,640 --> 00:13:51,840 and have a look. The second one out of the three 332 00:13:51,840 --> 00:13:55,400 PPC ones here, splitting performance Max by gender. 333 00:13:56,000 --> 00:13:58,880 So in performance Max, you can change the targeting settings to 334 00:13:58,880 --> 00:14:01,680 say I want to target men, women, unisex or unknown. 335 00:14:01,920 --> 00:14:04,000 I think it's just men, women and unknown. 336 00:14:04,080 --> 00:14:06,800 I'm not going to get into a debate about genders today 337 00:14:06,800 --> 00:14:09,680 because I, I, I, I know I'm going to get some emails about 338 00:14:09,680 --> 00:14:10,600 this. So please don't e-mail me. 339 00:14:10,600 --> 00:14:11,960 I'm not going into that. It's just Google. 340 00:14:12,040 --> 00:14:13,000 Contact Google if you're unhappy. 341 00:14:13,080 --> 00:14:15,960 They have male, female, and then they have, I'm pretty sure it's 342 00:14:15,960 --> 00:14:19,160 unknown or or not applicable. And we've done some campaigns 343 00:14:19,160 --> 00:14:22,280 now where we've got one which is the unknown, but one which is 344 00:14:22,280 --> 00:14:24,560 for men, one which is for women. And the rest of the campaign is 345 00:14:24,840 --> 00:14:26,920 pretty much the same in terms of the products targeting. 346 00:14:27,040 --> 00:14:28,720 And then we can change the ad copy accordingly. 347 00:14:28,880 --> 00:14:32,240 So we target more towards men, the language we use and the 348 00:14:32,240 --> 00:14:35,160 benefits of the same product that for a woman we would target 349 00:14:35,160 --> 00:14:37,440 slightly differently. And if we don't know, we just go 350 00:14:37,440 --> 00:14:39,040 kind of unisex, but safer in the middle. 351 00:14:39,480 --> 00:14:41,400 So interesting way of doing it, but we're getting some really 352 00:14:41,400 --> 00:14:43,520 good results from that. One of our clients got 20% 353 00:14:43,520 --> 00:14:45,880 uplift in revenue without changing their budget or 354 00:14:45,880 --> 00:14:47,200 anything else, just purely by doing that. 355 00:14:47,440 --> 00:14:49,520 So that's been quite a big win. And that was about 3 or 4 weeks 356 00:14:49,520 --> 00:14:50,520 ago. So we've got a good, good amount 357 00:14:50,520 --> 00:14:52,800 of data on them. And finally this one, I've had 358 00:14:52,800 --> 00:14:54,400 an e-mail about this. This is exciting. 359 00:14:54,400 --> 00:14:55,560 I love when you guys emails, e-mail me. 360 00:14:55,560 --> 00:14:57,760 So if you, if you just like the show, send me an e-mail. 361 00:14:57,920 --> 00:14:59,840 If I hear from you, then it's like, OK, cool. 362 00:14:59,840 --> 00:15:01,480 We'll keep doing this. We'll keep sharing information. 363 00:15:01,920 --> 00:15:03,240 We're not going to stop anytime soon. 364 00:15:03,240 --> 00:15:06,480 We love the podcast, but this one is where we took a 365 00:15:06,520 --> 00:15:08,680 performance Max campaign and we turned it off and we made a 366 00:15:08,680 --> 00:15:11,600 standard shopping campaign. The client we've done that on 367 00:15:11,800 --> 00:15:14,520 started really strong, had a bad week, then kind of balanced off 368 00:15:14,800 --> 00:15:16,680 and it's been tanking the last two weeks. 369 00:15:16,680 --> 00:15:19,920 It's just not worked. Point here being is everything 370 00:15:19,920 --> 00:15:22,920 is a test. So if you're testing something 371 00:15:23,280 --> 00:15:25,720 and it doesn't work, you've just got some learnings of what not 372 00:15:25,720 --> 00:15:28,120 to do. But obviously use the best data 373 00:15:28,120 --> 00:15:30,240 you can, the best hypothesis before you start running a test, 374 00:15:30,240 --> 00:15:33,280 say got the best chance of the test actually working. 375 00:15:33,760 --> 00:15:35,840 However, we've done the same experiment, not for the client 376 00:15:35,840 --> 00:15:38,840 I've been talking about, but for another client we've done it and 377 00:15:38,840 --> 00:15:41,840 their ROI has gone from 1.9 to 1 to 2.5. 378 00:15:41,960 --> 00:15:45,160 Same budget, same product range, but actually standard shopping 379 00:15:45,160 --> 00:15:47,080 has worked better than performance Max. 380 00:15:47,520 --> 00:15:49,880 When we're testing these things, just looking at the clock, we've 381 00:15:49,880 --> 00:15:51,320 got a few minutes. I mean, there's no limit on 382 00:15:51,320 --> 00:15:53,000 these, but they're supposed to be short on Fridays. 383 00:15:53,440 --> 00:15:57,360 But just to just to share for one quick minute is when we do 384 00:15:57,360 --> 00:16:00,840 tests, we always try to create the most isolated environment 385 00:16:00,920 --> 00:16:04,840 that if the test doesn't work, we've not wasted too much money 386 00:16:04,840 --> 00:16:06,520 and we've also not broken anything. 387 00:16:06,840 --> 00:16:11,240 So if your target ROI based on margins, running the business, 388 00:16:11,240 --> 00:16:16,120 making a profit, etcetera is 4 to 1, anything that's like 3.23 389 00:16:16,120 --> 00:16:20,280 point, 5 nudgy, nudgy to get it up to four and above, right? 390 00:16:20,280 --> 00:16:21,600 We don't want to change too much there. 391 00:16:21,920 --> 00:16:26,360 Anything that's maybe 2 to 2.5 or worse than 2.5 maybe now it's 392 00:16:26,360 --> 00:16:28,000 like, well, it's just losing money at the moment. 393 00:16:28,000 --> 00:16:29,600 We've actually got nothing to lose. 394 00:16:29,920 --> 00:16:31,840 And what we end up with most clients is we have a minimum 395 00:16:31,840 --> 00:16:33,680 shelf. So in this example might be 3 396 00:16:33,840 --> 00:16:35,800 below 3, we're making a loss, 3, we're break even. 397 00:16:35,800 --> 00:16:38,120 It's not very exciting, but we're not losing money. 398 00:16:38,120 --> 00:16:40,760 We might be getting more orders from those customers later, but 399 00:16:40,760 --> 00:16:44,040 on that initial order, 3 to 1, break it, break break bare 400 00:16:44,040 --> 00:16:46,960 minimum 4 to 1 is like, OK, we need to spend a bit more, but we 401 00:16:46,960 --> 00:16:49,960 need to spend it wisely in the right areas, etcetera. 5 to 1, 402 00:16:50,320 --> 00:16:52,440 just spend what you can. And that's, we don't start like 403 00:16:52,440 --> 00:16:54,040 that on day one, but that's a relationship we build with 404 00:16:54,040 --> 00:16:55,920 people and we get it in writing going within reason. 405 00:16:55,920 --> 00:16:58,200 Please spend whatever you want, but let us know every time you 406 00:16:58,200 --> 00:16:59,840 increase the budget or please e-mail me every Monday, 407 00:16:59,840 --> 00:17:01,760 etcetera. And having those three ROI 408 00:17:01,760 --> 00:17:04,520 targets is really important whether you're using an agency 409 00:17:04,520 --> 00:17:05,839 or not. I'd recommend every brand has 410 00:17:05,839 --> 00:17:07,560 that. And then you look at it both at 411 00:17:07,560 --> 00:17:10,319 kind of account level or site wide level. 412 00:17:10,520 --> 00:17:13,400 And then you also look at that on campaign by campaign level. 413 00:17:13,400 --> 00:17:15,560 Let's go within my campaigns. That's them. 414 00:17:15,560 --> 00:17:17,800 Well, that's not. And this thing here is just 415 00:17:17,800 --> 00:17:20,200 wasting money. So that's it from the agency, 416 00:17:20,200 --> 00:17:21,880 right? Quivia, Quivia, Quivia. 417 00:17:21,880 --> 00:17:24,880 And someone last week said they had so much fun testing the rest 418 00:17:24,880 --> 00:17:26,560 of their team on this for the rest of the week. 419 00:17:26,560 --> 00:17:30,400 So, so Brian, I hope this has helped and wasn't Saguno, Brian, 420 00:17:30,400 --> 00:17:31,480 by the way, it was a different Brian. 421 00:17:31,840 --> 00:17:34,920 This is my Quivia. So it's a bit of trivia and then 422 00:17:34,920 --> 00:17:38,440 a question. This week, Mark Fraser purchase 423 00:17:38,440 --> 00:17:41,840 the first item that eBay founder Pierre. 424 00:17:41,840 --> 00:17:43,400 I'm going to get this wrong. I'm so sorry. 425 00:17:43,840 --> 00:17:47,320 A media, a media, a media, something like that. 426 00:17:47,680 --> 00:17:50,280 Pierre, a media listed on the site. 427 00:17:50,280 --> 00:17:53,920 So Mark Fraser bought the very first item from eBay when eBay 428 00:17:53,920 --> 00:17:56,280 first launched it from the founder who launched his first 429 00:17:56,280 --> 00:17:59,480 item that he listed, which was a broken laser pointer. 430 00:17:59,880 --> 00:18:02,040 How hilarious. The question then is what year 431 00:18:02,040 --> 00:18:05,600 did Mark buy his broken laser pointer from eBay? 432 00:18:05,960 --> 00:18:08,600 It's a first ever eBay customer. What year do you think it was? 433 00:18:09,040 --> 00:18:11,480 I'll give you a clue. I was 5 at the time. 434 00:18:12,320 --> 00:18:14,000 In fact maybe I wasn't. I might have been 4. 435 00:18:14,000 --> 00:18:18,160 Depends what month it was in. It was 1990 older than I look. 436 00:18:18,240 --> 00:18:22,520 1995 S 1995. Mark Fraser bought a broken 437 00:18:22,520 --> 00:18:25,360 laser pointer from eBay and eBay had begun. 438 00:18:25,400 --> 00:18:27,920 Think how big it is and how amazing a business it is. 439 00:18:27,920 --> 00:18:30,600 Now I'm locking my phone. I'm going back to my holiday 440 00:18:30,600 --> 00:18:32,160 now. Thanks for tuning in back again 441 00:18:32,160 --> 00:18:33,880 on Friday. Hope you guys are having a great 442 00:18:33,880 --> 00:18:34,000 week.