Threading The Needle

In this episode, Richard is joined by Tony Chopp, CTC’s VP of Paid Media, to talk holiday media buying strategies for Q4. They discuss the critical role of incrementality in paid media, how to prepare your ad accounts for the busiest season of the year, and the 7 C’s of CTC’s media buying principles that can elevate your campaigns on Meta and Google. Discover how to build high-performing evergreen campaigns, the importance of clean conversion tracking, and why catalog and calendar campaigns are essential for your holiday success.  Key Takeaways: Understanding Incrementality in Paid Media The 7 C’s of CTC’s Media Buying Principles Best Practices for Holiday Ad Campaigns How to Leverage Catalog and Core Campaigns Building for Success: Why Starting Early Matters Show Notes: Go to http://zamp.com/thread today and sign up for free sales tax service for the rest of the year. The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have a

In this episode, we talk about what could be the most consequential Meta update of all time. Richard and Taylor break down Meta's latest ad optimization changes and what they mean for your business. We explore the two key updates: optimizing for third-party measurement tools like Google Analytics and Northbeam, and the introduction of optimization for incremental conversions. Taylor explains why these updates are game-changers and how they could either make or break your ad strategy. Is optimizing for third-party tools really the best choice, or should you focus on driving true incremental conversions? We cover it all, providing insights into how these changes will affect your approach to Meta advertising and ultimately, your bottom line. Show Notes: Go to http://zamp.com/thread today and sign up for free sales tax service for the rest of the year. The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

Welcome to the official kickoff of the 2024 holiday season! In this video, we're diving into what's shaping up to be a weird and challenging Q4 for ecommerce brands. Our VP of Strategy at CTC, Luke Austin, joins us to break down the three big reasons why this holiday season is so unusual and what you need to do to navigate it successfully. Cyber Monday in December? Yep, that's happening, and it’s throwing off all our usual planning and forecasting. A shorter holiday period: Thanksgiving and Black Friday are the latest they can possibly be, leaving us with less time to drive revenue. Election year impacts: Political ad spending is set to spike, driving up advertising costs and impacting consumer behavior. We’ll walk you through the strategies we’re using to adapt, from adjusting media plans and offer strategies to taking advantage of post Christmas opportunities. Don't miss our detailed breakdown of how to stay ahead in this condensed and competitive holiday season. Stay tuned for more

Welcome to the July edition of the State of the Industry podcast. In this episode, we talk about the influence of political spending on direct to consumer (DTC) businesses. Join us as we explore how the upcoming presidential election could impact advertising costs, consumer behavior, and overall business performance. We’re joined by industry experts Jeremiah, Yarden, and Steve, who provide valuable insights from data and trends across Meta, Google, and other platforms. We'll also revisit key data from the 2020 election to see how it compares to this year’s trends. Plus, we’ll analyze July's ecommerce performance, from revenue growth to advertising ROAS on various platforms. Don't miss out on the insights that could help you navigate Q4 in this crucial election year! Visit DTCIndex.com and use code SUMMER50 for 50% off your first edition, including access to previous reports. Show Notes: Go to www.shipbob.com/thread today and sign up for your FREE 60-day extended trial. The Ecommerce Playbook

In this episode of the podcast, we’re thrilled to welcome a special guest from the Google empire, Ginny Marvin, Google Ads Liaison. With years of experience in paid search and digital advertising, Ginny shares her journey from the early days of Yahoo to becoming the bridge between advertisers and Google’s internal teams. Join us as we dive deep into all things Google Ads, including the role of an Ads Liaison, the challenges and opportunities facing advertisers today, and the latest updates on products like Performance Max (PMAX). Ginny offers invaluable insights into how product decisions are made at Google, how to optimize your ad campaigns for maximum ROI, and what to expect in the ever-evolving landscape of digital advertising. Show Notes: Go to www.shipbob.com/thread today and sign up for your FREE 60-day extended trial. The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

In this episode Richard and Taylor discuss a common challenge faced by ecommerce brands today: spending more to acquire the same number of customers. Taylor breaks down the key reasons behind this issue, exploring topics like channel diversification, media spend allocation, and the complexity of optimizing ad performance. They discuss how expanding into platforms like Amazon or diversifying media channels beyond Meta can lead to inefficiencies if not measured and managed correctly. Taylor also offers actionable insights on how to improve the incrementality of your ad spend, ensuring that each dollar spent drives meaningful growth. Whether you're struggling with rising CPMs, inefficient ad spend, or just trying to scale your ecommerce business effectively, this episode is packed with valuable advice. Key Topics Discussed: Channel diversification and its impact on efficiency The pitfalls of media spend allocation Strategies for improving ad incrementality Insights on scaling your e-commerce busine

This episode is a blend of Taylor's passions: baseball and ecommerce. We're joined by Josh Shapiro and Bill Rom of Baseball Lifestyle 101, two legends who have just pulled off an extraordinary marketing feat during the off-peak season for ecommerce. How did they do it? In this episode: Josh shares his journey from starting a baseball focused Instagram account at 15 to building a multi-million dollar ecommerce business. Bill, Josh's mentor and co-founder, talks about his transition from a strength and conditioning coach to a marketing leader. The duo dives into their unique co-founder dynamic and the strategies that skyrocketed their brand's success. Discover how consistent, quality content and deep community engagement led to a $1.4 million sales day. Learn about the importance of live events, product teasing, and understanding your customer base in creating viral marketing moments. From early struggles to massive triumphs, this episode is packed with insights and inspiration fo

In this episode, Richard and Luke Austin go deep into the concept of incrementality. They discuss how CTC helps brands answer three critical questions for a predictable and profitable ecommerce growth plan: What should my total budget be to maximize profitability? How should this budget be allocated across channels for the most incremental outcome? What is the campaign-level media plan and expected profit outcome? Luke shares insights into CTC's partnership with Measured, a platform offering best-in-class incrementality testing and budget optimization tools. They explore real-world examples of how understanding incrementality can drastically shift budget allocations, leading to more efficient customer acquisition and better overall performance. Show Notes: Particl’s exclusive 2-week free trial and a 20% discount off your first month using the code "CTC." http://Particl.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you mi

In this episode, we are thrilled to have Nick Stoltz, Chief Strategy Officer at Measured, as our guest. Join us as we jump into the world of ecommerce measurement, focusing on the critical topic of incrementality. Nick shares his extensive experience in the industry, discussing the importance of accurate measurement and how it has evolved over the years. We explore the challenges brands face with various measurement solutions and the pitfalls of relying on a single tool to solve all measurement problems. In this episode, we cover: -The concept of incrementality and why it’s crucial for understanding the true impact of your media spend. -The role of Measured in helping brands navigate the complex landscape of ecommerce measurement. -Common misconceptions about platform-reported results and how to approach them. -Strategies for optimizing media mix and making data-driven decisions. -The importance of a structured testing roadmap and how to prioritize measurement efforts. This episode is packed with valuable

In this episode of the podcast, Richard and Taylor jump into some of the hottest topics in ecommerce right now. Fresh off the July 4th weekend tweet, Taylor shares his hottest ecommerce takes that have sparked conversations and debates across the industry. Highlights from the episode: -The importance of creating more ads and why having a top-notch video editor on your team can be a game-changer. -Why the advice "test everything" might not be as effective as you think. -The shift in buying behaviors and how future generations may view brand websites. -The massive potential of physical retail and why it's still a dominant force in sales. -How mastering Excel can significantly boost your value in any organization. Show Notes: -Particl’s exclusive 2-week free trial and a 20% discount off your first month using the code "CTC." http://Particl.com -The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecom

Welcome back to the eCommerce Playbook Podcast! This episode is extra special because we’re revealing something groundbreaking. Back in January, Taylor tweeted about finding a "magical wizard" who learns faster and works harder than anyone we’ve ever met. Today, we unveil that wizard and share an exciting new service. Meet Joy Sharma, the genius behind our new CTC Global Accelerator. This program offers world-class growth services tailored for brands under $10 million in revenue, at a price that makes total sense. Joy's relentless pursuit of knowledge and his unique approach have driven incredible results for our clients, transforming their businesses and turning losses into significant profits. In this episode, Joy shares his personal journey from India to becoming a leading growth marketer, his unique method of learning from the best in the industry, and how he’s applying all this knowledge to help small brands grow. We discuss the challenges and opportunities in the current market and how rem

Welcome back to the eCommerce Playbook Podcast, State of the Industry edition! This special biannual mega episode dives deep into the first half of 2024, comparing it against the first half of 2023 to answer the burning question: How is the ecommerce industry doing? Key Topics Covered: -Year-over-year e-commerce trends for H1 2024 vs. H1 2023 -Insights into ad performance on Meta and Google -The impact of Advantage Plus and Performance Max campaigns -Consumer confidence and economic indicators -Trends in gifting and average order value (AOV) -Incrementality of ad spend and challenges with attribution Join us as we explore the data and trends shaping the ecommerce landscape in 2024. Don’t miss out on this comprehensive analysis and expert commentary! Get 50% off our latest issue with code: SUMMER50 Show Notes: Richpanel will save you money without sacrificing any quality of experience for your customer. Check them out at https://www.richpanel.com/. The Ecommerce Playbook mailbag is open — email us a

Hey everyone, Richard here! While Taylor is out of town, we're diving back into an insightful episode from October of last year titled "How to Build a Map to Profitable Growth." With the expansion of the Prophit System in Q3, this discussion on core components of forecasting and setting daily expectations is more relevant than ever. In this episode, we explore: The Prophit System and its significance for predictable, profitable growth. The importance of daily monitoring and adjustments in achieving business goals. Detailed steps for diagnosing business challenges and creating a comprehensive growth map. Real-life examples of forecasting and adjusting strategies to stay on track. Join Taylor and Richard, as we share our experiences and insights to help your e-commerce business thrive in 2024 and beyond. Whether you're a seasoned entrepreneur or just starting, this episode is packed with valuable information to guide your journey to sustainable growth.

With Q2 officially in the books, Taylor and Richard pause to reflect on the first half of the year and give advice on how to readjust expectations for the second half. Discussion points include which key metrics to re-examine, how to beat the summer slump, and the surprisingly neglected revenue lever you should take advantage of as Q3 kicks off. Show Notes: Book a call today to see if the Prophit System can transform your brand’s trajectory.⁠ https://meetings.hubspot.com/ctc/summer-24-campaign-offer The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

On this episode, Taylor and Richard sit down to further unpack what we mean when we talk about being “against” creative testing. Topics of discussion include the importance of getting everything right before you start designing an ad, the behind-the-scenes work that goes into a great piece of creative, and why Ryan Reynolds (probably) would hate iterative creative testing. Show Notes: Go to getredo.com today and Redo will waive all setup fees making the software completely free. The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

Welcome back to another episode of the eCommerce Playbook Podcast! Today, we're joined by Marshall Morris, the co-founder and president of HomeLife Brands. Marshall shares insights on how there's a hidden asset within your eCommerce business that could generate millions at an 80% margin. In this episode, we explore the innovative approach of HomeLife Brands, a hybrid eCommerce company with a diverse income stream, including flagship brands like iHeartDogs.com and The Hero Company. Marshall discusses the value of monetizing digital data, the power of post-checkout offers, and the importance of diversifying revenue streams. Learn how to leverage your customer base beyond traditional eCommerce methods and discover the secrets behind their success in creating profitable and sustainable businesses. Don't miss out on this valuable conversation packed with actionable insights for e-commerce entrepreneurs. Show Notes: Go to getredo.com today and Redo will waive all setup fees making the software comp

On this episode of the podcast, CTC Director of Growth Strategy Luke Austin sits down with Richard to break down a phenomenon we noted in our most recent monthly DTC Index report: Google is losing Share of Wallet to Meta. Luke breaks down why this is happening, how Google is dropping the ball when it comes to product updates, and why Meta is better for incrementality. Show Notes: Book a call with my team to see if the Prophit System can transform your brand’s trajectory. Visit Parker today to learn how to scale with a focus on profitability. https://bit.ly/4bSvSif The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

Welcome back to another edition of the State of the Industry Report! This month, we're diving deep into the data and trends from May, brought to you by the experts at the DTC Index. Join us as we analyze key ecommerce moments and explore consumer sentiment and macro performance. Topics Covered: -Overview of May's key ecommerce moments, including Mother's Day and the start of Father's Day shopping. -Analysis of consumer sentiment and macroeconomic trends. -Year-over-year performance data showing substantial growth for ecommerce brands. -Breakdown of creative output and volume for top-performing brands on Meta. -Insights into AOV by different channel sources. -Performance comparison of ASC versus BAU for ecommerce brands. Key Insights: -May reported strong year-over-year growth for both seven-figure and eight/nine-figure brands. -Consumer sentiment remains stable and slightly optimistic. -Significant increases in ad spend on Meta with steady ROAS. -Interesting trends in consumer behavior, s

Last week, CTC’s media buyers flew to San Francisco to get the latest on upcoming product rollouts at the 2024 Meta Performance Summit.  On this episode of the show, Taylor and Richard recap the event, highlighting three key product innovations that prove that Meta is listening to the ecommerce industry, and what those innovations mean for profit-first media buying. Show Notes: Visit Parker today to learn how to scale with a focus on profitability.  https://bit.ly/4bSvSif  The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

On this episode of the podcast, Taylor and Richard talk about a recent flap on Twitter around the best way to test creative, and dig into a controversial take: That iterative creating testing is a waste of time and money. Then they break down what really matters — building a marketing calendar that tells a unique story. Show Notes: Visit Parker today to learn how to scale with a focus on profitability.  https://bit.ly/4bSvSif  The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.