Growing Ecommerce – The Retail Growth Podcast – Details, episodes & analysis

Can a new low-price, slow-shipping strategy from Amazon truly rival Temu's direct-from-China model? On this episode of Growing ecommerce, host Mike Ryan dissects some of the biggest headlines from Q2 including Amazon's attempt to fight back against Temu, and Netflix's advertising woes, which led to another VP dismissal just one day after earnings were reported. He also discusses how Pinterest's ad deal with Google is shaping up, changes to Meta's remarketing mix, first reactions to Prime Day, and more.Tune in for an episode packed with insights and strategies that are shaping the future of the industry.

(Recorded live at IRX Birmingham)
Rob Davis is Acquisition Marketing Director at THG Beauty, a division which is responsible for £1.2B of THG's total revenues, and which includes brands such as LOOKFANTASTIC, Cult Beauty, and Dermstore. Rob tells how growth in the Beauty ecomm sector is shaping up, and which tech and consumer trends he's watching now. Plus, we get Rob's take on economic trends including the resilience of the luxury market and mythbusting the Lipstick Effect. Lastly we get Rob's take on Google's automation and new AI features. It's a great conversation that might just change the way you view Health & Beauty.

Unveiling the hidden world of Pay-Per-Click (PPC) advertising and software development is none other than one of the founders of True Clicks, Wijnand Meijer. Meijer joins us to guide us down his unique path into PPC and software development - a journey sparked by a simple idea to bridge a gap in the market. This lightbulb moment led to the genesis of the PPC Survey, a community-led initiative that aims to share invaluable, up-to-the-minute data within the PPC industry. Since its May 2022 inception, this project has garnered an overwhelmingly positive response.

Fasten your seatbelts as we navigate the most recent findings from the PPC Survey, revealing the inner workings and sentiments within the industry. We bring to you the reality of job satisfaction in the PPC realm, where seeing the fruits of their labor is the highlight for as many as 62% of industry professionals. Don’t miss our discussion on the financial angles of PPC management, where we uncover that managing a single account leads to higher spend levels for in-house teams. We also shed light on the top pain points for PPC agencies, with the crown taken by unrealistic client expectations. And let’s not forget the future - we're talking scripts and AI in PPC!

Our deep dive doesn't stop there. We take you through the projections from the PPC Survey of 2024, laying bare key trends and forecasts. This data-heavy chat covers the rising trust in Microsoft compared to other platforms, such as Google, Twitter, and Amazon, and the average number of scripts running in each account. From the projected spend for major campaign types to satisfaction levels with Google Ads features, we've got it all. Whether you’re a seasoned PPC professional, or taking your first steps in the industry, this episode is packed with priceless insights into the current and future state of PPC. You don't want to miss it!

Wondering about the hidden potential of product segmentation in ecommerce? Join as we peel back the layers on this fascinating topic. We'll discuss the tension between efficiency and scale, and explore how product segmentation can help you navigate these opposing forces. Discover the relevance of the 1970s BCG Matrix in today's ecommerce world, learn about the role of algorithms in solving the fascinating "multi-armed bandit" problem, and get insights into Google's Shopping Graph and Audience Graph.

We'll dissect the intricacies of the modified BCG matrix ("heroes and zombies"), weighing its pros and cons. Get ready to see how a multi-dimensional approach, which considers a balance of performance data and off-channel data like margin, can offer potential benefits. We'll debate the limitations of two-dimensional models and the potential of AI in understanding multi-dimensional spaces. As we reach the end of our journey, we'll reflect on the challenging economic climate and its impact on marketing effectiveness. Let's challenge traditional best practices and consider the vast possibilities of product segmentation together. This episode promises to change the way you look at product segmentation!

Are you ready to peel back the curtain on Google's shadowy world of search auctions? Prepare for a shocking journey that will explore the murky details of Google's alleged auction manipulation, as revealed in the Department of Justice antitrust investigation. This is an absolute must-listen for anyone in the e-commerce space, as we navigate the mechanics of their reserve price increases, the mysterious RGSP system, and the controversial practice of 'squashing.' We'll dissect how these manipulations effectively push up the average Cost Per Click (CPC) and what this means for advertisers.

We're going to get up close and personal with the RGSP - Randomized, Generalized Second Price auction - system that Google uses to decide auction winners and runners up. It's a system that, on the surface, seems advantageous for consumers and advertisers alike. But as we dig deeper, we'll expose potential side effects and its anti-competitive implications. Through this episode, you'll gain a greater understanding of the 'squashing' system, its role in Google's revenue growth, and why these tactics might just paint a picture of greed. We'll explore the conflicts of interest and trust issues that arise when the auctioneer also plays bidder. This episode is all about the why, the how, and the what now – you won't want to miss it!

Ever wonder why Amazon seems to always be ahead of the curve while Google seems to be playing catch up? Join me and James Hercher from AdExchanger as we pull back the curtain on the lucrative yet often under-discussed world of e-commerce and D2C. We dive into the intersection of commerce, media, and advertising technology, highlighting why Amazon's risk-taking approach grants them the edge ahead of Google and how human input continues to be pivotal in automation-dominated platforms.

Can you imagine AI taking over creative tasks and producing original content? As our conversation evolves, we delve into the stagnating ad market and the rise of AI, specifically its influence on businesses. James shares intriguing insights on companies like Colgate-Palmolive, which are leveraging AI for dynamic product listings to shape future customer experiences. We explore the potential and limitations of AI in the creative space, igniting a stimulating debate on AI's capacity for originality. 

As we examine the future of advertising, we touch on the increasing role of cloud computing. We consider the impact of tech giants like Amazon and Google in developing services like identity resolution and data clean rooms. We also evaluate the implications of automation on customer service and the potential opportunities that companies like Google and Pinterest have in retail media. This episode offers an enlightening exploration of the ever-evolving world of e-commerce and advertising technology, packed with insights and observations that you won't want to miss!

Ever wondered how small advertisers navigate the labyrinth that is Google Ads? We dive into the thick of this challenge with Collin Slattery, founder of Taikun Digital, as we address the growing complexities of mid-funnel marketing. From Google's demand-gen campaigns and YouTube Shorts to the rise of Google's automation - we scrutinize it all. 

Discover the ins and outs of Google's automation platform, its pros and cons, and how it's changing the landscape for advertisers both big and small. Colin, a veteran in the industry, brings his unique insights to the table, as we explore the diminishing transparency and control stemming from increasing automation. We'll compare Google's demand-gen campaigns with Meta's and Facebook's ad-to-cart optimization, pitting the tech giants against one another.

In the final leg, we zoom out to the larger picture, examining the impact of VC-backed brands overspending on acquisition and the influx of Chinese investments. Brands like Allbirds and shopee are under the microscope as we assess their aggressive marketing strategies. As we round off, we'll also touch on the recovery of Facebook's attribution data through modeling, and the current attitudes towards Google and Facebook. So why wait? Tune in for an episode packed with insights from the ever-evolving world of digital marketing.

What if I told you that the elusive world of Performance Max campaigns could be demystified? That's right, after an exhaustive year-long investigation, analyzing over 3000 campaigns, I've begun to crack open the black box of Performance Max. Together with the help of data experts, we will shed light on the hidden facets of these campaigns and guide you through the labyrinth of mystery placements and estimations. We’ll even unpack the unique challenges faced by multi-brand retailers and reveal the surprising trend of PerformanceMax leaning heavily into mobile traffic.

Curious about how many campaigns are perfect for you? Wondering how different catalogs and products might affect your segmentation? We’ll answer that and more. We'll delve into popular frameworks around product segmentation and the most favored bid strategies. We'll reveal why maximizing revenue or conversion value is the most prevalent strategy. But that's not all. We're also going to dive deep into the PerformanceMax efficiency, analyzing how these campaigns are meeting the target return on ad spend, and what exactly happens when campaigns exceed the ROAS target.

Now, you might be thinking, can Performance Max truly be trusted? How can we verify its effectiveness? Well, we have got you covered. We'll discuss the potential pitfalls and verification process of Performance Max campaigns. By sharing insights from multi-brand retailers who have used Performance Max, we aim to help you make informed decisions about this campaign type. So, buckle up for an episode filled with rich insights, compelling analysis, and valuable takeaways. Let's crack the Performance Max code together!

Ready to unlock the power of Amazon Ads? Join us for a fascinating deep dive into the world of Amazon advertising with our special guest, Stefan Bures, founder and CEO of metoda. Stefan is here to share his wealth of knowledge on Amazon Ads, offering a unique lens into its history, strengths, and how his company metoda is helping equip the retail industry to compete with Amazon. Expect to be enlightened on DSP linkout campaigns, product segmentation, and the concept of retail readiness.

We throw light on the unique selling propositions of Amazon Ads, its search ad, and demand-side platform (DSP). Stefan also shares insights into how Amazon Ads have impacted customer satisfaction and how it has contributed to Amazon's growth. We crack open the discussion on the differences between Google and Amazon Ads, providing a fresh perspective on the potential of DSP linkout campaigns as an audience targeting and customer acquisition channel. 

Our conversation doesn't end there, as we also explore the significance of setting apt budgets for Amazon Ads on peak days and how heat mapping past seasonal events can help. Stefan and Mike also touch upon the future of digital marketing, taking into account the power of DSP linkouts, the rise of social selling, and the influence of Amazon, Google, and social media channels. We wrap up by talking about the importance of online presence and networking, and how it can pave the way for more opportunities. Don't miss out on this enlightening episode with Stefan Bures. We promise you'll walk away with a new level of understanding for Amazon Ads like never before.

Get ready for a ride as senior product manager at adidas, Onur Polat, steps into the spotlight. His journey from launching a jobs portal in Albania to charting the intricacies of corporations and scale-ups like Criteo and Channable is nothing short of inspiring. We'll be picking his brain about the significance of feed-based advertising in product management, and we promise, his insights are a treasure trove of knowledge you won't want to miss.

We'll be demystifying the 'black box' concept as we explore how the quality of output is a direct reflection of what goes in. We'll also confront the challenging decision between buying and building when it comes to product feeds. Onur's  experiences underscore the importance of homegrown capabilities to generate raw feeds. And there's more! We'll be taking a closer look at Google's Product Studio and its potential to provide solutions to product feeds.

But that's not all. We'll be dwelling on the impact of AI tools on companies, with Onur sharing his experiences with the Bing image generator. You'll hear his take on why larger enterprises should approach AI with caution. Our journey with Onur extends to his role in adidas's Paid Traffic Product team, the distinction between the work of product and marketing teams, and the transformative role of CMOs in today's technology-driven business landscape. So, stay tuned. This is one episode that will leave you brimming with new insights and perspectives.

Visit adidas.com for more information about the brand.