Wesley Hartley is Chief Commercial Officer at Leaf. Leaf is a technology and data science company delivering performance intelligence solutions for next-gen eCommerce brands. And they've recently launched a new conversion tracking & monitoring solution called Leaf Signal.

Dive in:

[05:00] "From Downloads to Engagement Focus"

[08:54] Effective Facebook Ad Data Strategies

[10:00] "eCommerce Tracking: A Critical Gap"

[14:09] "First-Party Cookie Solutions Explained"

[19:08] Core eCommerce Tracking Essentials

[21:53] "Optimizing GA4 and Google Ads"

[27:09] Insider Tips from Wesley!

[34:22] To get your free website tracking & conversion audit, visit leafsignal.com

Tracking Is the First Profit Lever, Not an Afterthought

Many eCommerce brands focus on ad creative and budgets but ignore tracking. Wesley explains that tracking is the foundation of profitable paid media. If your data is broken or incomplete, ad platforms cannot optimize properly. This means wasted spend and poor targeting. Fixing tracking should be your priority before scaling campaigns.

Capture the Right Events to Power Smarter Ads

Wesley highlights five must-have events: page view, product view, add-to-cart, checkout, and purchase. These give ad platforms the signals they need to target the right buyers. Missing mid-funnel events leads to weaker smart bidding and retargeting. Even small tracking gaps can cost you revenue. Capturing full event data — including product and customer details — gives you a big edge.

Tracking Isn’t “Set and Forget” — Monitor It Continuously

Even if your tracking is correct today, it can break tomorrow. Cookie banner changes, site updates, or platform shifts can silently stop data from flowing. That means ad performance suffers, often without you noticing. Wesley recommends using monitoring tools or specialists to keep tracking healthy. Treat tracking as an ongoing process, not a one-time task.

Takeaways:

• Data-driven marketing is everything, but your tracking must be right! If your data isn’t accurate, your ad spend loses impact. Make tracking & analytics a priority—profitability depends on it.
• Think your eCom tracking’s bulletproof? Most brands have gaps—sometimes they’re losing big, and don’t know it! Regular audits and expert input can uncover serious wins.
• Relying on basic tracking apps alone isn’t enough, especially as privacy rules evolve. Control your data, hire real specialists, and keep up with compliance for sustainable growth.
• Don’t just focus on ad creatives—without quality tracking, the platforms can’t optimize for real results. Data is what trains algorithms to drive profit and retention.
• Tracking isn’t “set and forget.” With privacy changes and new tech, constant monitoring is key. Today’s good data flow could break tomorrow—stay alert and build resilience for peak seasons.

Episode sponsored by Leaf Signal. To get your free website tracking & conversion audit, visit leafsignal.com.

Find the notes here: https://keepopt.com/277

Karolina Lapinaite is Head of Media at global marketing agency Precis. Working with big global brands from many sectors, she’s all about putting together the on and offline media campaigns that drive BIG results.

Dive in:

[06:30] Targeted Advertising Strategy Insights

[08:22] "Ad Strategy: Broad vs. Targeted"

[11:00] Campaign Strategies: Social vs. Traditional

[15:28] Strategic Media Planning for Brands

[18:54] Out-of-Home Advertising Strategy

[20:26] Flexible Creative Timing

[25:02] Evolving Ad Strategies and Analytics

[27:43] Attention Economy and Brand Focus

[29:45] Insider Tips from Karolina!

Strategy Comes First — Always

Karolina stressed that media buying should start with a clear strategy, not a channel decision. Don’t just say, “Let’s run some TV ads.” First, know your audience and define your goals. Then figure out what data you have and how to use it. Only after that do you choose the best media to reach your audience. This keeps your campaigns focused and cost-effective.

TV and Billboards Aren’t Just for Big Brands

Gone are the days when out-of-home and TV were only for companies with huge budgets. Thanks to digital platforms, it’s easy and affordable to book specific locations, times, and screens. Smaller brands can run highly targeted campaigns in just one city or even around a single store. This approach saves money while still building brand awareness. You can test on a small scale before committing to a big spend.

Test, Measure, and Learn

Measurement isn’t perfect, but it’s better than ever. Use surveys and brand lift studies to see if awareness is growing. Combine that with data models to track trends and spot what’s working. Karolina also encouraged geo-testing — run ads in one location and compare it to a control area. This approach helps you make smarter decisions and improve campaigns over time.

Takeaways:

• The digital shift in “traditional” media means even small brands can try TV spots or billboards. It’s not just big budgets anymore—strategy and creativity matter more than ever.
• Want real impact? Start with your strategy: who’s your audience, what data do you have, and then find the right channels. Don’t just follow the crowd—test, learn, and refine.
• Out of home isn’t just broad reach—digital buying lets you target locations, times, and even tailor creative. Local focus is easier and more affordable than you think.
• Measurement in media is evolving; don’t expect perfect data, but look for patterns and trends. Think uplift, attention, and the bigger picture—not just clicks.
• Testing isn’t just A/B colors. Try geo-tests, new platforms, creative angles—sometimes the untapped channels are where your competition isn’t looking.

Find the notes here: https://keepopt.com/276

Anna Ratala is the Marketing Director at podcast advertising platform RedCircle. She’s been DEEP in the world of podcast advertising since 2020 helping all sorts of business growth their revenue from podcast advertising.

Dive in:

[04:58] Podcast Advertising Platform Launch & Closure

[08:17] Podcast Engagement vs. Social Media

[10:36] Identifying Suitable Show Categories

[15:06] Authentic Ads Boost Engagement

[18:21] Tracking Website Visits from Podcasts

[20:10] Podcast Ad Campaign Timeline

[23:00] Podcast Rotation Strategy

[26:05] Insider Tips from Anna!

Podcast Advertising Captures True Attention and Engaged Audiences

Unlike social media ads, where consumers quickly scroll and attention is fragmented, podcast listeners are highly engaged. Anna explains that most listeners are loyal fans who choose to spend significant time with each episode. When hosts discuss a brand, listeners are “really there, listening and engaged,” making it easier for brands to cut through the noise and connect meaningfully. This level of attention leads to better ROI and makes podcast advertising a powerful direct response channel for eCommerce and DTC brands.

Strategic Show Selection & Host-Read Ads Are Essential

Anna underscores that successful podcast advertising isn’t just about picking obvious show categories. Thinking beyond the obvious—like advertising wellness products on true crime podcasts with large female audiences—can uncover even better results. She also emphasizes that host-read ads dramatically outperform generic, programmatic ads. Instead of enforcing scripts, advertisers should provide talking points, letting hosts deliver endorsements in their own voice for maximum authenticity and impact.

Modern Tools Make Podcast Ad Performance Trackable and Optimizable

A major barrier to podcast advertising used to be poor measurement and laborious manual processes. That’s no longer the case. Today, brands can use attribution pixels to track listeners who visit their website after hearing an ad, providing real data to evaluate campaign performance. Anna suggests treating podcast ads as an ongoing, test-and-optimize channel, similar to paid social. Start with a rotation of shows, double down on top-performers, replace poor performers, and steadily refine your campaign. With budgets starting at around $20–25k for meaningful results, podcast advertising is now a robust, measurable channel for growth, not just awareness.

Takeaways:

• Podcast advertising stands out because listeners are engaged and loyal to their favorite shows. Instead of chasing attention, brands on podcasts capture it. ROI is higher, and performance is easier to track than ever before.
• The best podcast ad? Let the host speak in their own voice. Authentic recommendations connect with audiences and drive real action.
• Podcast listeners aren’t just background noise—they’re invested. Whether it’s a true crime series or a wellness chat, the connection is personal. Even unexpected show genres can become powerful brand partners.
• Thinking about reallocating ad budgets? Anna suggests you can launch a podcast campaign in just a couple weeks—and track site visits as your first sign of real engagement.
• Testing podcast ads this peak season could give you an edge. Start with shows your customer loves. Rotate, refine, and keep optimizing—commit to ongoing campaigns for maximum growth.

Find the notes here: https://keepopt.com/275

Once upon a time, Lucy Bloomfield ran her own eCommerce skincare business and achieved crazy levels of growth. And since 2018 she’s been helping other business owners to achieve huge leaps in sales without allowing the rest of the business to fall apart. She’s now pivoted into technology with the launch of her epic marketing tool “Magic Marketer”.

Dive in:

[03:12] "Insights from eCommerce Expert Lucy"

[08:19] Streamlining Work Beyond AI Concerns

[10:19] Automation Paradox: More Grind Created

[15:37] Optimizing Marketing Efficiency

[17:04] "Efficiency Boost with Magic Marketer"

[21:53] Adopt or Build Your Own System?

[23:57] Experience Over Profit: Magic Marketer

[25:42] Insider Tips from Lucy!

The True Power of AI Isn’t (Just) Copywriting—It’s Automation and Time-Saving

While many marketers think of AI tools like ChatGPT or built-in functionalities in platforms as handy ways to speed up copywriting, Lucy emphasizes the bigger opportunity: eliminating repetitive admin and manual “copy-paste” tasks that drain hourly resources. By integrating smart, centralized AI, marketers can drastically reduce campaign creation. This “buying back time” frees staff to focus on creative, strategic, and high-leverage marketing initiatives, instead of getting stuck in operational grind.

Centralizing Your AI Is Key to True Efficiency

Lucy explains the main difference between traditional AI features (like those in individual platforms) and a purpose-built centralized AI: context and integration. Standalone AIs in channels like Klaviyo or Meta only see a slice of your business. A central AI that plugs directly into your Shopify store and connected tools has the bigger picture. This means it learns not only your product and brand voice, but also your sales patterns, margins, and overall strategies. The result? More coherent, synchronized, higher-performing campaigns—plus, no more training multiple disconnected AIs or endless data copy-and-paste.

Don’t Wait for Magic—Start Gradually, but Start Now

If overhauling your entire marketing workflow for AI isn’t feasible this season, Lucy advocates for taking even small steps. Use ChatGPT for first-draft copy; explore automation tools like Zapier or Make.com for repetitive tasks; and look for ways to systematize your working process. As AI-integrated tools and true data-central “brains” mature, brands that start experimenting and automating now will be miles ahead in efficiency and effectiveness just in time for peak season.

Takeaways:

• AI is transforming eCommerce marketing—not just with better copy, but by automating the grind, freeing up teams for real strategy and creativity. Embrace tools that save time, so you can focus on big-picture thinking.
• Instead of brainstorming new promotions every year, build on last year's campaigns. Refining proven ideas gives better results and lets you truly optimize—innovation doesn't mean reinventing the wheel every time.
• The best eCommerce marketers are shifting from doing everything themselves to overseeing smart, AI-driven systems. Your value grows as you guide and elevate, not just execute.
• Waiting for your current tools to get smarter with AI might hold you back. Centralized solutions tap into your real data across channels—think less copy-paste, more cohesion and impact.
• Tech like Magic Marketer isn’t about replacing marketers, but about lifting the burden so you can amplify results. It’s about reducing stress, gaining space to think creatively, and pushing your business forward.

Find the notes here: https://keepopt.com/274

George Meressa is the CEO and Founder at Clear Ads, an expert Amazon Advertising Agency. Founded in 2011, they’ve helped 100s of brands from around the world increase their Amazon sales.

Dive in:

[05:04] Amazon Fees Impact Sellers' Profits

[06:41] Amazon's Key Focus: Conversion Rate

[12:39] Efficient Amazon Product Research

[15:47] Optimizing Sponsored Brand Ads

[18:13] Monitor Sales and Competitor Trends

[20:41] "Optimizing Sales with DSP Advertising"

[25:29] Insider Tips from George!

The 4 Levels of Amazon Ads

George breaks Amazon ads into four simple levels.

• Level 1 is brand registry and exact-match keywords — the foundation every seller needs.
• Level 2 adds auto campaigns to find new keywords and scale what works.
• Level 3 introduces sponsored brand ads and defensive tactics to block competitors.
• Level 4 is DSP, Amazon’s programmatic ads, which let you reach new audiences at scale but require bigger budgets.

Follow this roadmap step by step to grow your sales with less wasted spend.

Conversion Rate is the Real King

Amazon doesn’t just care about clicks. They make money when people buy, so conversion rate is the most important metric. A low conversion rate will hurt your ads, even if you’re spending a lot. Stock levels, delivery speed, and reviews all impact it. Keep improving these areas to win more sales and keep Amazon’s algorithm on your side.

Outsmart Competitors with ASIN Targeting

You don’t have to win only through search keywords. With ASIN targeting, you can place ads directly on competitor product pages. If their reviews are weak or prices are high, your product becomes the better choice. This strategy lets you “steal” sales from people already shopping for similar items. It’s a clever way to get ahead in crowded categories.

Takeaways:

• The Amazon ads game keeps evolving—conversion rate is now king! Success isn’t just about showing up, it’s about winning the click and the purchase. Don’t get lazy: keep optimizing your conversion rate to stay on top and outpace the competition.
• Launching your first Amazon ads? Start with brand registry—not just to protect your name, but to unlock powerful analytics gold. Real data > guesswork. Give your campaigns a running start with insight, not just ad spend.
• Rethink “set it and forget it.” Amazon is always shifting what appears at the top of the page, so don’t just watch numbers—search the platform, investigate the landscape, and react fast. Culture is as much about agility as analysis.
• Don’t chase every shiny tool. New ad features arrive weekly, but focus is key: sponsored product ads, exact-match keywords, and clever targeting will beat scattergun tactics every time. Smart, simple strategies scale culture and sales.
• Collaboration beats gurus every time. Skip the Lambo influencers and connect with real Amazon sellers. Authentic peer learning and honest conversations set the tone for a culture of genuine growth, not overnight hacks.

Find the notes here: https://keepopt.com/273

Kathleen Kobel is an Amazon selling expert. She’s spent the last 15 years helping over a 1,000 brands to launch and grow on the platform.

Three years ago she doubled down on the Amazon Influencer opportunity – both earning over $250,000 in earnings herself, helping other influencers create better content AND helping brands recruit and manage the right affiliates for their program.

Dive in:

[04:32] Transition to Amazon Influencer Program

[09:58] Influencer Videos on Amazon Listings

[10:53] Amazon's Creator Connections Explained

[15:10] Long-term Influencer Partnerships

[17:38] Influencer-Seller Collaboration Dynamics

[21:44] Influencer Strategy and Management

[24:38] Insider Tips from Kathleen!

Amazon Influencer Marketing Is All About On-Site Content—which Boosts Conversions

A key insight from this episode is the distinction between traditional influencer campaigns driving traffic from Instagram or TikTok to Amazon versus working with influencers directly on Amazon’s own platform. Kathleen explains that the Amazon Influencer Program lets creators upload honest, relatable videos straight to Amazon product pages. When shoppers see real people using and reviewing products right where they’re considering making a purchase, conversion rates go up. Kathleen’s case studies found that this kind of user-generated content only ever increased sales for the brands she worked with.

Creator Connections—Amazon’s Built-in Brand/Influencer Marketplace

For brands looking to proactively harness influencer content, Kathleen champions the Creator Connections tool. This Amazon feature is a game-changer because it removes the guesswork: Brands set up a campaign, specify which products they want influencers to feature, set budgets and commission rates, and communicate directly with influencers through Amazon’s portal. It’s low risk (you pay per sale and set a max budget), while creating real partnership opportunities. As Kathleen shares, longer campaigns (think 3–12 months) are particularly attractive to top influencers, ensuring higher quality, consistent content.

The Importance of Research, Persistence, and Relationship-Building

Whether you’re a brand or an aspiring influencer, thorough research pays off—figure out which products are likely to perform well and which influencers are a good fit. Kathleen stresses persistence: for influencers, getting accepted to the program can take several tries, but don’t give up when things get too hard. For brands, Kathleen encourages building lasting partnerships: if you find an influencer whose content works, nurture that connection, perhaps by offering flat fees and rights to use that UGC on your own sites and social. It’s all about mutual benefit and clear, ongoing communication.

Takeaways:

• On Amazon, UGC is more than a buzzword—authentic creator videos directly boost your sales and conversion rates. The platform is evolving, making it easier than ever for brands and influencers to win together.
• Amazon’s Creator Connections lets brands run influencer campaigns, set budgets, and even pay extra commission. It’s a win-win-win for Amazon, creators, and you. Would you trust someone else’s review over a brand’s?
• Influencer content builds trust on Amazon pages—real people, honest opinions, huge impact. Put yourself in the shopper’s shoes: who do you listen to first, polished ads or everyday voices?
• Building partnerships with creators? Start in-platform, then develop deeper relationships off Amazon. The best content isn’t transactional—it’s collaborative and built on real connection.
• Don’t ignore Q4—80% of eCommerce revenue can come in just three months. Early prep, smart influencer strategy, and the right partnerships will set you up for a stellar year-end finish.

Find the notes here: https://keepopt.com/272

Farhan Huq is the co-founder at Simple Sellers, a team of ex-Amazonians who make Amazon selling simple. Han’s focus is helping their clients to build $1million+ marketplace businesses.

Dive in:

[04:47] Understanding Amazon's Unique Ad Ecosystem

[07:26] Optimizing Amazon Product Listings

[10:55] Optimizing Product Listing Strategy

[13:11] "Amazon Ads: High Conversion Advantage"

[18:08] "Second-Step: Sponsored Brands Ads"

[20:22] Insider Tips from Han!

Amazon is Pay-to-Play—But Organic Strategy Still Matters

Han explains that around 70% of Amazon’s search page real estate is dominated by paid ads, and up to 60% are sponsored ads. This means advertising is now a critical investment if you want visibility and sales—organic alone isn’t enough. However, you shouldn’t skip organic optimization. Building a strong, keyword-optimized product listing (including titles, bullet points, and hidden search terms) still lays the essential groundwork for organic sales and helps improve ad performance. Reviews and strong product imagery also form a vital part of your organic approach.

Start Your Amazon Ad Campaigns with Automation

For sellers new to Amazon Ads, Han encourages starting with automated campaigns. Let Amazon’s systems determine which keywords convert best for your products before transitioning to more manual, targeted campaigns. This approach allows you to gather valuable data unique to Amazon's ecosystem (which often differs from Google or Meta ad performance) and enables smarter decisions as you scale up.

Leverage External Traffic and Promotions for Extra Boost

Don’t rely solely on what happens inside Amazon. Han recommends driving traffic to your Amazon listings from your own channels, using generated Amazon short links to share on social, email, and your website. Running limited-time Amazon deals can also get your product featured on highly-trafficked deal pages. These combined efforts drive more eyes (and buyers) to your products, with the added bonus of boosting your listing’s algorithmic ranking.

Bonus Tip:

Monitoring your metrics is essential—set budgets, track Amazon’s “Advertising Cost of Sale,” and keep refining your organic and paid efforts based on real, marketplace-specific results. And if you need more hands-on help, Farhan and the Simple Sellers team offer a free 30-minute Amazon Ads consultation.

Takeaways:

• Success on Amazon isn’t “list and forget”—it’s about optimizing every detail: keyword-rich titles, great descriptions, sharp images, and regular reviews. Marketplace mastery starts with a top-notch listing.
• 70% of Amazon’s search page is dominated by ads! If you’re serious about sales, invest in sponsored ads. It’s not just paying to play—it’s a key to getting found.
• Don’t overlook organic efforts. Outside Amazon, drive traffic with email, social, and smart backlinks. Off-Amazon marketing is now part of winning the Amazon game.
• Use what you learn from campaign data! Feed top-converting keywords back into your product listings to boost both paid and organic reach. Let data drive your copy.
• Dive into Amazon with clear goals and budget. Start with automatic ad campaigns, learn what works, then fine-tune. Small daily spends can lead to big learnings and sales.

Find the notes here: https://keepopt.com/271

Emma Bagley is the founder of Zeal Agency, a boutique Amazon growth agency focused on conversions. Blending performance marketing and brand story-telling to help their brands scale profitably.

Dive in:

[04:36] "Amazon vs. Web Store Skills"

[06:49] Analyzing Amazon Storefront Metrics

[12:05] "Maximize Impact with A+ Content"

[15:23] Focus on Hero Products

[16:32] Behavioral Science in eCommerce

[22:45] "Mastering Amazon & Marketplaces"

[23:21] Insider Tips from Emma!

Use Customer and Competitor Reviews as Goldmines for Conversion Insights

Emma stresses the immense value hidden in product reviews—both your own and those of your competitors. By analyzing these reviews, you can uncover exactly why customers buy, what problems they’re trying to solve, and what language resonates with them. This insight is crucial for crafting copy and visuals that directly address your audience’s hopes, fears, and aspirations, making your Amazon product pages more persuasive.

Invest in Amazon-Specific Content, Not Just a Copy-Paste from D2C

A major mistake brands make is simply copying their website content onto Amazon. Emma highlights that Amazon is a different ecosystem with unique competition and shopper behaviors. Instead, focus on optimising your product detail pages (ASINs) with Amazon-specific strategies: strong gallery images, compelling video, and A+ Content that functions like a visual billboard. Visual storytelling and videos (how-to, testimonials, product-in-use) are particularly powerful for driving conversions.

Amazon is Not ‘Set and Forget’: Test, Iterate, and Watch Competitors

Continuous optimisation is key on Amazon. Emma recommends regularly experimenting with copy, imagery, and even the order of gallery images. Always monitor your conversion rates and watch for changes in the competitive landscape. Declining conversion may not be due to your own changes but new competitors entering the market. Never assume your listing is “done”—ongoing tweaks and improvements are essential to stay ahead.

Takeaways:

• Want better Amazon conversions? Dive deep into your own and competitors’ reviews. They’re goldmines for real customer pain points, hopes, and dreams—perfect material for content that truly sells.
• Treat your Amazon product page like your best salesperson. Every image, video, and word should answer real customer worries and aspirations. Don’t just list features—tell a story that wins trust.
• Never “set and forget” your Amazon listings. Continually test new images, reorder galleries, and update copy. Your competition never sleeps—and neither should your optimisation.
• Behavioral psychology isn’t just buzz—use real customer language from reviews to shape your messaging. Speak to feelings, not just needs. Connection equals conversion.
• Don’t copy-paste website listings to Amazon. Marketplace shoppers are comparing you with competitors in seconds. Invest in bespoke creative—gallery images, A+ content, and videos make all the difference.

Find the notes here: https://keepopt.com/270