Keep Optimising

Jay El-Kaake cofounded the most popular loyalty software in the world called Smile while he was in college. After that he founded Fera, one the most popular reviews apps for Shopify merchants. Now he's cofounded Osello, a marketplace listing platform optimised for agentic workflows, used by Shopify fashion brands listing on Nordstrom, Macy's, Bloomingdale's, and Target+.In this episode, Jay breaks down how to get your products recommended by AI search, revealing the three key areas eCommerce brands need to focus on: specificity, social proof, and taste. He also explains why 80% of the work is what you should already be doing, and what you can do now to stand out from the competition.Dive in:[06:50] Insights from Shopify.dev Conference[08:42] Shift to AI-driven search[12:25] Optimizing product listings for AI[17:10] Product data and image descriptions[20:04] The value of third-party reviews[23:49] AI training and social interactions[25:47] Insider Tips from Jay![30:16] Episode sponsored by Osello. Get in touch with Osello for optimized marketplace integration. https://www.osello.com/Focus on Specificity, Not Just Broad KeywordsAI search is changing how shoppers discover products. Instead of chasing broad keywords, make your product titles and descriptions as specific as possible. Include details that matter to your customers, such as colour, fabric, style, and fit. A shopper looking for a red snakeskin silk blouse needs more than a page that simply says “blouse.” These specific details can help AI match your product to the right customer and bring you shoppers who are more likely to buy.Build Social Proof Beyond Your Own WebsiteAI looks at more than your product pages when deciding what to recommend. Positive discussions on Reddit, community forums, third-party review sites, and social media can help build trust in your brand. Jay explains that genuine conversations from real customers can carry more weight than you might expect. Encourage customers to share their experiences and make it easy for them to leave honest reviews. Build a strong reputation across the web, not just on your own store.Make Your Brand Distinctive and MemorableAI needs a reason to recommend your product over similar options. Jay calls this “taste,” which means having a unique voice and creative identity. Generic product descriptions may explain what you sell, but they rarely make your brand stand out. Find ways to express what makes your products different through memorable copy, distinctive messaging, and creative ideas. A clear brand identity can help AI recognise what makes your products special and match them to the right shoppers.Takeaways:The rise of AI search is shifting how we discover products. Now, it's not about ranking #1 on Google, but about how an AI agent recommends your brand. Focus on being unique, trusted, and specific to stand out in this new landscape.SEO isn't dead, but AI search is changing the game. Make your product titles and descriptions ultra-specific—think "red snakeskin silk blouse," not just "blouse." Specificity is now your ticket to getting recommended.Social proof matters more than ever for AI recommendations. Authentic mentions on Reddit, reviews, and trusted third-party sites can make the difference. AI values real human chatter – community is your new SEO.Creativity is making a comeback in eCommerce! AI agents love brands with unique "taste". Quirky brand statements and originality help you get noticed. Be bold and let your brand's personality shine.As AI-generated images fill the web, authenticity will set you apart. Think about how to prove your brand's realness -- genuine connections, relatable content, and maybe some classic model shots. Real trust wins.Find the notes here: https://keepopt.com/324**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Silvia Correas Osorno is one of the experts at award-winning digital marketing agency Stellar Search where over the last 11 years she’s risen from junior Digital Marketing Executive to Managing Partner! Driving results for big name brands across luxury, beauty and fashion including huge names like Bloom & Wild, Hotel Chocolat, Moss Bros, Trinny London, and even Tottenham Hotspur.In this episode, Silvia shares how to move beyond bottom-of-funnel Google Ads and build a full-funnel approach that reaches customers across the buying journey. We explore how to choose the right channels, creative and budgets to grow your results without spreading your efforts too thin.Dive in:[05:35] Understanding the marketing funnel stages[06:41] Evaluating marketing platform options[09:48] Choosing the right social media platform[13:28] Understanding Media Measurement Challenges[18:35] Insider Tips from Silvia![21:39] Episode sponsored by Stellar Search. Get your free Audit from Stellar Search >> https://keepopt.com/stellarBuild Beyond Bottom-of-Funnel Google AdsGoogle Ads can capture customers who are already ready to buy, but it cannot create all the demand your business needs. Silvia recommends getting your bottom-of-funnel activity working first, then expanding into channels that build awareness and reach new customers. Meta, YouTube, Pinterest, TikTok, and Reddit can all play a role, depending on your audience and goals. This full-funnel approach helps create demand that can later convert through Google, organic search, email and other channels. For eCommerce brands, the goal is to build a marketing system that supports the whole customer journey, not just the final click.Choose Fewer Channels and Test Them ProperlyAdding more ad platforms does not automatically mean getting more growth. Silvia recommends choosing channels based on where your customers spend time, what creative you can produce, and what your budget can support. Rather than testing five new channels at once, focus your budget on one or two strong opportunities. Give each test enough spend and time to produce meaningful data. For eCommerce teams, this approach makes it easier to understand what is working and avoid wasting budget across too many weak tests.Measure Full-Funnel Marketing Beyond ROASTop-of-funnel advertising will not always deliver the same ROAS or CPA as Google Search, because it has a different job. Its value may show up later through more branded searches, organic traffic, email sales or new customers. Silvia recommends allowing at least one to three months to see the wider impact of this activity. Where budgets allow, marketing mix modelling can also help measure the effect across multiple channels. eCommerce teams need to look beyond individual platform numbers and understand how their marketing activity works together to drive overall business growth.Takeaways:Want to get more from your Google Ads? Start with a strong bottom-of-funnel setup, then build up the funnel. Don’t just jump to the newest channel. Be strategic and pick what fits your audience and brand.Testing new ad platforms? Don’t try everything at once. Focus your budget on a couple of channels with great creative. This way, you’ll get clear results and real insights into what moves your brand forward.Creative matters more than ever in digital ads. Tailor your content to the channel: polished for Meta, organic for TikTok. Your audience scrolls fast; make your message stand out at every touchpoint.Top-of-funnel ads are harder to measure, but they matter. Don’t expect instant results. Full-funnel marketing is about building recognition so your brand is top of mind when it’s time to buy.The rise of AI platforms like ChatGPT is changing how brands reach people. Start experimenting now. The future of marketing isn’t just about where you show up, but how you show up and engage.Find the notes here: https://keepopt.com/323Support our Sponsors >> Get your free Audit from Stellar Search >> https://keepopt.com/stellar**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Meriem Nacer has over 15 years’ experience in performance marketing, helping business around the world scale with smart, data-led strategies across Google Ads, Microsoft Ads, Meta Ads and beyond. Since 2019 she’s done all this via her consultancy 4M Digital, and Meriem is also the founder of the Don’t Panic PPC global community.In this episode, Meriem shares how to optimise your Google Ads product feed, from getting the basics right to making better use of product titles, descriptions, categories, product types and custom labels. She also explains how to test feed changes and future-proof your product data for the growing role of AI.Dive in:[04:27] Challenges of optimizing product feeds[08:58] Improving product title SEO[10:31] Optimizing product listings[14:24] SEO and PPC team collaboration[16:38] Using custom labels in Google Ads[19:55] Optimizing Google Ads feeds[24:22] Insider Tips from Meriem!Treat Your Product Feed as a Marketing AssetYour product feed is much more than a technical link to Google Merchant Center. It can shape how Google understands and displays your products. Start by checking your titles, descriptions, images, categories, sizes, colors and key product details. Make sure the information reflects what your customers search for. A well-optimized feed can give your Google Ads campaigns better data to work with.Optimize Product Data Around the CustomerFeed optimization should focus on what shoppers need to know, not what the internal brand team wants to see. Put the most useful product information early in your titles and avoid wasting valuable space on details customers already know. Use product types and custom labels to add useful context, such as seasonal terms, categories, promotions or profit margins. Also fix important information on your website where possible rather than relying on feed rules to patch gaps. The goal is to make your product data clearer, richer and more relevant across your marketing channels.Keep Testing and Improving Your FeedProduct feed optimization is not a one-time task. Start with the basics, then test changes to titles, product types, descriptions and other fields. Meriem recommends making changes to a smaller group of relevant products and monitoring what happens before rolling them out more widely. Always consider seasonality when choosing products for a test, as your best sellers can change throughout the year. Keep reviewing your feed for missing information too, especially as Google and AI-driven shopping experiences demand richer product data.Takeaways:Data tells a story, but it can't truly know your customer. Blend AI insights with human understanding to get to the heart of customer motivation. Only then can brands create meaningful, resonant experiences.Plug-and-play tools may be tempting, but personalization and optimized detail help brands shine. Invest in thoughtful curation; your product feed is a voice, not just a data dump.Collaboration between teams is culture in action. When SEO and PPC unite, the whole business benefits. True optimization happens when departments share knowledge and build together.Technology evolves, but the fundamentals remain: accuracy, creativity, and empathy. Strong product feeds start with getting the basics right – titles, images, and descriptions that truly serve the customer.As AI advances, brands must future-proof by building rich, authentic data foundations. Let technology amplify what makes your brand unique, not replace the spark only humans can bring.Find the notes here: https://keepopt.com/322Support our Sponsors >> Get your free Audit from Stellar Search >> https://keepopt.com/stellar **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Ger Hayden is the Chief Digital Officer at Core Optimisation and has been deep in Performance marketing for over a decade, and somehow also finds time to be a Digital Marketing Lecturer. Ger’s worked across various sectors and for many clients winning awards and frequently driving triple digital year on year growth.In this episode, Ger and Chloe take a big-picture look at Google Ads and why now is the time to fully review your strategy. They explore how changes in the platform, customer search behaviour, data, creativity and AI should shape the way you approach Google Ads today.Dive in:[03:40] Copywriting in big corporations[06:36] Google Ads and Analytics Changes[12:51] Optimizing Google Ads with Data[14:50] Optimizing PMax for Better Placements[20:39] Attracting new eCommerce customers[22:16] Evolving Strategies for Google Ads[23:36] Insider Tips from Ger!Start Your Google Ads Strategy with Your Customer, Not the PlatformGoogle Ads is still about reaching real people with real needs. Before changing campaigns, bidding or targeting, step back and look at how your customers search and buy. Search is becoming more conversational, with longer and more specific queries driven by tools such as ChatGPT and Gemini. This means your website, content and ads all need to answer customer questions at different stages of the journey. Use tools like Keyword Planner to understand what your customers are really looking for, rather than focusing only on clicks and CPCs.Make Your Data Work for Your BusinessGood Google Ads performance starts with good data. Your first-party customer data should be connected to Google Ads so the platform can optimise towards the customers and sales that matter most. Make sure your tracking, CRM data and commercial numbers are reliable before you start making strategic decisions. Ger also warns that a strong ROAS does not always mean your business is growing, as Google may be taking credit for sales that would have happened anyway. Look at Google Ads alongside your total revenue, new customer numbers, repeat purchases and other channels to understand the real impact.Treat Google Ads as a Bigger Growth ChannelGoogle Ads is no longer just about keywords, bids and bottom-of-funnel sales. Performance Max can reach customers across Search, YouTube, Display, Discover and Google Maps, so eCommerce teams need to understand where their budget is going. Creative is also becoming more important as Google Ads moves closer to the way social and other media channels work. Keep reviewing your campaigns, creative, placements and goals instead of treating automated campaigns as a black box. As AI takes over more of the day-to-day optimisation, your biggest job will be setting the right strategy, data and business goals for it to work towards.Takeaways:Success in Google Ads isn’t just about data – it’s about people. Real ads connect with real needs. Insights start with understanding your audience, not just chasing numbers.Your Google Ads strategy should evolve with your customers and technology. Always review your goals, data, and creative to stay ahead of the curve.Don’t let automation make you forget creativity. As AI transforms Google Ads, creativity and compelling copy are now the real differentiators in performance marketing.Attribution isn’t perfect – for true growth, track the full impact of your marketing. Focus on real commercial outcomes, not just channel metrics.Small brands can be more agile in adopting new Google Ads strategies. Using great data and creative quickly is a unique competitive edge – don’t wait to innovate!Find the notes here: https://keepopt.com/321Support our Sponsors >> Get your free Audit from Stellar Search >> https://keepopt.com/stellar**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Hannah Zora Strong has spent the last 14 years managing and auditing 100s of Google Ads accounts, and regularly shares her expertise at many Google Ads conferences. She’s worked for some of the biggest agencies in the UK, and for the last 4 years has been running her own called Zora Marketing.In this episode, Hannah takes us through how to use Google Ads for local advertising, from setting up your Google Business Profile and tracking store visits to using Performance Max and local inventory ads to drive more customers to your stores.Dive in:[05:39] Linking Google Business Profile and Ads[07:41] GA4 and Business Profile merge[12:07] Setting up local Google Ads[13:39] Using Performance Max for ads[17:50] Setting campaign goals and optimization[21:27] Setting up local inventory ads[24:28] Insider Tips from Hannah!Connect Your Google Business Profile to Google AdsIf you have physical stores, your Google Business Profile is the starting point for local Google Ads. Make sure each location is owned, accurate, and linked to your Google Ads account. This lets you connect ad activity with actions such as store visits, calls, website clicks, and directions. It also gives you a stronger foundation for local SEO and reporting.Use Performance Max and Local Inventory to Reach Nearby ShoppersPerformance Max can help retailers put their products and physical stores in front of local shoppers across Google, including Google Maps. Local inventory ads take this further by showing shoppers which products are available at a nearby store. Together, these tools can connect online product searches with store visits and click-and-collect sales. The key is to make sure your product, location, and stock data are accurate so Google has the right information to show shoppers.Give Google the Right Data to Optimise Your Local CampaignsGood local advertising depends on good conversion data. If you want Google to optimise for store visits as well as eCommerce sales, give those visits a realistic value based on your average order value and in-store conversion rate. Then keep reviewing performance by location and exclude areas that waste spend. Hannah's wider advice is to get conversion tracking right from day one, so Google's automated bidding has useful data to work with.Takeaways:Local stores can drive real-life footfall with Google Ads. Don’t overlook the power of linking your Google Business Profile for maximum impact and measurability. Your digital ads can truly bring customers to your door.Conversion tracking is the backbone of effective Google Ads. Nail your set-up from day one, and watch as smart bidding optimizes for what really matters: actual results, not just clicks.Performance Max campaigns are your secret weapon for local advertising. Appear on Maps, target people nearby, and drive in-store traffic with tailored offers and relevant ad copy.Assigning value to store visits is crucial. Calculate your in-store conversion rate and average purchase, and Google Ads can optimize not just for clicks, but for walk-ins that truly matter.Keep a close eye on your location and product data: exclude what isn’t working, double down where it is. Local marketing success is built on these continuous, intentional tweaks.Find the notes here: https://keepopt.com/320Support our Sponsors >> Get your free Audit from Stellar Search >> https://keepopt.com/stellar**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy