Alexandra Greifeld

The Profitable Growth Index of NRR:PP is a powerful tool to monitor the growth and profitability of your retail business. In this newsletter, I am reviewing PGI and the components of Net Revenue Retention and Payback Period and why it's critical to brands who are struggling today. https://lnkd.in/e24KBkpk

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DTC Companies with AOC's lower than $100... focus on bundles to increase your cart value. Change your shopper's habits to buy more at a time. For better or worse, this is becoming the only way to negate the avg. acquisition cost of a new client. Requires a little creative thinking but it can be done.

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Retail Media is passive income. When you hire us to do it. :) Kidding, been in all seriousness. It is probably the most MEASURABLE velocity tool. It is probably the most FLEXIBLE velocity tool. Here’s your go-to retail media platform list: -Kroger: 8451 -Ulta: UB Media -Target: Roundel -Costco: Costco Media -Best Buy: Best Buy Ads -Most Grocery: Instacart -Convenience: DoorDash -CVS: CVS Media Xchange -Walmart: Walmart Connect -Macy’s: Macy’s Media Network -Dollar Tree: Chesapeake Media -Sam’s Club: Sam’s Member Access -Home Depot: Home Depot Ad Center -Ahold (Food Lion, etal): AD Retail Media -Albertsons: Albertsons Media Collective -Walgreens: Walgreens Advertising Group -Chew.com: Chewy Retail Media (dotcom bonus) Citrus and Criteo can give you access to almost any other major retailers. There you have it. There’s your cheat sheet. Now, if you want it to be passive income… Or you want it to be passive velocity… Hit me up. :) ——— 🔹 We grow brands on Amazon. 🔹 We grow brands in Whole Foods, Walmart, Target, CVS, Macy’s, Instacart, etc. #ecommerce #retailmedia #retailmedianetworks #cpg #cpgbrands #retailstrategy #founderlife #instacart #ShopperMarketing #walmart #wholefoods

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⚡ No, it is not just you - the cost per click (CPC) for Google Ads continues to 📈rise! ✏ There is a great new study covering 4 billion in media spend posted on Media Post showing: ➡ COSTS ARE UP - 13% increases in CPC costs year-on-year in the first quarter of 2024 (compared with a 9% increase YoY in Q4 2023) ➡ COMPETITION IS GROWING - 17% increase in gross search spend year-on-year in the first quarter of 2024 ➡ TRAFFIC GROWTH FROM ADS IS SLOWING DOWN - 4% click growth YoY in first quarter of 2024 (compared with an 8% increase in YoY in Q4 2023) ➡ AVERAGE VALUE OF ORDERS IS NOT INCREASING - 1% increase in AOV (just a slight increase from roughly flat growth in Q4 2023) What does this all mean for you 🤷‍♀️? It means you should have a 📢 FULL FUNNEL digital marketing strategy. Relying on one or two channels puts your business at a disadvantage going forward. You can learn more here -

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Instacart not having negative keywords as an option is the best example of what "machine learning" actually costs brands to support. The best solution I've found? Take their auto applied keywords and make their bid the lowest possible (30 cents). I built a really solid ads structure supporting each of our Target sku's and woke up to us bidding on "Ben and Jerry's" as a "optimized auto applied suggesition" for our Vanilla Ice Cream Whey. Gee, I wonder what sophisticated dev team decided "auto bid on product title". Yeah, in the world of CPG there could neeevvverrr be issues with that. Who leads this team and how much do you make. (Hint: too much). Happy Friday to everyone except overpaid leadership that don't actually understand what they're building and get paid boat loads of money for it.

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This is a very important read: Google quietly testing "Message Multiple" through LSAs and offering zero transparency to advertisers. This means, while you may think you are paying for a phone call from a prospect, you really are just one of four competitors getting a message.... and you have NO IDEA how much each of those different leads costs you. If you are an LSA advertiser, this is a must read (and also... track your economics for LSAs very very carefully.

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Check out my latest blog post for @SEMpdx: Navigating the @Reddit Rabbit Hole: #SEO Opportunities and Pitfalls for Brands https://ow.ly/XTpN50SnEvC #reddit #redditSEO #redditmarketing

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❓🤔 Why consider a full service agency vs. just retail media support?❓🤔 Choosing between a full-service Amazon agency and a traditional retail advertising agency involves understanding the specific advantages each offers in navigating the complexities of online retail and Amazon's ecosystem. A full-service Amazon agency specializes in every aspect of selling on Amazon, from initial setup to ongoing optimization and growth strategies. One of its key benefits lies in its deep understanding of Amazon's algorithms, policies, fees, profitability challenges and marketplace dynamics. This expertise translates into tailored strategies for product listings, pricing, inventory management, and advertising campaigns that are finely tuned to maximize visibility, sales, and profitability on Amazon. Unlike a traditional retail advertising agency, which may focus on broader advertising channels and lack specific Amazon-centric strategies, a full-service Amazon agency provides comprehensive solutions designed exclusively for the Amazon platform. This includes leveraging tools like Amazon Advertising (formerly known as AMS), Sponsored Products, Sponsored Brands, and Amazon DSP (Demand-Side Platform) to drive targeted traffic and improve conversion rates. All while prioritizing the right items in your catalog to maximize (profitable) growth. Moreover, a full-service Amazon agency offers expertise in navigating Amazon's constantly evolving landscape, including changes in algorithms, policies, creative capabilities and competitor strategies. They often have direct access to Amazon's support and beta programs, which can provide a competitive edge in testing new features and optimizing campaigns. In summary, while a retail advertising agency may excel in traditional marketing channels, a full-service Amazon agency offers specialized knowledge and dedicated resources focused solely on maximizing success within Amazon's unique marketplace. This specialization can lead to more effective campaigns, higher sales, improved brand visibility, and ultimately, greater long-term success for brands looking to thrive on Amazon. 🚀 🎉 If you're in need of help (or interested in learning more) The Topo Agency is here for you! Reach out directly or check out our website at www.thetopoagency.com

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Retail Trend: Many brands have upped the ante on their "sales" I've noticed that instead of deals being "Buy 2 for $X.XX" they have now increased this by 50%-300% and now I see "Buy 4" or even "Buy 6" This trend is forcing consumers to purchase more to obtain the same savings.

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We hear you! For as low as $99/month - you can have Amazon advertising software that: ✅ Removes pricey agency fees ✅ Optimizes your product listings with a click of a button for higher visibility and conversions ✅ 24/7 keyword ad targeting improvements for increased returns ✅ Automates systems that give you your time back DM us “AMAZON” to learn more or click the link in our bio for a FREE trial of Otrera Amazon advertising software!

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So now that school’s out: Beside observing and commenting on Amazon and advertising and business (and sometimes all three at once), I manage Amazon PPC and ads for quite a few brands. Two huge parts of running my agency well are constant learning and effective networking. ASGTG is one of only a few events that manages to check off both boxes really well…and in a few weeks ASGTG is going to be adding an AI-Focused event to the calendar. On July 31st, ASGTG-AI will be happening in Brooklyn, and if you’re in town or close, it will absolutely be the best place you can be that day. Ephraim Rosenberg always puts on great events with great lineups, but for me there’s three elements that take make this day noteworthy: - Perry Belcher - There’s a few people that I consider super smart in the world of business, and when it comes to both Marketing and AI, Perry is amazing. I’ve heard him multiple times, every time his content has been new and different, and he’s DRIVEN when it comes to innovating. Every peek in his head is worth it. - Ritu Java - Ritu is one of the best minds in the Amazon space, and when it comes to applying AI in FOCUSED ways, she’s amazing. So many AI bozos simply say “oh look you can make an AI Bot that will do everything for you” and then go on to say vague mumbo-jumbo that’s entirely forgettable. Ritu is the exact opposite - her AI thoughts are exact real-world applications for sellers and advertisers. Definitely worth hearing her whenever you can.  - Foooooood - Ed’s events have the reputation of the best event catering for as long as he’s been running ASGTG. Amazingly, even though plenty of people will mention the food as a reason to experience ASGTG, no other event has managed to come close. I could write a whole post about the food alone, but a quick search should show you plenty, including pictures. As a rule I don’t love writing too much at once because the average person doesn’t read anything, so I’ll wrap this up by recommending you attend ASGTG on July 31st. Link is below, and there’s actually a couple of stacking promos to take advantage off: - 20% off - 2 for 1  Both are automatically in the link, and the deal is so good that a nice dinner for two in NYC would cost you more than this and feed you far less. See you there! https://lnkd.in/eC5baESB (Ed's co-host Izabella and the rest of the lineup are just as amazing!) Izabella Ritz Paul Baron Max F Hofmann Victor Rosenman Jamie Davidson

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A few ponderings on what it means that the FTC has banned non-compete agreements 🧐 💡 Will marketers become even more idolized and “traded” like athletes amongst brands? Influencers the same, but amongst talent agencies? 💡 Will marketing get boring because there’s less movement across consumer brand categories? 💡 How will this affect exclusivity clauses in influencer contracts? 💡Recruiters everywhere must be celebrating today… right? #FTC #news #marketing #influencers #influencermarketing #socialmedia #socialmediamarketing

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WARC's Global Advertising Trends report says that media has dethroned paid search as the top advertising channel. Frankly, I'm not surprised. My recent analysis of the IAB advertising trends report noted the same shift from paid search to other forms of digital advertising. Read our new post from Morgan Reilly for more insight. #Search #SEM #SocialMedia https://lnkd.in/du85uKE8

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MTA is Dead, in case you weren’t aware. There is a better way to measure media performance and its impact on revenue by channel. If you use MTA or nothing at all, which is the same thing, you are likely making the working optimizations to your media. Please DM me if you want to learn more. Prescient is our partner for good reason and I am happy to tell you why and then help you navigate this noisy and confusing space… Tom Barbaro Cogent Collective The MarTech Matrix Podcast #performancemarketing #Shopify #ecommercemarketing

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Why this type of ad fraud happens: 1. Traffic to publishers is down. Increasingly, the SERP can create an on-the-fly AI article that eliminates the need to click through to the publisher(s). 2. That lowers the quantity of intent-driven (good) traffic and the impressions that follow. 3. The ad salespeople can't make their targets because they're out of impressions to sell at premium CPMs. 4. The fraudsters know how to work the weak link: The salesperson who needs a new Porsche or summer rental in the Hamptons, so they bring these schemes there, knowing #5 below; 5. Senior management of the publishers have punted revenue creation to their ad salespeople. So they don't look too hard at the checks that are clearing. And since they can't see these subdomains anyway, out of sight, out of mind. 6. The people responsible for the brand--who probably run the subscription revenue only--don't have enough revenue to overcome the FUD created by the ad revenue salespeople, who are experts in FUD and BS. Et voilà. A perfectly good brand starts spewing this crud. Shame on the cast of adtech characters supporting this: Criteo Vidazoo by Perion Media.net OpenX PubMatic Xandr Sovrn 33Across Inc.Yieldmo ContentIQ Cortex and others. Thanks for bringing this to my attention Kenneth Rona, Ph.D.

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This will sound "duh" but a lot of new DTC brands don't realize it until it's too late. Invest in really good photography. The difference between a forgettable eCommerce site and one that gets the order (besides a good story, good marketing copy, and social proof) can come down to the quality of the creative assets. In a world of a million knock-offs and shoddy products, showing high-quality photographs of your actual product in the hands of real people in a genuine setting: big difference. We've never had a situation where we've had too many great photographs. The more the merrier. If you're a DTC Brand CEO looking to boost your revenue, then grab 'The 5 Ways High-Performing DTC Brands Get 10-20% eCommerce Conversion Rates'. This guide reveals the 5 tactics that the highest-performing DTC brands employ daily to achieve 10-20%+ conversion rates on their eCommerce websites. Note: If you don't see my comment below with the link, choose 'Recent Comments' in the dropdown below my post.

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📈📹 Brand lift studies (that YouTube advertising reps hand out to their advertisers) are only MILDLY useful to you the advertiser, in replacement of actual ROI measurement. If you are determining whether or not you should be using Brand Lift Studies to scale up your YouTube ad budget, then you need to watch this video first. In short, there are much better ways to measure your video ad effectiveness than a simple Brand Lift study, and here’s how! https://lnkd.in/gikMg2a2 Keywords: youtube brand lift study, brand lift google ads, brand lift adwords, youtube brand lift metric, youtube brand lift problems, what is youtube brand lift, how to use brand lift study on youtube, should I pay attention to brand lift studies, how can I use my brand lift study? #YouTubeBrandLift #BrandLiftStudy #GoogleAds #AdWords #BrandLiftMetrics #BrandLiftProblems #WhatIsBrandLift #UsingBrandLift #AdPerformance #AdAnalytics #AdInsights #MarketingStudy #AdCampaigns #DigitalMarketing #AdMetrics #MarketingTips #BrandLiftBenefits #AdEffectiveness #CampaignOptimization #MarketingResearch

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Here is one of the reasons I left the marketing side of auto: A new store has a Sincro, an Ansira company website. Sincro uses Google 360 but doesnt give dealer access to GA4 within that. They didnt help the dealer setup their own GA4. The support tanked with Sincro so the dealership decides to switch to Dealer Inspire. Now they have to create a new GA4 acct and lose all historical data. It will cost them dearly when it comes to advertising. Lesson from this: Do the right thing, the right way everytime to be a great partner. This is the 💩 that makes us good vendor partners look bad. #bebetter

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So… if a link in an “organic” result is actually an affiliate link, crediting a paid partner with a click, a site visit or a sale… That would mean search engines are monetizing search listings, including allegedly organic Map results for #retail locations. Here’s what we’ve uncovered: https://lnkd.in/dQr_DqiU #SEM #affiliatemarketing #marketingROI #searchengines #ftc

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