Iain Calvert

It's 9pm on a Saturday night. I've been building the investors deck for SEO Stack. Excited and hopeful is an understatement, those who know me know how utterly committed I've been to getting this platform from a bedroom concept to a fully fledged SaaS. We're over 2000 users strong and growing daily. We've done it all with no funding, no marketing, nothing, just me posting on LinkedIN and reaching people query counting on my SEO audits io webinar series. I've never been so excited, despite version 1 failing and me losing over £120k of savings, version 2 has been a huge success. Now we're looking to scale rapidly, we've got a huge product roadmap with stuff that'll leave SEOs utterly blown away by our commitment to joining up project management with search console and GA4 data. Bringing AI to analysing large data sets on website data. Back to the investment deck I go and one more pint before I knock it on the head for the night. I promise the SEO community just you wait and see what's coming 💪💪💪💪 #seo #seotools #seosaas #digitalmarketing

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How to design a high-converting page? (This example will show you how) Lucent Globe is a fast growing ecommerce detergent brand in Australia. Here’s how I would improve their landing page (in 3 parts): Part 1: Headline & Supporting Texts → Clearly state what your product is & what makes it different → Make headline text bigger so it stands out → Highlight product benefits in the supporting text beneath headline → Make supporting texts easily scannable & readable (bullet points would help) → Bonus: Showcase reviews from 220,000+ customers Part 2: Main Hero Image → Pictures speak a thousand words → Select a clear, close up image of the product → Clearly highlight to the user what the product is & what makes it unique → Premium image that builds trust with the brand Part 3: Call to Action → Showcase featured publications for social proof → Used “See How It Works” rather than “Shop Now” → Because it’s a unique product, users will be curious to find out how it works → Risk-reversal: Make it a no brainer for customers to buy with a money-back guarantee Making these changes will capture someone’s attention. And make them curious enough to want to browse the website further. Which is an important first step in getting someone interested to make a purchase. Want to learn more about how to design a high-converting landing page? I’ve compiled 10 landing page examples from some of the top ecommerce brands in the market. Click my link in bio to get the full editable templates.

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If you're a new ecom brand and you want to leverage email straight away, do this... 1. Get Klaviyo & sync it to your store 2. Create a popup with an offer for email. 10%, free shipping etc 3. Build a welcome flow with 3/4 emails sharing your offer and letting people know why they should buy from you. Add social proof where you can. 4. Build a 3 email abandoned checkout flow that subtly reminds people to buy and add an offer around email 2-3 5. Don't do anything else until you're at $10k a month in overall sales.

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I’m still trying to figure out the exact format I want to use, but I think I’ll just start by giving you updates on the 3 Shopify EMD projects, on a weekly basis and I’ll let the format develop over time. Out of the 3 EMD projects, 1 targets the US, and 2 target Australia, we’ll call the US project, Project A, and the Australian projects, B and C. Here are the updates! Project A) Spent the week arranging a lot of the access, moving billing details from one card to another, getting a VA in place with my business partner, to fulfill the orders, and identifying a great potential candidate to run the operations and manage the project. We’re still figuring out exactly what we’re going to do with the prices (we believe we need to increase prices to become profitable on Google Ads), but we’ll give it some more time. Until then, the main focus is collecting as many 5-star reviews as possible, and getting Google Ads profitable, we’ll also start building out some email flows/automation shortly. Project B) This is the project that made 4 sales last week, exclusively from organic traffic with no links, no content, no collection texts, just 100-something collections created, on-page optimized, and indexed, along with about 250 products added to the store. This week we added about 200 additional products from new suppliers to further fill out the collection pages, and the majority of the week was dedicated to image enhancement. Unfortunately, the images we get from suppliers usually aren’t of the highest quality (this is a super good opportunity for any supplier to up their game by the way - improve your image quality). Because of that, we’ve bulk-exported all product images, and we’re using an AI image enhancer to bring up the quality of the images and make the entire brand look more premium. We should have this fully done in the next few days, and on Friday we have a meeting to launch Google Ads, which I’m incredibly excited about. Project C) This one is the most insane because we literally haven’t even created any collections, we haven’t added anything to the homepage and the site doesn’t even have a navigation menu… Yet, somehow we got a $300 order in last week. Absolutely nuts. This is a higher ticket store, which has the potential to do a few million a month in revenue once it’s running at full speed… But because the project is so massive, with so many product categories, it is taking us quite a while to plan out all the keyword research, as we’re going to be targeting over 6M keywords. I’ll be getting an update shortly from my team on when this will be ready, but other than that, this week we mainly planned out the homepage, the theme we’re going to use and we’re going to start with the site layout build-out process. Other than that, I also added all 3 projects into our indexing tool a few days ago, to ensure as many product pages get indexed as possible, and that’s that. Any feedback on the format of this post?

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[This is from an audit I did in the last hour - INSURANCE Google Ads account] > Video training is in the comments ⚰️ Here is an example of the trifecta of a poorly set up & run Google Ads account. 1) Conversion Tracking: ❌ The tracking is incorrect, with website and location traffic wrongly set as primary goals. Phone calls from ads and other conversions are not properly firing. 2) Ad Campaign Issues: ❌ Conversions: Most conversions were from website traffic, skewing the conversion rate. ❌ Search Terms: Many search terms were irrelevant, leading to poor-quality traffic. ❌ Broad Match Keywords: The use of broad match keywords resulted in a lot of irrelevant traffic. 3) Landing Pages: ❌ The landing pages were not optimized for conversions, with poor design and navigation that didn't encourage user engagement. ❌ One landing page was somewhat acceptable, but overall, the landing pages were suboptimal. 📋 Overall Assessment: The account showed a trifecta of issues: ❌ poor conversion tracking, ❌ irrelevant search terms, and ❌ unoptimized landing pages. ➡️ The account was too focused on low-cost, low-quality traffic, leading to ineffective ad spend.

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After Spending $12,689 on Google Ads, Here Are Our 55** Most Profitable PPC Keywords For House Cleaning Companies **See link in the first comment for the full list of keywords *hoarding cleaning services* stood out to me as I was going through this list for the first time — it was never on my radar until it started showing up in my Search Terms report(s) cleaning one of these home *always* requires our most premium package — The Fresh Start. Combining that higher ticket value with one of the lowest costs per conversion made it one of our *most lucrative* keywords on this full report. If you are not yet bidding on "hoarding cleaning services", today is a great day to start 😊

Looking for some design inspiration for your next website build? In ep 53 of eCommerce Australia, I ask Nick Lehrain from Oliver Grace to give us some examples of great looking websites he likes the look of, and some he has worked on himself! Comment below if you have any eCommerce websites you love the design of! #ecommerce #ecommerceaustralia #shopify #klaviyo #okendo #retailfest2024 #remarkabledigital #olivergrace

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It’s wild how effective UGC ads have been over the last 12 months. They’re the best performing content type in almost every account we manage. For example, this one piece of content cost about $1200 all in to create. We put $86,761 of spend behind it. To date, it's given us back $889,982 in revenue. From ONE video. Gone are the days of paying your favourite Love Islander £10k for a story that has zero business impact. The quality of the creative is one of the single biggest drivers for paid social success, and your customers want to see people that look and sound just like them. My advice for anyone wanting to smash BFCM this year: - Find epic creators that fit your niche - Tell them what you want to achieve - Pay them - Let them do their thing in their own unique style. Yes, some pieces might not land. That's part of the game, and it’s exactly why we script, build & edit the videos in a modular format so we can stitch various hooks & assets together to find the best performing combinations. But when you land on a few that do, you can scale them to the moon. P.S- if you want a great Black Friday this year, the priming for it starts now (before ad costs & competition get ramped up disgustingly in November). Chop chop. #Marketing #Advertising #MetaAds

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Hi Everyone, The guys at Coorie Dug have created a cool new tool to help kickstart you SEO and Content Strategy planning. I think it's pretty amazing and haven't seen anything like it before. It uses your search data to to find common users intents, identify opportunities and track performance over time. Please pass this on if you know anyone working in SEO or Content Strategy that would like to give it a go I have a number of spaces available on the beta available for people to test it for free before it's made available to the public. Just drop a comment below or DM me for access details. #SEO #ContentStrategy #BetaTesting #DigitalMarketing

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Does your conversion rate suck? Here's how you fix it: 1. Quality Traffic Is the traffic visiting your store relevant and in the market to buy what you're offering? If you are paying money to drive unqualified traffic to your store, you are wasting your time. Ultra-specific messaging, creative and targeting will help fix this. 2. Frictionless Buying Process Your online store is your best and only salesman if you're selling D2C, therefore it needs to be very easy for people to understand what you offer and how they can buy. Crystal clear messaging, UI/UX and addressing common objections is a great place to start. Ask yourself "If I was in the customer's shoes, what would I need to know, or what questions would I be asking before I could buy confidently?" This will put you streets ahead. Hope it helps ✌🏼 #ecommerce #dtc #shopify #facebookads #marketing

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I've made $50m+ for my clients over the last few years with Google ads. Want to know when the majority of that revenue was made? You guessed it... Q4. That's why my team and I are taking it to an entirely new level this year. Whilst most in the industry are peddling the same tired old strategies from years ago... We are constantly pushing to stay on the cutting edge of what's working. Without further ado, here's our updated Google ads strategy for Q4 of 2024: 1) We make an aggressive volume of creatives in-house for our clients Google is no longer a simple game of keyword bidding. The platform is shifting towards interest based targeting on 'social' platforms. (Mainly YouTube, YouTube shorts & the discovery network.) Therefore, in order to scale these top of funnel channels aggressively... We need to be testing a high volume of creative (just like on meta.) It blows my mind that precisely ZERO other Google ads agencies are doing this. YouTube ads campaigns are our highest spending campaigns in 60% of our accounts. 2) We capture demand generated by paid social and outrank your competitors Spending thousands per day on Meta & YouTube ads creates a TON of searches. Think about it, if someone sees your ad on Meta but doesn't click & convert THEN & THERE... The first place they'll go to try and find your product again is Google. This is where the whole bidding on keywords thing comes into play. But my team approaches things entirely differently. We don't spend thousands for people that are already searching up our your brand name... Instead, we only target customers searching for cold product related keywords. 'White t-shirt', 'bella hadid necklace', 'mastic gum' etc. The MAIN mistake that most Google ads agencies make... Is letting branded traffic slip in at this level (especially within pMax.) 3) We retarget your website visitors everywhere ou know those image ads that follow you around the web? Or those YouTube ads that you just keep getting and can't get out of your head? That's probably us! Whilst almost every brand is retargeting customers on Meta... Very few are retargeting them on YouTube & display. This is a huge missed opportunity! (Just think about how many people go to your site during BFCM.) That's everything! Thanks for reading. Want me to walk you through this strategy in greater detail?we've implemented Then book a zero pressure 1-1 Google ads strategy session with the link in my bio!

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Email Sign Up Optimisation Tip: Progressive Profiling Approach Implement progressive profiling in your post sign-up form strategy. Craft content that gradually collects more information from subscribers over time, minimising initial friction and improving conversion rates. Gradual engagement leads to more complete profiles!

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Email Sign Up Optimisation Tip: Progressive Profiling Approach Implement progressive profiling in your post sign-up form strategy. Craft content that gradually collects more information from subscribers over time, minimising initial friction and improving conversion rates. Gradual engagement leads to more complete profiles!

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9/10 brands we work with don't know how to use their homepage here's how we fix them... Firstly, it's important to understand that most homepages fall into 1 of 3 types... 1. The Mystery Shop? - It's not clear what you sell - It's not clear why anyone should buy from you 2. Brand-Centric Showcase - It's super focused on the brand and their what - But not on the customer and their why 3. Product Overload - A carousel with 6 different sales messages - Purely focused on products the brand wants to push While there is no fixed structure to follow here's what you can do to maximise this opportunity... 1. Explain what you sell 2. Explain why you sell it 3. Simplify your navigation 4. Clearly display USPs 5. Leverage high quality images & videos 6. Optimise for mobile users 7. Use clear CTAs 8. Show off social proof 9. Analyse, test, and iterate No matter what you do and where you direct your paid traffic... A large amount of people will see your homepage. Don't miss that opportunity. #cro #marketing #digitalmarketing #ecommerce #shopify #DTC

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⚠️ BEWARE OF SCAMMERS PRETENDING TO BE FROM GOOGLE ADS ⚠️ Please share or interact with this post to raise awareness. If you run Google Ads for your clients, you may want to let them know. There is an increase in the volume of Google Ads related scams. If you get a call from somebody saying they are from Google, there is a chance that they just want to access your account. Somebody tried this today on a contact of mine. I'm not sure if they are trying to steal credit card details as well, or trying to get access to their Google Ads account. Either way, it was somebody pretending to be from Google. They have gone to the effort to register a web address that is similar to one that Google owns, but it is clearly a scam. Beware.

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I've wasted hundreds of hours on copy approval when working with our clients in sensitive verticals. Steal these 5 steps to help streamline the process! Navigating the labyrinth of copy approvals in sensitive verticals, especially those governed by regulatory bodies like the TGA, was a colossal time sink. **The Problem:** We were caught in a cycle of either using direct claim-based copy with disclaimers that turned away consumers or laboriously writing out all possible copy angles and supporting images/videos for approval, costing significant time and money. Realising that regulatory teams, despite their best efforts, often didn't understand the context or intent, leading to additional delays. **The Impact:** - Ineffective creative - Poor conversion rates - Waste of time for our team and clients - Increased frustration across the board **How We Streamlined the Process:** 1. **Focus on Benefits of the Claim:**    - Shifted from hard claim features to soft benefits that resonate better with consumers and reduce regulatory friction.    2. **Truncated Copy Options:**   - Presented truncated copy options and identified where disclaimers would appear, mainly utilising landing pages for detailed information. 3. **Copy Approval First:**   - Laid out ads as they would appear, using placeholder images and carousels, to move away from endless copy documents and spreadsheets. 4. **Share Final Versions Inside Ad Platforms:**   - Uploaded final versions directly into ad platforms instead of cumbersome design files, streamlining the approval process. 5. **Consistent Feedback Loop:**   - Established a consistent feedback loop with regulatory teams to ensure better understanding and quicker approvals. **The Result:** By implementing these changes, we shortened our timeline from brief to live from sometimes months to 2-3 weeks. If you’re dealing with a similar struggle, try these steps. or love to hear you how navigate this step in your creative journey.

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In business, listening to customers is key. Their feedback is like a roadmap for improvement. Every comment, question, or concern is a valuable piece of information. Google Ads works the same way. Your campaign thrives on the data you provide. Just like a business adapts to customer needs, Google Ads needs regular tweaks based on performance, trends, and audience behavior. Think of customer feedback as similar to keywords and ad data. Both show you what’s working and where you can make things better. Happy customers mean fewer complaints. A well-tuned Google Ads campaign means no burning of budget and missed opportunities. By focusing on your customers and making timely adjustments, you’ll improve both your business and your ad performance. #digitalmarketing #GoogleAds #AdWords #PPC #SEM

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My client’s CPL reduced from £226 → £40. In 2 months of working together. Here's the process we took: 1. Strategy - defined the ideal client (wine investors) 2. Marketing - decided what platforms to use to get leads 3. Ads setup - set up ads on Google and Meta 4. Optimise - consistently improved the ads That's a very simplified version of what we ACTUALLY did. If you want to reduce your cost per lead, you can: Look at my content, a lot of it’s there. OR If you want to speed up the whole process and get more leads, Click ‘Book an Appointment’ at the top of this post. ⬆

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