Eric Doty

Every month I audit dozens of Meta ad accounts and pixels for Shopify businesses. I see the same problems over and over. Here's the top 4 issues and how to fix them. ____________________ 🚩 1️⃣ No Consolidation If your business chronically gets fewer than 50 conversions per ad set per week, consolidation is a must. With too little volume, your campaigns never exit the Learning Phase and you end up with Meta "light". To fix this: ▶️ Consider one single ASC campaign with one ad set that explores a series of different creative concepts. ▶️ Launch other campaigns when you've got one campaign out of learnings and operating with acceptable cost-per efficiency. ______________________ 🚩 2️⃣ Using Shopify CAPI You need to have a solid data connection in order to use Meta ads with success. Shopify's free CAPI connection is a basic relay that doesn't work well for very many brands. To fix this: ▶️ Consider upgrading to an advanced data connection (like Popsixle) ▶️ Benefit from order-source routing, 100% event coverage, and custom logic with custom events ______________________ 🚩 3️⃣ Single Size Creative Sure it's fast and easy to just use square images or one size of video assets, but this is holing back your ad performance. Take the time to upload different crops and asset sizes to ensure every ad placement is optimal. To fix this: ▶️ Save a square, vertical, and horizontal version of all creative with thoughtful cropping of each. ▶️ Leverage ASC and other ad types where you can specify the version of creative for each type of placement (square, vert, horz) _______________________ 🚩 4️⃣ Only One Text Option Meta makes it easy to test a wide range of creatives and benefit from when top performers emerging. Not only does this lead to better ad performance, but it offers insights on what is working and why. To fix this: ▶️ Always explore multiple versions of your creative ad copy, headline, and text call-to-action. (Up to 5 versions per parameter) ▶️ Use ad reporting splits to see which versions are performing and learn from what is working ____________________ SUMMARY There are a lot of best practices that can ad up to better ad performance. Remember that campaign structure is one of the four pillars of excellence and often leads to 10-15% better ad performance. Drop a comment or DM if you need help with campaign structure and might benefit from a Meta ad account audit.

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Alright Braze users, listen up! Stitch's own incredible problem-solving SA Kaleigh shares a 🤯 🤯 🤯 🤯 tip this week on how to leverage Message Extras to unlock additional insights to your message sends. What does this mean for you? Are you sending dynamic content but unsure how to report on which subscribers got which version? Trying to report on the effectiveness of your different content blocks but can't find a way to tie a subscriber's attributes (especially their attributes at the time of send!) back to their email engagement? THIS SOLUTION HELPS SOLVE THESE PAIN POINTS. The way this team can face any number of problems and will lean in to figure out a solution - it continues to blow me away. It's one of the Top Three reasons I wanted to join #TeamStitch. Kaleigh Porter you are incredible and I am soo grateful I get to call you a colleague once again!

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Messaging on most B2B website homepages doesn't fall flat because it's a word salad. Or because it lacks creativity. It's because it's disconnected from the rest of their content strategy. Think about it: That punchy homepage headline is supposed to be the distillate of your entire value proposition. And that same core message needs to be reinforced with every blog post, podcast episode, or newsletter. Why? Because consistency is key to building a strong brand. When your homepage, blog, and social media all vibe on the same note, you're not just creating content. You're creating a cohesive narrative; that ONE thing you want your audiences to remember about your brand. But more often than not that homepage message doesn't actually carry through to all the other content IPs. Here's how you can bridge that gap so your content reflects what your homepage promises: → Audit your core message: What does your homepage say about your brand? Now, does your content reflect that? Example: Ahrefs' homepage promises "Your digital marketing strategy backed by real, actionable data." This is the cornerstone of all the content they deliver: to help SEO-obsessed marketers get better at growing traffic and using data to take smarter decisions. → Create content pillars: Break down your core message into 3-5 main themes. These become your content pillars, guiding everything you produce. Example: Buffer's homepage touts "affordable, intuitive marketing tools for ambitious people and teams." Their content consistently addresses: - Social media strategy - Small business growth - Social marketing on a budget. And their open blogs and case studies consistently speak to small businesses and teams. → Align your CTAs: The action you want visitors to take on your homepage should be echoed across all your content. Your homepage CTA is "Start your free trial." But your tweets say "Learn more," and your webinars finish with "Book a demo." See the problem? While some situational CTAs may vary, broadly you need to create a clear, familiar path to engagement. → Use consistent language: The tone and key phrases from your homepage should flavour all your content. Example: Walnut's playful voice and dry humour are unmistakable, from their homepage to their #weareprospects video. "You’d be nuts not to choose us" isn't just a tagline; it's a brand personality. → Test & iterate: Use your content as a testing ground. Which messages resonate most? Use these insights to continually refine your homepage. Remember, your homepage isn't just a standalone piece or a finishing line. It's the gravitational centre your content orbits around. So, here's a challenge: Take a hard look at your homepage. Then review your last 5 pieces of content. Do they feel like they're part of the same story? If not, it might be time for a realignment.

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Struggling to Scale? It’s All About CAC to LTV Let me ask you this: Do you actually know your LTV (Lifetime Value)? Most Shopify founders I talk to don’t. They’re scaling blindly, focusing on ROAS or revenue, while CAC (Customer Acquisition Cost) creeps up. But here’s the thing—without knowing your LTV, you’ll never know how much you can actually afford to acquire a customer and scale profitably. Here’s a step-by-step breakdown of how to calculate your LTV using Shopify and cohort analysis: 1️⃣ Start With Shopify’s Sales Reports Go to Analytics > Reports > Customers Over Time in your Shopify admin dashboard. Use this report to find: Average Order Value (AOV): Calculate this by dividing total revenue by the total number of orders. Purchase Frequency (F): Find how often your customers return to buy within a specific time period. Formula: AOV = Total Revenue / Number of Orders F = Total Orders / Total Unique Customers 2️⃣ Track Repeat Purchase Rates Over Time Run a cohort analysis to see how many first-time customers return and how much they spend. Look at: Month 1, Month 3, Month 6 customer retention rates. Spend patterns of customers acquired in specific months. 3️⃣ Calculate Customer Lifetime Value (LTV) Using your AOV and frequency data, apply the formula: LTV = AOV x Frequency x Customer Lifespan If you don’t know the customer lifespan, start with 12–24 months as an estimate for most eCom businesses. Why This Matters Without knowing your CLTV, you’re throwing darts blindfolded when setting budgets and scaling ads. This number directly informs how much you can spend to acquire a customer (CAC) while staying profitable. Want a walkthrough? Comment "LTV" and I’ll send you a step-by-step video guide to crush your numbers.

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Old Way to manage your Shopify storefront: → Use an off-the-shelf theme → Grow out of that theme, pay developers to customize it to your needs → Hire an agency to build you a proper theme for tens of thousands of dollars → Custom theme you build doesn’t perform the way you want, so you hire another agency make adjustments monthly → Pay for a dozen different apps so that your storefront has all of the functionality you need to properly function → OpEx is growing monthly from app subscription and their variable fees, site speed is going down because of scripts and bloat → Ecommerce team is held against performance goals that they can’t hit because of red tape and slow dev cycles →Turnover means a new decision maker comes in, dumps all the plans, and pays an agency tens of thousands of dollars to start over And the cycle goes on like this. The new way to manage your Shopify storefront: → Use a theme & app bundle that comes with all of the functionalities you need out-of-the-box → Your storefront has access to the latest features so you can make incremental improvements → Build a storefront that is capable of scaling with you → Consolidate vendors, reduce reliance on expensive third party apps and developers → Empower non-technical team members to be able to customize the store at the speed you move at This is what we are building at Platter. It’s our mission to dispel the myth that building a world-class storefront is expensive, complicated, or should take ages. That’s how we have helped brands like Big Blanket save over $500,000 in annual maintenance fees, or Kaged increase conversion rate 45%. Want a free audit to find out how we can get the same results (or better) for you? My DMs are open 👋

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Why is there so much spam on the SERP? 🤯 Hot take 🌶 : It's not as bad as the noise makes it seem and getting it right is not easy - it's a lot of trial and error and algorithmic adjusting. That said, I think the fundamental problem is a lack of long-term thinking. The bill has come due on the internet (and search engines) not incentivizing the right content be created. You want better results? Where is the better content? It doesn't even exist. That's on Google and it's on basically the entire web. We've hit (or maybe hinted at) critical mass and there is no quick fix. But no one can or wants to deal with the immediate pain so Google (and everyone else) kinda kicks the can down the line. How is a company gonna say, "Well, it'll take us a quarter or 2 to get things sorted the right way so expect revenue to be down."? Any other requests while we're on Fantasy Island? That's why the problem, I think, is severe. Not because of the spam and the quality and the AI.... but there's no way for a real correction to happen as it currently stands! Looking for more on this? Check out Search Engine Journal's eBook on Google Ranking Systems with brilliant folks such as Kevin Indig Erika Varangouli Kevin Rowe Helen P. Andrea Volpini and more! Big thanks to Ben Steele for including me in this! (Link in comments) #SEO

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Hey Freelancers: A quick question... Are you reverse engineering your website traffic? Did you know there are tools you can use now that instantly profile every single visitor to your website as they're on the site, in real-time? These tools pull back a LinkedIn URL, an ISP address, a name, and any other identifiable information which the person visiting has made publicly available. That information is sent directly to you via a Slack ping so you see who's visiting live. You can then take those profiles and use data enrichment tools to grab even more information, and move those folks into an email outreach tool to do WARM outreach to people who fit your ideal client profile rather than constantly cold pitching. Is this something you'd be interested in as a service? Let me know in the comments below, or ask any questions you may have about how this process works - happy to help!

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🚨 If your headline doesn’t stop people in their tracks, your content is already dead. 🚨 That's true of blogs, white papers, webinars, advertisements and even your homepage hero. A headline isn’t “just” the title—it’s your first (and often only) shot at getting someone to pay attention. And it's can't be just an afterthought. Your headline is the gateway to everything else you’ve created. Direct response legends like John Carlton and Joseph Sugarman built empires on this truth: the purpose of the headline is to grab attention and make the reader want more. They talk about studying the great headline writers from the National Enquirer or Buzzfeed because they know how to build irresistible intrigue. "But that's clickbait," you say "and I don't want to have to 'trick' the reader." Here's the thing: it’s only clickbait if you don’t deliver on the promise made in the headline. And If your headline promises gold and your content delivers, you’re not tricking anyone—you’re earning their time. Want headlines with stopping power? Here’s how: 1️⃣ Focus on your audience's pain points or desires. Where were your clients struggling to make progress? What do they wish they could achieve? 2️⃣ Be specific. Vague headlines lose readers faster than bad Wi-Fi. Use numbers, outcomes, or juicy details. 3️⃣ Trigger curiosity. Leave just enough mystery to make them want to click. ("Wait...what is this secret?") 4️⃣ Avoid overthinking. The best headlines are often simple. Focus on clarity, not cleverness. Need templates to get started? Try these: “X Ways to [Solve Problem] That [Surprising Result].” E.g., 5 Ways to Get 10x the Leads Without Doubling Your Budget “Why [Common Belief] Is Wrong—And What to Do Instead.” E.g., Why SEO is a losing strategy for B2B SaaS in 2025 “The [Adjective] Truth About [Topic].” E.g., The Brutal Truth About B2B Demand Generation in 2025 “How to [Desired Outcome] Without [Common Obstacle].” E.g., How to Generate More Sales Qualified Leads Without Creating New Content The goal? Write a headline that demands attention and backs it up with substance. Because if no one reads it, no one cares what you’ve written. So—how’s your latest headline? Would you stop to read it? 👀

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Quick tip for increased conversion rates on your Shopify site. On the Product page, you want your customer to be able to add to cart at any point of the browsing experience. That means, even when the customer scrolls down to see product details, size chart, etc. you don't want them to have to scroll back up to add the item to their cart. Some Shopify themes include the "Sticky Add To Cart Button" by default, so make sure that you check for that in your theme settings and enable it. If your theme does not offer that functionality, you can install a free app from the Shopify theme store to accomplish this. The app I installed for my client here was called Zoorix Sticky ATC, and there is no Paid plan at all. --- I share insights about 🛍️ Shopify and 💰 ecommerce. Followers report experiencing ecstatic ecommerce experiences 🤑 #shopify #ecommerce #writtenbyhand #neverai #istandwithisrael 🇮🇱

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The climax of your email: The call to action. 6 hacks for writing a CTA people respond to: 1 - Early and Often Especially if the email is for a promotion — or is otherwise a "sales letter" — it's important that you ensure your CTA shows above the fold on mobile devices. Most openers will only give you a few seconds to get to the point. 2 - Attention-Grabbing Your CTA needs to stand out from the rest of your copy. Envision it under a spotlight. Try: > Bold fonts > A contrasting color > Button design Simple works. 3 - Brief and Clear A CTA’s purpose is to guide the reader so they know what to do next. So, a good CTA is one that's very concise and straightforward. 4 - Action-Driven Language Use verbs that inspire immediate action. For example: Buy, add to cart, order, shop, try, get started, sign up, subscribe, download, learn more, swipe up, continue, and see more 5 - Content-Relevant Your CTA should be aligned with the email’s content. A “Learn More” CTA isn’t cutting it.  If you want the reader to buy something, the CTA needs to evoke that vibe. 6 - Now or Never Infuse a sense of urgency in your CTA. You want it to hit your reader like a shot of espresso. Phrases like “Limited time offer” or incorporating a countdown clock widget can heighten a sense of urgency and prompt action.

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NotebookLM is getting crazier and crazier See some ways I plan to start using it for local SEO tl;dw? NotebookLM is the opposite of ChatGPT It's like a *small* language model It's supposed to only pull from the sources provided For anyone that's made a Custom GPT, you know this is a game changer!! In the video, I feed my new Notebook data about my SEO agency Then I have it create me a GBP Post strategy It's not perfect, but it's a first crack at it! This can be an interesting way to stay "on brand" moving forward 🤔 And did I mention it makes AI podcasts??

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We write copy from scratch for AdConversion clients (no easy feat). Here's how we get up-to-speed on their product and unique value ASAP: 𝗦𝗧𝗘𝗣 𝟭: 𝗦𝘁𝘂𝗱𝘆 𝗮𝗹𝗹 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝘁 𝗱𝗼𝗰𝘂𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 Your company (or client) likely has documentation already on: • Personas • Messaging • Product features • Customer testimonials Whatever you can get your hands on study it. 𝗦𝗧𝗘𝗣 𝟮: 𝗦𝗰𝗵𝗲𝗱𝘂𝗹𝗲 𝗮 𝟲𝟬-𝗺𝗶𝗻𝘂𝘁𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝗰𝗮𝗹𝗹 Within every company there is a group of people who know the product and benefits through and through. Get these people on a call for 60-minutes. The idea is you're going to extract what they know during this time. This will cut your learning curve faster than anything else. 𝗦𝗧𝗘𝗣 𝟯: 𝗔𝘀𝗸 𝗿𝗲𝗮𝗹𝗹𝘆 𝗴𝗿𝗲𝗮𝘁 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝗱𝘂𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝗰𝗮𝗹𝗹 Come to the call prepared with questions you'll ask in advance. Make sure your questions cover: • Product research • Market research • Persona research Here's some examples: 👉 How are prospects solving this problem currently without your product? 👉 Why is this (10x) better than everything else on the market? 👉 What does your prospect need to know in order to convert? Record this call and try not to interrupt. 𝗦𝗧𝗘𝗣 𝟰: 𝗗𝗼𝗰𝘂𝗺𝗲𝗻𝘁 𝗮𝗹𝗹 𝘆𝗼𝘂𝗿 𝗹𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀 As the experts are sharing insights document the key points. After the call review the recording and summarize everything. Depending on the product or effectiveness of the call you might need to schedule follow up sessions to go more into detail. 𝗧𝗟;𝗗𝗥 You need to sell yourself before you can sell anyone else. This is a simple but effective process to get up to speed ASAP. Give it a shot ✌️

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Had a call about SEO and content writing. Here's what I learned from the successful companies: Do not outsource content writing. The best content comes from the people, even if it is time consuming. 1 article at the top of HN/LI/X/whatever is worth 100 bad ones. Get people to write about what they love or hate.

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You shouldn’t have a pit in your stomach every time you update your website. The old way: → Log into an outdated dashboard → Ignore notifications for plugin updates → Search for content you are looking to update → Press publish hoping you didn’t break anything The new way: → Dedicated URL for making updates → No complex dashboard → Simple interface that looks like your website → Make updates to: images, text, links, etc. → Press publish Updating your website should be fun, easy, and simple.

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A simple and clear picture of what a company is and should be.

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Value proposition canvas + ChatGPT = Unlimited content ideas that builds your authority Business owners struggle to create content that generates sales opportunities because: 1️⃣ The content isn't aligned to specific buyer needs 2️⃣ The content doesn't communicate their value 3️⃣ The content doesn't show their expertise And trying to come up with content ideas that does all three is just as hard It's one of the reasons why this process is so powerful (𝘀𝗲𝗲 𝘃𝗶𝗱𝗲𝗼) It helps business owners gain clarity on: ✅ What buyer needs to focus their content around ✅ How to leverage their expertise to build authority ✅ How to tie it all together to position you as the go-to expert All of which helps to generate sales opportunities from your content Here's a snippet from the recent break down that I did with Romane The link to watch the full break down is in the comments section 👇🏽 𝗕𝘂𝗶𝗹𝗱 𝘆𝗼𝘂𝗿 𝗮𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆. 𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗲 𝗺𝗼𝗿𝗲 𝘀𝗮𝗹𝗲𝘀 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 #branding #positioning #contentmarketing ____________________________________ Our Authority Branding System helps business owners leverage their expertise to generate more sales opportunities --> if that's you send me a message and let's talk

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📣 Tradesmen 📣 Quick wins are often a red flag in SEO 🚩 You’ve heard the sales pitch. Contractors promising to double your traffic overnight. It’s easy to fall for the hype. >> But here’s the truth: The real success in SEO isn’t about short-term explosions. It’s about long-term, sustainable growth. Let me break it down: When you chase those quick wins— using AI to pump out hundreds of blog posts in seconds or trying to game the system for fast results —it may work for a moment. But here’s the kicker: Google catches on, and when that happens, your rankings crash... hard. And recovering from a drop like that? That can sink your business when you rely on your website to build trust. Look, I get it. You want leads, you want them fast, and you don’t want to waste money. But here’s the unfiltered truth: True SEO isn’t about tricks or growth hacks. It’s about providing valuable, helpful content that speaks to the needs of your customers. And letting that content work for you over time. The best-performing sites in the trades have been publishing helpful content for years. While others chase short-term gains… They’re building long-term trust with Google (and more importantly, their customers). Think about it: ❌ Would you rather pump out content that crashes after a few months? ✅ Or build an SEO foundation that delivers consistent leads year after year? If you're ready to stop chasing quick wins and start building something lasting, drop me a message. Let’s talk real SEO strategy. Your competitors are busy buying ads. You? You’ll be building authority that lasts 👊

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