Xavier Mangin

💀📉 90% of agencies optimize off in-platform ROAS and it's killing your ROI. The best agencies run off a far better metric: Contribution Margin (CM) Here’s the easiest way to get started: Step 1 – Start measuring CM (or some proxy like below). E.g., Net Sales * Gross Margin – Ad Spend If it’s not going up, your ad partner isn’t performing. Step 2 – Measure CM on a category and SKU level. Spend more on higher CM items and less on the poor performers. It’s easy for ad partners to “fake” growth. Don’t fall for it. #digitalmarketing #ecommerce

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How to Triple Your CRO in 100 Days: A Data-Driven Approach 📈 Want to skyrocket your conversion rate? Here’s how using data and a few simple tweaks can triple your CRO in just 100 days. 1. Use Heatmaps and Session Recordings Tools like Hotjar or Google Optimise are goldmines for understanding user behavior. 🧐 By analyzing heatmaps and session recordings, you can see where users drop off and where they’re most engaged. 🔍 What pages or elements are causing friction? Addressing these pain points can boost CRO by 25-35% on average. Pro tip: Review these insights weekly for quick wins! 💬 Are you using tools like Google Optimise? 2. Leverage Social Proof Ever wonder how much trust impacts conversions? Social proof can be a game-changer. 👥 By incorporating reviews, testimonials, and case studies, you can boost conversions by up to 270%! 🛠 Why? People trust others. Seeing success stories reassures potential buyers. 💡 → Pro tip: Add a testimonial or case study to your landing page today! 🔑 What success stories can you share with your audience right now? 3. Mobile Optimization With more than 50% of users on mobile, this is non-negotiable. 📱 Here’s the kicker: 53% of mobile users abandon sites that take more than 3 seconds to load. 🚀 Speed up your site to improve your mobile CRO by 10-20%. → Focus on faster load times and a responsive design to win big here. 💡 How optimized is your mobile site? Final Thoughts: CRO growth is all about understanding your users and making data-driven adjustments. It’s not about luck—it’s about optimization. So, what’s your top CRO strategy for the next 100 days? Let me know below 👇 ♻️ Repost this if you found it helpful.

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💡 Activate campaigns with pre-populated behavior data Meet Behavior Activations in Activation Templates, a new feature you'll want to use right away. 💡 What’s in it for you? Ready-to-go data: ACTIVATE campaigns using pre-populated behavior data along with attribute data. More impact, less work: LEVERAGE templates with built-in behavior insights to create more precise and powerful activations. 🎥 Our CEO/co-founder Kazuki 💎 Ohta shares why Behavior Activations matters👇 📢 Try it now: Activate it within Treasure Data today. 💬 How do you plan to use Behavior Activations to streamline your campaigns? Share your ideas below! #CustomerData #CampaignActivation #CDP #TreasureData #DataDrivenMarketing

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Kick-off Campaigns with ROAST Scripts on Google Ads⚽ How can you score marketing goals during the Euro's? Our ROAST Labs team have created a script for Google AdWords to make real-time adjustments to your campaigns, based on external data! #Google #euros2024

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Here are my top CRO learnings from $6 Billion+ GMV over the past 5 years of optimizing for Black Friday. In the past few weeks, I’ve been asked questions like this almost daily: • "𝘏𝘰𝘸 𝘥𝘰 𝘺𝘰𝘶 𝘰𝘱𝘵𝘪𝘮𝘪𝘻𝘦 𝘉𝘭𝘢𝘤𝘬 𝘍𝘳𝘪𝘥𝘢𝘺 𝘧𝘰𝘳 𝘮𝘪𝘭𝘭𝘪𝘰𝘯𝘴 𝘪𝘯 𝘴𝘢𝘭𝘦𝘴?" • "𝘞𝘩𝘢𝘵 𝘢𝘳𝘦 𝘵𝘩𝘦 𝘬𝘦𝘺 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘦𝘴 𝘧𝘰𝘳 𝘢 𝘴𝘶𝘤𝘤𝘦𝘴𝘴𝘧𝘶𝘭 𝘉𝘍𝘊𝘔?" • "𝘋𝘰 𝘺𝘰𝘶 𝘳𝘦𝘢𝘭𝘭𝘺 𝘴𝘵𝘢𝘳𝘵 𝘱𝘭𝘢𝘯𝘯𝘪𝘯𝘨 𝘮𝘰𝘯𝘵𝘩𝘴 𝘪𝘯 𝘢𝘥𝘷𝘢𝘯𝘤𝘦?" The short answer? Start early and keep testing. :) Black Friday is like the Super Bowl—you can't expect to win without preparation. The long answer? 𝟭. 𝗦𝘁𝗮𝗿𝘁 𝗲𝗮𝗿𝗹𝘆 → Begin planning in July/August (many of you missed this unfortunately). 𝟮. 𝗨𝘀𝗲 𝗽𝗿𝗲-𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆 𝗲𝘃𝗲𝗻𝘁𝘀 → Test strategies on Singles' Day (Nov 11). 𝟯. 𝗞𝗲𝗲𝗽 𝘁𝗲𝘀𝘁𝗶𝗻𝗴 → Continue testing throughout Black Friday. 𝟰. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗸𝗲𝘆 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 → Prioritize Revenue Per User (RPU) over Conversion Rate (CR). 𝟱. 𝗧𝗵𝗶𝗻𝗸 𝗯𝗲𝘆𝗼𝗻𝗱 𝗱𝗶𝘀𝗰𝗼𝘂𝗻𝘁𝘀 → Use urgency, scarcity, and optimize price displays. Over the past 5 years, we’ve generated millions during Black Friday. I’ve compiled all my learnings from this period into one comprehensive file. It almost feels wrong to give it out! This file is too large to upload on LinkedIn, so I hope the Image gives you an idea of what to expect: ✓ 50 A/B Tests that generated €7.8 million ✓ Snocks Top 25 A/B Tests & Top 15 Ads ✓ Gymshark 2023 BFCM Breakdown ✓ Allbirds 2023 BFCM Breakdown ✓ Our Top 16 A/B Tests of 2023 ✓ Top 1% Subscription Ideas ✓ Top 15 BFCM A/B Tests ✓ PDP CRO Checklist If you want access to this editable Figma file: 1. Like this post. 2. Comment “BFCM” and forward this post to a friend or colleague. 3. Repost for priority access (optional). and I’ll send it to you

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Probably you’ve read about the 20% CPC discount that many CSS, including Cobiro, offer but how do you measure the impact of the CPC discount on your shopping campaigns? The easiest way to conduct an A/B test on your Shopping/P.Max campaigns is the following one: - When starting the test choose a 15-30 days period that is not influenced by seasonality or other major external variables. - Switch your Google Shopping Merchant Center to Cobiro. This is the day you start the A/B test. Your campaigns will keep running with no downtime. Do not make any changes to the feed or the campaigns. Ideally, you should have not made any major changes in the 15-30 days prior to the start of the test (such as budget or bid adjustments). - After 15-30 days from the switch, it is time to evaluate the effects of the switch. Compare the last 15-30 days with the 15-30 days before the switch from Google Shopping to Cobiro. In the last period (when you started using Cobiro), you should notice an increase in volume – more clicks and impressions while the cost remains the same. Have you ever tried this kind of test? Let's talk in the comments! #googleads #googleshopping

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I beat TripAdvisor and Reddit and made €10k with ONE page. Here’s how I did it: (FYI: the client was… well, me 😅) - I spent 6 hours optimizing for low-competition keywords. - I scraped reviews to find great insights for 4 hours. - I wrote honest, straight-to-the-point reviews (no fluff). - I set up a super clean site structure + page speed optimization. The page was simple. But something was missing. I found what was missing. I scraped actual user feedback from Booking to include genuine tips no one else was covering. ----- The next steps: - I coded structured data into the page for rich snippets. - I optimized meta titles and descriptions to align with user intent. - I submitted the page for indexing and monitored crawl frequency. - I tracked conversion rate increases using SEOCrawl. ----- Result: €10k in affiliate revenue from just ONE page. My affiliate SEO goals: - Drive intent-based traffic - Build trust through honest content - Convert with simplicity I’m not 100% sure the growth is directly tied to just scraping reviews or content style. But the signals and results are strong so far. I’m going to monitor the data closely. I’ve got more growth experiments lined up for Q4. — Ready to audit your own pages for ROI with SEO? 👉📌 𝐂𝐥𝐢𝐜𝐤 𝐭𝐡𝐞 𝐋𝐢𝐧𝐤 𝐢𝐧 𝐂𝐨𝐦𝐦𝐞𝐧𝐭𝐬 I'll create an action plan & get you the quick wins you're looking for. Let's do this! 🚀

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⚠️ Obsessing a higher Average Order Value (AOV) is probably killing your e-com business, and a higher AOV won’t result in higher ROI. ⚠️ This might sound familiar: ”We can try for a marginal reduction in the Acquisition Cost, but I think we are hitting our historical benchmarks, and are meeting benchmark average basis your niche.” 👀 ”In that case, let us work on our AOV. I think we can hit better ROI with a higher AOV.” 🚨 Well, that’s true. Higher AOV = Higher ROI. BUT, only if your CAC remains the same. 🫣 What oftentimes is overlooked is that pushing a higher AOV usually leads to a lower Conversion Rate. 🤮 Simply put forward: 👉 You are signalling the Ad Platform-Mix to look for higher-spending users. And this usually comes at a premium, resulting in higher CPM. And also, fewer people are likely to convert compared to your current performance numbers. But, the customers you do end up acquiring have a higher propensity to spend and can help you improve your acquisition ROI. (Not necessarily you CLTV) 😅 Explaining one such scenario: Situation A: 👉 CAC: Rs 100 👉 AOV: Rs 200 👉 ROI : 2x 👉 No. of Purchase: 1 👉 CR: 1% 👉 Amount Spent: Rs 100 Situation B 👉 CAC: Rs 100 >> Rs 125 (as a result in a drop in CR% by 20%) 👉 AOV: Rs 300 👉 ROI: 2x 👉 No. of Purchase: 1 👉 CR: 1% >> 0.8% (20% 🔻 in CR%) 👉 Amount Spent: Rs 100 >> Rs 125 (25% 🔺 in Amount Spent) ⚠️ You can still afford a higher CAC as long as the marginal increase in your AOV outdoes your marginal increase in CAC. ‼️ When it goes touches your break-even, that is your signal to stop spending. 🚨 And if you are still in your zero-to-one journey, having the right mix of what brings more orders vs what brings more revenue is crucial. (Again, both are very different cohorts, sadly…) 😭 So, the next time you ask the question: “Can improving AOV lead to better ROI?” Think about the can of worms you are opening up in the process: 👉 Higher CPM 👉 Lower Conversion Rate 👉 Higher CAC 👉 More dependency on each customer 👉 More money to optimise each Ad Unless you have a SOLID cross-sell, up-sell flow in place along with that build-up in your product pages, focusing in improving AOV is a risky business... #performancemarketing #metaads #mediabuying #ecommercemarketing #growthmarketing

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🔝 Introducing Native Carousel Ads: It's the Carousel experience we all love, within the most popular & trusted sites we all read. We’re thrilled to announce that Taboola Carousel Ads are now available! 🎉 This ad format empowers brands with a dynamic, swipeable experience designed to: 🔹 Drive Higher Engagement: Showcase multiple products, features, or offers in a single, interactive ad. 🔹 Boost Conversions: Deliver immersive storytelling that resonates with audiences and inspires action. 🔹 Maximize Visibility: Appear mid-article and in-feed on premium local and global publishers, seamlessly integrating into trusted environments. Whether you’re a brand looking to: ✨ Highlight multiple products, ✨ Demonstrate service features, or ✨ Present compelling offers, Carousel Ads ensure your message gets the attention it deserves, all while keeping users engaged and informed. 💡 Ready to elevate your advertising game and capture more attention in high-impact placements? Let’s create memorable experiences together! Read the full announcement here: https://lnkd.in/gK5n34Hb #ProjectAgora #Taboola #NativeAds #CarouselAds #DigitalMarketing

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Digital advertising has changed. I remember the days where you could expect ROI just by flipping the switch on a Google Ads campaign with nothing more than hopes and dreams (and a few optimizations). But Google Ads isn’t as performant anymore. That means your strategy can’t be to just slap $3k per month on Google and expect the same results. The name of the game now is channel diversification. You need to be where your audience is. You’ll find them on Reddit, Quora, industry specific forums, TikTok, and pretty much everywhere else other than your website. Google search is now just another way for someone to complete their buyer’s journey. But where their journey starts? That’s not always Google anymore.

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How to get clients without doing ANY sales calls: 1️⃣ Specialise in one thing very well e-Commerce? Content operations? Link building? News jacking & PR? Multilingual? What's your *thing*? Double down on it! This is great for internal processes, but also solidifies your agency as the authority in a particular area. As well as the above, consider serving just one specific kind of client 🎯 Lawyers? Dentists b2b? SAAS? Travel? Serving a specific industry can really give you the edge over other agencies. - 2️⃣ Create a mini course that gives away your whole process and teach them how to do it theirselves 📹 This could just be a loom vid, ebook or presentation. This will build a trusting audience. You will convert the smart 5-10% who will just hire you to do the *thing*. - 3️⃣ Get social where your customers are 🚀 Write blog posts & create simple youtube videos. Tweet and post to Linkedin 3-5x a day. Join discussions. Talk about your area of expertise and don't change lanes. No selling - Just funnel people into your list - 4️⃣ Create an email automation that highlights your case studies and testimonials and what it would be like to work with your agency 📧 Call to action should be to onboard themselves with your productised service📱➡️ - There's too many 'jack-of-all-trades' agencies competing out there. Specialise & charge more 💰

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Big news for bol sellers! Channable is the launching partner of bol's new Advertising API!🎉 Here's what you can do with it: ✅ Create (advanced) campaign setups in bulk ✅ Keyword targeting & harvesting ✅ Product targeting & harvesting ✅ Manage bids and budgets at scale ✅ Track automated changes ✅ Get product Insights ✅ Segment products based on performance (Yes - Performance labels for Marketplaces! 👀 ) This comes as an addition to our existing Bol offerings (listing creation & optimization, data enrichment, inventory management, fulfillment & order management, repricer) which are already used by thousands of customers.   The first 50 customers get beta-access next week. Just send me a message if you want to test it! I promise, it will save you a lot of time if you advertise 20+ products and works standalone, so no worries if you’re using another or no tool for your listings. 😉 Big thanks to Marinus Snyman, Martin Finkenflügel, Linda van Laar (and in the past Quint van Gils & John Lin (林镇宇)) from Bol! It feels like working with colleagues. And about my knee.. The picture with Jaume and Ties Jan (the ones who built this with their team) is from last year. Luckily my knee (torn ACL) has healed, and the Channable football team won the championship without me! ⚽️🏆

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The latest Conversion Funnel Benchmark report is now available for Poool clients! Internally named the "Super Secret Sauce 🌶️" (because it's exactly this haha a recipe to success) this report shares benchmark data from 4 key steps in the funnel towards subscription, allowing publishers to compare their performance to others on the market and understand where they need to put in the work to improve conversion rates Got any questions on the report, or not yet a poool client and fancy a sneaky look inside 👀? Drop me a message https://lnkd.in/ecX5gARY

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🚨 Why Scope3 buying Adloox is actually a huge deal 🚨 Scope3 has just announced the acquisition of french ad verification specialist Adloox. From what I gathered, the deal was completed in less than two monthes, which is impressive and partly explained by the fact the two companies already knew each other well, having announced a first partnership earlier this year. Partnership which saw Adloox integrate Scope3 data directly into its dashboarding suite. Adloox, which works with 300 brands, is obviously nowhere near as big as the two giants of the sector : IAS and Doubleverify. But it is a profitable company, whose founder, Romain Bellion, is well known in the market. It's also a company with rare and hard-to-crack technical assets, which enable Scope3 to adress measurement topics that are way more mature today : visibility, fraud, brand safety and attention. We are talking about a 2 to 4 billions dollars industry. 1° Scope 3 become a sustainable media efficiency solution A repositioning that comes with some pragmatism : advertisers find it hard to move solely on the subject of carbon optimization. This KPI needs to be coupled with business issues. That’s where media quality come into play since buying “viewed by human only” ad impressions make you save both dollars AND carbon. Needless to say that Scope3's reputation will boost Adloox commercial traction worldwide. This is all the more true given that Moat's demise, a few months ago, leaves room for a 3rd giant in media quality measurement. “The market needed an alternative to 'IAS and DoubleVerify to ensure healthy competition”, observes an insider. Scope3/Adloox will be this alternative. 2° Scope 3 gets its hands on a technology that is natively integrated into the market's leading advertising platforms: Meta, Amazon Ads, DV 360, The Trade Desk and Xandr.  Adloox is even available “prebid” from those three DSPs, enabling “plug and play” access for  each trader using these tools. No need for a contractual relationship with them (the DSP manages everything). Imagine an artisanal yoghurts maker moving from its local Sunday market to the shelves of Walmart, Costco, Amazon, Target and so on… Scope3 saves months, if not years, in its integration roadmap. An insider tells me that DV 360 hasn't been opening up prebid access to third-parties for years. 3° Scope 3 gets its hands on a technology that is well versed with the Media Rating Council (MRC), the media industry's self-regulatory body in the USA. Its visibility and fraud measurement tools have been accredited for years. This is obviously a major advantage for Scope3, as carbon measurement is “doomed” to be the subject of such an accreditation in the years to come. Last June, the WFA, Garm and Ad Net Zero set up a global framework for carbon measurement, which is a prerequisite for such an accreditation. Congrats on a powerful play Brian O'Kelley, Paul-Antoine Strullu and Romain Bellion !

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Great insights here from Imma Calvo . Performance planner can help brands predict demand and help them get tactical guidance to enhance campaigns in Google Ads!

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We're talking more this week about Attribution and there's no one who can stop us. This time we're getting into the weeds, talking about how you figure out weights for multi-touch, including Google's Data-Driven Attribution and Markov models. If you're looking to do more than just last-click, shoot us a message. https://lnkd.in/gi3wnyZr

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