Keep Optimising

Aggie Meroni is the founder and CEO of White Bee Digital, a paid social agency supporting eCommerce businesses as they scale. AND the author of the Amazon best seller book “Crack The Code: The Strategic Meta Ads Framework To Scale Your eCommerce Brand”.Returning guest Aggie joins Chloe to separate fact from fiction in the world of Meta Ads. Together, they unpack six common creative myths and reveal the strategies helping eCommerce brands get better results from their ad spend in 2026.Dive in:[09:45] Focusing on eCommerce fundamentals[11:31] Understanding ad volume based on budget[14:51] Building a creative system[17:25] Challenges using AI for ad creation[22:22] Using AI in marketing content[24:40] Using AI for ad video snippets[26:41] Testing ad angles effectively[31:50] Importance of video in advertising[34:05] Managing Meta ads for clients[36:58] Insider Tips from Aggie!Myth #1: If Your Ads Aren’t Working, You Have a Creative ProblemMany brands assume poor results mean their ads are bad. Aggie says that is often not true. Creative is important, but it is only one part of the equation. A weak website, a poor offer, or incorrect profitability targets can all hurt performance. Before blaming your ads, make sure the rest of your marketing and eCommerce setup is working properly.Myth #2: You Need to Test 50 Creatives a WeekThis advice gets repeated a lot, but it lacks context. Brands with massive budgets may need a high volume of creatives. Smaller brands usually do not. Aggie says the focus should be on creating the right ads, not the most ads. A clear creative system will outperform random volume every time.Myth #3: AI-Generated Creatives Are a Quick FixAI can help speed up parts of the creative process, but it is not a complete solution. It still needs direction, strategy, and human oversight. Most AI-generated ads require editing before they are ready to use. Brands that expect AI to do everything often end up frustrated. The best results come when AI supports a strong creative strategy rather than replacing it.Myth #4: Real UGC Is Dead Because AI UGC Is CheaperAggie believes authentic content is becoming more valuable, not less. Consumers want to see real people using real products. They are becoming better at spotting content that feels fake or overly polished. When trust is lost, performance often suffers too. Brands should continue investing in genuine creators who can produce believable and relatable content.Myth #5: Creative Volume Matters More Than Creative QualityProducing hundreds of ads means very little if they all say the same thing. Aggie shared examples of brands creating large numbers of creatives without improving results. The problem was not the volume. The problem was the lack of meaningful testing. Strong creative strategy focuses on different messages, angles, and customer motivations. Quality insights will always beat quantity alone.Myth #6: Static Ads Are the Only Way to Test Messaging at ScaleSome marketers believe static images are the fastest way to test new ideas. While static ads are quick to produce, they are not always the best format. Certain messages are easier to explain through video. Product demonstrations, founder stories, and unboxing experiences often perform better in motion. Brands should test the format that best communicates the message, not default to static ads every time.Takeaways:In the AI age, consumers crave authenticity. It’s not about glossy influencers, but real people sharing real stories, even if it’s in sweatpants with morning coffee. Allocate your marketing to genuine voices. Connection wins hearts.Chasing 50 ad creatives a week? The real win is building a repeatable creative system. Focus on deep research and intentional messaging, not just high volume. Quality, tested angles beat quantity every time.AI tools are everywhere, but they’re not a magic wand for ad creatives. Mixing quick AI-made content with human input works, but real insight, strategy, and brand depth still need a personal touch.Real user-generated content is thriving, not dying. People respond to honest, unpolished moments—think a gym selfie or coffee run—over AI-generated perfection. Brands gain trust through relatable stories, not scripts.Who owns creative? Top-performing brands don’t silo strategy or creation. Agencies and brands must collaborate on research and messaging for ads that truly resonate and reflect authentic culture.Find the notes here: https://keepopt.com/308**** 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

George Kapernaros is the CEO at YOCTO a world-class CRM agency for DTC brands, including being a Klaviyo Elite Partner. Working to increase profits and sales for brands like Better Me, Healf, and Miracare, and he’s also the host of the CEO After Dark podcast AND one of the 40-strong Klaviyo Partner Advisory Council.In his return to the podcast, George breaks down a real WhatsApp marketing case study from Black Friday, sharing the exact strategy, setup, and results. He shares what worked, what surprised him, and what eCommerce brands can learn before testing WhatsApp themselves.Dive in:[05:59] "Targeted WhatsApp Consent Strategy"[09:21] WhatsApp Outperforms Email Revenue[12:47] Act Now: Novelty Won’t Last[15:07] "Brands That Act Win"[19:43] Insider Tips from George!Start WhatsApp with existing customers, not new leadsThe strongest results came from messaging people who already trusted the brand. The team did not use WhatsApp for acquisition. They only collected opt-ins from existing buyers and subscribers. This reduced risk and kept costs under control. It also meant messages felt expected, not intrusive. For eCommerce brands, this is the safest way to test a new channel.WhatsApp can massively outperform email when used correctlyIn this test, WhatsApp generated far more revenue per recipient than email. The list was much smaller, but engagement was dramatically higher. People open WhatsApp because it feels personal. There is no crowded inbox or promo tab to fight against. With clear offers and proper consent, WhatsApp can drive real sales. It should be treated as a revenue channel, not just a support tool.Move fast while WhatsApp still has a novelty advantageWhatsApp works so well right now because it is still new for marketing. Customers are curious and more willing to engage. That advantage will not last forever. Costs will rise as more brands enter the channel. Brands that test now will learn faster and win earlier. Waiting too long means missing easy gains and clear insights.Takeaways:WhatsApp isn’t just for chatting with friends—brands are seeing jaw-dropping results when building direct, consent-based campaigns. The brands that test new channels now get ahead before the rest of the market catches on.Real-world WhatsApp marketing: one brand earned 9x more revenue per recipient on WhatsApp than email, simply by starting small with their loyal customers. Sometimes “less is more” isn’t just a saying—it’s a business strategy.The key to new platforms? Move quickly and don’t overthink. As George Caponaros shared, being an early adopter meant gaining insights and results competitors will be chasing for months.Consent matters more than ever. You can’t just start messaging everyone—true permission is central to success and crucial for customer trust. Start with audiences who already believe in your brand.The WhatsApp “novelty effect” won’t last forever. Now’s the perfect window to experiment, learn what works, and build your next community before your competitors even start.Find the notes here: https://keepopt.com/291Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage**** 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

Luca Borreani is the CMO and Co-founder of ZipChat AI, who are helping eCommerce brands embrace Agentic Commerce.In this episode, Luca shares how eCommerce brands are using WhatsApp and AI to recover lost revenue, turn abandoned carts into conversations, and scale customer engagement without adding pressure to support teams.Dive in:[07:07] "Optimizing Abandoned Cart Conversations"[08:58] "Conversational Abandoned Cart Strategy"[13:39] WhatsApp Newsletter Strategy Insights[15:27] Personalized Customer Engagement Strategies[19:10] "AI Success Requires Structured Content"[21:59] Insider Tips from Luca!Treat WhatsApp as a conversation, not a campaignWhatsApp works because it feels personal. Customers use it to talk to people they trust. That means brands must stop treating it like email or SMS. The best results come from starting a conversation, not pushing a discount. Asking why someone abandoned a cart opens the door to engagement. This approach drives higher replies and stronger conversions.Use AI to scale revenue recovery without adding workloadWhatsApp generates fast replies and high response rates. That quickly becomes impossible to manage manually. AI allows brands to handle hundreds of conversations at once without delays. It can answer questions, handle objections, and offer incentives safely. This makes revenue recovery scalable without overwhelming customer service teams.Your website data determines how well WhatsApp AI performsAI is only as good as the information it learns from. Clear product pages, pricing, and FAQs are essential. Well-structured content helps AI respond accurately and stay on brand. Poor content leads to weak conversations and missed sales. For eCommerce teams, fixing site content is a revenue lever, not just a UX task.Takeaways:WhatsApp is more than just a messaging app—it's how modern brands build real, one-on-one customer relationships. Treat it as personal as you would a text from family and your conversions will soar.Don't treat WhatsApp like email. People expect authenticity and conversation, not cold marketing messages. A genuine "How can we help?" goes much further than "Here's 20% off".The secret to revenue recovery isn't discounts—it's listening. When you ask shoppers why they abandoned their cart, you get insight and loyalty, not just transactions.AI-powered conversations can feel natural and human, but only if you give the AI rich information. "Garbage in, garbage out." Your brand voice and data matter.Feedback is gold. The best brands use AI to analyze chat conversations, spot pain points, and adapt quickly—turning abandoned carts into loyal fans.Find the notes here: https://keepopt.com/289Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage **** 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

Jaye is the CEO and Founder at Launch, a B Corp performance marketing agency powered by happiness. For the last 13 years they’ve been helping brands grow long term, by mixing smart data and creative thinking. Clients include Weird Fish and Iceland Air.In this episode, Jaye shares why brand clarity and customer understanding now sit at the heart of effective acquisition. You’ll learn how to break out of channel-focused thinking and start building marketing that creates real demand, loyalty, and long-term growth.Dive in:[06:11] Brand Strategy & Business Clarity[10:05] "Unified Brand and Performance Strategy"[14:20] "Top Funnel Focus in Marketing"[17:00] Cohesive Teams Drive Customer Loyalty[18:48] Customer Insights for Brand Growth[24:12] Customer Acquisition Strategies Unveiled[25:00] Insider Tips from Jaye!A strong brand drives cheaper and more effective acquisitionMany brands are still relying on bottom-of-funnel ads to “harvest intent,” but that approach is getting more expensive and less effective. A clear and meaningful brand makes customers feel something, and that emotional connection increases conversion and retention. When your creative and messaging reflect what the brand stands for, customers are more likely to buy at full price and stay longer. This approach builds salience in the zero-click world where customers may discover you without ever visiting your site. Brand clarity gives you compounding returns that short-term discount campaigns can’t deliver.Break down silos — brand and performance must work as one teamMany eCommerce orgs have separate brand teams and performance teams. This leads to fragmented messaging, wasted media spend, and inconsistent customer experience. The best results come when both teams share goals, language, insights, and feedback loops. Every campaign should both drive results and build brand memory at the same time. The companies that integrate product, creative, customer insights, and performance will outperform the ones that don’t.Customer insights are worth more than attribution modelsAttribution is messy, incomplete, and often misleading. Instead of obsessing over which ad “gets credit,” smart eCommerce operators are talking directly to customers. Focus groups, informal interviews, ambassador programs, and real-world observation reveal motivation and sentiment that dashboards can’t measure. This intel should shape product development, messaging, and creative strategy. The brands closest to their customers will build loyalty faster and cheaper than those relying only on analytics.Takeaways:Brand matters more than ever. When every team—from product to marketing—lives and breathes the brand strategy, magic happens. Cohesive culture is your growth superpower.Top-down brand strategy doesn’t work unless leadership really understands and LOVES their customers. Culture starts in the boardroom, grows through every employee, and is felt by every customer.Bring everyone into the room. Product, marketing, agency—work through real business challenges together. When people connect across silos, brand and performance thrive.Retaining customers isn’t just about discounts or campaigns. It’s about building lasting emotional resonance with your brand. Loyalty flourishes when your culture is authentic and the brand is lived daily.Perfect data doesn’t exist. Embrace a learning culture—focus on curiosity, staying close to your customers, and not being afraid to blend data with intuition. That’s where true brand value is unlocked.Take the Launch Growth Diagnostic here: https://keepopt.com/launchFind the notes here: https://keepopt.com/287**** 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

Mel Eilers has been deep in driving sales from social media for nearly 10 years. Via her agency Socially Sound, Mel now specialises in helping clients get more from their Instagram content by embracing conversational marketing. – Yeah, we’re talking Insta DMs! In this episode, Mel shares how eCommerce brands can turn organic engagement into real sales using Instagram DM automation. From boosting conversions to building stronger customer relationships, she reveals the simple steps to make your social content work harder. 💡 Update from Mel: Since recording this episode, ManyChat has now launched its TikTok integration in the US! When Mel shared her “crystal ball” prediction, it was still in beta — but it’s already becoming a reality for brands. Dive in:[04:54] Instagram DM Marketing Shift[06:14] DM Automation for Marketing Success[12:11] Organic Content Comes First[16:09] Streamlining Product Links in DMs[20:04] "Instagram Automation Tips Explained"[22:38] ManyChat: Trusted Meta Partner[25:26] Insider Tips from Mel!Organic Content Fuels Every AutomationBefore you jump into automation, you need strong organic content. Mel explained that DM automation only works if your posts already get real engagement. Think of it as adding fuel to a fire — you need the spark first. Focus on posts that connect with your audience, encourage comments, and reflect your brand’s tone. Once you have that, tools like ManyChat can amplify results and turn engagement into measurable sales or email signups.Instagram DMs Can Be a Powerful Sales ChannelInstagram DMs are no longer just for customer service. They’re now a direct route to conversions. By using tools like ManyChat, you can automate DMs to deliver product links, discount codes, or signup offers the moment someone comments on your post. This creates a fast, personal, and frictionless buying experience. For eCommerce brands, that means fewer “link in bio” drop-offs and more customers completing their journey right inside Instagram.Keep It Conversational and Customer-CentricAutomation doesn’t mean losing the human touch. Mel stressed that conversational marketing works best when it feels like a real chat, not a sales script. Keep messages short, friendly, and relevant to what the customer asked for. Always make it easy for them to opt in, explore, or buy without pressure. When automation feels natural and helpful, it builds trust — and that trust drives repeat sales.Takeaways:Want to turn your engaged Instagram audience into real customers? Build strong organic content, then let DM automation do the heavy lifting. It's not just customer service in the DMs—it's a goldmine for sales and signups.If your organic social posts spark genuine interest, adding tools like ManyChat boosts reach and conversion. But don’t automate before your content truly connects. Automation multiplies what already works!Great conversational marketing feels 1:1, even when automated. Start with clear objectives—do you want email signups or website visitors? The power is in making every DM interaction personal and purposeful.Don’t wear out your followers! Mix behind-the-scenes content with “comment-to-signup” posts. One in three sales-driven posts keeps your audience engaged and avoids the sales soapbox effect.The future? DM automation isn’t stopping with Instagram—TikTok is next. If you’re seeing traction now, get ready to ride the wave as new channels open up for conversational commerce.Take the Launch Growth Diagnostic >>> https://keepopt.com/launchFind the notes here: https://keepopt.com/285**** 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