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Accelerate eCommerce Growth:
A Proven Framework to Scaling Your eCommerce Business with Digital Advertising
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Who is this book for?
You’re up and running with your Shopify, Big Commerce, WooCommerce, or Magento store and had some initial sales traction. Organic sales and maybe even some initial paid media activity is yielding results. You’ve started to demonstrate to yourself (and your stakeholders) that there might be something in this eCommerce initiative you’ve started or inherited.
Perhaps you’ve plateaued or maybe you’re ready to take the next step to invest in multiple ad channels in order to grow your business faster. As you reach this point, you want to ensure that you make smart investments both in terms of time and money.
You need a strategy and a plan.
The intention of this book is to offer you a framework that helps you put together a digital ad strategy that aligns with your overall business strategy. We will outline tactics that can help you deliver on that strategy. We will provide you with the questions and potential answers to those questions that you can use to keep yourself and your team on track.
"Let’s tip the balance back in the small advertiser’s favor by identifying strategies that help us to reduce the waste and be more efficient with each dollar and hour we spend."
Author & Optily CEO
About the Author
Brendan J. Hughes has been “doing” eCommerce and digital marketing since 1997. His first commercial project was building the public website for Trinity College, Dublin, where he was a postgraduate student in computer science. Since then, he has worked inside numerous consumer brands delivering successful eCommerce transformations.
For much of his career, he has been responsible for devising eCommerce and digital marketing strategies to help businesses accelerate their growth. In each of those roles, Brendan was confronted with the perennial challenge of buying media across multiple platforms and how to get the best returns from across the big walled gardens of Facebook and Google.
Brendan was Chief Digital Officer at Independent News & Media (INM plc), where he was responsible for the development of paid digital media offerings of the newspaper group. During this time, “on the other side of the fence” as he describes it himself, he saw how challenged the ad industry was. Writing in the Irish Marketing Journal in July 2017, he called on the industry to explain how up to “60% of advertising spend disappears into a black hole.” Hughes was a board member of IAB (Interactive Advertising Bureau) at that time and committed himself to developing synergies between publishers to counteract the imbalances in the media landscape.
Over time, Brendan got to know the co-founders of an ad-tech start-up called Optily. The co-founders include Keith O’Reilly and Irish rugby legend Ciaran FitzGerald, who dedicated his post-rugby career to developing effective advertising solutions for retailers. Optily’s mission is to level the playing field for small and medium-sized businesses advertising on the big ad platforms, such as Facebook and Google. Brendan joined Optily as CEO, realizing that the self-service solution developed by the team was a game-changer for eCommerce marketers.
Brendan travels between Optily’s Austin office and Dublin, where he lives with his wife Anne and their three children. When he’s not talking or writing about eCommerce and advertising, you’ll find him sailing a Laser dinghy in Dublin Bay.
"Before you spend a cent on Google or Facebook or Instagram or TikTok or Snap or YouTube (you get the idea) this is a must read. Brendan provides a framework that is as simple as the funnel but he explains the why and the how."