#39: Google Adwords 101 and AdRoll Retargeting with Dave Huss from E-Commerce Double

Dave Huss from E-Commerce Double joins us this week to talk about paid traffic, conversion optimization, and remarketing channels online. Dave runs the paid traffic campaigns of multiple e-commerce businesses, including The Portable Bar Company and Modern Cat Designs.


Topics Discussed:

  • 03:00 – Environment of paid search and Google Adwords
  • 03:30 – Common mistakes people make with Adwords
  • 05:00 – Negative keywords to further target your paid ads
  • 06:00 – Optimizations with your buy buttons
  • 07:30 – Split testing with Optimizely
  • 08:00 – Testing out product titles
  • 10:00 – Jumping to conclusions too early and statistical significance of split tests
  • 12:00 – Don’t send paid traffic to your homepage
  • 13:00 – Shipping cost disclosure, optimization, and cart abandonment
  • 16:00 – High-touch sales, having a phone number, and conversions
  • 18:30 – Adwords spending and selling high-priced items
  • 19:00 – AdRoll, Re-marketing, and display targeting


Mentions in the Episode:

Episode Length: 24:06


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  1. I think Staples is remarketing to me via facebook ads/sponsored posts. I looked at at item the other day on their site, they sent me an email about the item after I left the site (I didn’t even put it in my shopping cart yet), and now similar items are showing up as facebook ads and sponsored post’s.

    1. Yeah it’s kind of funny, I stopped by Marie Forleo’s site randomly the other day and started getting hit with her B-School training program although it’s only for women I think, haha!

    2. Remarketing is really catching on now – I even got served youtube ad videos for CrazyEgg after I visited their site.

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