eCommerce MasterPlan

  • Net Zero
  • Summit
  • Podcast
    • About The Podcast
    • Top 10 Episodes
    • Review the Podcast
    • Audience Offers
    • Full list of eCommerce MasterPlan Podcast Episodes
  • Keep Optimising
    • About the Podcast
    • Monthly Q&A Webinar
  • Books
    • eCommerce Marketing – NEW
    • eCommerce MasterPlan 1.8
    • eCommerce Delivery
    • Customer Persuasion
    • B2B eCommerce MasterPlan
  • eCommerce Help
    • Consulting, Coaching, Mentoring
    • Great Deals on Useful Things
  • Contact
    • About Us
    • Email sign up
    • Speaking
    • Be a podcast guest

345: Building a successful relationship with your Ad Agency, inc behind the scenes of our Summit

September 6, 2021 By April Buencamino-dy Leave a Comment

Becky Hopkin is the managing director of our favourite ad agency Digital Gearbox. With her team of Google and Facebook Ad specialists, Becky drives sales to many eCommerce brands and ran the advertising for our recent eCommerce MasterPlan Virtual Summit.

Listen now for free:

Subscribe on your Favourite Podcast App

Apple podcasts badge

Listen on Spotify

Listen on Google Podcasts

Behind The Scenes Of The eCommerce MasterPlan Summit

The Quick Timeline

The eCommerce MasterPlan Summit was held last June 2021, and Becky and her team at Digital Gearbox were given the task of running the advertising for this event.

They were only given three weeks before the summit to run ads, plus one more during the week the event went live.

Identified Targets

The registration target was 500 sign ups, at a cost of £6 per sign up.

This being the summit’s first time have its ad campaign run by an agency, it was also an opportunity to learn what to do and what not to do for future projects.

Platforms And Strategies Used

Google was used because as Becky says, there’s nothing better than advertising to audiences who are actively searching for what is being offered. For this platform, the agency tapped on branded terms.

Ads were also run on Facebook to target those who aren’t necessarily searching but could be interested in taking part in the Summit.

The Results And Takeaways

The final tally at the end of the event was 413 registrations at £6.20/sign up.

Based on the data that was recorded, the team learned which strategies and platforms worked best. And while the 3-week window was not ideal, the campaign was done on time, within budget, and delivered what it was targeted to do.

What To Do When Working With An Ad agency

Preparing To Run An Advertising Campaign

It’s best to approach your agency armed with a brief outlining at the very least, your targets in running the campaign. Identify the key message you want to get across and what your key selling points are.

Provide your ad agency with available assets they can work with. Assets include branding guidelines and images that can help establish the general look and theme of the campaign.

For the eCommerce MasterPlan Summit, Chloë gave the agency a document outlining her goals from the very start, as well as the images and logos they would need to create ads with.

Regular Reporting And Post-Campaign Reviews

Taking a look at how well your campaign is doing while it is being run and giving the data to your agency, instead of waiting for them to generate the report, is one way of optimizing everyone’s time.

In the case of the Summit, Chloë handled reporting to Becky and her team, which gave the latter more time to spend on actually running and optimizing the campaign.

For post-campaign reviews, making sure this is done makes way for planning the next steps and future implementations.

Tracking Your Targets

Come up with a tracking plan before doing any advertising because it’s harder to set once you’ve implemented your campaign.

Make it a priority; you won’t know what’s working and what needs to be optimized if you don’t have this in place at the beginning.

Additional Advice

Aside from giving your agency a clear picture of your objectives and providing pertinent materials to work with, setting up a regular stream of communication between you and your agency is important.

Kickoff calls and regular check-ins are crucial in figuring out how the campaign is doing and what needs to be done to come up with even better results.

Lastly, trust your agency and give them space and breathing room to get creative and maximize the potential of your campaign.

eCommerce Book Top Tip

  • The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It by Michael E. Gerber
  • eCommerce Marketing: How to Get Traffic That BUYS to your Website by Chloë Thomas

eCommerce Traffic Top Tip

  • Google Search for tapping people who are actively looking for what you sell or do

Tool Top Tip

  • Asana project management tool
  • Canva

Growth Top Tip

  • Set a clear objective from the beginning. Set targets for how much you want to grow your business and also how much you’re willing to spend to acquire leads and sales.

Interview Links

  • Business
  • Free consultation with Becky

Related episodes

  • 089: Michael E. Gerber, author of Beyond the eMyth and small business guru talks eCommerce with Chloë
  • 046 Google Ads: Why you should try Display Ads and how to make it work with Becky Hopkin
  • AND you can still sign up for our summit for FREE here

Without the sponsors the podcast wouldn’t be possible – please do check them out:

Klaviyo

Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. The company’s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at www.klaviyo.com.
Give it a try today – get your free account


Helium 10 is an All-in-One Software tool for entrepreneurs to help them start, build, and grow a business on Amazon. Helium 10’s cutting-edge software tracks over 2 billion products on Amazon, making it easier for you to find & sell a winning product, convert more visitors, and grow your business. Whether you’re just starting out or several years into eCommerce, it’s a must-have tool for your business and we have an incredible offer for you..

Get 50% off your first month of Helium 10 Platinum when you go to Helium10.com/masterplan and use code MASTERPLAN when you check out. 


Full transcript to read & download:

Click to access

Like to be a guest? Apply Here

Filed Under: 2021 Episodes, eCommerce MasterPlan Podcast, eCommerce Updates

Leave a Reply Cancel reply

eCommerce MasterPlan Podcast

  • B2B eCommerce Podcasts
  • DTC Brands
  • Fashion & Apparel Podcast Episodes
  • One Person eCommerce Businesses
  • Shopify Businesses
  • Startups
  • Subscription eCommerce Podcasts
  • Top 10 Episodes
  • £1m+ Businesses

Keep Optimising Podcast

  • Keep Optimising Podcast
  • Monthly Q&A Webinar

Products & Services

  • Audience Offers
  • Books
  • eCommerce & Marketing Speaker
  • Join our Email List

Social Media

  • Instagram @eComMasterPlan
  • LinkedIn Page
  • LinkedIn: Chloë
  • Twitter @eComMasterPlan

Search the site

Social proof places we've been featured

Copyright © 2022 · Privacy Policy · Website Terms · Find us on Google+

This website uses cookies to ensure you get the best experience, for advertising and to analyse our traffic. You consent to our cookies if you continue to use this website.Got it! Reject Read More
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT