Kathie Feng is the founder and growth architect at Signal Growth, and has recently started as Director of Omnichannel Digital Marketing at Footlocker. She has over 13 years experience at the cutting edge of customer acquisition across all sizes of eCommerce store.

In this episode, Kathie explains how to approach Meta ads at different stages of growth, from early testing to serious scale. She shares practical advice on when to test, when to increase spend, and the common mistakes that can quietly hold back eCommerce growth.

Dive in:

[05:25] Testing Meta ads and best practices

[08:52] Scaling through testing and learning

[12:34] Testing strategies after growth

[16:01] Meta ads misconceptions for beginners

[19:42] Analyzing consumers and optimizing ads

[20:46] Optimizing ad campaigns strategically

[23:30] Insider Tips from Kathie!

Get your foundations right before you scale

Meta ads work best when the basics are already clear. Kathie Feng calls this the “winning triangle”: product, audience, and offer. eCommerce brands need to know exactly who they are selling to and why that customer should care. If the product-market fit is weak, more ad spend will only waste money faster. Before pushing budget up, make sure the product solves a real problem and the offer feels easy to say yes to.

Use early-stage ad spend to learn, not just to sell

In the early growth stage, small budgets should buy insights first. Instead of trying to scale too fast, use those first campaigns to test one thing at a time. Try different hooks, audiences, creative formats, or offers. This makes it much easier to see what actually moves performance. For eCommerce teams, this approach reduces risk and helps build a much stronger base before larger spending starts.

Creative is the lever that matters most as you grow

As competition increases, better creative often matters more than more targeting. Kathie stresses that the first two seconds are critical because shoppers decide very fast whether to keep watching. Your ad needs to show what the product is, why it matters, and why the viewer should stop scrolling. Brands that win on Meta usually refresh creative often and keep testing new messages. For eCommerce owners, strong creative is often the fastest way to improve click-through rate, lower acquisition costs, and unlock the next stage of growth.

Takeaways:

• Capturing attention is an art—your hook must shine in the first two seconds. Every scroll is a chance to connect, so clarify what you offer and why it matters, instantly.
• Your product, market fit, and pricing form the foundation for growth. Before scaling ads, make sure your offer truly resonates with people who will love your product, not just like it.
• Testing is not just for the start—continuous test and learn is essential as you scale. Consumer needs shift fast; adapt your messaging and creative to stay relevant and drive results.
• Blind spot: Meta ads aren’t “set and forget.” Success means digging into creative, analytics, and audience insights daily. Leverage numbers, not just intuition, to guide your moves.
• AI is re-shaping how we optimize and scale. Embrace the tools, but stay focused on human insights—knowing your audience at a deep level will always be your competitive advantage.

Find the notes here: https://keepopt.com/305

Yiqi Wu is the founder and CEO of Aimerce, a next-gen platform to empower long-lasting relationships with customers by putting you in control of your first party data.

Yiqi is a returning guest, and this time she dives into how to use first-party data, tracking, and catalogue optimisation to improve targeting, reduce CAC, and future-proof your Meta Ads strategy.

Dive in:

[05:29] Improving eCommerce sales funnel

[08:43] Understanding click ID tracking

[13:00] Discussing data collection challenges

[14:29] Tracking visitors with first-party cookies

[19:06] Understanding first-party data types

[20:04] Shopify's public catalog API

[23:21] AI traffic potential in 5 years

[28:11] Understanding customer insights for marketing

[29:13] Insider Tips from Yiqi!

Episode sponsored by Aimerce. Find out more Inside DTC Marketing Tech https://www.aimerce.ai/blogs

First-party data is now your biggest competitive advantage

First-party data is no longer optional for eCommerce brands. It is the foundation of high-performing Meta Ads. Yiqi explains that the most valuable data points are email and click ID. These help Meta understand who is taking action on your site. Without this, the algorithm cannot optimize properly. Brands that collect and connect this data well will see better targeting, lower CAC, and stronger results.

Tracking is broken unless you take control of it

Relying on basic pixel setups is no longer enough. Privacy changes and cookie limits mean platforms cannot track users like they used to. You need to collect and send your own data using first-party tracking. This allows you to track users for longer and with more accuracy. It also improves attribution across Meta, Google, and email. If your tracking is weak, your decisions and ad performance will suffer.

Your product data will shape your future visibility

AI is changing how customers discover products. Tools like AI agents are starting to pull from structured product data, not just web pages. This means your catalog metadata now matters more than ever. Titles, descriptions, and attributes all impact how your products are found and ranked. Many brands ignore this backend data, which creates an opportunity for those who optimize it. Clean, detailed product data will help you win more traffic in the AI-driven future.

Takeaways:

• If you know your customers better than anyone else, you gain a powerful edge. It’s not just the data, but what you do with it. Target smarter, speak their language, and build real connections.
• Sending rich first-party data into platforms like Meta or Google isn’t an option anymore; it’s a must. Email and click ID are your keys to unlock lower CAC and higher performance.
• Don’t wait for checkout to grab those valuable emails. Popups and quizzes turn browsers into known contacts, letting you personalize every step and fuel smarter marketing.
• Your product catalog isn’t just inventory – it’s data gold. With AI emerging and APIs opening up, refining product metadata is the new SEO for discovery and sales.
• The future is all about actionable insights. AI will soon suggest your next move, detect patterns you missed, and drive results faster. Start collecting and cleaning your data today.

Find the notes here: https://keepopt.com/304

Danny Kirk is founder of ReddiReach, where he’s worked with over 250 eCommerce brands to help them use Reddit as part of their marketing activity.

In this episode, Danny explains why Reddit is becoming a critical channel for influencing AI search results and brand discovery. He also shares practical strategies for building trust, driving traffic, and growing your eCommerce brand through authentic community engagement.

Dive in:

[06:24] Early days of AI branding

[08:32] Using Reddit for brand growth

[10:35] Sticking to ethical marketing

[14:52] Posting strategies for niche brands

[17:06] Encouraging customer stories on Reddit

[21:26] Understanding subreddit culture

[23:42] Insider Tips from Danny!

Reddit Shapes How AI Sees Your Brand

AI tools like ChatGPT and Google’s AI results rely heavily on Reddit content. That means your brand reputation on Reddit can directly influence how AI recommends you. If your brand is not mentioned, AI may ignore you or get things wrong. You do not need backlinks to win here. You need consistent, positive mentions in real conversations. Start early, because this space will only get more competitive.

Help First, Sell Never (At Least Not Directly)

Reddit users dislike obvious marketing. If you push your product, you will get ignored or downvoted. The winning approach is to be helpful in comments. Answer real questions and share useful insights. Mention your brand only when it adds value. This builds trust and makes people more likely to choose you later.

Consistency Beats Hacks on Reddit

Reddit is not a quick win channel. You need to show up often and engage like a real person. Focus on a few key subreddits where your audience is active. Learn the rules and tone before you post. Avoid automation and shortcuts, as these will likely get penalized. Over time, this steady effort can drive traffic, sales, and AI visibility.

Takeaways:

• Reddit’s power lies in authentic community. Brands that focus on building tribes, not pushing products, create lasting cultural relevance and influence. The future of growth is rooted in trust, not control.
• AI search trusts Reddit because real voices matter. Today, your brand’s story is shaped and cited by the crowd. Participate ethically, and people—and algorithms—will recommend you.
• Old marketing was broadcast. Now, on platforms like Reddit, influence is earned by engaging and amplifying the community’s values. Listen, learn, contribute—don’t just promote.
• Success on Reddit isn’t about planting links. It’s about joining conversations, adding value, and letting your advocates become your loudest marketers. Play the long game of trust.
• Beware shortcuts: bots and fake engagement will be cracked down. Culture rewards real human presence. Show up, contribute meaningfully, and be remembered—by people and by AI.

Find the notes here: https://keepopt.com/303