Increasing Online Store Traffic

We used programmatic advertising to turn $5.8K ad spend into $19.5K in revenue with a 3.36x ROAS for an 8-fig DTC brand WITHOUT website traffic retargeting. Here’s how: THE CHALLENGE: CTV ads are great for awareness but tough to track. Unlike Meta or Google, CTV doesn’t have a traditional attribution path. It's an incredible tool for generating awareness and intent, but tough to generate direct performance from without the right strategy. This is where most brands miss the mark - they stop at top-of-funnel awareness and never close the loop. THE SOLUTION: Instead of treating CTV as a standalone play, we used it to fill the top of the funnel… ...then retargeting those engaged viewers through programmatic ads across the open web. STEP 1️⃣: Ran CTV ads to build awareness and get initial audience engagement. STEP 2️⃣: Retargeted those viewers in the middle of the funnel using display & native ads, as well as retargeting through CTV again. STEP 3️⃣: Removed all bottom of funnel retargeting as to get a clear view of CTV performance without cannibalizing other ad channels' traffic. THE IMMEDIATE RESULTS: 👉$5.8K ad spend → $19.5K revenue 👉>90 purchase conversions 👉3.36x Holistic ROAS across all campaigns over a 7 day period Why This Works: 👉 CTV builds brand awareness, but without retargeting, it’s incomplete because it's hard to actually purchase through this channel - ie., it's impossible to 'click' on your TV. 👉 Retargeting those engaged users across the open web moves them further down the funnel, and allows us to be exposed to the CTV traffic in a format that can be engaged with and tracked & attributed. 👉 Retargeting CTV engaged users through CTV again increases brand awareness and recall, thereby increasing purchase intent through the same channel of original exposure. The takeaway? CTV isn’t just a top-of-funnel play. When combined with programmatic retargeting, it’s a conversion machine. You reach massive new audiences that don't exist on other platforms, and convert them across the entire web, not just social platforms. Programmatic is here to expand your marketing funnel, as well as your revenue.

Should you retarget by intent? We ran the test... Most B2B retargeting looks something like this: Someone visits your site, any page at all…and immediately: they’re getting hit with “Book a demo” or “Start your free trial” ads. No nuance. No context. Just one-size-fits-all messaging chasing every visitor around the internet. It’s simple. It’s easy. But also pretty broken. Here’s why: > Not everyone on your site is in the same headspace. > Blog readers aren’t ready to talk to sales. > Product page visitors are curious but not convinced. And people on the demo page? They’re this close but something’s holding them back. Treating all three the same? That’s how you burn ad dollars without actually building pipeline. So we ran a test. One of our clients had a basic retargeting setup. One campaign. One CTA. One generic message. We broke it apart and rebuilt it based on intent. ___________________________ Here’s how we segmented it: Blog readers Top-of-funnel folks in research mode. → We showed them value-first content: guides, checklists, downloads. Product & feature page visitors Mid-funnel visitors sniffing around the solution. → We served ROI calculators, interactive tools, and “how do you stack up” style CTAs. Pricing/demo page visitors Bottom-of-funnel leads with real buying signals. → They saw direct “Book a demo” and “Start your trial” ads with tons of social proof. ___________________________ Here’s what happened over 60 days: Old campaign (one-size-fits-all): > Low click-through rates (~0.4%) > Modest form fill volume > Demo-to-close rates hovering around 17% New segmented retargeting: > 3.1x higher CTR > 2.4x more total form fills > 29% increase in demo-to-close conversion from high-intent segments ___________________________ Better message-match. Cleaner funnel transitions. Better results.

SaaS company spending $30,000+ on LInkedIn Ads getting $400+ per lead This was 3-4x higher than before. They could not understand why spending more money brought worse results. I looked into their ad account and found three clear problems. 1. Very small target group, very high repetition (frequency) They aimed their “cold” ads at a tiny list of companies. Because the budget was large, the same people saw the same ads over and over...and over...and over.. After a while, those people stopped noticing the ads, so results dropped off a cliff after seeing initial pop of results that gave everyone hope. What we changed: Added nearby groups of similar companies and looked for ways to meaningfully increase audience size without compromising quality. Created new ad versions so viewers did not see the identical message every time. 2. Retargeting settings mixed good and bad visitors Retargeting is meant to show ads only to people who have already visited your site and match your ideal customer. An “AND vs. OR” filter error let thousands of unrelated visitors into the retargeting group, wasting 80 percent of that budget and essentially turning this into a cold campaign will little chance or ROI. What we changed: Fixed the filters so only the right visitors stayed. After the fix, the same budget brought three to 3x more sign-ups. 3. One-track messaging All ads asked for a sale immediately, whether someone was new to the brand or had visited many times. People who did not yet trust the company were not ready to book a call. What we changed: Added trust-building ads: news mentions, customer stories, short interviews with the founder. As trust grew, more visitors moved to the “ready to talk” group, and cost per sign-up fell. 👇 Advice summary a 5th grader could understand. 👇 1. If your group is tiny, big budgets just annoy people. 2. Retargeting needs clean filters. One wrong setting can drain most of the money. 3. Give people information in steps. First, introduce yourself; then build trust; then ask for a meeting. Managing LinkedIn ads is a special skill. A general-purpose ad agency may miss these details. If you already run LinkedIn ads and want a free check-up, reply “Audit” or send me a note. My team will look at your account and point out quick fixes—no pressure, just clear advice. #linkedinAds

“I’m retargeting everyone who visits my site but conversions are terrible” A founder messaged me this. Service business. Spending ₹40K/month on retargeting Conversion rate: 0.9% “Show me your setup.” He was showing the same “Book a call” ad to someone who bounced in 5 seconds and someone who spent 12 minutes reading his pricing page Most people think retargeting is one audience It’s not It’s 3 completely different stages So we changed 3 things: Split into browsers (education content), considerers (social proof), and hot leads (urgency offers) Different creative for each segment Matched the message to their intent level Results after 3 weeks: Conversion rate: 0.9% → 4.1% Cost per lead: ₹4,444 → ₹975 Qualified calls booked: 9 → 41 Same budget. Same traffic. Same product Just stopped treating strangers like they’re ready to buy Most people think retargeting means one ad to everyone. But actually: Segmentation is the entire strategy.

Video content is one of the most effective tools for engaging audiences and simplifying complex topics. For law firms, it’s an opportunity to showcase expertise, connect with potential clients, and build trust in a relatable way. Here’s how to create impactful video marketing: 1️⃣ Use Videos to Simplify Complex Topics Legal concepts can feel overwhelming, but short, clear videos can break them down for your audience. Examples: “What to Expect During a Divorce Consultation.” “Understanding Your Rights After a Workplace Accident.” “How to Navigate Probate in the UK.” Tip: Focus on one key topic per video to keep it concise and easy to follow. 2️⃣ Showcase Client Success Stories Sharing anonymised testimonials or case outcomes can demonstrate your firm’s impact and build credibility. Example: A personal injury lawyer could share how their efforts helped a client secure a settlement. Tip: Use storytelling techniques to make these videos relatable and emotionally engaging. 3️⃣ Introduce Your Team Building trust starts with showing the human side of your firm. Use videos to introduce your solicitors, highlight their expertise, and provide a glimpse into your office culture. Examples: “Meet [Name], Our Family Law Specialist.” “A Day in the Life at [Your Firm].” Tip: Keep these videos professional yet approachable, showcasing your team’s personality and professionalism. 4️⃣ Use Live and Recorded Webinars Webinars allow you to engage directly with your audience, offering insights on trending topics or answering questions. Examples: “Navigating GDPR Compliance for Small Businesses.” “Understanding the Implications of No-Fault Divorce.” Tip: Record webinars to repurpose key moments into shorter clips for social media. 5️⃣ Optimise for Accessibility Make your videos accessible to a wider audience by including captions and transcripts. Why It Matters: Many users watch videos without sound, and captions also support viewers with hearing impairments. Tip: Use tools like Rev or Otter.ai to generate captions easily. 6️⃣ Promote Strategically Great video content needs to reach the right audience. Share videos on LinkedIn, your website, and via email newsletters. Use short clips or teaser versions on social media to drive traffic to the full video. Example: Post a 15-second clip of a webinar on LinkedIn with a link to watch the full session. 7️⃣ Track Video Performance Measure how your videos are performing and refine your approach based on data. Metrics to Monitor: Views, engagement (likes/comments), watch time, and conversions. Example: If explainer videos outperform team introductions, focus your efforts on educational content. Videos are a powerful way to engage your audience, showcase your expertise, and build trust. By tailoring your content to client needs and presenting it in an accessible, relatable way, your firm can create meaningful connections that lead to results. 💬 What legal topics would you cover in a video?

Tearing down a D2C brand's Black Friday ad strategy — what actually worked Last Black Friday we audited the ad strategy of a mid-size D2C apparel brand. $280K in spend over 10 days. Here's what worked and what didn't. What worked: Early access campaign (Nov 18–24) Email list retargeting with a 20% early access offer. CPA: $24. Their lowest of the entire period. Warm audiences with exclusivity framing convert cheapest. Video creative over static 30-second unboxing UGC outperformed every studio asset. CTR: 3.8% vs 1.6% for polished banner ads. Cart abandoner retargeting with urgency 3-day window, countdown creative, free shipping threshold dropped. Recovered $38K in abandoned carts at a $19 CPA. What didn't work: Broad prospecting during peak days (Nov 25–27) CPMs spiked to $28. CPA hit $91. Every dollar went to retargeting instead. Discount-first cold creative Leading with '40% off' to cold audiences had lower CTR than benefit-led hooks. Cold audiences don't trust discounts from brands they don't know yet. The lesson: Black Friday is a retargeting event, not a prospecting one. #PerformanceMarketing #PaidAds #MetaAds #D2CMarketing #GrowthMarketing

Here's a behind-the-scenes look at how we create video content from scratch Step 1: Content Ideation My content director and I are always coming up with content ideas and putting them into a shared notes app. This system means we always have a lot of ideas ready to go when it’s time to record. Some of our content comes from “Creating” content and other comes from “Being the content” (Which involved recording me doing business activities and pulling clips from there) Step 2: Record This step is very simple. All we need is a smartphone, a selfie stick, a tripod, and a wireless mic (Hollyland is the one we use right now but I’ve used Rode, Comica, and Movo. That’s it. With these basic tools, we’re able to quickly and efficiently shoot all of our videos. Step 3: Curate the Video Content Once the video is recorded, my content director curates the clips and gets them ready for editing. This involved selecting relevant clips that are on brand and on message as well as ensuring each one has a strong hook. The clips are uploaded to Google Drive, and we’ve automated a part of the process using Trello (our project management software). This automation creates a card for each video, including its title and link, which eliminates a few extra manual steps. Step 4: Video Editing/Post Production From there, the video editor picks up the raw video, edit the video, and then send it over to the social media manager. Step 5: Transcription, Copywriting, and Posting The social media manager receives the edited video and uses AI tools to transcribe it and create the copy/text (The thing you’re reading right now! These tools get us about 80-90% of the way to a finished copy, which we then revise and quality check (I do this myself). From there, the content gets scheduled by the SMM. And that's how you're seeing me in the social media feeds like you are right now 😎. Got questions? Hit me in the comments and I’ll answer em! ❤️ABS #contentproduction #contentstrategy #videocontent

You saw the ad. You ignored it. You saw it again. Still ignored. Now you see it 6 more times. Welcome to modern D2C retargeting. Most D2C brands retarget like everyone’s always interested. Spoiler: they’re not. We audited 14 Indian D2C brands in April. Different categories. Different spend levels. ↳ But one common problem across the board: → Retargeting was quietly eating up 25–30% of ad budgets… and delivering almost no real lift in conversions. ↳ Here’s what we saw again and again: → Brands targeting the same audience across multiple campaigns. → 30-day visitors are still being hammered with BOFU ads on day 27. → High-frequency users keep seeing offers they’ve already ignored. → Everyone gets the same retargeting creative, no matter their intent level. And the worst part? Meta charges a premium to show ads to warm audiences or even if they’re cold in behavior. ↳ Why this hits harder in India: → COD mindset means More hesitation, slower decision → Lower trust in new D2C brands → Most retargeting is not segmented by behavior or timing You're not nurturing. You’re nagging. ↳ What I suggest brands to do instead: → Cap frequency and refresh retargeting ads weekly. → Use behavioral segments, not just "all visitors". → Retarget with timing logic, not desperation. ↳ My Fix for Smarter Retargeting Strategy 1. Segment your retargeting audiences → 1–3 days: Hot. Hit with offer. → 4–7 days: Educational reminder → 8–14 days: Testimonials, COD trust → 15–30 days: Low-cost nudges, not hard sells 2. Set frequency caps for warm pools → Don’t let the same person see your ad 6–10 times. → It hurts trust and inflates CPC. 3. Use intent-based retargeting triggers → Add to cart ≠ View content ≠ 10 sec video view → Each needs a different message and urgency 4. Rotate your creatives weekly → Fresh visuals and new hooks equals higher re-engagement without annoying the user 5. Track spend split between cold vs warm → If warm is eating 40%+ of budget with low conversions then pull back and fix segmentation. → Swap "Buy Now" with reminder, education, or social proof style creatives. Recap: ✅ Over-retargeting is a silent budget leak in Indian D2C ✅ Meta doesn’t care how relevant your retargeting is, you need to fix it ✅ Smart segmentation and message match means better ROI and trust ✅ Most CAC spikes come from lazy retargeting, not bad ads ✅ Treat retargeting like a nurture funnel, not a sales wall It’s not that your retargeting isn’t working rather it’s working too hard on the wrong people. Sometimes scaling starts by cutting what’s quietly bleeding your best budget. Spending ₹10L–₹50L/month and not sure if your retargeting is actually working? Let’s chat. A 30-min chat could save you lakhs in silent leaks.

Feeling overwhelmed by video creation? You're not alone.   Many businesses struggle with: -  Limited resources -  Lack of technical skills -  Fear of low-quality content -  Pressure to go viral   But what if you could create impactful videos without the stress?   The solution: Transform your existing content into videos in just 3 steps:   Here's the breakdown:   1️⃣ Content Selection ↳ Analyze your blog posts, emails, and social media ↳ Choose content with highest engagement ↳ Focus on how-to guides or product explanations   2️⃣ Video Planning ↳ Write a simple script based on existing content ↳ Create a basic storyboard ↳ Decide on visuals (screen recording, talking head, etc.)   3️⃣ Production & Editing ↳ Record using smartphone or basic camera ↳ Edit with user-friendly tools like Canva or Lumen5 ↳ Add captions for accessibility   ✓ 87% of video marketers report increased lead generation ✓ 82% of consumers influenced to buy after watching a video ✓ 90% of marketers say video gives good ROI   "But what if my videos aren't perfect?"   Remember: Valuable content trumps production quality. Your audience craves authenticity and information, not Hollywood-level production.   Start small. Create one video this week. Build on what works. Watch your engagement soar.   Video marketing: It's simpler than you think. 🎥💼   #VideoMarketing #ContentStrategy #BusinessGrowth