Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 321 47 mins

Performance Marketing for Q4

About the guests

Chloë Thomas

Kunle Campbell

Chloë Thomas is the founder of eCommerce MasterPlan. She is a best selling Author, international and keynote speaker, and host of the award-winning eCommerce MasterPlan podcast AND the exciting new Keep Optimising Podcast – all of which are built on her 15+ years expertise and experience in eCommerce strategy and marketing.

Nii A. Ahene

Kunle Campbell

Nii is Chief Strategy Officer at Tinuiti - the largest independent performance marketing firm across Google, Facebook and Amazon, with over $2 billion in digital media under management for over 900 brands and 700 employees. Nii oversees Tinuiti's corporate and partnership development initiatives.

Nick Shackleford

Kunle Campbell

Nick is the ex-Apple marketer who helped sell the iPhone 7, the Apple Watch and the iPadPro. His Facebook advertising sent the Fidget Spinner viral. He is also the managing partner of Facebook’s premier growth partner, Structured Social. Nick has personally spent over $100 million on Facebook advertising for himself and his clients over the past six years…

Darius Kunca

Kunle Campbell

Darius is an eCommerce investor & co-founder at AdKings Agency. Boutique eCommerce growth agency that is responsible for scaling some of the fastest-growing DTC brands in the world. They have generated their clients over $100M in revenue using Facebook Ads, omni-channel marketing funnels and their proprietary Everest eCommerce Growth Framework.

Steve Dinelli

Kunle Campbell

Steve Dinelli is Chief Digital Officer at Barrington Media Group where he oversees all things digital marketing. Previously Steve founded Blackbird Garage which Barrington Media Group Acquired in 2020. Steve is an active angel investor and advisor to early stage companies where he has made more than 50 investments in early stage companies.

Today’s episode is an expert panel discussion from the Commerce Accel Conference. The session was hosted by Chloë Thomas, with an expert panel consisting of Nii A. Ahene, Nick Shackleford, Darius Kunca and Steve Dinelli.


Gone are the days of just throwing together creatives last minute and hoping the Facebook algorithm does the work for you. This year will be the first BFCM post the privacy data changes. The old way doing things is now, well, the old way. The current and projected marketing landscape calls for fresh ideas and more preparedness. Having a marketing strategy and roadmap has become more important than ever. But it is not all doom and gloom. If history has taught us anything, it is that with change comes opportunity.


In this episode, 4 marketing experts discuss the current landscape of performance marketing and share a mini-roadmap on how to approach media buying on social platforms this Q4. You’ll hear about how this Q4 has no precedent, how you can still drive revenue on Facebook and what other channels you can consider. This is a great episode for marketers and media buyers.


This event was sponsored by our good friends at:
Juni – The financial companion that tracks returns on your entire business in one place. Measure all your ROI with Juni.


Emarsys – The omnichannel customer engagement platform of choice for more than 1,500 companies worldwide.


Postscript – Making SMS for eCommerce easy. Automate your SMS marketing with postscript.


Recart – Sell more with FB Messenger Marketing. Reduce abandoned carts with Recart.


Omnisend – Increase your sales not your workload. Take the shortcut to revenue growth with Omnisend.


Bolt – Connecting retailers and millions of shoppers in a unified network. Your shoppers are one click away.


BeProfit – Get all your ecommerce profits at a glance. Track all your expenses with BeProfit.


Here is a summary of some of the most important points made,

    • Streaming TV is a awesome new channel to consider
    • Offline channels like Radio and direct mail are still effective and trackable
    • iOS 14 changes have made real time adjustments a thing of the past
    • Sticking with your best performing creatives is the best bet for BFCM
    • Gift card strategy works great as an addon that can increase ACV
    • Don’t be FOMOed into running a sale


Covered Topics:

On today’s episode, the expert panel discuss,

  • Q4 2020 vs Q4 2021
  • Reasons to start your ads early
  • The New Facebook ads strategy
  • Leveraging Tiktok this Q4
  • Working through iOS 14 changes
  • Pro Tips for Q4


  • 13:00 – Meet the Panel
  • 16:45 – Q4 2020 vs Q4 2021
    • Darius:
      • You will be “blind” in terms of making real time adjustments this year
    • Nick:
      • Last year you could test offers in advance
      • You are going to be able to day trade ads
    • Nii:
      • Larger enterprise brands are embracing streaming TV
      • Facebook will be less effectively as a prospecting and demand gen channel
      • “Streaming TV is the new Facebook”
    • Steve:
      • Because of the lack of real time data, being able to diversify away from Facebook will be really critical
      • Focused on sponsored content
      • Asking clients to test direct mail and radio
      • Offline channels also are effective and trackable
  • 21:45 – How to use Facebook Ads this Q4:
    • Nick:
      • Instead of varying offers based on different holidays, will now focus on a consistent offer
      • Back up the offer with social proof
    • Steve:
      • Sticking with ads you know that have worked in the past is the best play
      • Even if the creative doesn’t mention BFCM, but is driving traffic then that’s the one to use
    • Nii:
      • Some merchants are warming up gift card creatives in anticipation of supply chain issues
      • Gift card strategy works great as an addon that can increase ACV
  • 29:10 – Should you be starting your ads early?
    • Darius:
      • Previously the sweet spot for starting ads was 3 weeks in advance
      • “Get into people’s pockets while they still have money there”
      • Get black friday level sales 2-3 weeks before and then roll out followup campaigns like VIP customers, black friday cyber monday campaigns
  • 30:40 – TikTok for Black friday:
    • Nii:
      • You need to 10x your creative strategy to make the most of TikTok
      • A native influencer strategy works best
      • Brands are going to be creating their own challenges on Tiktok, which are $50k-100k investments
      • “Embrace tiktok if you have the ability to feed the algorithm, otherwise hone those skills on Facebook”
      • “If you’re not stopping the scroll on Facebook, you’re definitely not going to achieve that on TikTok”
  • 32:20 – Getting Around iOS 14
    • Steve:
      • Customer acquisition cost has risen by 30-40%
      • If you have good data models from the last 6-12 months, you can rely on those and still be successful
    • Darius:
      • Focus on actual profit levels and work backwards
      • The competition on Facebook is likely to be lower since many people are staying away and dabbling on other platforms
    • Nii:
      • Go with what has worked in the past
      • Often times 80% of revenue come from 20-25% customers
      • You need to create a first party database of those top customers and focus ad spend on them
      • Focus 30-40% of ad budget on loyal customers – it is easier to remind people who’ve bought from you rather than converting new people
    • Nick:
      • Remarketing and reengagement pools are not very strong right now
      • Start extending creative to build video view audiences to start remarketing to
      • Extending the creative by 5-10 seconds would help in artificially increasing watch time which would help build bigger audiences
  • 41:00 – Final piece of advice:
    • Steve:
      • Make sure you’re prepared, get your creative, LP in place
      • You also need to have a Plan B and C ready
    • Darius:
      • Look for timeframe that others may not be capitalising on
      • Quick trick to find low CPM timeframe: set up manual bidding audience > Simple campaign with an average budget and set it up at different levels of bids > when you see lower bid campaigns work, that means competition is dropping
    • Nick:
      • Don’t be FOMOed into running a sale
      • Stay away if you cannot afford the discounts
    • Nii:
      • Gift card strategy can be a gamechanger
      • Rise.ai is great platform
      • Discounting gift cards can be a very compelling offer


  • The sweet spot for starting your ads is 3 weeks in advance
  • A native influencer strategy works best on TikTok
  • Customer acquisition cost has risen by 30-40%
  • Focus 30-40% of ad budget on loyal customers

Tweetable Quotes:

“Streaming TV is the new Facebook.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group



This episode is brought to you by:

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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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