#80 Florens from Monkeys.Digital: Unlocking Your Growth with Data-Driven Conversion Rate OptimizationYou’re not in e-commerce if you’re not thinking about conversion rate optimization (CRO). The world of CRO and omnichannel marketing is often overwhelming, but Florens Bach is here to change that.Florens is responsible for performance marketing, Google Ads Management, and PPC (pay per click) marketing at Monkeys.Digital. Monkeys.Digital generates an average of 271% ROI for its clients in e-commerce through Google PPC, CRO, and Facebook and Instagram ads. When it comes to racking up those numbers, Florens knows what he’s doing.Tune in to hear Florens, and our podcast host and CEO Daniel Budai discuss:✔️ Florens’s Foray into Digital Marketing✔️ Conversion Rate Optimization: Where do I begin?✔️ Does Google or Facebook Prefer Bigger or Smaller Businesses?✔️Florens’s Digital Marketing MentorsFlorens’s Foray into the Digital Marketing WorldFlorens first entered digital marketing in late 2015. As an engineering student, digital marketing was a world of mystery. An old friend of his floated around the idea of getting into digital marketing so that they could enjoy the freedom of working anywhere in the world. Soon enough, Florens was hooked.“I really enjoyed working with numbers. I got sucked in and I really like it.”Starting with Amazon PPC, Florens quickly came to realize the importance of knowing how to spend your money. Fully understanding AdWords, budgets, how and when to purchase keywords, and place bids. Florens and his friend became more interested in understanding how PPC works and fits into the bigger advertising picture than actually selling their own products. That’s what made them switch to Google AdWords.Florens’s first clients were people on Amazon who wished to expand to Google. Google emerged as a better business model to work on as a PPC agency, as Google clients need maintenance almost every week. Amazon PPC sometimes only requires a one-time optimization.“We’re just number freaks. We love working with money, numbers, digits, and graphs. Google ads were a perfect fit.”Every company, according to Florens, needs advertising marketing.Conversion Rate Optimization: Where Do I Begin?Before you even begin working on your advertising campaigns, Florens advises, make sure that your website works. Work on driving traffic via ad campaigns from there. Driving traffic to a sub-par website isn’t profitable - your customers won’t convert on a bad website.Once you have a user-optimized website, advertising will do wonders for your conversion rates. Florens highly recommends using an omnichannel marketing strategy. Don’t just start and stop with Google ads, branch out to Facebook, Instagram, or TikTok and influencer marketing.CRO is not just about recognizing the final decision to buy, it’s about understanding the full customer journey.“E-commerce is really driven by data. You can analyze almost anything from its data”When an e-commerce store has €10 - 15,000 in Google ad spend per month, transferring to 500-1000 clicks a day from Google ads, it then has a critical mass of data from which its owner can understand the leverage of CRO.“If you have more than 500 to 700 clicks a day with your Google campaigns, have a deep look at where the conversion rate is dropping off or what might be those essential blocks where you can see a difference.”Does Google or Facebook Prefer Bigger or Smaller Businesses?In Florens’s experience, the bigger the client is, the more premium the support from Facebook. One of the thresholds for Google is 100k ad spend a month. Google recognizes that once you have a certain amount of ad spend your business must be in a very good space.Google knows how to make a six-figure business into a seven-figure business. If you are a four-figure business aiming for five figures, it’s much harder to make a profit via Google ads. Unfortunately, there are too many stores to allow for a totally unique selling point.However, Florens continues, Google will help people who have the potential to grow. A focus on growth is essentially where they make their money.Florens’s Mentors in Digital MarketingFlorens is a big fan of Robert Cialdini, author of Influence: The Psychology of Persuasion. Florens highly recommends this book to digital marketers as a comprehensive guide to the six principles of influence and persuasion.Visit Monkeys.Digital or check out their podcast to see what you can do to unlock your growth potential. They’re very happy to respond to any questions and comments. Florens is also on Instagram @florensbach.Follow Daniel Budai:Daniel's LinkedInDaniel's Facebook Hosted on Acast. See acast.com/privacy for more information.

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