I sat down with Collin Slattery, founder of Taikun Digital. He has helped scale brands from scrappy startups to multi-million revenue machines using Google Ads. We had real talk about Google Ads and how to ensure your spend actually drives incremental revenue not vanity metrics.
We dig into what actually moves the needle in Google Ads today, including:
- Why Google brand is NOT bringing incremental revenue - 90% of the time
- How incrementality testing can reveal what’s really driving sales
- What most brands get wrong about Google Shopping
- Why Performance Max isn’t the growth engine you think it is
- How to use scripts to cut ad waste and scale efficiently
- Tools like Triple Whale and NorthBeam that give you an edge in attribution
00:00 Welcome to the E-Commerce Impact Podcast
00:24 Introducing Colin Slattery: Google Ads Expert
00:46 Colin's Agency and Client Success
03:11 From Rags to Riches: Colin's Inspiring Journey
04:33 Navigating the Global Financial Crisis
06:30 Early Career and Skill Development
07:46 Launching and Growing the Agency
09:45 Specializing in Google Ads
10:14 Current Trends and Strategies in Google Ads
16:12 Challenges and Insights on P Max
21:35 Dynamic Search Ads and Incrementality Testing
24:40 Trust Issues with Google Data
24:53 Choosing the Right Time for Testing
26:15 Understanding Ngram Analysis
29:21 The Role of Scripts in Google Ads
30:51 Brand Bidding and Holdout Tests
35:04 Navigating Client Challenges
37:13 Attribution and Incrementality Testing
40:26 Optimizing Google Shopping Campaigns
43:21 Importance of Merchant Center Maintenance
47:49 Conclusion and Final Thoughts
Collin doesn’t just talk theory, he brings battle-tested strategies from managing millions in spend across eComm brands.
If you’re an eCommerce founder or growth marketer tired of flying blind with Google Ads, this episode is your wake-up call.
Connect with Collin Slattery: Taikun Digital Website, LinkedIn, X
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