A rocky marriage of eComm brands & performance marketing
In the world of eCommerce, we’ve all faced the challenge of maximising performance in an increasingly complex digital landscape. While technical issues like conversion tracking can silently erode your results, a less subtle yet equally dangerous threat exists, poor communication and misaligned expectations between eCommerce brands and their performance marketing partners. In this post, we’ll break down insights shared in our latest Leaf Collectivo podcast episode, where we tackle the pitfalls and the solutions to building stronger, more collaborative relationships.
The High Cost of Reactive Decisions
One of the loudest killers of performance is the cycle of reactive changes. When brands shift their marketing objectives mid-month—say from prioritising efficiency and return on ad spend (ROAS) to a sudden revenue push—it disrupts campaigns, resets optimisation efforts, and often does more harm than good. This is particularly challenging when paired with external pressures such as investor demands or an approaching sales period.
As performance marketers, we understand the stakes and the urgency, but constantly shifting objectives often leads to panic rather than progress. For best results, clearly define the priorities at the start of the campaign and avoid last-minute changes. A solid roadmap, along with realistic expectations, helps prevent the destructive effects of reactive marketing.
Misplaced Focus on Paid Media Alone
Another common pitfall is putting excessive weight on paid media as the sole driver of performance. Paid media is essential, but it’s only one piece of a larger ecosystem that includes organic traffic, website functionality, product availability, and customer experience. Brands frequently assume a drop in ROAS can be fixed by adjusting ad spend, without considering other performance factors like out-of-stock items or SEO declines. Paid media optimises traffic, but it can’t solve issues related to user experience or product logistics.
For a balanced approach, eCommerce leaders should assess every part of their funnel—not just paid media. This means tracking organic search, stock levels, site experience, and cross-channel analytics. For example, even minor issues like broken links or 404 errors can significantly impact retargeting and diminish the ROI of your ad campaigns.
Trusting Your Experts, Not Just the Process
In a high-stakes environment, internal teams often feel pressured to micromanage their marketing partners, dictating tactics on everything from ad placements to budget adjustments. However, trust in your agency’s expertise is key to making the relationship work. After all, agencies work across multiple brands and are tuned in to industry trends, which allows them to make informed decisions. When brands try to control every aspect of the campaign, it can create bottlenecks, stifle creative optimisation, and negatively impact results.
A successful partnership requires both parties to operate within their strengths. While agencies bring data insights and performance expertise, internal teams have unique knowledge about the brand’s goals, product strengths, and upcoming business changes. By focusing on collaborative planning and setting clear priorities, you create an environment where your marketing team can deliver the best possible results.
Practical Takeaways for Effective Partnerships
So, what can brands do to ensure their relationship with an agency or in-house team is successful?
Here are some actionable steps:
Set Clear, Consistent Goals
Establish performance objectives at the outset, and avoid mid-campaign shifts unless absolutely necessary. A well-defined roadmap minimises the risks associated with reactionary changes.
Take a Holistic View of Performance
Evaluate your entire marketing ecosystem. Paid media is powerful but operates best when supported by a healthy funnel. Pay attention to inventory, SEO, website performance, and customer experience metrics alongside your paid media reports.
Optimise Communication
Use tools like shared Slack channels to facilitate real-time communication between your team and your marketing partners. Keeping everyone informed of changes, such as stock updates or new product launches, can prevent misaligned tactics.
Leverage Your Partner’s Expertise
Agencies offer valuable insights from their work across multiple brands and industries. Trust them to make data-driven decisions and push back if they advise against certain tactics. Their goal, like yours, is to drive growth sustainably.
Keep the Blame Game in Check
When performance dips, it’s tempting to place blame. Instead, approach it as an opportunity for collective problem-solving. Both internal teams and agencies share the same goal, and fostering a culture of collaboration can yield better long-term results.
Final Thoughts
As we head into peak shopping season, remember that your performance partner is there to help, not to shoulder all of the responsibility alone.
As discussed in our recent podcast, a performance dip isn’t always due to flaws in your ad strategy; sometimes, it’s the result of operational or market factors. Building a strong, trust-based relationship with your marketing team can be the best defence against both silent and loud killers of performance.
Let’s make this season a time for stronger, smarter partnerships!