Making Decisions with Data and Tech | Cameron Blake

Today I speak with Cameron Blake of Ashford Creative.

Cameron Blake has worked in the digital marketing space for more than 8 years and is the Founder of Ashford Creative, a digital agency that helps clients generate business outcomes and accelerate growth for clients through creative solutions, innovative strategies, and marketing campaigns.

As part of leading Ashford Creative, Cameron has worked hard to build long-lasting relationships with clients and partners. 

With over 300 projects and campaigns managed, Cameron and his team know how important it is to let the data guide design and strategy. 

He lives in Fort Worth, Texas with his wife Brittany and their two children. 

Reach Cameron Blake at


You can always find more at, including training, blog posts, and all of the podcast episodes (go to the website for full podcast transcripts) as they're released. Make sure to opt-in for emails when you're at the site so you get the exclusive content as it's released.


Mentioned on today's episode is a book I wrote called, "Retailer's Email Playbook: The 67-Point Master Plan You Can Start Using Right Now to Add 30% or More to Your Bottom Line". Available now in paperback and Kindle versions here:


Also mentioned in the show -- you can join the free Facebook group, the eCommerce Traffic Handler Facebook Group here:

Get free ad techniques… discussions on what’s working now… starting and scaling… and more.


Podcast episodes are released weekly on YouTube, as well as on Apple, Spotify, Google Play and all of the podcast outlets. Be sure to "like" and subscribe on your favorite channel so you can get notifications when we release a new episode.


Full transcript of the episode:

It can't be a guessing game because otherwise you're going

to just waste money on thinking that this is the

best thing for the business when in reality the data

is showing this and this data is correct.

Welcome to the Traffic Handler podcast.

We're about getting new customers, making more

sales, and growing your ecommerce retail business.

I'm your host, Amy Biddle.

Today's episode features the conversation I

had with Cameron Blake of Ashford Creative,

a digital agency that helps clients generate

business outcomes and accelerate growth through creative

solutions, innovative strategies, and marketing campaigns.

With over 300 projects and campaigns managed, Cameron

and his team know how important it is

to let data guide design and strategy.

We had fun having these conversations today.

I've worked with Cameron for a number of years now.

It was good to kick back and throw

ideas around about projects that we collaborated on.

Enjoy today's episode.

Let's have some fun.

Let's do it. All right.

So everybody, I want to welcome

Cameron Blake to the podcast today.

This will be a fun episode for me,

particularly because Cameron and I work together.

And one of the things that I like to offer in the

business is... you can be a fly on the wall, watch other

businesses take off and learn a lot on the way.

So every time I talk to Cameron, I

learn tons because he's the WordPress guy.

And when I go to Ashford Creative and I go and

talk to Cameron, it's because I'm out of ideas on tech

and he's got all the answers and all the resources and

it's WordPress solutions and a whole lot more.

So we're going to cover a lot of that today and

whatever else comes up because really now you're a fly on

the wall and you're listening to a couple of tech people

who know how to move the needle for big businesses.

So Cameron Blake, welcome to the podcast. Great.

Thanks, Amy.

I'm happy to maybe give some people some insight

on some of our conversations that we always have.

We have quite a few of them and a

lot of it is good ideas and solving problems

and I think we're a good team at that.

So excited to chat today for sure.

Yes, it's really going to be great.

And you're right, it is all about the

solutions because business is about solving problems.

Any kind of business, whether you're big in health care

or you're big in retail or you're big in some

of the other ones that we've worked on.

I mean, a lot.

It's about solving problems.

Yeah, no, absolutely.

I think another one would be brick and mortar.

Yeah, we've done a couple of those

and it's really just kind of stepping

back and understanding what the problem is.

We talk a lot about everybody thinks they know

the solution, but they don't really know the solution.

One of your big things is asking

why do you want to do that?

And we've kind of added that into our aspects

of our business, too, is trying to really understand

it because pushing just a service or something like

that, just because that's what they think they need,

it's not necessarily the best thing for the business.

That's right.

And so just kind of taking a step back and let's

look at all the options and see what's going to generate

the most revenue, the most ROI for the business. Yeah.

To kind of go through these

because every project is different.

Every single one. Yeah.

And I'm really glad that you started there,

too, because so many people think, let's just

start running ads and let's go.

How many people have you and I worked with?

How many businesses of all different sizes where

they're not necessarily ready for paid traffic? Yeah.

No, I mean, the technical side has to be set up.

The analytics has to be installed, the

Facebook Pixel has to be installed.

All that stuff has to be set up

before you're ready to start doing that.

And ideally months before you're

ready to start doing that.

Because you want to be able to gather that

information and use that to create the ads.

That's right.

Or make decisions based on the data

that you receive in Google Analytics.

Because otherwise you're just kind of guessing. Right.

And we all think we know what the best option is.

But the data is going to tell us every time.

Every time I tell people all the time, listen, we're

not going to make decisions based on things that you

and I like, because our opinions matter little.

It's the market that will tell us it's the

customers and clients and, you know, the people who

want whatever it is that we're selling, those are

the people whose opinions we want and we want

them to vote with their wallets.

That's right.

Data metrics dollars. Yeah.

When you break it down like that, it's pretty simple,

but it's just a process that needs to be followed.

And it can't be a guessing game because otherwise you're

going to just waste money on thinking that this is

the best thing for the business when in reality the

data is showing this and this data is correct.

Yeah. Really.

The numbers tell the story for sure.

You could lie with numbers, but if you're looking

at raw data, you're looking at a story.

And there have been many times when you and I

have been looking at, let's say we go into Google

Analytics or Google search console and we're looking at all

the information that the traffic or lack of traffic in

some cases gives to a business.

And it tells you what the next

step should be all the time. Yeah.

It's right there for you.

A lot of fun.

So one of the things I'm looking at, my

notes over here, one of the things that you

and I run into a lot is platform specific.

We've had some clients that have custom websites.

But for the most part we're looking at Shopify

or WordPress and we've worked on a couple of

projects even just in the last year about are

they going to choose WordPress or Shopify?

And you're the guy with the WordPress chops.

But I've also brought you in on some

of the more technical things with Shopify.

Let's jam just for a minute on how

to choose which one you're looking at. Sure.

I think that there's actually a

couple more than that as well.

You have your WooCommerce, which is WordPress,

and then you have your Shopify.

Square is another one that can

be used as an online store.

It's not nearly as intuitive as Shopify

WooCommerce, but that's definitely an option.

Then another one would be BigCommerce.

I don't know if you've done any work with

them, but I would say that they are probably

more of a wholesale type ecommerce platform.

They can do all kinds of stuff.

Of course they're a big competitor to Shopify, but I

think every e commerce platform kind of serves a purpose.

If you're looking at Square, I would say

it's probably very small brick and mortar boutiques

that just want to get online.

They just want to get online, have something there,

be able to manage inventory effectively in selling store.

Shopify, in my opinion, is more geared towards

people that are focused on selling online.

And then the great thing about Shopify is that you can sign

up for the point of sale and also sell in store.

Or maybe you're at a convention and you have

all this product that you can sell at the

convention too, and everything kind of goes together.

Inventory is managed and all

that, and then WooCommerce.

I feel like it's more of a kind

of an extension of a core business.

I don't know if you're an ecommerce first store.

I don't think that WooCommerce is the best option.

Don't get me wrong.

Like you can build it.

You can build any kind of store on WooCommerce.

It's a fine platform, but if you're

holding me against the wall, choose one.

I'm going to pick Shopify

if we're running something through.

If you have a main ecommerce business selling spices or

something like that, and that's your brand with WooCommerce, it's

kind of insane what all you can do.

I've actually built a ticketing

platform off of WooCommerce.

I love that that actually integrates into Square, and we

use Square point of sale at the event itself.

So all the reporting is in Square.

All the tickets are handled through WooCommerce.

They actually send emails with the tickets and prints them off,

and then we scan them in at the ticket booth.

Or if they want to purchase

tickets, they do it through Square.

But then all the reporting is right there.

So you can use multiple platforms

based on what your needs are.

It can get complicated.

You can keep it very simple.

It just kind of depends.

Another thing is the inventory management aspect of

it, which I mean, once you get into

that, that's a whole another ballgame.

If you're selling on multiple channels, on Amazon,

on Shopify, Etsy, whatever, there's a lot of

channels you got to handle multichannel.

So that's a different ballgame.

So it kind of just depends on where

the company is at that point in time.

How much money they have to spend

is another big part of that.

What are they trying to accomplish?

How easy are they going to want to make

it on themselves or do they want to make

it a little bit harder but cheaper?

So it just kind of depends.

It's usually not quite that simple either.

It's like, okay, if I have ten grand

to build a store, figuring out also the

cost of goods, profit margins, after marketing costs,

any overhead, are we drop shipping?

Do we have to manage a warehouse?

Are we using 3PL for

fulfillment, Facebook, FBA, Merchant fulfillment?

Yeah, I was trying to keep it simple

and you just, oh, no, I'm going to

throw the whole thing against the wall. That's it.

Today's episode is sponsored by Schema App

for Shopify. Connect with customers at the

beginning of their buying journey.

Adding structured data to your Shopify store

helps search engines better understand your website.

This increases the chance of customers finding and

purchasing products and services like yours get started

today at So I think for listeners

specifically, it's choosing a platform just based on your

capacity for the technology, your team's capacity for technology

and building systems around all of that.

Is that kind of what you're yeah, I

would say from a core business standpoint, like

you said, like a content writer, a copywriter.

Maybe you want to sell ebooks, maybe you want to

sell some T-shirts or hats if you have that

sort of a brand, but it's not your main business.

So maybe you have some type of service that you do.

Maybe it's consulting and then

you have these additional packages.

So it's just kind of like being able to

plug it into the website where it's all on

the same domain and it's just very clean.

Everybody... there's a smooth checkout

experience, all of that.

One thing I see with people sometimes with Shopify is

they'll have like a main site that's built on WordPress

and then they have their Shopify store and it's like,

you know, it's not even a clean domain or URL.

It's like my Shopify URL and it's just little

things like that that I think you can improve.

You can just do and it improves the whole experience.

Even if you do have your store on Shopify, just

make it shop your to make it cleaner.

And you can kind of link back and forth

between the two to give them a clean experience

and really understand your business and all that.

So I don't know. Did I answer your question?

I kind of realized. Absolutely.

And you opened up like eight more doors.

So the one that I'm going

to walk through is customer experience.

User experience. UX.

And so looking at the domain or the subdomain.

So the subdomain in that example that

you just gave for anybody who's not

familiar, shop is the subdomain.

So MyStore is the domain.

And just looking at details like that as

part of the elegance and putting together the

whole project, one of my favorites is favicons.

Every time I look at a website and I

see just that little 16x16 pixel picture

on the tab in the browser that tells me

that whoever built that actually knows about the details,

they can go into a store and store branding.

Branding isn't where we start, but it certainly is

an important part of the journey, isn't it?

Yeah, absolutely.

It's funny, I had a partner of mine that mentioned that

as we were reviewing a site to get ready to launch,

she was like, I saw you put the favicon up there.

That's awesome.

It's just little things like that are super important.

When you talk about customer experience, I think

it's important just to not overdo it.

Just keep it simple.

We always talk about the customer journey right when they

lay on the page, whether it's a store, whether it's

a corporate site, whatever it is, it's got to guide

the user from point A to point B.

Like, you guide them, you tell them where you want them

to go to take an action, if it's fill out a

form, if it's a phone call, if it's to purchase a

best selling product, maybe only have two or three products, get

them to where they can make that decision very easily.

There are some sites where it takes you

twelve clicks to get to where you want

to go, and that's just terrible.

I always tell members in my group, you got to make

it dirt dumb simple and make it stupid easy for people

just to empty their wallets into your shopping cart.

Yeah, but I will say, just because it's simple

doesn't mean it needs to look simple, too.

There are very important things that you can do, such

as adding imagery in to give it some life.

Choosing the right font.

That is a big thing for me.

Choosing the right font, like,

let's not do Comic Sans. Oh no!

You know, it's got to be a clean

font that matches the brand and the product.

There are some premium fonts that you can choose

that can change the entire look of a website.

So that goes into user experience, too.

And then just the difference of colors.

Choosing colors is also big because a super bright red

button that says Buy Now is not necessarily going to

be the best choice in a lot of regards.

You know, there's all kinds of things

in user experience, and it really just

kind of depends on what they're offering?

Yeah, absolutely.

I was just thinking of product descriptions.

If you're looking at an e commerce

store, product descriptions, collection descriptions, alt Tags,

meta Tags, some of my favorite things,

they're hidden and they're not optional.

Structured data, not optional.

I think the product descriptions.

I know that other stuff is important, too.

But from what people can look at, if they go visit

a site, maybe they listen to this and they start browsing

sites and like, okay, I'm kind of getting an idea.

How does Amazon do it?

How does Best Buy do it?

Even I'm trying to think of some other non

large retail store, but just look at it.

How do they lay out the product descriptions?

What kind of icons do they use to draw attention

to some important things that they want to highlight?

How are the images laid out?

Is it clean?

Is it clean on mobile and on desktop?

Because those are two different experiences, too. Right?

And making sure that it all kind of

flows together is super important every time.

And things like not just the words, but are

you saying enough about what the product is?

Here's another one.

How your competitors are doing things.

Are they doing something that we should (I'm never

going to say steal) but you could appropriate some

aspects of how your competitors do things or you

want to do the polar opposite to stand out. Sure.

I'm thinking back to just kind of something simple

that we did for back probably two years ago.

She had this jewelry site, and she was pretty successful

with it, but she needs some help, like just kind

of cleaning it up and making it easier.

And so what we did was we got our

new theme, we reorganized the site, map, the menu

up top, and we added some of those little

circle color selections and just kind of reorganize it.

And her sales went through the roof.

It was like 250% after that.

It was crazy, but it's just small tweaks like

that can make a big difference every time. Every time.

And those decisions that we were making about the

store and the process, this was based on data

that wasn't based on we think it would be

nice to do whatever this is.

We think it's cool to add this thing.

In the 90s, it was flashing banners and

stupid looking, and that ship has sailed.

That doesn't work anymore and just turns people off.

But back to the beginning of our conversation,

when we make decisions based on real data,

how people are using the site.

There are tools like you can look at Lucky Orange or

Hot Jar and look at heat maps on how people are

using web pages on the site and get real data.

I was working on a project with

another partner a few years ago.

We installed, it was Hot Jar we used on that one.

And it turned out that people were clicking

on a thing that wasn't even a link.

No click, hundreds of clicks on

this one image that wasn't even.

So guess what we did.

We installed a link on that thing

because everybody wanted it to go someplace.

So that was right.

That's how you make that's how you let the data talk.

Who knew that people wanted that to be a link?

It's wouldn't have guessed it, but there it was.

So we just put a link there,

makes people happy, and then the store

owners happy because they're making more sales.

So it's always a helpful thing.

Let's talk for a minute.

I think the next thing is it's kind of a leap, but

also part of something that we have to put into design.

But it's compliance issues.

So compliance means things like GDPR, which

is the European cookie disclosure, CCPA.

There's another one coming out of California this

summer, and other States, I think Virginia is

lined up to go live with theirs.

Puerto Rico is lined up to

go live with their Privacy disclosure.

And Puerto Rico is supposed to be pretty stiff also.

But other things like Privacy policy, terms of service,

physical address, copyright information, all these things have to

be incorporated into the site and the site still

has to look good and work properly. Yes.

No small feat. No pressure.

All those things are definitely important.

I'm sure anybody's gone and seen the cookie things

pop up on the sites now, along with all

the other things that pop up on the site.


Making sure that it's still a decent user experience.

Using that. Right.

For the privacy and the terms depends on where you are.

I would definitely recommend purchasing

that from somebody or lawyer.

If you're making some money, it's better to be

protected by somebody that knows what they're writing about

or there's companies that will write it for you.

How many times do I meet someone and right

at the beginning of the association between them and

us, and I'm doing the audit on the business

and I look in the footer of the website

and, oh, none of the required information is there.

So the site is out of all kinds of compliance.

But again, it has to look pretty. Yeah.

And those should be like standard items

that you add in on every site. Right.

So the developer if you hire

a developer, that should be standard.

That shouldn't be a thing.

After the fact of we forgot about that.

It should be very clean.

You can still make it clean, but

the details have to be there. Right.

Compliance is a huge issue.

I don't want to spend a whole lot of

time on it because it's not as much fun.

Let's talk about inventory for ecommerce businesses, because that's

something that when you're going, for example, from a

brick and mortar store, which may have two or

300 SKUs, and then you go to an online

store, one of the biggest questions is do you

want to put the whole offline store online?

I've had clients who did very well with one

product stores, and they had one product and they

push it out there and they're making five figures

a day on this one product store.

But then I've had others that

had tens of thousands of SKUs.

And it's only because what they're offering, they

haven't removed stuff that they're either out of

stock on, which, by the way, creates a

nightmare problem for running catalog ads.

So that's a matter of housekeeping.

But it's also like, how many

products do you want to offer?

And one of the other questions that I always run

into is if you're going to leave your digital marketing

campaigns with, say, two or three of your best products,

is that going to get you the result?

Because you always have to think forward.

Is that going to get the result that you

want to be able to say, okay, these sales

represent our customers, and we're going to sell to

them for an infinite amount of time.

So you always have to think of

the lifetime value of the customer.

There's an inventory question about that.

Like, what are the best sellers?

So am I going to sell them this

particular cargo bag, whatever carry tote whatever it

is, and does that purchaser lead me to

selling them something else down the road?

So the digital store, the online store, may

be managed differently than the brick and mortar.

Anyway, it's just part of the planning.

You and I spent a lot

of time talking about planning with.

Yeah, I think in that example, there's a boutique that's close

to where we live, and my wife goes in there and

I just kind of go in there and I'm like, okay.

But it seems to me like there's 87,000

different products, little trinkets and things like that.

I don't think you should put

all of that on the website.

You know what I mean?

Pick out maybe some higher ticket items,

choose some of your best sellers.

I mean, still fill out the site.

But like you said, you don't have to do the

entire catalog because then that just becomes a nightmare.

If you have one off items and stuff like

that, just sell them in the store or if

they've been in the store for three months, then

put them online and just keep them online.

You just got to kind of play with it a

little bit just to see what's going to work best.

But sell the products, you know, are going to sell

online and then just kind of you have that little

middle range area of products that sell okay.

Or maybe not sell okay.

So trying to piece that

together, of course, is challenging.

Not everybody has the correct result, but yeah, we

could test we could say, okay, we're going to

feature these two products for three months, a quarter

or across two quarters, and say, okay, we're going

to aim to sell X to this audience because

products are always about who we're selling to. Right?


So are we going to feature these

two or five products in the store?

And how are we going to do that?

If we get good results, what are

we going to sell them next? Right.

So that's a robust marketing. Yeah.

How do you keep coming back?

Yeah, exactly.

Good customer experience on the site,

quick shipping, they get the product.

Another thing, too, is packaging. Packaging. Yeah.

That's super important because that's

your first impression with them.


First, hands on impression whenever

you buy something online.

I mean, Amazon has the custom tape.

That's about it.

But Amazon doesn't necessarily need it.

I've seen quite a few that just they have some

really nice either bubble wrap or if it's in a

box and they have a card, it may seem pointless

to spend that extra money to do that.

But in the long term, like

you said, we're looking long term.

We're not just looking for one sale.

We're looking for a long term customer

and building that relationship through the packaging.

It's very important.

It's huge. It really is.

And it doesn't have to be super expensive.

If you're at a point in your business

where you can only afford white boxes, just

make sure they don't feel like cheap boxes.

And you can get, I don't know, the cost

of this little maybe a three inch gold foil

sticker with your business name on it. Yeah.

Get a roll of those and stick it on

the box and throw a little bit of confetti

packing in there, some ecologically responsible shipping padding.

And it's not expensive. Yeah.

And I would say even like, you can

get a postcard done and just like a

handwritten note, something easy, go to Instagram, share

it on Instagram or Facebook or whatever.

The speaking of packaging and postcards, if you're selling on

Amazon and we've got a way of helping with that.

So if a business is let's say you're

running your own store, but you also should

have some component of your business on Amazon.

Because Amazon is the largest shopping search engine in

the world, there's just no way around it.

If I do a Google search, I want information.

If I'm on Facebook, I want to watch

Baby Panda videos and just leave me alone.

But if I'm on Amazon, I'm buying something, right? Yes.

So every business should have some component on Amazon.

And we've got probably off the top five

different ways to help companies get there.

So if you're selling something, even if

it's information, it should be on Amazon.

But the thing is the packaging.

Amazon keeps all of your customers.

They say, no, you can't contact these people.

But what businesses are doing is

putting an insert in there.

You put in a postcard or a letter or a

business card with a website and then push them from

Amazon over to your website, grab the email, opt in

or the SMS text contact and go from there.

You're not going to get 100%, but you

are going to get more exposure adding Amazon

as a revenue stream than leaving it off.

Yeah, absolutely.

I think offering a discount code is enticing

for them to go to the site.

One thing that we've talked about quite

a bit recently is the newsletter collection.

How important that is. Right.

Because of all the Privacy changes and all

of that, having your list is gold, right.

What did you compare it to?

Something the other day, like we were going back

to 1994 or something with all the emails.

I don't remember what it was.

It's cyclical. Right.

Like it's coming back around, just

like trends come back around.

It's always been there, right?

No, it's most certainly not dead.

We're starting to do custom

HTML newsletters for automotive dealerships.

It's still a thing and it's probably growing even in

more popularity because of the way that social media is

going and has been going and just not allowing us

to even reach the people that go to these stores

or sign up for this stuff.

Right, exactly.

So when you get somebody's email address and you have

permission to email them on commercial communications, whatever it is

you have to say, I mean, your automotive people, they

want to sell cars or sell service to cars or

sell leasing options, whatever that particular client is, if you're

just relying on one touch to the sale, it's just

not going to happen. Right.

But email is a fantastic way.

In fact, put in a plug.

I've got a book coming out next month about email

for e commerce and that will be on Amazon.

So I'll put that in the show notes too.

Look forward to that one.

Yeah, I'm looking forward to finishing

it and getting it out there.

Today's episode is sponsored by Bold Apps.

Bold offers a full suite of proven apps

for Shopify and Shopify Plus to help you

grow your online store, all backed by industry

leading support, including bundles, upsells, subscriptions, and a

whole lot more. Find them at

So I guess the last thing that we wanted

to touch on was traffic and what's possible.

I've worked with clients who are boutiques and businesses of

all kinds in tiny little towns, 4000 people, and it

would be unwieldy to try to build enough residential like

300 unit apartment building to try to bring people to

the area to make more sales.

Going online is the next and far

more viable option to do that.

We were just talking about email

marketing, SMS, text messaging, content marketing.

Every business can have content, whether it's

blogs, books, courses, and reach people in

a huge variety of ways.

So one of the things that we notice, I've

got one particular client who's in a very small

town and sells women's clothing and accessories.

She wanted to get more business.

She wanted to find more people.

I'm in a town of 25,000 people.

How do I find more people?

Nobody's driving here accidentally.

How do we find more people?

So we went online and just with some really

minimal effort and very basic marketing, increased her store

volume by, I'm trying to remember the percentage off

the top, but we're accidentally making

an additional $10,000 a month.

But the numbers are different.

So she's not going to have half a million people

extra walking through the store, nor would she want to.

The cleanup would be horrendous, but adding

500,000 impressions or 500,000 reach in the

store to be able to collect people.

And then the magic of

advertising retargeting is beautiful.

I love that.

If somebody came on the store once, we can grab

them again on the same ad platform or another.

Well, another thing, too, is collecting the

people's email addresses that purchase in store.

Obviously, you can use that data

to find look like audiences. That's right.

There's a lot of different ways to do things.

But like you said, for these smaller companies in

these really small towns, it's hard for them to

reach people that would definitely like their product.

They have no idea about it, right? Yeah.

And one of the things that I grew up

in the 70s, so we didn't have the Internet,

we had telephones, but we didn't have the Internet.

And I used to be able to go downtown and see people.

I knew the shopkeepers.

I could go into the Butcher shop, I could go

into the toy store, I could go into the bicycle

store and know people and see what they were selling.

Main street today, especially in

the current... it's January 2022.

How many businesses have we seen go

out of business in the last two

years with all the lockdowns and everything? Too many.

Way too many.

And it's not a requirement when you've got access

to the Internet and almost everybody does now.

And doing business online is a very inexpensive proposition to

start, and it can get as big as you want. Yeah.

I think you can actually kind

of tie those two together.

So you're talking about getting to know

the shopkeepers and stuff like that.

One way the shopkeepers can kind of make people

feel like they know them is through podcasting, through

videos, Facebook Live, like, get their personality out there.

And I'm sure a lot of them do a lot of that

already, or maybe they don't, but having people kind of know you

before they get there, and then that kind of helps with that

small town feel of, oh, this is so and so that owns

the shop and look at all this great stuff.

And then there's that personal connection that's kind

of, I don't want to say built, but

kind of fabricated a little bit.

But it's still a connection that the

customer feels with the shop owner.

And maybe it's the story that they relate to.

Maybe the shopkeeper went through a lot to open

the store and they survived covet and all that.

But I think there's so many different ways

to get out there and form that relationship

without having to go necessarily shake their hand.


But it is the next best thing.

You can add 100 million people to your

reach in a very short period of time

and still live in a tiny little town.

So it's really the best of both worlds. Yeah.

Still have your store how you want to.

You're able to reach more people that can

make buying decisions and increase your revenue and

make it easier on yourself or harder, I

guess, depending on how much you're selling. Yeah.

I mean, it's extra you're not necessarily.

So it's not like flipping a switch.

And whoever started that myth, I'm mad at them.

Just for the record, it's recording here.

I'm mad at them because you don't just build

a website and have people come and you don't

build a website, throw up some ads and have

people come and revolutionize your store.

It just doesn't work like that.

But with the proper information, the right set

up over a little bit of time, certainly

not like what it used to be.


I think time is going to be dependent

upon the audience, too, and the ticket price.

So there's all kinds of things that go into this stuff.

But yes, I agree.

You can't just build a completely new website and

then all of a sudden expect to be showing

up number one on Google for a certain keyword.

That's not how it works these days.

No, not anymore.

And unfortunately, we can't control it necessarily.

We can do things to improve it.

But there's no way for everybody to

be number one for a keyword.

It has to rank somehow. Right.

So that's the work that has to be put in

the long term through SEO and stuff like that.

But then short term is paid ads and

Google ads and getting people in that way.

I think maybe Facebook ads is probably

a better way of targeting an audience.

That is probably a cold audience.

Google ads is definitely people with search intent

that are looking for that specific product.

So as we kind of send it all back to

data, it's looking at where people come from and are

they looking for something or are we telling them that

they're looking for something that they need?

There's a lot to it, but it's fun.

So before we go down that rabbit hole

of discovery in search of time and interest

and stuff, we'll save that for another conversation.

I'll have you back.

Yeah, we'll do a part, too.

But Cameron, I want to thank you very much

for being with me today, having this conversation in

front of all of our new friends.

I'll put your contact information in the show notes

and people can reach out to you to me.

You and I work together.

They've got all kinds of options for help. Awesome.

Well, I look forward to that.

And definitely thank you for having me on.

And yeah, let's go do some more work.

Do some more good work. All right.

Thanks so much. Talk to you soon.

You've been listening to the Traffic Handler Podcast.

We're about getting new customers, making more

sales and growing your ecommerce retail business.

I'm your host, Amy.

Get more at

And until next time, go sell more stuff.


Podcast music by Dan Lebowitz.

Post production by Melinda Fries.

Production Assistant Laurie Carnes.