Hi! I'm Ben

I’m a CMO (and former Googler) helping DTC brands and online retailers make sense of the things that matter. Subscribe to my newsletter for my unique perspectives, relevant data, and ways to grow your business.

Featured Post

Run it up

It’s been nice to be on the brand side of Black Friday week for the first time in my career. Up until this year, my role during BFCM has always been trying to tell other brands what I’d suggest they do and hoping they did it (none of them did). And now I can do what I want :) Turns out that one of the key things I always talked about as a Google rep worked out for one of my stores… In the months leading up to November, I had always pushed the concept of lowering efficiency in exchange for...
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8 days ago • 2 min read

The number one thing people mess up with Google Ads on BFCM

With BFCM approaching I figured I’d drop in and provide my perspective on the number one thing people mess up with Google Ads on BFCM… Accounting for conversion lags and conversion windows in their reporting and strategy. Google Ads attributes conversions differently than many expect and it’s a far departure from how performance is reported by Google Analytics, Northbeam, and Facebook. This lack of understanding leads to an interpretation using incorrect data which leads to bad decision...
29 days ago • 2 min read

How to Structure a Google Ads Account

I've been meaning to get back into writing and recently put together a video on how I think about structuring Google Ads accounts for optimal performance that I figured I'd share out. With the holidays coming up, yesterday now is the best time to ensure your campaigns are in a place to take advantage of the expected demand. There are a few key things I like to aim for when structuring an account: Less is more and consolidation is king. The more conversion volume you can capture on a...
about 2 months ago • 2 min read

Clicks don't matter anymore

Currently flying to Mountain View to attend my first Google Marketing Live event. This will actually be my first time visiting the OG Google headquarters. Funny to me how I had to leave the company to get the invite 🤔 Do YoU tHiNk ThEy aRe GoiNg to TaLk aBoUt AI? I recently got to join one of favorite podcasts, Down to Chat, with Cody Plofsker and we really dug into performance marketing on YouTube. I love how Cody uses a variety of measurement tactics, his gut, and some common sense to...
7 months ago • 4 min read

You need a side hustle

I think everyone knows that they should have a side hustle, but so few people actually have a side hustle. And I don't understand why... It's not that risky. It's challenging. It's fun. It provides actual fulfillment. If I had to sell someone on starting a side-hustle in 4 bullet points, they'd be: You'll learn new things You'll make more money You'll create and building something yourself You'll write off legit expenses against your W2 income I've been a W2 employee for more than a decade,...
7 months ago • 1 min read

The more you SEO

I had planned on writing about the new way to buy performance media. Throwing your goals, content, and data into a blackbox ad algorithm and letting it do it's thing. But then Meta had to go ahead and mess all that up this weekend. A look at daily CPMs on Facebook from Common Thread Collective's dataset Their "outage" that overspent budgets and totally ignored targets certainly (and rightfully) does not help build trust in this modern media buying method that many of us would probably like...
8 months ago • 3 min read


Sending this a day late, but I heard that time is just a social construct... so who really cares? Before I forget, since a lot of you has expressed interest in buying a business. Here's an interesting one I just found. Absolutely beautiful drop shipping website in an interesting niche. The listing claims all you need to do is "add marketing" soooo what are you waiting for? I needed a bit of time to polish off the first edition of a new YouTube video series I'm starting, Teach Me Marketing,...
8 months ago • 3 min read

Operation: Pay For My Nanny

Good morning. Lots of people have been asking about how I found and ultimately decided to buy Magic Pop Mic. After years of consulting and making recommendations to other businesses, I wanted to put the strategies I talk about to the test and put my money where my mouth is. I also want to build a "low effort" type income stream that can cover the costs of our childcare. I first tried to create my own thing with a buddy of mine, pickle-paddles. Where we were going to try and tap into the...
8 months ago • 6 min read

I bought an eCommerce business

Hey there, welcome to my first time writing this newsletter without a filter 😎 I'll be experimenting with a few things over the next few weeks. Let me know what you think of this "late night" edition. Earlier this week, Taylor Holiday (yes, I have a slight man crush on him) put out a good reminder about the challenges of measuring performance on a YoY basis. In it, he says that comping last year is only useful if this year's plan look like last year's plan. It's a great point and a reminder...
8 months ago • 3 min read
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GA4 is sick, you're just being lazy

I’ve been hearing a lot of aversion about the upcoming migration from Universal Analytics to Google Analytics 4 and I don’t believe it’s justified. As you’ll read below, GA4 is bringing some incredible upgrades to [most people’s] favorite analytics product. Revamping and modernizing a legacy tool requires significant change. And change is hard, I get it. This is quite similar to the changes happening in the Ads ecosystem with Performance Max and Advantage+ campaigns. Everything is changing...
9 months ago • 5 min read
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