{"podcast":{"title":"Keep Optimising","slug":"keep-optimising-381064","podcast_index_feed_id":381064,"rss_url":"https://feeds.redcircle.com/bac4715c-d4de-4ad1-9a11-714ef5683d52","website_url":"https://redcircle.com/shows/keep-optimising","image_url":"https://media.redcircle.com/images/2025/7/23/8/828ad943-e759-419d-91ae-4924bedd6e2d_YiBZLsm8NzuYMY-H_dl4Xwl7.png","author":"Chloe Thomas","episode_count":308,"summary":"For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads. In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method. - Current Mini-Series = SEO - Next Mini-Series = Marketplaces, including Amazon - Last Mini-Series = Google Ads Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday. Each episode lasts about 30-45 minutes and is audio only. AND at the end of each month we also have a Live Q&A webinar where you get to ask your questions of our guests. >> Sign up for the next one here: https://keepoptimising.com/webinar/ I look forward to helping you keep optimising your marketing very soon! Chl…","last_synced_at":null,"page_url":"https://stenobird.com/podcast/keep-optimising-381064"},"episode":{"title":"Meta Ads: What to Do at Every Stage of eCommerce Growth with Kathie Feng, Signal Growth","slug":"meta-ads-what-to-do-at-every-stage-of-ecommerce-growth-with-kathie-feng-signal-growth","published_at":"2026-05-27T00:15:29+00:00","page_url":"https://stenobird.com/podcast/keep-optimising-381064/meta-ads-what-to-do-at-every-stage-of-ecommerce-growth-with-kathie-feng-signal-growth","show_page_url":"https://stenobird.com/podcast/keep-optimising-381064","url":"https://keepoptimising.com/kathie-feng-meta-ads-podcast","audio_url":"https://audio4.redcircle.com/episodes/c4fe00c0-8e65-45cc-b0da-ac3b8ca80676/stream.mp3","summary":"Kathie Feng is the founder and growth architect at Signal Growth, and has recently started as Director of Omnichannel Digital Marketing at Footlocker. She has over 13 years experience at the cutting edge of customer acquisition across all sizes of eCommerce store. In this episode, Kathie explains how to approach Meta ads at different stages of growth, from early testing to serious scale. She shares practical advice on when to test, when to increase spend, and the common mistakes that can quietly hold back eCommerce growth. Dive in: [05:25] Testing Meta ads and best practices [08:52] Scaling through testing and learning [12:34] Testing strategies after growth [16:01] Meta ads misconceptions for beginners [19:42] Analyzing consumers and optimizing ads [20:46] Optimizing ad campaigns strategically [23:30] Insider Tips from Kathie! Get your foundations right before you scale Meta ads work best when the basics are already clear. Kathie Feng calls this the “winning triangle”: product, audience, and offer. eCommerce brands need to know exactly who they are selling to and why that customer should care. If the product-market fit is weak, more ad spend will only waste money faster. Before pushing budget up, make sure the product solves a real problem and the offer feels easy to say yes to. Use early-stage ad spend to learn, not just to sell In the early growth stage, small budgets should buy insights first. Instead of trying to scale too fast, use those first campaigns to test one thing at a time. Try different hooks, audiences, creative formats, or offers. This makes it much easier to see what actually moves performance. For eCommerce teams, this approach reduces risk and helps build a much stronger base before larger spending starts. Creative is the lever that matters most as…","meta_description":"Kathie Feng is the founder and growth architect at Signal Growth, and has recently started as Director of Omnichannel Digital Marketing at Footlocker. She…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1833,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/keep-optimising-381064/episodes/meta-ads-what-to-do-at-every-stage-of-ecommerce-growth-with-kathie-feng-signal-growth/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/keep-optimising-381064/meta-ads-what-to-do-at-every-stage-of-ecommerce-growth-with-kathie-feng-signal-growth.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}