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Marketing to eCommerce shoppers is similar to attracting consumers to brick and mortar stores, but it's not the same thing.\n\nWhen someone visits a physical store, they're exhibiting a stronger intent to make a purchase. Online shoppers are often earlier in the researching process. \n\nThat means that treating every ad click like it's going to convert into a sale can be a costly mistake. In this episode, Robert and Brendan discuss how to properly balance your marketing to (1) attract new shoppers, (2) educate them, and (3) ultimately help them decide to make a purchase. \n\nThey go farther by sharing insights on balancing campaigns across different advertising platforms, like Google, Facebook, Instagram, and YouTube... and dealing with the challenge of optimizing marketing spends based on which platforms and campaigns are actually delivering the best results - including return on ad spend (ROAS).\n\nGuest: Brendan Hughes, Optily.com\nHost: Robert Rand, JetRails.com\n\nAdditional Resources:\n\nGet a free copy of Brendan's book "Accelerate eCommerce Growth, A Proven Framework to Scaling Your eCommerce Business with Digital Advertising": https://www.optily.com/accelerate-ecommerce-growth-with-digital-advertising/\n\nFor a limited time, take advantage of a free consultation from Optily, and a special discount offer for fans of The JetRails Podcast: https://www.optily.com/your-expert-companion-in-digital-ads-jr/\n\nLooking for a quicker read on eCommerce funnels? Check out https://jetrails.com/blog/ecommerce-funnels/