Abbie Bekov (Head of Paid Media) shares her expertise in advanced paid media strategies and the best ways to leverage ad spend for maximum performance, including GMV Max ad campaigns.

Working with The Amie TikTok Agency for who has become both a TikTok Marketing Partner and a TikTok Shop Partner, making them one of the go-to agencies for brands that want to convert attention into real revenue. She and her team specialize in creating original and trending content, running highly effective TikTok ad campaigns, and building engaged communities that feel authentic and connected.

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> Here’s a glimpse of what you would learn….

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Abbie Bekov, Head of Paid Media at Amie, about maximizing TikTok Shop’s GMV Max ad campaigns. Abbie debunks the “set it and forget it” myth, explaining that success requires upper funnel brand awareness campaigns, strong affiliate relationships, and strategic product segmentation across Cold Start, Mature, and Hero lifecycle stages. She emphasizes starting with conservative ROI targets, ensuring consistent ad spend before scaling, and using attribution tools to measure cross-channel impact. Abbie’s key takeaway: TikTok Shop demands intentional community building, not just media buying.

Here are the 3 action items that Josh identified from this episode:

Timestamps:

00:03:35 Introduction to GMV Max Campaigns
Abbie discusses the misconception that GMV Max campaigns are “set and forget,” highlighting the need for hands-on optimization.

00:05:14 The Importance of Upper Funnel Campaigns
Abbie explains why running non-GMV Max campaigns like video views and follower campaigns is non-negotiable for brand building.

00:08:15 Targeting and Insights from Top-of-Funnel Ads
Details on targeting strategies for upper funnel campaigns and how learnings from them inform the affiliate and GMV Max strategy.

00:13:01 A Framework for Structuring GMV Max Campaigns
Abbie outlines a three-pillar campaign structure based on product lifecycle: Cold Start, Mature, and Hero products.

00:16:20 Setting and Scaling ROAS Targets
Advice on setting initial ROAS targets, when to scale them, and using budget spend percentage as a key indicator.

00:19:29 The Halo Effect of Upper Funnel on GMV Max
Explaining how top-of-funnel brand awareness campaigns indirectly boost GMV Max performance, traffic, and affiliate interest.

00:22:10 Manufacturing Virality and Building a Creator Community
The discussion shifts to the necessity of intentionally building buzz and relationships with creators to succeed on TikTok Shop.

00:28:57 Tactics for Optimizing Within GMV Max
Abbie shares a tactic of manually creative boosting high-potential content that the GMV Max algorithm might be overlooking.

00:33:24 Profitability and the Halo Effect on Other Channels
Discussing the path to profitability on TikTok Shop and the importance of measuring the sales impact on Amazon and DTC.

00:39:37 Cross-Channel Strategy and TikTok Shop Exclusivity
The importance of making TikTok Shop the most desirable sales channel during promotions by offering exclusive deals or bundles.

00:40:56 Three Actionable Takeaways
Josh summarizes the key strategies: start with top-of-funnel ads, scale ROAS when spending 80%+ of budget, and structure campaigns by product lifecycle.

Tools and Websites
“Phospho“: “00:38:43”
“Claude AI“: “00:43:50”Books
“Breaking the Habit of Being Yourself by Joe Dispenza“: “00:43:16”Notable People
“Julia (CEO of Amie)“: “00:44:22”General Insights
“GMV Max“: “00:03:58”
“Upper Funnel Campaigns”: “00:05:14”
“Affiliate Strategy”: “00:12:54”

This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures.

I started my business in 2015 and grew it to an eight-figure brand in seven years.

I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.

If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at josh@ecommbreakthrough.com and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!

Transcript Area:Abbie Bekov 00:00:00  So usually in every campaign we’re running anywhere from like 2 to 4 different audiences in the campaign. And then each campaign, we have content that’s kind of specific to that audience. So we’re always running lifestyle product education. We try to keep it pretty broad, because the goal for these campaigns is really to get awareness of the brand. All this content that we post for our clients who are very TikTok shop focused. We post with TikTok shop product tags. We’re not necessarily doing it to turn all of that into immediate revenue, but we’re doing it to put it into our video views campaigns so that somebody sees it. Maybe they’ll click the product link, maybe we get boosted traffic, but they just will continue to see content show up. The branch are up again and again with that product link. So when they’re ready to buy, when they go down the funnel, they know to go to TikTok shop.

MC 00:00:46  Welcome to the E-com Breakthrough Podcast. Are you ready to unlock the full potential and growth in your business? You’ve already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level.

Josh Hadley 00:01:00  Do you want to know how to maximize GMV max ad campaigns on TikTok shop. Welcome to the Econ Breakthrough podcast. I’m your host, Josh Hadley. I scaled my own brand from 0 to 8 figures in sales, and now my mission is to take it to over nine figures on my journey to nine figures, I bring you the unfiltered conversations with the smartest minds in the ecommerce space. Past guests include Ezra Firestone, Kevin King, and Michael Gerber, author of The Myth Today. I am excited to welcome a new guest to the show, Abbie Bekov. She is the head of paid media at Amie, a TikTok shop agency for Ulta and Sephora beauty brands. She has expertise in advanced paid media strategies and the best ways to leverage ad spend for maximum performance, including GMV max ad campaigns. Working with Amie, who has become both a TikTok marketing partner and TikTok shop partner, making them one of the go to agencies for brands that want to convert attention into real revenue. She and her team specialize in creating original and trending content.

Josh Hadley 00:01:59  Running highly effective TikTok ad campaigns and building engage communities that feel authentic and connected. With that introduction. Welcome to the show, Abbie.

Abbie Bekov 00:02:07  Thank you. I’m happy to be here.

Josh Hadley 00:02:10  Abbie. We’ve had Julia on the show in the past, the kind of founder there of Amy, and we had a great conversation about all things TikTok shop and the pillars of creating the content and what works for all of the brands that you guys are working with. However, the overall takeaway she had was like, well, you actually should talk to the people that are in the weeds doing the things. And so she was the one of the you or one of the people that, Julia was like, hey, you need to talk to Abbie. All things advertising and so much more goes into all of that. So, Abbie, you come well recommended. And I’m kind of curious, like, what background did you have before you got into, like, TikTok shop?

Abbie Bekov 00:02:48  Good question. I feel like anyone who’s who’s landed in TikTok shop comes from like, so many different walks of life.

Abbie Bekov 00:02:54  So for me, before I started working at me, I was actually working in legal consulting. I was working with like global law firms on like optimizing their business and spend. So honestly, it’s kind of like the same idea, just in a different category. So I started working at a me and I kind of translated like all of that knowledge on like optimizing spend, you know, making the most of your money, making it do more for you, taking that into the advertising space. And then as TikTok shop became more of a thing as an agency, you know, we pivoted and learned very quickly about TikTok shop and started testing and learning and kind of just being some of the first adopters on GMB Max for our clients. So now we’ve all kind of grown into just becoming experts and really understanding the space.

Josh Hadley 00:03:35  Fantastic, fantastic background. And for those listeners that are listening to this right now, they’re probably wondering, well, hey, isn’t why do you have somebody that’s like the head of paid media and GMV max? Because with GMV Max, like it should be set and forget it, right? You should just like put in your ROI target and that’s it.

Josh Hadley 00:03:54  TikTok takes care of everything for you. Is that true or false? Abbie.

Abbie Bekov 00:03:58  I wish it was true. I think it’s false. At least for now. And for most brands that are interested and also like, you know, scaling and having a true presence and impact on TikTok, everything requires hands on, you know, optimizing right now, especially as GMB Max changes and the atmosphere changes. We always get people coming to consults and they’re like, I don’t get it, I put you, I turned on TV, Max, I put the ad spend, I did the ROI, but I’m under spending my budget. The ROI isn’t even hitting what’s going on, you know? So there’s a lot of of optimizing that goes in the backend and strategy to kind of make sure that you can trust GMB Max to at least do its thing.

Josh Hadley 00:04:34  Yeah, I love that response. So you’re telling me that even though GMV Max is this black box type of thing that you just set your ROI target, what you’re saying is like, no, there’s actual optimization strategies that you can execute to actually boost your performance of GMB Max ad campaigns.

Josh Hadley 00:04:50  And I think that’s the mystery that we wanted to, like, dive into today. And Abbie, I want to hear like, all right, what are you guys doing to actually influence GMV max ad campaigns where you don’t get to choose the placements, you don’t get to choose anything, or you can choose some things, but you don’t get a whole lot of options to choose compared to, like Facebook advertising, things like that. So tell me, how are you currently optimizing GMV max ad campaigns and what’s working today?

Abbie Bekov 00:05:14  Yeah, honestly, it’s a loaded question. I feel like we think that there’s not a lot we can do. There’s so much that goes into it that we can do. I’ll start from kind of like focusing on the ad side of things. The one thing that we do for all of our clients that’s non-negotiable is running upper funnel campaigns as an agency that’s also really focused on brand building and brand integrity. For us, we’re trying to really build the full funnel. We want to run video views, we want to run follower campaigns.

Abbie Bekov 00:05:37  We want to take all those learnings and funnel them into how we brief affiliates. We also want to inspire affiliates. Ultimately, the affiliate content is what fuels the campaign. Without it, we can’t scale, we can’t grow. And, you know, there’s affiliate content and there’s high quality affiliate content. So as a brand, you want to have a presence strong enough to inspire your affiliates to post really good content and to also see, like, oh, hey, this brand is posting regularly. They clearly want to scale on TikTok shop. I want to post for that. I want to be a part of this. So we always run upper funnel campaigns. I know we can’t directly, you know, take that audience and put it into GMB Max, but there are learnings that are then funneled through GMB Max that we’ve seen have a really strong impact. So there’s upper funnel campaigns that I think is super important and very commonly kind of overlooked as as a campaign that’s not worth it, but it totally is worth it.

Abbie Bekov 00:06:20  And then the other thing, how are you?

Josh Hadley 00:06:22  So how are you running those? I’m curious. So when you say like top of funnel, those are not GMB max ad campaigns.

Abbie Bekov 00:06:28  No. So these are like more manual campaigns that are in the ads manager side of the platform. There’s video views, there’s community interactions, there’s reach and frequency. These are campaigns that are truly dedicated to community building and engagement. So here we can get a little bit more focused on okay, who are we targeting. What’s the content we’re putting in? This is where we use our branded content that we produce and posts for the brands, and we spark it into these campaigns so that we’re getting that reach, we’re getting those views, we’re getting a community, and we’re constantly kind of harnessing that and using those learnings to then take into our GMV max and affiliate strategy. I think it’s so important to constantly be like engaging and getting that engagement from your community, because TikTok is such a beating heart, you know, like things go viral every day and it can be products that are not even priorities for brands.

Abbie Bekov 00:07:10  So it’s really great to be able to get out there and also see what your community likes. We look at the comments, we see what they say, we see what they request, and we kind of take that into how we operate our hero product strategy to make sure that what we’re actually doing and spending, you know, sample budget on is, is truly going to translate into something that they want to see.

Josh Hadley 00:07:27  I find that so interesting. You are the first person I’ve talked to that’s like, yeah, we have an upper funnel strategy that we’re leveraging. And I’m really curious, like, what insights are you getting there? And then how does that, you know, parlay over into GMV ad campaigns for you. But like what’s interesting is when GMV max like came out like to a lot of TikTok sellers. They almost said, oh, well, then why do I even need spark codes anymore? But what you just said is like, well, we take our branded content and we’re going to spark those.

Josh Hadley 00:07:55  So it’s like, all right, now I’m seeing like, all right, spark codes are still well in the live for specific use cases. So tell me a little bit more about that. Like what are you. So like what type of targeting are you setting for your like top of funnel ad campaigns and then like what type of insights are you getting that then like inform what you’re going to do on GMV Max.

Abbie Bekov 00:08:15  Yeah. So with the upper funnel campaigns, we this is when we try to get a little bit more granular with the targeting. I always love broad audiences. I think it’s always super important. GMB max is broad, so we also want to make sure that we’re hitting a broader audience for us, since we’re pretty niche in the beauty space, we’ll always do like a broad, maybe female audience. We also always lean into beauty and personal care interest. There’s video interactions. You can target beauty and style. I mean, there’s so many categories in there. There’s creator interactions. There’s hashtag targeting, interest targeting.

Abbie Bekov 00:08:44  We target Sephora interests trending hashtags. So usually in every campaign we’re running anywhere from like 2 to 4 different audiences in the campaign. And then each campaign, we have content that’s kind of specific to that audience. So we’re always running lifestyle product education. We try to keep it pretty broad because the goal for these campaigns is really to get awareness of the brand. All this content that we post for our clients who are very TikTok shop focused. We post with TikTok shop product tags. We’re not necessarily doing it to turn all of that into immediate revenue, but we’re doing it to put it into our video of use campaigns so that somebody sees it. Maybe they’ll click the product link, maybe we get boosted traffic, but they just will continue to see content show up. The brand show up again and again with that product link. So when they’re ready to buy, when they go down the funnel, they know to go to TikTok shop. So that’s kind of like always on and always bringing audiences in and through the funnel.

Abbie Bekov 00:09:34  We can’t really take anything from the campaign and put it into GMV max, but we do see that sometimes, you know, the content that performs the best in these campaigns. We send it through to affiliates. We say, hey, this is going super viral right now. Like, give it a try. Try to recreate this. Or if there’s an affiliate that we really want to support and show some love to, we’ll tell them, hey, like we have a video of us campaign, we have a Reach in Frequency campaign on like, we’d love to put your content here so we can get some extra awareness and views. So it’s kind of an additional incentive for affiliates to continue to post and get that spotlight from the brands. So from there, you know, we don’t necessarily make like immediate changes to GMB Max, but it does kind of inform the way that we breathe and the way that we kind of show content to affiliates. And it also allows us to test and learn different styles of content.

Abbie Bekov 00:10:15  You know, for some, some brands we see, oh, talk to talking to the camera. Certain visual hook works really well on the organic page. Let’s send that over to the affiliates. Or maybe for this brand it’s application or voiceovers. So we kind of see how that translates. And then we get to optimize our briefs and kind of use that content as like inspiration for our affiliates.

Josh Hadley 00:10:34  Yeah, I love that aspect of like taking some of those creators and even getting them a little bit more love. Here’s like one of the hacks that I was sharing, you know, in a presentation actually last week in LA, I was sharing that like one of the best, I think, like highest ROI levers that you can pull with some of your newer affiliates that are beginning to post content with for you, if you notice that, hey, they actually have decent videos, but like nothing is really like gone viral for them yet or nothing’s really picked up too much momentum. One of the best things that you can do is actually like go spark their videos so that they do gain some additional views and then guess what? Because they see more views, guess who’s more likely to post a video for you? That person that they’re like, oh, there is something about this, this brand.

Josh Hadley 00:11:17  Like whenever I post about them, I see more views over here than when I talk to some of the other products. So it’s kind of this like virtuous cycle where it’s like you’re kind of like they’re not I mean, they’re real views, but like you’re artificially spiking their view count in the hopes that, like, they keep creating more content and eventually they get better and better and they start picking up momentum on that.

Abbie Bekov 00:11:38  Well, the beauty of TikTok is that, you know, there’s a reason why TikTok doesn’t give you organic metrics on paid ad campaigns. Everything is so meshed and mixed together. So, you know, even though we’re sparking something and it has paid video views or paid likes, paid follows, it still lives on TikTok organically. As something grows on unpaid, it grows organically. If something necessarily doesn’t take off in paid, it’s not a strong, organic piece of content. You know, we can’t boost anything that doesn’t already have a little bit of merit and potential. So I think that’s a, you know, such a big difference between TikTok and some of the other platforms where it’s such an organically driven ecosystem where even when you introduce paid media, it doesn’t necessarily mean that everything is big and manufactured because you paid for it.

Abbie Bekov 00:12:20  You still do get to see, like, you know, there’s always certain content that’s going to outperform something else. It’s because of the quality of the content. You know, you can spend the same amount behind it, but 1st May do better than the other. So, you know, it still does get that organic view. You know, that that affiliate account will grow. They’ll show up on more for you pages over time. So there is such a ripple effect. And the affiliates do love that. I mean, I can’t tell you how important it is to keep them engaged and motivate it to post for you. Especially in today’s ecosystem where there’s so many brands, there’s so much demand, there’s so many affiliates. So anything you can do to get them interested and excited, you got to do it.

Josh Hadley 00:12:54  Yeah. Love that. All right. So you’ve got the top of funnel working now. What do you do with that data. And how how does that take you to your next step.

Abbie Bekov 00:13:01  Yes. So I’ll get into a little bit of how we set up the campaigns in GMV. Max. I’ve seen a lot. I mean, I think we’ve tested every possible combination of setting up campaigns and putting an ROI and budget against it. And what we’ve seen work for all of our brands so far is kind of creating these three pillars that we kind of use as our framework for campaigns set up, and it’s really built off of our hero product strategy, but we always support all of the products on the shop in our Max campaigns. We don’t silo anything out if it’s on the shop, we want it to be in a campaign. So we have three main pillars. We have cold start, we have mature and we have a hero product. So a cold start products, anything. Of any product that’s anywhere from 0 to 1500. In weekly GMV, a mature product is from 1500 to $5000 in weekly GMV, and then a hero product is five K plus in weekly GMV. So we look at the Cold Start campaign.

Abbie Bekov 00:13:50  It’s kind of like our incubator campaign. And again, there’s nuances. If your catalog is really big, maybe you’ll have multiple at each campaign. But for the sake of this example, let’s just say there’s one. We have one cold start campaign. We use this as our incubator. So here we see, you know, ad spend gets separated out throughout all of the products over time. You know, you’ll notice if something goes viral, you know, maybe there’s a product you didn’t know was going to take off, but it’s having all these product card sales. Maybe there’s an opportunity to sample this product out. So it just lets you get those additional learnings and incremental revenue apart from your like core hero product strategy. So over time in this hero product campaign, you’ll notice 1 to 2 products maybe getting a lot of ad spend. Maybe it’s hitting close to that 1500 threshold, but the ROI isn’t super efficient. That’s kind of your signal of oh, like this product can can sustain itself with a decent with with a good amount of ad spend.

Abbie Bekov 00:14:35  But we need to put it out. We need to have more control. Let’s try to control that ROI and now shift into more of an efficiency mindset. So that cold start period is when we’re we’re leaning into that content volume. And then once the product shifts into maturity, that’s when we start leaning on that content quality. Because now we want to scale ROI, we want more efficiency. So we take that product out, we put it in its own campaign, we give it a higher ROI. We start leaning into our top affiliates to get that stronger content coming through, and then it can hit that maturity. So maturity is when we can really leverage this product as almost like our anchor GMV. We use this product to scale ROI to consistently grow. We have our affiliates on retainer, consistently posting for them. And here are products we always put out by themselves. They’re in their own campaign. We scale the ad spend, we scale the ROI as we kind of go back into our cold sweat campaign, pull some products out, take them into maturity and so on and so forth.

Abbie Bekov 00:15:24  So we kind of have this ongoing flywheel of products that are incubating in cold start, mature, grow into maturity. and then from there they scale into hero, and we kind of maintain them as hero products through our high top performing affiliates. We scale that ROI as we then, you know, start bringing other products into the mix. So if we take the example, you know, every, you know, mature products are in this one campaign called star in this one campaign. And then mature hero products kind of sit by themselves. But you know, there’s nuances. Sometimes we’ll group like 2 or 3 mature products in one campaign together and then kind of grow from there. But I think what’s important to know is, you know, GMV makes it is automated. There is AI behind it. So it’s looking at things only from a numeric standpoint. So I always tell clients, eliminate all bias, eliminate what you think about a product. You know, just because your lip gloss may sell really well on your DTC, it may not even, you know, it may not be your top performer on TikTok shop.

Abbie Bekov 00:16:14  So you got to follow, you know where the money is going. You got to follow where the sales are going and set up your campaigns that way.

Josh Hadley 00:16:20  Yeah. Fantastic advice. What about like, what are your ROI targets right out of the gate? Do you have any rules of thumb for those?

Abbie Bekov 00:16:28  Yeah. So I mean again we are niched in beauty. So I think there are, you know, different categories can scale a lot faster. But for the beauty space, I like to usually start between a one and a 1.5 ROI. I like to just create the baseline of like what’s the maximum amount I can spend and at what ROI. Because, you know, I always see brands, you know, they’ll they’ll put a 2.5 day one and they just want to like get to that 2 or 2 plus or maybe even a five. But then you just hold the campaign back. You never really get to find your foundation. You never really get to get those initial learnings of like, what’s my baseline? What am I scaling from? What products can scale? So, you know, we start off with building our hero product strategy.

Abbie Bekov 00:17:06  And then based off of the products that we’re sampling, you know, we kind of develop that framework of of of campaigns. So maybe we’ll start in a cold start. Maybe we have two cold start campaigns. I like to start them off at around maybe 1.2 to 1.5. And then within the first week or two you can kind of start seeing like, okay, maybe, maybe we’re hitting it, maybe we’re not. If we’re not, you know, how can we pull products apart? Maybe we lower the ROI for the first period of time, for the initial few weeks, or even a few months, you know. We always tell clients, especially now, you know, profitability is not in an instant. There is a period of time where you’re operating at a negative profitability, and in that period of time, you know, you got to be comfortable with a little bit of maybe you have a negative ROI at some times, you know, maybe we’re not spending the full budget at the beginning.

Abbie Bekov 00:17:47  You know, I think traditional media buyers are always like eager for budget. But this is actually sometimes the scenario where we’re like, hold your budget, you know, let’s we’ll spend it later. Right now we’re going to focus on finding efficiency and discovering our baseline. And then once we consistently can hit an ROI, what I like to kind of look at is, you know, the ratio of budget to ROI. So usually I’ll set the budget a little bit higher than I want to spend the ROI, a little bit higher than I want to hit and anticipate that the campaign is going to spend anywhere from like 60 to 80% of the budget, once the campaign can spend like 80% plus, or if it’s spending in full, that’s your indicator of, okay, now we can successfully scale the ROI and not take a hit on how we’re spending so we can truly, like, grow your GMV rather than, okay, we boosted the ROI, but now we’re not spending again what’s happening? You kind of have to go with what the numbers are showing you.

Abbie Bekov 00:18:33  If you’re spending in full boost, the ROI, if you’re not spending in full, maybe reevaluate, maybe adjust your campaign setup. That’s why when I like when we get to break, you know, products out, insert their own campaign, that’s when you can have more control over the ROI. You know, maybe your hero product has a low budget, but a much higher ROI because you know that you have that efficiency with that product. Maybe your cold start is a little bit lower of an ROI, and you kind of have an assortment of campaigns happening all at once. You’ve got your anchor GMV, you’ve got your incubator campaign, and you’re kind of setting the ROI targets based off of what’s truly happening in that campaign with those products.

Josh Hadley 00:19:06  I love that. I love how you’re, like, raising the ROI while also like making sure like it’s already spending what it needs to be spending in the lower ROI. So fantastic advice. Now help me understand that connection then from like the top of funnel to these GMV max ad campaigns like what are you learning from the top of funnel that’s bleeding over to GMV max?

Abbie Bekov 00:19:29  So I think it’s one of those things where it’s it doesn’t necessarily translate into an ROI.

Abbie Bekov 00:19:33  You can hold on to, but it has such a halo across TikTok where, I mean, we’ve noticed even when we’ve sparked our branded content and it’s gone viral, we’ve had our own branded content be top performers in GMV Max, which is rare. You know, usually it’s the affiliates. So, you know, there’s always that possibility of when you’re sparking content that has TikTok shop tags, you’re getting increased traffic to your TikTok shop. You’re going to increase the awareness that you’re on TikTok shop. You know, our creative account managers are trained and they are experts in TikTok shop just as much as we are. So we post content that’s dedicated to TikTok shop while also keeping the brand’s integrity the brand voice in mind. So we’ll post about exclusive bundles, we’ll post about promotions. It will still keep that aesthetic and kind of like the beautiful content vibe that the that the brand wants to see, because sometimes brands want a little bit of that brand equity and control. When it comes to TikTok shop, you know, they get a little bit nervous sometimes with sampling, having a lot of these affiliates promoting the brand, they still want to have a little bit of control over the conversation.

Abbie Bekov 00:20:23  So that’s when we leverage our upper funnel campaigns and use our content to kind of boost education and awareness on our products, and also prioritize TikTok shop. So we see increased traffic, we see viral moments. We also see a lot more affiliates come through the door. Oh, we heard so much about your brand. We keep seeing you on my front page. Can I get a sample? You know, all that conversation, all that buzz. It doesn’t come out of nowhere. It’s intentional. It’s built, it’s curated. It’s something that we’re always looking for. And then again, like I mentioned before, it’s always a great incentive to let your affiliates know. Like, you know, you’re doing great in GMB. Max, we see you. We want to see more of your content pop off. Like we’re going to put you in our video of use campaign. And then, you know, maybe their revenue starts to go up, their ROI starts to go up in turn. So we do see a lot of that like bigger halo effect.

Abbie Bekov 00:21:08  And then we also, you know we run follower campaigns. So we’re building our brand community that become loyal brand followers. And they’re always in platform. And where are they going to go when they want to buy. They’re going to go to TikTok shop because we’re constantly kind of reiterating that message in a way that’s brand forward and resonates with them.

Josh Hadley 00:21:23  That makes so much more sense now. This is like, yeah, the top of funnel isn’t just like for the ads and like the consumer. Yes, it will hit the consumer. But like you hit the nail on the head. Like this is almost where like your creator or your creator activation campaigns begin there. Right. Because like they see your content everywhere. It’s funny you say that because like, I literally before we jumped on this call, was on a call with another creator, one of our top creators, and was asking them like, hey, what’s your feedback about the brand? Do you like it? What would you like to see changed, etc. and what they had said is, hey, I enjoy working with more mature brands that already have a good presence and are known in the market because I know that if I post a piece of content like typically what happens is it will sit there for a day and then all of a sudden it just like starts moving and picking up views.

Josh Hadley 00:22:10  And whereas like some of the newer brands, I haven’t really heard of that. I don’t see a lot of like none of those videos really do well. And so I think it’s like if you want some of the better creators, you got to make noise. And so I love that aspect of like start by sparking your own branded content so people become aware of your brand because that’s what creators want. And I think like it’s getting so much harder on TikTok shop compared to the 2024 TikTok shop, which was like money from the club. Now it’s like it’s pulling teeth to a recruit, a top creator. Like you’re paying like UGC rates. In addition to that, like less people are going viral. And so you’ve got to manufacture these like creators. I still think it’s one of the best arbitrage of this decade is like building your creator community. While it’s like, I don’t think it’s ever going to be cheaper than it is today, right?

Abbie Bekov 00:23:02  No, I mean, this is I mean, we tell brands, I mean, you said it perfectly.

Abbie Bekov 00:23:07  You know, these creators, they are everything. Like, they fuel your existence and your growth on TikTok at this point. And, you know, we we always tell brands like, this is not the time to roll over and wait for a viral moment. You know, the days of like I post and go viral are very much over. We get a lot of consultants like, oh, but you know, it’s TikTok. Let’s just go viral. And you know, we’ll hit six figures. Seven figures. We’ll be great. I’m like, no, no, no, no, we gotta we gotta manufacture a little bit of that conversation. You know, leverage every possible lever on TikTok so that, you know, we are flooding the feed with conversation. You know, we have some brands that are very cold start some some brands we’ve launched like net new on TikTok from the ground up. And we’ve spent the first three months just doing upper funnel campaigns. We didn’t even touch Jimmy Max yet because I was like, if affiliates don’t know who you are, they’re not going to post for you.

Abbie Bekov 00:23:55  Jimmy Max is going to have nothing and then you’re going to just be pulled. You know, you’re you’re starting from a negative place. So instead, you know, let’s create buzz. Let’s get conversation. It’s so worth it to invest into your brand. Like it’s your brand presence. It’s your brand equity on TikTok. It’s worth the investment even if you can’t see the immediate ROI, you know. So spending that time building your community, building that presence is how you get the top affiliates. It’s how you have those viral moments. You manufacture those conversations. You make sure you’re everywhere on TikTok as much as you can. So you know the brands that are winning, the brands that we hear about every single day. They’re investing so much time, energy, money, resources into building this community and building their presence like you know it. On the outside, it seems like, oh, they went viral, but on the back end, there’s a lot that you have to really make sure you’re being intentional about.

Josh Hadley 00:24:44  Yeah. And it’s totally it’s a different business model. Most e-commerce brands that get onto TikTok shop, they’re used to either one of the following. On Shopify, they run really good creative and ads from meta. And it goes to Shopify, right. It’s just an arbitrage media play. Okay. So that’s fine. That’s a business model. But on Amazon it’s the opposite, where it’s like, all right, you are basically arbitrage and keywords. So you’re looking at keyword opportunities. You want your product to be found there, and then your arbitrage using those keywords like PPC campaigns. And that’s it. Nowhere in that, in either of those two business models do you have to deal with human beings, right?

Abbie Bekov 00:25:22  Other than.

Josh Hadley 00:25:23  Customer support. So TikTok shop is the exact opposite. Like you have to. You talked about you have to manufacture these like creators and virality moments and like content at at scale. And guess what? You’re dealing with human beings to make that happen. And I think that’s where most of these brands like, they struggle to wrap their head around it.

Josh Hadley 00:25:43  And actually, that’s why they fail, is because, like, they’re using the same principles that had them have success on Amazon or Shopify. And it’s like, I’m sorry, it’s a totally different skill set over here on TikTok shop.

Abbie Bekov 00:25:52  Absolutely. I couldn’t agree more. I hate being the bearer of bad news. Sometimes I’m like, I’m so sorry to tell you, we can’t copy paste your meta strategy. It’s not going to work. You know, it’s such a different beast. It’s so relationship focused. And this is another super important thing with your affiliate community maintaining that momentum is so, so, so important. When you start getting that flywheel turning and you have your affiliates posting and you’re getting that GMV and you’re getting that traction, you have to curate and really hone in on that environment of your community. You’ve got to train them. You got to incentivize them. You have to have some sort of, you know, whether it’s discord, lark, anything to make sure that you’re talking to them every day.

Abbie Bekov 00:26:30  As you said, these are humans. They want relationship. They want connection. They want to feel like they are a part of your brand. They take it so seriously. You know, they they they choose brands that they resonate with for a reason. So they want the brand to give that energy back to them now, right? So we’ve seen a few instances where, you know, the brand kind of picks up the gas pedal a little bit. They they’re like, oh, we got it. You know everything’s happening. You know we don’t really got to do anything else. And then some of that momentum with the affiliates dies down. And I can’t tell you how difficult it is to reengage these affiliates once they kind of are already looking elsewhere and posting for other brands, or they’re not looking in the in your discord or they’re not really engaged with you. It’s so much harder to re-engage affiliates than to get them in for the first time and keep them engaged and active. And you know, when it comes to Jamie, Max and ROI, it’s it’s almost 1 to 1.

Abbie Bekov 00:27:17  Like if you’re not scaling your ROI and if it’s if your GMV is not growing month over month, I can get nine times out of ten. It’s it’s something in your affiliate community. Something in your sample strategy isn’t necessarily, you know, clicking something’s missing. There’s all these levers that go in to ultimately scaling revenue. There’s so you know, GMB Max is kind of like the last step in my opinion. I think, you know, the upper funnel campaigns, the way you set up the campaigns are so important. But then there’s also like everything that you’re doing on the back end. What’s your product strategy? What’s your sample strategy? What’s your retainer budget, your incentive budget? How are you retaining affiliates? How are you educating them on the brand? What are your briefs look like? You know, all of these different factors that go in for GMB, Max to really be able to scale that.

Josh Hadley 00:28:00  Yeah, yeah, it’s really well said. Like GMB Max is kind of like the last step in this entire equation.

Josh Hadley 00:28:06  So I’ve got a lot of podcast episodes where I have shared kind of the our TikTok creator outreach process, how we recruit affiliates. And then I also have a podcast where I did like the five, like creator engines and like phases that we walk through for our creators to take them from an activated creator all the way to becoming a brand evangelist. And it’s all just about relationships. So I love you. You hit the nail on the head there, Abbie. Now I want to bring us back to GMV Max ads because, like, there’s still there’s honestly not a lot of content out there about optimizing GMV max ad campaigns. So I’m curious, like, what other have you found any other cool like wins tactics hacks that have been working for you in GMV? Max? And I’ll share a couple of hours as well with you, but I’m curious to hear your thoughts on that.

Abbie Bekov 00:28:57  Yeah, yeah, there’s definitely been a lot of different things that we’ve learned. Again, I want to like preface with these are in the beauty category.

Abbie Bekov 00:29:03  Scaling looks a little bit different here sometimes in other categories. But I think, you know, one of the biggest unlocks that we’ve had recently is kind of figuring out, like the dance between when to creative boost something and when to not. You know, I think and this is even for myself, historically, I was like, oh, if the creatives doing well, Jamie, Max is going to put spen behind it. But I actually kind of realized that sometimes Max doesn’t it doesn’t always see a good piece of content, doesn’t always scale the right piece of content. So sometimes you have to get in there, get your hands dirty, look through the content and actually see what has opportunity. You know, look at the CTR. You know, look if there’s been initial conversions on really low ad spend, you know, sometimes there’s like really inflated ROI and you’re like, wait a minute, is there opportunity here? You know, this creative got $10 of ad spend, but it has three purchases.

Abbie Bekov 00:29:48  You know, is there opportunity here to potentially boost this and scale it up. You know, that’s also another thing that you can tell affiliates you’re doing. Hey like we’re looking through the ads. We’re trying to boost your content more than GMV Max is. So that’s actually a great unlock to be able to look through that and see opportunities that Jamie Max is potentially missing on that.

Josh Hadley 00:30:04  Yes, you can boost content and I agree. Like there’s oftentimes you would think it’s going to like promote the best content. Oftentimes it doesn’t. Yeah. So the best like one of the best metrics that we have discovered thus far is if you scroll over into like the whole analytics and like performance side of it, like on the far right hand columns of all of that data on GMV max, you will find what the two second hook rate or engagement rate is. Right. Anything with a 50% engagement rate after two two seconds. Those are the ones that we’re boosting and seeing like tremendous results from those. Yeah, absolutely.

Josh Hadley 00:30:38  That’s been like the metric that we’ve been using to say, hey, how do we make this more of like a system? It’s like anything with the 2% or, sorry, 50% engagement rate after two seconds. Like really high content, even if it didn’t go viral.

Abbie Bekov 00:30:51  I love that. Yeah. Those are one of the moments where you’re like, let’s create some virality. You know, like, let’s boost this conversation up. Absolutely. Yeah. That’s awesome.

Josh Hadley 00:31:00  All right. What else are you doing there in GMB? Mack’s ads?

Abbie Bekov 00:31:03  I think I mean, the other big thing for us with, with scaling has really been like discovering that that transition between a mature and hero product, where a campaign, a product can truly live on its own. Over the last few months, we’ve we’ve kind of taken Q4 as momentum and use it to continue scaling in Q1. I think we expected, oh, all our clients like, oh, it’s okay. We’re gonna tell them like, no, you know, let’s use the momentum and let’s see if we can take that further.

Abbie Bekov 00:31:27  You know, we had so many products, so much momentum in Q4, products growing out of mature, you know, here mature into hero. Yes. Because, you know, Black Friday. But also is there opportunity there to keep that going. So after Q4 when we started putting products out into their own campaigns, kind of having control over that creative boost, giving it a higher ROI, like challenging GMV Max to hit a little bit higher of an ROI than than we think we could get. You know, that’s where I leverage the hero products to kind of take the campaigns a little bit further. Your cold start product, there’s only so much you can do, but your hero products are really the ones that you can use to anchor your GMV and grow the ROI. So I really challenged my team and myself this year to push the ROI further, try to get GMB Max doing a little bit more than it already can because I noticed, you know, sometimes, you know, there’s two sides of the coin.

Abbie Bekov 00:32:11  There’s either like sometimes I see brands that are saying their ROI, ROI targets unrealistically to high, some other times where you kind of get into a comfortable place that we’re spending, you know, we’re spending a good amount, we’re getting a good ROI. You know, I don’t want to potentially hurt the spend and have it, you know, underspend if we’re trying to get a larger ROI. So I really kind of challenged the campaign to see like how far can we go and scale the spend. So let’s boost the ROI on a, on a hero product that’s creative boost simultaneously. So it’s more incentivized to throw spend across more, more creative. So that’s really been working for us as well.

Josh Hadley 00:32:43  Yeah. Love it. Those are great insights. Yeah. For us like have you seen that product cards perform pretty well for you.

Abbie Bekov 00:32:50  Yeah absolutely. And that’s actually I’ve noticed, you know, when we have viral moments or big moments in our upper funnel campaigns, that translates a lot into product card sales.

Abbie Bekov 00:32:58  We always get a high volume of sales from product cards, and the only time that I saw a brand not was when we weren’t running upper funnel campaigns. So that’s kind of when I was like, okay, there’s definitely a halo here. There’s so much impact. Think of like the traditional marketing funnel. It’s essentially the same, you know, you’re putting them into the funnel and video views. They’re seeing this content again and again and again, and all they have to see to convert is a product card, you know. So so it’s always great to see those sales come through. And I think we always see product cards do really well.

Josh Hadley 00:33:24  You touched on the aspect of like the halo effect, right. The halo effect, not only from the top of funnel ad campaigns, but like we all talk about like the TikTok halo effect onto other sales channels, your own website, etc.. You briefly mentioned this earlier about like, hey, maybe you’re going to run at a loss for a while. I’m curious.

Josh Hadley 00:33:44  I know you’re probably not on the finance side of it all over here, but like our brands profitably scaling on TikTok shop because I feel like the jury’s still out on that. I hear a lot of people that are, hey, we’re if I can just break even at best on TikTok shop like I’m, I’m chalking that up as a win because I know I’m getting whatever I do on TikTok. I’ll get like a third over on Amazon. And maybe, you know, a quarter of that falls onto my website as well. Like, yeah, what are you seeing? Especially with the brands that you work with? Is this kind of like a loss leader type strategy because it’s more top of funnel, just brand awareness, like what do you what what’s your perspective on that? Abbie.

Abbie Bekov 00:34:25  Yeah, that’s a great question. So for us, I mean, we’re working with, you know, prestige beauty brands where not being profitable isn’t really an option. So that’s why our strategy is very intentional, very curated.

Abbie Bekov 00:34:35  Even when we’re running upper funnel campaigns, you know, it’s with a purpose. And, you know, the ratio of spend, like you don’t need to spend too much on upper funnel, but it always does make it make an impact. And we also leverage great, you know, attribution platforms. You know, we we work really well with Phospho to measure that halo impact because it is very much there, you know, especially on Amazon. You know, I think we’ve seen when it comes to profitability, we do forecast out with our clients. You know, a year a year and a half out to map out, you know, here’s what we’re doing. Here’s everything that we’re going to sample. Here’s our focus. And, you know, we usually try to get our clients profitable between 6 to 9 months. And then from there yeah. Like we scale profitably. We’ve gotten clients to profitability and we’ve grown them from there. But I definitely understand that, like, you know why the jury’s still out? I think a lot of brands, when you, you know, if you’re not keeping track and you don’t have that forecast, it’s hard to know when you’re going to be profitable.

Abbie Bekov 00:35:29  You know, the space can be a little bit volatile if you’re not sampling intentionally. You know, if you’re not harnessing, you know, using leveraging your affiliate community and scaling, it’s hard to hit that point of profitability, especially, you know, when we notice brands, oh, I don’t you know, it’s a big investment 100%. It’s such a big investment. You got to be you’ve got to be patient. You got to put the money up front. We always tell brands like this, you know, they ask for the coal run approach and we’re just like, it doesn’t exist. You just got to dive in. You know, when we notice that, like, you know, a brand is has a foot in foot out the door, as soon as they sit, the sales kind of decrease. They’re done. Or they only want to sample, you know, a really, really minimal amount. At that point, you’re kind of just like you’re always going to see very minimal growth.

Abbie Bekov 00:36:11  And at that point, profitability goes very far away because, you know, that initial three months of cold start is so, so, so important. That’s where you build your whole foundation with your product strategy, your optimization for your shop, your affiliate strategy, your community. That first cold start period, that whole period of not being profitable is honestly what is the most important period. Those are when you get all those learnings and if you lose that momentum, like I was saying earlier, it’s really hard to get that back. So for those, you know, brands who are one foot in, one foot out, you know, they try shop today. They try it next week, maybe not tomorrow. It’s so hard for them to kind of get that traction once affiliates see that they’re not really committed. So I think profitability is very much possible and is something that we achieve for our brands, but it requires the investment. It requires the patience, and once the flywheel starts churning, you got to kind of say, stay in it.

Josh Hadley 00:37:01  Yeah, you got to be committed and.

Abbie Bekov 00:37:03  You gotta be committed. Yeah, yeah. And what I say is also like, think of it like any other channel, you know, it’s a this is this is a big revenue stream for your business. So think of it like anything else. You know, you’ve got to put the upfront investment in, you know, just because it’s TikTok I think people have this, this, you know, notion of like, you know, it’s TikTok. It’ll go viral. You know, it’s but, you know, we think of it as any other e-commerce channel. You know, it’s just Amazon. It’s like anything else that requires that investment, the inventory and kind of just the understanding of like, okay, here’s what we have to put in in order to build a long term stream of revenue.

Josh Hadley 00:37:33  Yeah, really good perspective on that. You mentioned a tool that was measuring like the halo effect. What is it. What’s spell that out? FOSPHA interesting I have not heard of that tool.

Abbie Bekov 00:37:46  They are so they were actually one of the first measurement platforms to accurately attribute TikTok. Shop Halo onto Amazon and DJMax Halo onto Amazon. You know, a lot of the traditional platforms didn’t really have that feature yet. They were one of the first. And, you know, they have an amazing team. And we always tell our clients to use an attribution platform like this, because the halo off of TikTok is so much it’s so vast and so bare that that’s why that initial point of profitability, it’s like, hey, maybe we’re not profitable on TikTok, but what are your Amazon sales looking like? You know, what are your DTC sales looking like? How have you seen that impact go throughout your whole channel? You know, because ultimately, you know, Amazon Prime is a hard thing to compete with. We gain all this awareness. We have all this traction from TikTok. But there are just those like loyal Amazon Prime customers that want to shop and buy on Amazon. That’s why, I mean, TikTok has started to try to compete with a lot of that over the last few months, so that halo between TikTok Shop and Amazon is very much there.

Abbie Bekov 00:38:43  And another thing I want to note is when you are looking at all of your channels and you want to build your TikTok shop. Be so mindful that you’re not accidentally competing with yourself, especially during big promotional moments like Black Friday. We’ve had instances where brands have had really desirable discounts on Amazon a little bit better on their DTC, not quite on, you know, not quite on their TikTok shop where they’re, you know, they’re competing with them across channels and, you know, the user for the journey, you know, the customer journey. They’re kind of like, whoa, now I don’t know what the better deal is. I don’t think I want to even shop right now. They get like discipline fatigue. So it’s so important to make sure that you’re truly aligning your strategy across the business. You know, we are a TikTok agency, but we love to know what’s going on in every, every channel. It’s so important to not silo anything out and to make sure that you’re really working in unison.

Abbie Bekov 00:39:34  And then you can really see like that big impact across everything.

Josh Hadley 00:39:37  So you would recommend, like if you’re going to run a flash sale on TikTok shop, you should run that across your other channels as well.

Abbie Bekov 00:39:43  No, actually I have the opposite. I think if you’re going to run a flash sale and tick tock shop, make sure Tick Tock Shop is the best place to buy in that moment.

Josh Hadley 00:39:50  Okay?

Abbie Bekov 00:39:50  Otherwise, you know what’s stopping me from just. I’ll just use my Amazon Prime free shipping, two day shipping or. Oh, I have a membership. You know, I have a an account on the DTC, so I’ll get points, you know, so so you kind of have to keep that in mind when you’re building your tick tock shop strategy to make sure that we’re not just dumping inventory that nobody wants, because that happens and, you know, nothing’s going to happen there. And if we are discounting, if we are running sales, make sure that it’s desirable. And that Tick Tock shop is exclusively the only place to get that sale.

Abbie Bekov 00:40:17  If we’re discount averse, maybe we can launch exclusive bundles that are only on TikTok shop and not on your DTC, not on Amazon. So there has to be some sort of value. Add something different, something exclusive to Tick Tock Shop to really get your customers going there. We it’s such a different stream and channel where, you know, your audience has shops and your DTC can remain that audience. You know, this is entirely new one, but we don’t want to potentially compete. We don’t want to send them elsewhere when you know we want TikTok to be desirable for them.

Josh Hadley 00:40:46  Yeah. Totally agree. Love that sentiment. Abbie, as we wrap things up here, is there anything else that you haven’t touched on that you feel like our audience needs to know?

Abbie Bekov 00:40:54  Oh, I feel like we covered everything.

Josh Hadley 00:40:56  Awesome. Well, good. Well, I love to leave the audience with three actionable takeaways from every episode. Here are the three takeaways that I noted. You let me know if I’m missing something.

Josh Hadley 00:41:06  Action item number one start with your top of funnel advertising. So this is something that needs to be an action item. Even for myself. This should be a component of if you’re doing the cold start method, this needs to be step one of your cold start method. And if you’re not actively doing this, it’s a great thing to add on today because it actually has a massive halo effect, as you alluded to in multiple areas, not just on sales, but it has a halo effect onto the number of creators that you will be able to recruit for your brand, because you just continue to appear in there in their feed and they feel like you are everywhere. And so make sure you start with that top of funnel content. And then yes, you will pick up extra product card sales on your GMV max ad campaigns. That’s a value add, but not like the reason as to why you do it. So love that action item. That’s action item number one. Action item number two is with the budgets that you set and being able to like scale your different, like GMV max ad campaigns, make sure before you raise that ROI target that you are spending 80% or more, right.

Josh Hadley 00:42:11  Or you’re maxing out that budget every single day. I think that’s a really good like rule of thumb for people to know, like, when do I scale up my ROI targets versus not? And then my third and final action item here is to break down your products into different ad campaigns based on where they’re at in their product lifecycle. On TikTok shop, just because something’s your hero skew on DTC doesn’t mean that your hero skew yet on TikTok shop. And so being able to walk those through like a cold start, mature and then a hero campaign I think is really important. So, Abbie, do you feel like I missed anything there?

Abbie Bekov 00:42:46  No, I think that’s everything. The one thing that I will note is with with your cold start strategy, to make sure that your shop is somewhat consolidated and not like copy paste of your DLC, make sure your TikTok shop is a little bit smaller, so your Cold start campaign is a little bit smaller and you’re incubating, you know, a little bit of a smaller assortment of products, and you can always add more as you go, but you don’t want to start like super fast.

Josh Hadley 00:43:06  Yeah, definitely. Like you want to put a lot of energy behind a few things.

Abbie Bekov 00:43:09  Yeah, exactly.

Josh Hadley 00:43:11  Awesome. Abbie, final three questions for you. Number one, what’s been the most influential book that you’ve read in life?

Abbie Bekov 00:43:16  It’s called Breaking the Habit of Being Yourself by Joe Dispenza. He has a really amazing perspective, and he links like science and biology to how we operate and how to, like, make sure that you’re manifesting and making things actually come true for your life and how you can start operating in a way to make to like, have all of your kind of like desires and things that you want to happen. Super impactful. and I learned a lot and implemented it in my life and saw a lot of changes. So I love it. I recommend it to everyone.

Josh Hadley 00:43:41  Yeah, Joe Dispenza a great, great person to learn from. Yes. Question number two. What’s your favorite AI tool that you’ve been using and how have you been using it?

Abbie Bekov 00:43:50  I feel like everyone is on this right now, but Claude, I mean, I’m Claude AI for literally everything.

Abbie Bekov 00:43:56  It’s organized my entire work life, my emails, my task list, organizing with my team, and kind of setting up myself for success every day. It’s integrated across everything for for my work. So it’s made my life so much easier.

Josh Hadley 00:44:11  Yeah, definitely. That’s that’s the hot topic right now.

Abbie Bekov 00:44:13  It is. And for good reason for sure.

Josh Hadley 00:44:16  All right, final question. Who is somebody that you admire the most in the e-comm space that other people should be following and why?

Abbie Bekov 00:44:22  Honestly, it’s going to sound a little cheesy, but our CEO, Julia, I mean, you met with her. She is remarkable and is always learning more about the space and has grown this agency into something just so incredible and amazing. And she’s always speaking in different engagements and learning so much. And we’re, you know, building the business and pivoting into things that work. And she’s definitely worth following her. LinkedIn is so active and she’s posting a lot of tips and tricks on creative paid media, affiliate strategy, TikTok shop strategy on, on LinkedIn.

Abbie Bekov 00:44:49  And it has a culmination of everything that we always talk about in the day to day. So that’s like the best place to go for for anything TikTok shop.

Josh Hadley 00:44:56  Definitely. Julia is wicked smart.

Abbie Bekov 00:44:58  So yes.

Josh Hadley 00:44:59  I love that. Well, Abbie, if people want to reach out to you, follow you. Where’s the best place to do so?

Abbie Bekov 00:45:04  They can add me on LinkedIn. My name is Abigail Bekov on LinkedIn or Abbie Bekov, but you can follow me there. You can DM me, message me. We’re super active on LinkedIn, all of us at the agency so you can find any of us there.

Josh Hadley 00:45:15  Excellent. Well, Abbie, thanks again for your time today.

Abbie Bekov 00:45:17  Thank you so much.

MC 00:45:19  Thank you for listening. Visit e-com breakthrough for more information. If you’ve enjoyed today’s episode, the best way you can show your appreciation is by clicking the subscribe button and quickly leaving a review. See you again next time!