The Ultimate Guide To Scaling Your Shopify Store With Performance Max | August 9, 2022
Leverage Google’s New Ad Platform To Maximize Your Revenue
It’s 5 AM and Walter is awake before his alarm clock goes off . . . again. Despite all his business success and comfortable lifestyle, once his mind is even a little bit conscious and active, he can’t relax.
As a top-performing Shopify store owner, he’s always thinking about how to scale it. Lately, he has been focused on improving his marketing.
Walter is still making an impressive amount of monthly revenue, but he’s not ready to hire a CMO or marketing director yet. All of this puts the onus on him, the founder, to come up with next brilliant strategy to stay ahead of the pack.
So his mind begins to race every waking moment.
It doesn’t help that he’s constantly bombarded with the latest and greatest business strategies. The amount of daily information on marketing is overwhelming. All the experts tell you to do this or to do that. They say that you must implement some shiny new marketing strategy or your competitor will surpass you. Countless blog posts, podcasts, videos, and reports tell you as much.
Just the other day, someone online was talking about Google’s new advertising platform: Performance Max (or Pmax for short). Walter paid attention to it just a little longer than he wanted. And that’s what consumed his mind this morning.
And while some of the so-called marketing experts are right, most are just peddling noise. The sheer amount of information leaves founders like Walter utterly confused, frustrated, and paralyzed. They never walk away knowing exactly what to do next!
What Walter needs is a clear signal to cut through all of this noise. But noise is what he continually receives, often unsolicited.
“Is this a signal? Is this the next big thing in marketing? Would it work for me? How does Performance Max even work? Should I pull the trigger on it?” he asks. With no answers, further analysis paralysis ensues. And before he’s even had his morning coffee, he feels defeated.
A lot of founders and marketing managers can relate to Walter. Google’s Performance Max sounds promising, but let’s look into it comprehensively so you know if it’s right for your e-commerce
What Is Google’s Performance Max?
In its simplest form, Performance Max is a streamlined way to serve ads across all Google’s channels in a single campaign. It does this from using advanced technology (which we’ll get to later). It’s the culmination of some of Google’s most sophisticated assets put into a unified advertising platform.
The result, in theory, is greater ROAS, more conversions, real-time adjustments, and better overall performance for each campaign.
What Google is creating is every performance-focused marketer’s dream!
The world of online purchasing has fundamentally changed as we know it. And because of this, it’s a lot harder to make a sale.
The Benefits of Pmax
The benefits of Performance Max addresses many things online marketers have been asking for. As Google states, the top benefits are five-fold:
1. Unlock new audiences across Google’s channels and networks.
2. Drive better performance against your goals.
3. Get more transparent insights.
4. Steer automation with your campaign inputs.
5. Simplify campaign management and easily optimize your ads.
These are all fantastic benefits, but there is a more comprehensive issue that Pmax also partially addresses. And that serves up a real need for it.
Why Do Marketers Need Something Like Pmax?
E-commerce brings its own set of challenges. Obviously, all your competition is online. But beyond that, the way consumers research and buy has changed dramatically.
If your Shopify visitors didn’t buy on the spot, companies could grab their email with a lead magnet and set up an email nurture sequence to build a relationship with them — one that hopefully ends in a sale.
Today, that basic marketing funnel is met with competing dynamics (both on and offline). Here are the variables online marketers are facing.
1. The Marketing/Sales Funnel: Are they at the top, middle, or bottom of your funnel?
2. The Customer Journey: Who cares about the company-created funnel? Customers can pop in and out of their own journey and may never buy.
3. The Stage of Awareness: How aware is the customer of the problems and solutions out there?
4. The Buyer’s Temperature: How ready is the customer to buy? Are they hot or cold?
All of these forces are happening at once, so unfortunately it’s not a straight line from offer to sale.
A platform like Pmax can align with some of these variables by showing the right ads ad the right time, place, and format. It promises to be ubiquitous and predict online consumer behavior. What that means is that the savvy online marketer can give it custom data-informed inputs to optimize their campaigns and let Google do all the rest. (More on this later.)
With Pmax, in a single campaign, you can place ads on YouTube, Display, Search, Google Discover, Gmail, and Maps. They’ve made it a lot easier to market to customers who are at specific phases of your sales funnel, their customer journey, their stage awareness, or their buying temperature.
Pmax will show ads to audiences most likely to convert, thus eliminating the marketer’s constant guesswork doing it on their own. In addition, Pmax will automate many functions in this process which includes improving budget optimization and bidding.
It almost sounds too good to be true!
Existing Smart Shopping Campaign Users Pay Attention!
For e-commerce companies with Smart Shopping campaigns that already work really well, what do you do?
In a word, adapt.
Learn everything you can about Pmax as soon as possible because Google has decided to replace its Smart Shopping and Local campaigns with Performance Max. That’s right. You won’t have a choice in the future.
You can already upgrade your Google Local campaigns. In July, all legacy campaigns in Smart Shopping and Local will automatically be upgraded. These upgrades are projected to be completed by September of 2022.
It appears that Google has forced everyone’s hand on this, so embracing Pmax is your best option. The good news, as alluded to above, this transition to a new platform will implement some of Google’s finest ad technology.
Setting Up Performance Max The Right Way
Setting up Pmax is easy, especially if you’ve created Google Shopping campaigns in the past. Google’s own guide shows you six steps to set up your first campaign.
However, I’ll provide a more thorough eleven-step process below to make sure you get everything right.
1. Start with your main advertising objective. What do you want to achieve with this campaign?
2. Choose your conversion goals. Use the same set of conversion goals for all your performance campaigns so you can evaluate them easier. You can select multiple conversion goals even if they’re under a different objective.
4. Connect your Google Merchant Account.
5. Budget & Bidding
— Many Shopify owners start with a testing budget for each campaign. They might use $50-$100/day as a testing budget.
Select a bidding strategy that aligns with your campaign objectives. Choose Conversions instead of Conversion Value for all new campaigns. You need the data before you select the latter which is essentially a focus on ROAS. Running ads for a few days to get the most conversions possible is the best way to do this. Later on, you can choose Conversion Value if your objective is to maximize revenue. I’d also choose this option to maximize value from your different conversion types.
6. Add more campaign settings. Here you can Target Locations and Languages.
7. Ad Schedule — Set up when your ads will run in the More Settings section.
8. Final URL Expansion — This is where you can add multiple landing pages. The alternative is for Pmax to choose where traffic will land. Google will decide where your ads end up based on their Artificial Intelligence and your goal. However, in this More Settings section, you can choose to add specific landing pages.
9. Name your Asset Group
This is new with Pmax. The Asset Group has items that you’ll show visitors. The end result is called a Creative. Of course, creative assets include video, images, text, logos, and the final URL.
Set up this page, like your product page in Shopify. You can upload up to 5 videos, 5 logos, 5 short headlines, 5 long headlines, and 15 images. (By the way, you want to create your own 10+ second videos because if left blank, Google will create their version from your other assets. Control your branding!) You want to maximize these because Pmax will automatically come up with variations to show audiences based on Machine Learning. That is, Pmax will show the most relevant creative to each user on the best channel, which in turn helps you get better results for your advertising objective.
Here you can also set up your Call To Action, or simply have it automated by Google.
10. Add Audience Signals — This is where you create audiences. Like FB Ads, use specific audiences or your own lists. Google has more data points on audiences, so it’s more powerful than Facebook. However, uploading your own customer lists (like purchasers only) is pure gold in Pmax. This is a must if you have a list
11. Audience Extensions — Add key information about your business under the Extensions section.
So that’s it for the eleven steps. When you’ve come this far, double-check everything and publish it. Pending approval, you can start getting results within a few hours!
How Pmax Really Works
To understand the core of Pmax, all you need to be familiar with are five terms: Artificial Intelligence, Machine Learning, Deep Learning, Big Data, and Predictive Analytics.
- Artificial Intelligence — AI is an umbrella term used in computer science that denotes the use of computers to behave or perform tasks like humans. All big ad platforms today use Artificial Intelligence (AI).
- Machine Learning — Machine Learning is a sub-category of AI that uses computer systems that are capable of learning and adapting without explicit instruction. These systems use statistical models, algorithms, and large volumes of data to gather insights from data patterns.
- Deep Learning — Deep Learning is a sub-set of Machine Learning that categorizes algorithms into layers to create “neural networks” that can make accurate decisions without the help of humans.
- Big Data — Big Data refers to extremely large data assets that grow at ever-increasing rates.
- Predictive Analytics — Predictive Analytics is the use of machine learning and statistical algorithms to determine future performance based on historical data.
Now let’s put all of this together for Performance Max. Google is the of Big Data. It has countless records on billions of consumers, online behaviors, images, searches, conversions, etc. The list of commerce-centric metrics is endless.
That Big Data can be used in Machine Learning. What emerges are key patterns and insights regarding how ads perform best in a variety of situations. Because of Deep Learning, Pmax can make lighting-quick decisions to improve an ad’s overall efficiency and effectiveness in real-time. As a unified platform of technologies, ad performance and online behaviors can be predictable (that is, ).
A lot of the ad campaign guesswork is gone and done on behalf of a system that an army of Shopify owners like Walter could never execute. Because of these reasons, it’s easy to see how Performance Max is a truly cutting-edge product.
How Pmax Is Different from Google Smart Shopping and Local Campaigns
Those familiar with Google Smart Shopping and Local Campaigns might notice a few differences that Pmax has to offer — for better or for worse. Here are four major ones:
1. More Marketing Channels Rolled Into One Campaign — As mentioned, in one campaign you can have ads automatically submitted to the entire Google network: YouTube, Display, Search, Google Discover, Gmail, and Maps. This is a feature most marketers would want.
2. Asset Group Centricity — Asset groups in Pmax replace ad and product groups. (An asset group consists of various assets such as text, images, logos, links, videos, etc.)
3. More Bidding Options — Pmax has a couple of fully automatic bidding strategies to reach your best audiences.
- Maximize Conversion Bidding Strategy can be used to drive as much conversion as possible within a set budget. Just define the value you want to maximize, then Pmax’s machine learning will automatically optimize and set bids towards that goal. Values can be things such as sales revenue or profit margins.
- Maximize Conversion Value Bidding Strategy can be used to optimize toward a ROAS goal. Using this Smart Bidding strategy is perfect for a complex range of products or services. (For example, maybe you offer products that are customized by features, varying length of service, or personnel.)
4. New Audience Discovery — One of the things you’ll hear from marketers using Pmax is the uncanny ability to find new, lucrative audiences. This is done through the technologies mentioned above. This might otherwise be impossible for humans to detect because of the volumes of data and patterns before them. Once discovered, entire campaigns can be dedicated to these new audiences so businesses can generate even more revenue online. Smart Shopping campaigns never had a feature like this.
5. Extra Options
- Audience Signals is a new feature where you can leverage your own insights about user segments that are most likely to convert. By adding this to your campaign, this is what helps Pmax find new high-value audiences. These insights can also help you steer the automation process with specific inputs. (For example, retargeting users who have abandoned their cart, which shows a stronger buyer intent than passive website visitors).
- Budget Consolidation and Optimization — In Smart Shopping Campaigns, budgets were often separated by goals. In Pmax, your budget is spread out across inventory and goals for enhanced performance. This is much like Facebook’s Campaign Budget Optimization (CBO) feature.
The Inevitability of Pmax
As mentioned above, Performance Max is replacing Google’s old ad platform by September 2022. By the end of the year, you won’t have a choice. What does that mean for Shopify stores?
It means everything.
E-commerce stores rely on traffic. You can either buy traffic (PPC) or organically earn it (SEO). Since most Shopify stores are trying every trick they know to get paid traffic campaigns to work, I don’t see a future for them where Pmax is not integrated. PPC is a more direct approach to sell, track, and gain insights about your audience. Of course there are many advertising platforms to pick from, but if Google is your preferred advertising network Pmax will be the only game in town.
Five Pmax Best Practices
Since Performance Max is new, it’s good to follow Google’s own recommendations. The following are five Pmax best practices that will give you the greatest chance of completing a successful campaign.
- Use Conversion Tracking — To gain the best insights, use Google’s Ads Conversion Tracking. That will help you measure conversions and conversion value. It’s a good idea to pair Conversion Tracking with Enhanced Conversions in case website cookies are blocked. Without this combo setup, you’d have to use Google Analytics 4 Conversion Tracking to gain similar insights
- Use Lots of Assets — As mentioned previously, in order for Pmax’s Machine Learning to work optimally, you have to give it a lot of fodder. It’s trying to come up with as many Ad Creative variations as possible to connect with the right visitor on the right channel. Therefore, in the Asset Group section, upload the maximum allowed.
- Choose Ad Extensions — Extensions are key for visitor interactions because they are more prominent on the search results page. Most Shopify stores have some kind of lead form. Depending on your campaign goal, those could be more prominent in your ad which is a good thing.
- Choose Ad Extensions — Extensions are key for visitor interactions because they are more prominent on the search results page. Most Shopify stores have some kind of lead form. Depending on your campaign goal, those could be more prominent in your ad which is a good thing.
- Optimize Your Creatives — As just mentioned, you want to add as many creative assets as possible because Pmax automates the optimization process. To understand the relevance and strength of an asset group, it uses a metric called Ad Strength. Creating more assets and optimizing the asset groups will improve the performance of your campaign. For example, you can optimize images by using something more authentic than a highly-polished generic commercial image.
Do all five of these best practices, and you’re sure to improve your chances of success on Pmax. However, it must be made clear that Pmax is not a magic marketing bullet. It won’t solve all of your problems and the platform itself has a few bugs to work out.
The Cons of Pmax
Like every new advertising platform, Pmax is not without its flaws. Some of these cons should not be taken lightly as you start to integrate Pmax into your marketing efforts. Here are a few to consider:
- Limited Reports — A big miss (for now) is limited reports on:Performance by hour-of-day, day-of-week, and/or day & hour combinedTop-level campaign performanceLocation performanceAsset Group performanceChannel-specific reportsDevice-specific reportsKeyword reports
- Negative Keywords — Without them, you might be wasting valuable ad budget on irrelevant search traffic. Marketers realized the value of negative keywords because of the use of homonyms. For example, an online sports gear retailer selling baseball bats might exclude “animal” or “mammal” as negative keywords.
- Ad Appearance — You have no control over where the ads will appear. Because of this, you might have to pay for clicks from unwanted traffic. This is the double-edged sword of Machine Learning and automation. However, your inputs can help make sure most of your ads’ final destinations are relevant and convert well.
- Ad Scheduling — Pmax will decide when and where your ads will appear. Would you prefer for ads to appear at a specific time, say in a certain time zone when people get off of work? How about if you know a certain day of the week performs better than others for your niche audience. Scheduling is all out of your control. But again, Pmax’s Machine Learning and Predictive Analytics for your ideal customer might eventually figure this out.
- Device Targeting — As mentioned above with limited reporting, you can’t learn which device an ad was viewed on nor target specific devices. It might be a waste of money to promote Android products to iOS consumers.
These are a lot of cons for Pmax: Shouldn’t marketers be worried about all of this?
While this list of Pmax cons seems heavy, in the grand scheme of things none of them should be deal-killers. The beauty of Machine Learning is that it’s constantly, well, learning as you fine-tune the best inputs to give it. It’s constantly sifting through data and customer profiles. It’s constantly trying to optimize for your goals. I think that if a marketer were to add key Audience Signals to their campaigns, none of this would really matter. They’d be giving Pmax enough data, clues, and prompts to find the right people—but with their explicit guidance, of course.
The algorithm is only as good as the inputs. If that is beyond you, your greatest chance to maximize your gains is to hire an marketing analytics agency.
Also, consider that these are just some of the cons of Pmax as of today. In a few weeks or months from now, I see many of these non-AI limitations being lifted. Today we have a product just barely past the Product-Market fit stage. Google’s best interest is to pay attention to what and users have to say. If they do, a more complete product will come about for all. And as mentioned before, in the end Pmax or any AI product will probably always need expert guidance.
So none of these cons should dissuade you from trying out Pmax. As a reminder, think of what you do control with Pmax campaigns. You control the Goal Setting, Budgets, Bidding, Creative Assets, Geo-Targeting, and Audience Signals. That is, all the essentials are within your control.
What’s the end result with Pmax then?
You’ll see that countless conversions happened, despite not being able to explain exactly how and why that happened. In time, I think Google will provide more granular reporting and other insights, however, if you met your goal in an ethical, maximal, and optimal way, does it matter? Pmax got you to your destination unscathed and richer.
How critical can we be of some of these shortcomings?
If you were to look around the internet to find case studies about Pmax, you’re bound to find a mixed bag, but mostly great results. As expected, there are some harsh critics that are just not convinced . . . yet. The best agencies are figuring out — along with Google — how to achieve superior results. While many agencies are not all-in on Pmax, you’ll start to see strong support for the platform worldwide.
And as expected, for promotional purposes some of the best case studies are published by Google. The following are just a few.
MoneyMe, a loan company, used Pmax and increased conversions by 22%, $800+ in revenant from newly funded loans, and a 20% reduction in overall Cost Per Action (CPA) across the account.
SumUp saw a 12% increase in mobile POS sales, an 83% decrease in CPA, and a 2X better conversion compared to the average account.
Neo4J saw a 157% increase in new enterprise leads, a 2X improvement in account-level conversion rate, and a 54% decrease in CPA.
Ford of Port Richey reported a 194% increase in conversions, a 520% increase in conversion rate, and a 61% reduction in cost per lead.
Estee Lauder, a leading beauty products company, changed their online strategy to adapt to the pandemic. One change was utilizing Pmax when it just rolled out. The result was a 45% higher ROAS (vs. Smart Shopping campaigns) and a 2.4X higher conversion rate (vs. Smart Shopping campaigns).
Trendyol, a multi-category e-commerce business in Turkey, reported a 45% increase in conversions and a 59% increase in ROAS with Pmax.
Petit Bateau, a French clothing company over 100 years old, used Pmax to increase ROAS by 35% and their Click Through Rate (CTR) by 40%.
Joybird, a modern furniture retailer, used Pmax to increase revenue by 95% and their ROAS by 40%.
Public Rec, an Athleisure company based in Chicago, used Pmax to see a 28% increase in conversions and 5:1 ROAS.
As you can see, lots of case studies around the world and in nearly every industry to show that brands are trying out Performance Max and often succeeding.
Why Shopify Plus Stores Need Performance Max
For Shopify/Shopify Plus store owners, Pmax means a lot of things. Above, we discussed how this platform will be required in the future if you want to use Google Ads. As all Shopify store owners know, Google is vital to e-commerce and consumers. Stores must get lots of traffic from the right kinds of visitors.
None of that is ever going to change.
In one , 49% of shoppers used Google to discover products. And 59% of shoppers still use Google to research a purchase they plan to make in-store or online. Few advertising platforms can compete with Google because of their high-quality, ubiquitous products. Facebook is great for ads, but it lacks the search intent for new products like Google has. Also, Google dominates all the broad user-attracting ecosystems such as video (YouTube), search (Google), browser (Chrome), maps (Google Maps), Website Analytics (Google Analytics), Email (Gmail), and mobile phone OS (Android).
We know now that Pmax brings all of this together in a simple ad system. With Pmax, in one shot you get exposure to all of these high-traffic channels that dominate nearly every digital space your customers are — except social media.
Take a look at Google’s presence on mobile alone. Android’s market share for mobile operating systems is 71% worldwide. Shopify & You reports that 79% of traffic to Shopify stores comes from . Using Pmax, Shopify, and mobile advertising seems like a match made in heaven.
And do you remember the
section in Pmax’s campaign setup? This is where Shopify Plus stores can really benefit. Because of past Google data and Shopify analytics, you have the best audience insights at your fingertips to enter into
Once Pmax recognizes these signals and puts them to use with Machine Learning, you will get better results. In this way, you get to steer the automation process with your specific inputs. Higher-quality and more accurate inputs generate superior results in a more timely manner. In addition, adding in these custom inputs will help Pmax discover several new audiences that you never considered. Store owners can then create independent campaigns targeting and testing those new audiences.
In sum, Shopify Plus stores that don’t integrate Pmax in the future will not only be missing out on massive traffic and sales, they might even be swallowed up by competitors that are using it correctly!
Yes, all of this sounds too good to be true. But I’d be lying if I said Pmax fulfills all of your e-commerce marketing needs. High-functioning Shopify Plus stores have to be strategic and mitigate their marketing risks. The worst thing to do (besides not marketing at all) is to put all your eggs into one basket. So while Pmax is the next evolution of Google Ads, it’s not the only thing you should be doing.
The Full-Stack Marketing Strategy For Shopify Plus Stores
The most successful Shopify store owners know that in an ideal world, they are advertising on multiple platforms using multiple channels to compound their reach. But the reality is that many stores are dependent on one major ad platform such as Google. This is not only risky — What if Google shuts down your account? — but also limiting.
Google is an essential platform to be on, but not the only game in town. Depending on the niche and audience, brands may need to simultaneously advertise on Facebook, Instagram, Tik Tok, Pinterest, and Linkedin too.
Sure, you can have ad platform preferences, but sometimes it feels like you have to be everywhere to maximize your reach, and that’s often outside of Google channels. Consider these alarming statics regarding e-commerce and Facebook/Instagram:
- About 1 in 4 people in the world have a Facebook account.
- Over 60% of to Shopify stores come from Facebook.
- There are 1.4 billion users on Instagram.
- 1 in 2 people use Instagram to new brands.
- of Instagram users follow at least one business.
- 44% of people use Instagram to
- TikTok has been downloaded over 3 billion times and is the most used social media app in the world.
Regarding the last platform, TikTok has been a key app for many Shopify store owners to get more buyers (especially in the ages 16–24 demographic). It’s a one-click app within your Shopify store. And TikTok’s advertising platform has three video options which makes setting content up a breeze.
Also, it makes sense to aggressively market on Instagram for many Shopify businesses as well. Many of these stores primarily sell physical products that are showcased by images. Not promoting products on the premier image-centric social media platform is simply foolish. In addition, levering Instagram influencers with big followings will generate even more traffic and revenue.
But just as many Shopify store owners only advertise on Facebook, other owners only advertise on Google. The question is, is this optimal or are they leaving lots of money on the table? Each platform has its own strengths and weaknesses, but all of them have the right kinds of users you can target.
Think of it like building your dream car. You want brand X’s cool tech features, brand Y’s looks, brand Z’s performance, etc. But none of them have everything you want in one package. Moreover, none of them have features built just for you. As business owners, we have to cobble together the perfect marketing Frankenstack to truly be exceptional, optimal, and maximal.
Pmax, Facebook, traditional media, or any other advertising platform in isolation can’t do everything for us.
So while Pmax is trying to be the one-stop advertising platform for everyone, it’s still limited. It maximizes campaigns for nearly every Google channel, but not for all the internet’s channels and platforms. To do that, you need to think bigger and more strategically.
I think many business owners want to simplify their marketing, so trusting and investing in one advertising platform might make sense. But Shopify Plus store owners are competing at a higher level with a lot at stake. They need a comprehensive marketing strategy and system to stay on top. One advertising platform is not going to get the job done.
And as any marketing consultant or agency will tell you, advertising platforms are just part of the formula for e-commerce success. There are many business systems in place that compliment your marketing efforts. For example, you also need a robust e-commerce ecosystem that includes emails-autoresponders, landing pages, sales funnels, SEO, data analytics, automation software, CRMs, etc.
For Shopify owners with a small team, that’s just too overwhelming. This was our old friend Walter’s biggest frustration. He could not stay on top of the latest marketing technologies, manage all his products, make data-driven advertising decisions, set all the marketing up, and run the ten other components of his growing e-commerce business!
Luckily, the solution to all of this is easier than it seems.
Aligning With An Analytical And Strategic Marketing Partner
Implementing a multi-channel and multi-platform marketing strategy to maximize revenue can be daunting. But marketing agencies for top-earning Shopify Plus stores do exist. I’m not talking about fancy agencies that are trying to win industry awards for the next slick TV commercial. I’m talking about e-commerce advertising specialists who see key patterns in your data and who not only know but predict events in the ever-shifting landscape of online advertising.
These types of agencies can be seen as analytical and strategic marketing partners. They advise and execute on data-driven decisions daily for their clients. They do 360-degree evaluations of your store to find where it can be optimized. They’ll tell you how to integrate all the components of highly-successful online stores, even their recommendations for Pmax. Not every marketing agency can orchestrate the best marketing technologies and understand your unique analytics. This is why you need to hire a specialist.
Agencies like Push Analytics can give you clear signals on exactly what to do next in your marketing strategy instead of leaving you confused by the misguided noise of other marketers. (If only Walter had these people in his life, he’d be far more prosperous and well-rested!)
Moreover, the best agencies not only analyze your store data, but they have seen the patterns of success from countless clients and cases similar to yours. Solo shop owners don’t have access to this kind of business intelligence nor do they always generate record-breaking ROAS because of this kind of experience. Sometimes it makes perfect sense to hire an e-commerce marketing specialist.
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