kivo

Ecommerce Strategist | Growth Marketing | Paid Ads & Creative | DM Me 📩
7-Figures Ecom

[kivo @g0atofx]

A creator with a huge audience isn't automatically the right creator for your next ad. Sometimes you need reach. Sometimes you need someone who can explain the product naturally. Sometimes you need the rights to test their content in paid campaigns. The right choice depends on the job, not just the follower count.

[kivo @g0atofx]

BEFORE PAYING A CREATOR, ASK ONE QUESTION:

Am I paying for their audience, their production skills, or the rights to use their content in ads?

Those are three different things. Make sure the agreement matches the goal.

Comment "UGC" and I'll DM you the training.

[kivo @g0atofx]

A $150 UGC VIDEO CAN BE MORE VALUABLE THAN A $1,000 VIDEO — BUT ONLY IF YOU KNOW WHAT YOU'RE BUYING

the price alone doesn't tell you how useful the asset will be for your business.

Imagine two creators.

Creator A charges $150 for a finished video, but the agreement only includes organic posting on their own account.

Creator B charges $350 and includes the agreed files, editing variations and paid-ad usage rights for a defined period.

If your goal is to test ads, those are two very different offers. One gives you a video to publish organically. The other may give you a more usable asset for paid acquisition, depending on the exact terms.

Before hiring a creator, I'd clarify:

DELIVERABLES — how many videos, hooks and versions will you receive?

USAGE RIGHTS — can you run the content as an ad, for how long and on which platforms?

RAW FILES — will you receive the original footage or only the final edit?

REVISIONS — what changes are included in the fee?

CREATIVE DIRECTION — who writes the script, provides the product and decides what gets demonstrated?

EXCLUSIVITY — can the creator work with competing brands?

PERFORMANCE — what will you measure after publishing: views, clicks, purchases or how useful the content is for future tests?

A creator's audience and a creator's content are not the same asset. You might hire someone for reach, for production or for reusable ad creatives, but you should know which one you're paying for.

The goal isn't to find the cheapest creator. It's to buy the right deliverables for the job you're trying to do.

Comment "UGC" and I'll DM you the ecommerce training I've been studying.

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[kivo @g0atofx]

A dashboard is useful when it helps you make a better decision. It becomes dangerous when you treat every number as a complete picture. I'd use channel metrics to understand campaigns and store-level results to understand the business. Both matter, but they answer different questions.

[kivo @g0atofx]

META SAYS $30K. GOOGLE SAYS $18K. SHOPIFY SAYS $38K.

Don't automatically add platform-attributed revenue together. Attribution can overlap.

Track the ads, but judge the business using the complete picture.

Comment "METRICS" and I'll DM you the training.

[kivo @g0atofx]

YOUR AD DASHBOARD CAN SHOW A WINNER WHILE YOUR STORE TELLS A DIFFERENT STORY

imagine looking at a hypothetical Shopify store.

Meta reports $30,000 in attributed revenue. Google reports $18,000. Together, the dashboards seem to show $48,000.

But Shopify reports $38,000 in total sales for the period.

Did the store somehow lose $10,000? Not necessarily. Different platforms use different attribution models, windows and reporting rules, and multiple platforms can take credit for the same customer's journey.

This is why I'd never simply add the revenue reported by each ad platform and assume that equals the store's actual revenue.

I'd compare the reports against the store's own sales data and track overall performance over consistent time periods.

The questions I'd ask are:

→ How much total revenue did the store actually generate?

→ How much did it spend on advertising across all channels?

→ Are new-customer orders growing, or are returning customers driving the increase?

→ Did profit improve alongside revenue?

→ Are changes in attribution settings making the numbers look different?

For example, if a store generates $40,000 in total sales while spending $12,000 on advertising, its blended revenue-to-ad-spend ratio is about 3.33. That doesn't tell you profit by itself, but it gives you a useful store-level measure to compare over time.

Platform ROAS is still useful for analysing campaigns. It just shouldn't be confused with a complete picture of the business.

The goal isn't to find the prettiest dashboard. It's to understand what actually happened and make better decisions with the numbers.

Comment "METRICS" and I'll DM you the ecommerce training I've been studying.

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[kivo @g0atofx]

An ad that fails can still be useful if you understand what it tested. If you change the hook, the offer, the audience and the landing page at the same time, a better result doesn't tell you which change mattered. I'd rather learn one useful thing from each test than run ten tests I can't explain.

[kivo @g0atofx]

ONE PRODUCT. FIVE ANGLES. FOUR HOOKS EACH.

That's 20 creative concepts before changing the product.

You don't need 20 random ads. You need different ways to find out why the customer cares.

Comment "CREATIVE" and I'll DM you the training.

[kivo @g0atofx]

MOST ECOMMERCE BRANDS DON'T TEST ENOUGH CREATIVE IDEAS BEFORE KILLING A PRODUCT

imagine spending $500 testing a product with three ads. All three use similar hooks, show the product in almost the same way and make essentially the same promise.

None performs well.

The founder decides the product is dead.

But what did the test actually establish? You tested three executions of a similar message. You haven't necessarily tested the full potential of the product.

I'd separate the process into three layers:

ANGLE — the reason someone should care. Is it convenience, a frustrating problem, a desired result, a comparison or a demonstration?

HOOK — the opening that earns attention. Can you introduce the same angle through a question, a surprising observation, a visual or a common mistake?

EXECUTION — the creator, visual, format and delivery. Does the message work better as UGC, a product demo, a static image or a comparison?

Now one product can produce a much more meaningful range of tests. Five angles with four hooks each give you 20 concepts to develop. You don't need to launch all 20 at once; the point is to stop treating three similar ads as a complete verdict on a product.

I'd track attention, clicks, add-to-cart activity and purchases, then use the data to decide what to change. Low CTR can suggest the creative isn't earning attention. Plenty of clicks without purchases can point to a mismatch between the ad, offer and landing page.

The objective isn't to make random variations until something works. It's to learn which messages deserve more investment.

Before killing a product, I'd want to know whether I tested the product properly or simply ran out of ways to advertise it.

Comment "CREATIVE" and I'll DM you the ecommerce training I've been studying.

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[kivo @g0atofx]

Selling internationally gives you access to new customers, but it also introduces new things to understand. Shipping, returns, payment preferences, customer expectations and competition can differ between markets. A country with a large audience isn't automatically the right market for every product. I'd rather understand one market properly than launch everywhere and learn nothing from the results.

[kivo @g0atofx]

YOU CAN TRANSLATE THE AD PERFECTLY AND STILL MISS THE CUSTOMER.

Local currency. Familiar payment options. Clear delivery expectations. A checkout that feels natural.

Localization is the whole buying experience, not just the words.

Save this before launching in another country.

[kivo @g0atofx]

YOU CAN TRANSLATE YOUR ENTIRE STORE AND STILL LOSE THE SALE AT CHECKOUT

imagine spending $1,000 testing a new country. You translate the ads, localize the landing page and finally start receiving traffic. People click, browse and add products to their carts, but too many leave before paying.

Before assuming the product or ads are the problem, I'd look at the buying experience. Does the customer see prices in a familiar currency? Are delivery times clear? Does the return policy make sense for that market? Are shipping costs introduced too late? And are the payment options appropriate for the people you're targeting?

For the Netherlands, I'd investigate iDEAL | Wero. For Belgium, Bancontact. For Poland, BLIK or Przelewy24. In Portugal, I'd look at options such as MB WAY and Multibanco. These are examples of country-specific methods, not a guarantee that every provider or store can activate every option.
I'd research this before launch, not after spending weeks wondering why conversion is weak.

The same product can require a different checkout experience depending on where it's sold. A customer can like the product, trust the offer and still hesitate when the final payment step feels unfamiliar or inconvenient.

My checklist before entering a market would include local demand, realistic acquisition costs, shipping economics, payment preferences, competitor offers and enough budget to test the whole experience properly.

International expansion isn't just translating ads. It's making the entire buying process feel natural to the customer.

Comment "PAYMENTS" and I'll DM you the ecommerce training I've been studying.

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[kivo @g0atofx]

@FQuiolo62179 Hey bro you have a closed inbox I can’t dm it to you

[kivo @g0atofx]

Q4 WON'T SAVE A WEAK OFFER BUT IT CAN MAKE A STRONG ONE MUCH MORE INTERESTING

every ecommerce brand wants more sales during Black Friday, but a lot of them prepare by doing exactly the same thing: waiting until November, adding a discount and hoping the extra traffic makes everything work.

I'd approach it differently.

Imagine a store selling a $60 product. Before the holidays, its ads mainly focus on the product's features. Now imagine testing three different reasons to buy: a gift for someone who has everything, a practical solution to a problem people want solved before the holidays, and a bundle that makes the purchase feel more complete.

Same product. Three different buying motivations.

I'd prepare several creative concepts around each motivation instead of relying on one generic “BLACK FRIDAY SALE” ad. I'd also make sure the landing page continues the same message, the delivery deadline is clear and the offer makes sense for the margin.

The maths matters too. If a store gets 5,000 visitors and converts 1.5%, that's 75 orders. At a $60 AOV, that's $4,500 in revenue. If a better offer and customer journey help conversion reach 2%, the same traffic produces 100 orders, or $6,000.

That's an illustrative scenario, not a guaranteed outcome. The point is that seasonal growth doesn't have to come exclusively from spending more on ads.

Q4 gives you a reason to test new buying angles. The real opportunity is preparing those angles before everyone starts competing for attention.

Comment "Q4" and I'll DM you the ecommerce training I've been studying, covering offers, creatives, Meta Ads and landing-page psychology.

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[kivo @g0atofx]

Black Friday can bring more attention to your store, but attention isn't the same as demand for your specific offer. A big discount won't automatically fix weak positioning, confusing messaging or a product page that doesn't explain why someone should buy. The stores worth studying are the ones that know what they're offering before the rush starts.

[kivo @g0atofx]

ONE PRODUCT. THREE DIFFERENT Q4 ANGLES.

A gift someone will actually use.
A problem worth solving before the holidays.
A bundle that makes the purchase feel more complete.

Same product, different buying motivation.

Don't let every seasonal ad become another generic discount.

Comment "Q4" and I'll DM you the training.

[kivo @g0atofx]

@CupfulAditya GDP per capita ≠ ecommerce potential. Purchasing power matters, but so do payment methods, conversion rates, logistics, competition and customer behavior. UAE can be D tier and still be profitable the list is about relative market potential, not whether a country can make money.

[kivo @g0atofx]

@RevioCheckout Probably the Netherlands with iDEAL You can translate the whole store and ads, but if checkout doesn't feel local, you can still lose the sale at the last step.

[kivo @g0atofx]

YOUR ECOMMERCE PRODUCT ISN’T THE ONLY THING THAT DETERMINES WHETHER IT SELLS.

THE MARKET YOU PUT IT IN MATTERS JUST AS MUCH.

I've seen people obsess over finding the perfect product...

then launch it in a market where:

→ purchasing power is weaker
→ competition is tougher
→ payment methods don't match customer habits
→ their budget is too small to test properly

That's why I'd think about markets in tiers.

S TIER:
🇺🇸 US
🇩🇪 Germany
🇬🇧 UK

A TIER:
🇫🇷 France
🇳🇱 Netherlands
🇦🇺 Australia
🇸🇪 Sweden
🇮🇹 Italy
🇨🇦 Canada

B TIER:
🇪🇸 Spain
🇧🇪 Belgium
🇨🇭 Switzerland
🇩🇰 Denmark
🇮🇪 Ireland
🇳🇴 Norway

C TIER:
🇵🇱 Poland
🇦🇹 Austria
🇵🇹 Portugal
🇨🇿 Czechia
🇫🇮 Finland

D TIER:
🇲🇽 Mexico
🇧🇷 Brazil
🇮🇳 India
🇦🇪 UAE
🇿🇦 South Africa

The important part isn't just the tier.

It's whether your budget makes sense for the market you're entering.

A $1–2K test in one country can be completely different from a $10K+ launch in another.

And then there's checkout:

🇳🇱 iDEAL
🇧🇪 Bancontact
🇵🇱 BLIK
🇩🇰 MobilePay
🇳🇴🇸🇪 Klarna

You can have the right product, the right ad and the right offer...

and still lose sales because the customer doesn't see the payment method they expect.

Choose the market first.

Then build the offer, budget and checkout around it.

Save this before launching internationally.

[kivo @g0atofx]

fair point 😂 but I wasn't ranking countries by infrastructure or how developed they are.

the tiers were meant as a rough guide for ecommerce market entry, not a ranking of which countries are “better” overall.

the right market still depends on the product, budget, acquisition costs and local payment preferences. the tier list is just a starting point.

[kivo @g0atofx]

THE MOST DANGEROUS ECOMMERCE NUMBER ISN'T $0

it's a random $10,000 month that you can't explain

because now you're tempted to scale it

but you don't know:

which creative caused it

which angle caused it

which audience caused it

whether it was seasonal

whether one customer segment drove everything

whether the margin actually works

whether you can reproduce it next month

I'd rather have:

$5K month 1

$7K month 2

$11K month 3

with a clear understanding of WHY...

than:

$20K

$4K

$15K

and no idea what happened

because repeatability is what turns revenue into a business

one lucky month is exciting

being able to recreate the result is the real flex

that's what I'd optimize for

not just bigger screenshots

comment "SCALE" and I'll DM you the full breakdown.

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