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Hey, thanks again for tuning in this
episode’s brought to you by OMG Commerce.

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That’s my agency. Hey,

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we’re specialists at creating
omnichannel growth for brands

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profitably. Now,

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the greatest brands we know are
no longer just D two C. Yes,

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they’re masters of D two C,

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but they’re also growing and scaling
on marketplaces and in retail stores.

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And we understand the complexities of
how to grow in all of those channels from

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a campaign strategy, a creative strategy,
and a measurement strategy. In fact,

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we recently won a Google Agency Excellence
Award for helping Arctic coolers

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grow their retail sales
in Walmart using YouTube.

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We’ve helped add almost eight
figures in growth on Amazon

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for brands,

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and we’ve even helped a brand
go from nine to 10 figures.

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And so we want to help you grow.

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So if you’re not satisfied with your
growth in any of those channels or you’re

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looking to unlock new growth,

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we should probably chat.
Visit us@omgcommerce.com,
click that Let’s Talk button.

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We love to schedule a strategy session
with you. With that back to the show.

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Well, hello and welcome to another edition
of the E-Commerce Evolution podcast.

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I’m your host, Brett Curry, CEO of OMG
Commerce. So we’ve had the privilege,

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my agency, we’ve had a pro. You’re
working with some really cool brands.

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So Native Arctic. I’m going to break
down an Arctic case study here in a bit.

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Dude wipes, just doing a really cool
campaign right now for little dudes.

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They’re kind of their
answer to baby wipes,

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but cooler called Little Dudes.

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And so we have a full
service Amazon agencies.

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We’d manage Amazon, we do meta, we
do email, we do retention. But man,

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YouTube,

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YouTube is this piece that people are
missing and the people don’t understand

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and the people don’t exactly
know how to leverage.

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And so we’ve had the privilege,

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we manage about a hundred million dollars
a year and ad spend want some awards,

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and I share that to say all the strategies
that I’m going to walk through here

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are based on data, real appliance,

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real experiences that are going to
break this down for you. But here’s the

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real issue,

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why more people are using YouTube.

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It’s different. Not the same as
Meta, not the same as TikTok.

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It’s very, very different
from Amazon advertising.

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It’s just a different beast.

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And so if we want to understand
how can we use YouTube to influence

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shopping behavior,

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how can we use YouTube to get people to
be aware of our brand, to buy our brand?

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They don’t understand how people are
using. How are people using YouTube?

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And it really comes down to four key
activities or modes that people are

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in when they’re running YouTube
ads. So there’s searching,

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there’s streaming, there’s
scrolling, and there’s shopping.

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So kind of break this down a little bit.

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YouTube is the number two
search engine behind Google.

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So more people do searches every day
on YouTube and on any search engine

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including AI search other than
YouTube people trying to learn stuff,

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find stuff,

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that sort of thing.
Scrolling right on the YouTube mobile app

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or if we’re on YouTube
shorts, we’re scrolling.

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That’s the mode that’s most like other
social platforms. Then there’s streaming.

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How many of you guys watch YouTube on
connected TV is on your TV screen or your

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kids do? I know for my kids,
we let them have TV time.

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Several of them just want to watch
their favorite YouTube creators.

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They’re not watching cable, they’re
not watching any of that stuff.

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They want to watch YouTube on
tv and then they’re shopping.

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We’re researching products. We can
actually discover products on YouTube.

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We could click it, buy
product directly from YouTube.

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So it’s really these four modes,
but they’re all different.

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And so we again understand
how we interrupt people.
Now, this is kind of crazy.

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I’ve been doing this for a long time.

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This number has been changing over the
last couple of years. So this is market

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share of streaming platforms
specifically on connected

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TVs.

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YouTube has been the leader for two
years and the lead is extending.

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So even last year was 10%. Now
it’s 12.4% therapeutic Disney,

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they’ll be paramount. They’re bid
NBC, they’re crushing Netflix.

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Take all the smaller ones
combined. YouTube is bigger.

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This is based on time spent on TV screen.

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So if you want to influence
people through tv,

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you use YouTube. And so this element
though, this element of YouTube,

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it’s way more like TV because it’s on tv.

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So you can’t just take your meta
ad and translate it directly here.

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You can’t just take your TikTok, add it,
translate it directly to a TV street.

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It needs to be a little
bit different. Also,

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YouTube is the number
one podcast platform.

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My guess is if you’ve
got a podcast you love,

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they’re on YouTube and that’s maybe
where you watch. I have a podcaster.

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I run the E-Commerce Evolution
podcast talk to a lot of podcasters.

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And most of the people that I talk to
say that their YouTube viewership for

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their podcast is growing and audio in
some cases is staying kind of flat.

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So YouTube is a podcast platform and
we’re in a different frame of mind.

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We’re watching a podcast. It’s long
form. We’re in it for the whole episode,

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most likely great place to advertise
someone, show them new product.

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This is also a little bit different,
right? I’m a huge TikTok fan.

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My buddy Josh ha is going to
be talking about TikTok shops.

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There’s a difference though, between
YouTube creators and TikTok creators.

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You may be served an ad on TikTok or
see a video just because of its viral

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nature. You’ve never followed that creator
before. You may never see them again,

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but you see that ad or
that video with YouTube,

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it’s usually creators that
we’ve got a relationship,

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this is a creator that we’ve watched
5, 10, 15 videos. We’re subscribing,

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we really get to know them. So
it’s a different trust factor.

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So 98% of people say they trust
YouTube influencers more than

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any other influencer
on any other platform.

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But ultimately the reason YouTube is
different and the way we have to approach

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is there are different creatives.
So the way we structure our ads,

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it’s different because there’s
different modes and different screens,

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different campaign structure,
different algorithm, different bidding.

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All of that does not sponsor product
ads, not even sponsor brand video.

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This is something different. And then
this is where a lot of people lose heart,

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give up, abandon ship, say YouTube is
not for me. It’s because of measurement.

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It’s a different beast to measure.

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You got to kind of be ready for that and
up for the task or else it’s not time

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to look at YouTube,

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but I believe it’s the most powerful
growth engine your likely missing right

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now. Can you give a couple
examples here, Dr. Squa,

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anybody blown away by their valuation,
we saw that Unilever 1.5 billion,

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freaking crazy. So we did
not work directly with them,

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but Raindrop agency close partner of ours,

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they did all the original Dr. Squat
ads and one of the original ones won

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YouTube out of the year in 2020.

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Just found out recently that
during that hypergrowth stage

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when Dr. Squash was
crushing it on YouTube,

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their media buyers were
following my YouTube course.

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So I put out a YouTube course with Ezra
Firestone, he’s speaking later today.

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And the guy told me just a few
months ago, I was like, oh yeah,

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we were consuming your course and just
doing what you said. And so I was like,

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oh, sweet. Would love to get
some equity, maybe some shares.

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But that didn’t not work out native.

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We didn’t work directly with them.
So they were a client for about six years.

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When we started with them, they were
about a hundred billion dollars in sales.

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Modi a founder, awesome
guy. He tweeted recently,

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beginning of this year they
did a billion dollars in sales.

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Last year ne did on
about 20% EBITDA margin.

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So 200 million in profits,

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they bought native for like one
23 million that paid off for them.

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That was a good investment
then just pretty crazy.

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But we mapped out their YouTube
strategies for retail and for D two

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C and then boom, my city
Joseph, like I said,

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you’ll hear from Measure Firestone
later today is one of the keynotes.

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We ran all their Google their YouTube
but still do for maybe 10 plus years.

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We launched them on Amazon,
so they were not on Amazon.

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We built out storefront listings,
Amazon ads strategy did all of that.

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They did 6 million in sales the
first year on Amazon and it did not

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cannibalize their D two C
business very much. But the

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reason that all happened is because
they’re spending a lot of meta spending a

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lot on YouTube.

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They had this demand
creation engine flowing.

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There’s a lot of people that wanted boom
and a lot of people that wanted boom,

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went to Amazon, didn’t see it
there and bought something else.

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So we were able to capture that.

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But really this speaks to just the
power of building a brand off of Amazon.

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Now, can you win in this scenario?

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So you want to win on
best wheeled coolers.

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I’m a big fan of the
coolers with wheels, right?

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You got to lug in something around
that’s just full of ice and drinks.

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You got to use wheels. Can
you win in this scenario?

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Can you win on a purely search basis?

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I think you can and I think you should,

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but I also think slugging it
out in the SERP can feel like a

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knife fight sometimes versus is really
brutal. It’s just brutal and it’s harm,

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right? So you got to do that, but I
think it’s even better to do this.

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I’m going to break down
Arctic in a minute,

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but what if you showed people how
awesome your coolers are and they end up

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looking for you on Amazon
now they largely skip your

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competitors. You dominate this
resolve and now you win the sale.

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So ideally you want to do both,

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but I think you gained real advantage
when people are coming to Amazon looking

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for you. Totally changes again.

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So you have three keys to
make YouTube work for you.

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You’re going to break those down
right now. We’re really some examples.

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Watch some ads and have some fun.

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But the first part is you got
to nail your creative strategy.

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This is really where the
battle is won or lost.

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It’s with your creatives and there’s
a few things to consider here. So I’ll

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go a little bit technical,

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I’m going to give you a formula and
then I’m want to watch some as I think

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that’s the best way to
learn. So what’s interesting,

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I know the trend on meta
has been shorter ads,

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although I hear that’s kind of maybe
reversing with the Andromeda release,

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but YouTube, 45 seconds
up to three minutes,

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that’s the sweet spot.

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We’ve never seen 15 second
ads really crush it.

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The shorter ads though, they
usually don’t drive conversions.

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People need to stick with the
video, see your product in action,

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get all the features and benefits and
then they’re more likely to purchase.

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So a little bit longer.

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There are elements of your ads that can
feel like a meta ad and elements that

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feel like tv, I’ll show
you, you’ll see that.

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And then you want both the vertical as
on by 16 for shorts and mobile and then

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16 by nine for tv,

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desktop and also part of mobile.
And I will say the core of YouTube,

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the foundation of YouTube
is that 16 by nine video

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because 50 to 6% of views are on tv.

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Sometimes we’re watching a longer
form piece of content on our phone,

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we’re still pooling it in landscape mode.

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And so that 69 is core
for YouTube. Alright,

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here’s create a formula.

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I don’t like to get super formulaic
because I think sometimes you got to

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do something that fits for the product
and you don’t want all your work to be

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just a copycat of somebody else, but
these are elements that have to be there.

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So first of all, the hook.

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This is where we spend the most
time word with a creative partner.

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We’re reviewing the performance of
a campaign. How strong is that hook?

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You got five seconds, right?

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Five seconds and then that magic skip
ad button pops up. Some people are

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hovering over the button to
press that they hate you for

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interrupting them, but you have
five seconds to win ’em over.

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You have five seconds to make
them say, well, a little bit,

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maybe just maybe this ad is worth
watching. We’ve all done that, right?

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We’re all like we’re ready to skip.

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Maybe I’ll give this another 10 seconds
and see what’s here. And by the way,

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that is actually the point of the hook.

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The point of the hook is not to close
the deal. The hook can close the deal.

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The point of the hook is to get them
to keep watching and to stay to get the

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right person to keep washing. So
logos, important product demo.

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We want to see the product in action,

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00:12:36,190 –> 00:12:38,920
either an actual demonstration
of the product. So I’m using it,

215
00:12:38,920 –> 00:12:41,410
I’m using the cookware,
I’m putting on the makeup,

216
00:12:41,920 –> 00:12:46,390
or you’re showing the end state of
what your product will do. Taking a

217
00:12:46,390 –> 00:12:48,760
supplement out. I feel better now I’m
running, now I’m lifting my kids up,

218
00:12:48,760 –> 00:12:52,870
whatever. So show me the product of
action. Some kind of social proof.

219
00:12:52,870 –> 00:12:55,660
It could be reviews, could be actual UGC,

220
00:12:55,660 –> 00:12:58,660
but I need some kind of social
proof that other people like me,

221
00:12:58,960 –> 00:13:02,560
I’ve used this product and it’s
worked for them. Got bust objections.

222
00:13:03,160 –> 00:13:07,660
I’m from Missouri. Anybody else here
from the state of Missouri, right? St.

223
00:13:07,660 –> 00:13:09,250
Louis from Springfield. Yeah.

224
00:13:09,760 –> 00:13:14,710
So Missouri for those know the
show me state and it’s very

225
00:13:14,710 –> 00:13:16,720
charming. Our state animal is the mule.

226
00:13:17,050 –> 00:13:20,620
So we are all a bunch of
donkeys out there in Missouri.

227
00:13:20,950 –> 00:13:23,530
But the key there is like
you’ve got to show us.

228
00:13:23,530 –> 00:13:26,560
So we’re not going to believe you
right there. We all have objections.

229
00:13:26,560 –> 00:13:29,140
And I think when you’re picturing
your customer in your mind,

230
00:13:29,440 –> 00:13:31,330
think about people from Missouri, right?
They’re stubborn,

231
00:13:31,540 –> 00:13:33,940
you got to show them or else
am not going to believe you.

232
00:13:34,270 –> 00:13:35,800
And so we got to overcome
those objections.

233
00:13:36,130 –> 00:13:40,810
Objections left unaddressed
will prevent someone from

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00:13:40,810 –> 00:13:41,890
clicking and taking action.

235
00:13:41,920 –> 00:13:44,020
They just won’t do it if there’s
still objections that are there.

236
00:13:44,320 –> 00:13:46,990
And then finally some kind of call to
action, some kind of offer, some kind of,

237
00:13:47,230 –> 00:13:51,160
hey, do this next thing.
And if you don’t have that,

238
00:13:51,160 –> 00:13:55,330
people will not take action. So
here is something to keep in mind.

239
00:13:55,330 –> 00:13:56,920
How many you guys are
advertising on meta right now?

240
00:13:58,210 –> 00:14:01,600
How many guys advertising on
TikTok? Alright, yeah, great.

241
00:14:01,720 –> 00:14:06,550
So your best social ads on meta
on TikTok, you take those videos,

242
00:14:06,550 –> 00:14:09,370
those may become your
best books for YouTube.

243
00:14:09,370 –> 00:14:13,630
So that’s one way to leverage those ads.
Now I’m going to show you a few ads.

244
00:14:13,640 –> 00:14:17,170
I’m going to show you three
ads. This first was for Arctic.

245
00:14:17,590 –> 00:14:19,000
I’m going to break down a case study.

246
00:14:19,000 –> 00:14:22,540
We helped Arctic grow
in Walmart with YouTube,

247
00:14:22,540 –> 00:14:24,760
but it also lifted Amazon D, you see?

248
00:14:25,540 –> 00:14:28,000
But this is one style of video.

249
00:14:28,000 –> 00:14:32,980
This is a creator that I’m going
to play the whole video since this

250
00:14:32,980 –> 00:14:33,813
works.

251
00:14:34,030 –> 00:14:35,980
This is the 65 chord ultra.

252
00:14:35,980 –> 00:14:39,640
Its off our dick goer and I actually put
it to the test and in quite a few fun

253
00:14:39,640 –> 00:14:43,120
different ways. And
this thing is ultra top.

254
00:14:43,210 –> 00:14:46,720
I am April Wilkerson and I’m a builder.
I am always running and gunning,

255
00:14:46,720 –> 00:14:49,150
whether it be in my work or in my hobby.

256
00:14:49,270 –> 00:14:54,230
And I put a high value on function,
durability, and high quality.

257
00:14:54,230 –> 00:14:58,880
And that’s why I resonate with ATech
here because they are overbuilt

258
00:14:59,960 –> 00:15:01,160
but not overpriced.

259
00:15:04,490 –> 00:15:06,650
So that video crush, this
was a shorter version,

260
00:15:06,930 –> 00:15:09,170
straight to the shorter version
because that’s easier for presentation.

261
00:15:09,620 –> 00:15:13,430
Longer versions actually worked better.
What did you like about that ad?

262
00:15:13,430 –> 00:15:17,000
So this would be audience participation
bar. What did you like about that ad?

263
00:15:17,420 –> 00:15:21,440
What’s that concise tagline? I like
that overbuilt not over press. Yeah,

264
00:15:21,440 –> 00:15:24,570
Brandon, immediate action.
Like how this right in,

265
00:15:25,220 –> 00:15:29,660
right in the action. And that’s an
excellent point. Learn this from Google.

266
00:15:29,660 –> 00:15:32,420
Years ago they say, Hey, if
you’re building a YouTube ad,

267
00:15:32,840 –> 00:15:34,550
think like a movie trailer, right?

268
00:15:34,550 –> 00:15:38,180
This is not a normal story arc where
there’s like a slow buildup and then it

269
00:15:38,180 –> 00:15:40,550
builds to a climax. No, no, no.
Think about a movie trailer.

270
00:15:40,670 –> 00:15:44,300
What happens at the beginning of a
James Bond movie trailer explosion.

271
00:15:44,300 –> 00:15:45,680
He’s jumping out of a plane,

272
00:15:45,890 –> 00:15:48,590
something crazy’s happening and then
maybe it’ll back up and tell the story and

273
00:15:48,590 –> 00:15:52,070
then something intense again, right?
You don’t to have special effects,

274
00:15:52,070 –> 00:15:55,610
you don’t have to be change bond,
but start high immediate action.

275
00:15:55,610 –> 00:15:58,340
Somebody else. What else did you like?
Maria, sir, it’s a single problem.

276
00:15:59,810 –> 00:16:03,560
Durability. Yeah. Really
focused on one problem, right?

277
00:16:03,860 –> 00:16:06,560
She’s chucking this thing
down the bank of a levee.

278
00:16:06,560 –> 00:16:10,670
She’s kicking it off her deck. She’s
parking her F three 50 on it, right?

279
00:16:10,670 –> 00:16:14,660
This thing is durable, right? If
you’re going to invest in a cooler,

280
00:16:15,200 –> 00:16:19,190
this thing is going to hold up
and it just absolutely crushed.

281
00:16:19,400 –> 00:16:23,060
I want to take a minute and tell
you about Loop subscriptions. Now.

282
00:16:23,060 –> 00:16:27,830
What if one platform transition
could transform your subscription

283
00:16:27,830 –> 00:16:30,110
business overnight? Well,

284
00:16:30,110 –> 00:16:33,800
that’s exactly what happened to
longtime OMG commerce client Nutri.

285
00:16:34,610 –> 00:16:39,500
They switched to Loop and
grew subscription revenue
from 4% of total revenue

286
00:16:39,860 –> 00:16:42,050
to 20% of total revenue.

287
00:16:42,530 –> 00:16:47,120
OC reduced subscription churn by 50%.

288
00:16:47,510 –> 00:16:52,310
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289
00:16:52,310 –> 00:16:55,610
recovery feature alone.
Unlike other platforms,

290
00:16:55,850 –> 00:17:00,380
loop includes dedicated success managers
on Slack and costs about 40% less

291
00:17:00,830 –> 00:17:01,880
than the competition.

292
00:17:02,240 –> 00:17:06,770
Plus E-Commerce Evolution listeners
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293
00:17:07,280 –> 00:17:11,960
that’s nearly 70% in total savings
compared to other subscription apps.

294
00:17:12,380 –> 00:17:17,120
So if you’re ready to join almost 1100
brands who’ve made the switch to Loop,

295
00:17:17,690 –> 00:17:22,490
visit loop work.co to book your demo.

296
00:17:22,940 –> 00:17:25,820
Also, anybody a fan of home
improvement from back in the nineties?

297
00:17:25,820 –> 00:17:30,020
I know it’s been, she is like a Tim Theto
man Taylor, but way more trustworthy.

298
00:17:30,290 –> 00:17:33,770
I kept telling the Arctic, we still work
with Arctic, they’re great. We’re like,

299
00:17:34,130 –> 00:17:38,510
get me more April Wilkerson videos.
I’m like the super fan. So great video.

300
00:17:38,870 –> 00:17:41,840
This is one from Native. This
is not their top product,

301
00:17:42,590 –> 00:17:44,180
but this ad,

302
00:17:44,180 –> 00:17:48,230
and you’ll kind of see this is
a mashup of a whole bunch of

303
00:17:49,110 –> 00:17:52,440
creators and Instagram creators,

304
00:17:52,440 –> 00:17:54,240
but woven together in an ad.

305
00:17:54,570 –> 00:17:57,810
And I think this format
will work for a lot in for.

306
00:17:57,810 –> 00:18:01,380
Brands. Maybe Moisturizing Nation helps
my skin to feel so hydrated and stewed.

307
00:18:01,440 –> 00:18:04,140
I just love the fact that I keep
your skin moisturized all day.

308
00:18:04,140 –> 00:18:05,550
What they new and improved formula.

309
00:18:05,550 –> 00:18:07,680
And I just love how rich
and creamy the formula is.

310
00:18:07,740 –> 00:18:10,950
They provide a dehydration with a
lightweight field. It is super irony,

311
00:18:10,950 –> 00:18:13,320
but also lightweight and secret
to your skin is super fast.

312
00:18:13,320 –> 00:18:14,460
You’re going to love it.

313
00:18:14,460 –> 00:18:17,640
The formula absorbs in the skin so
easily without leaving a residue.

314
00:18:17,640 –> 00:18:21,180
And don’t even get me started on how
good they smell. Just smells so yummy.

315
00:18:21,180 –> 00:18:24,330
And also actually haveland seven of
their best stuffs. You smell good.

316
00:18:24,330 –> 00:18:25,890
It’s quite literally the best compliment.

317
00:18:30,210 –> 00:18:31,680
Awesome. So what you like about that one

318
00:18:34,890 –> 00:18:38,280
constant movement? Not to the
point of being overwhelming,

319
00:18:38,280 –> 00:18:42,120
but you almost can’t look away. It’s
movement. It’s moving a lot, right?

320
00:18:42,120 –> 00:18:45,150
There’s always two panels, you bet
that has kind of at three panels,

321
00:18:45,450 –> 00:18:48,660
two panels are almost always moving.
One is static, one is kind of branding,

322
00:18:48,660 –> 00:18:52,260
showing the product, showing some design
elements. The other two always moving.

323
00:18:53,430 –> 00:18:55,440
What else sir?

324
00:18:56,550 –> 00:18:57,383
The count.

325
00:18:58,170 –> 00:19:01,380
Yeah. Yeah, the count.

326
00:19:01,470 –> 00:19:04,410
The number of UGC elements.

327
00:19:04,620 –> 00:19:08,640
I remember sitting in a room showing
this ad for hair products to a group of

328
00:19:08,640 –> 00:19:13,050
women and one of them said,
my hair’s not like that.

329
00:19:13,050 –> 00:19:17,280
I don’t think it’ll work for me. And so
that’s something we got to keep in mind.

330
00:19:17,280 –> 00:19:19,110
If we’re showing UGC,

331
00:19:19,650 –> 00:19:22,380
you need to show a variety because
the person you want to buy,

332
00:19:22,380 –> 00:19:25,830
they’ve got to see themselves in that
ad. So if you’re watching this ad,

333
00:19:25,830 –> 00:19:28,710
you’re probably seeing someone with
your hair type, your skin type,

334
00:19:28,980 –> 00:19:31,500
maybe your personality. I
resonate with that person.

335
00:19:31,740 –> 00:19:35,340
So this will likely work for
me. Here’s another similar one.

336
00:19:35,340 –> 00:19:39,810
This is for oppo pop. This is one we
just launched some on YouTube. Listen,

337
00:19:39,810 –> 00:19:43,740
a month ago, this video is
absolutely ripping right now.

338
00:19:43,740 –> 00:19:44,573
I’m going to go and play it.

339
00:19:45,330 –> 00:19:50,220
I had no idea popcorn could get that
good. I have a thing for you to eat.

340
00:19:50,220 –> 00:19:53,710
It’s called opo Pop. Beautiful.

341
00:19:54,210 –> 00:19:55,400
Step right on sea go.

342
00:19:56,270 –> 00:19:57,103
It’s just so cool.

343
00:20:01,800 –> 00:20:04,920
Alpa Pop where every kernel is
individually wrapped in flavor.

344
00:20:04,980 –> 00:20:06,570
No more half flavored popcorn.

345
00:20:06,660 –> 00:20:08,700
How glue can it really
be? It’s just popcorn.

346
00:20:08,700 –> 00:20:12,990
I had weird flavors like
C Delicious, fancy Butter,

347
00:20:13,170 –> 00:20:15,400
KLE mustard, that ones sounds good.

348
00:20:19,700 –> 00:20:23,670
Wow, you need to try this.
Popcorn oppa pop.com, you min.

349
00:20:30,570 –> 00:20:35,400
So it really is Ray Popcorn. I recommend
you try it. You kind of see, again,

350
00:20:35,460 –> 00:20:39,840
that’s a variety of influencers.
There’s some quick pitting clips.

351
00:20:40,170 –> 00:20:42,630
Then there’s the one clip of the
girl trying the pickle monster.

352
00:20:42,630 –> 00:20:45,870
And she’s like pauses. Usually it goes
quiet. She’s munching. You’re like,

353
00:20:46,650 –> 00:20:49,720
what’s she going to? A little bit of
suspense built up there. But yeah,

354
00:20:49,720 –> 00:20:53,110
you see that. And if you’re a popcorn
fan like I am as my favorite snack,

355
00:20:53,380 –> 00:20:55,870
you’re like, I should
probably check this out.

356
00:20:55,930 –> 00:20:58,360
Should probably give this a second. Look,

357
00:20:58,600 –> 00:21:03,010
the Drew Barrymore piece helps as
well. Getting some celebrity in there,

358
00:21:03,010 –> 00:21:06,850
but not necessary. Just
a bonus if you have it.

359
00:21:06,850 –> 00:21:09,670
And so this is what we
build for our clients.

360
00:21:09,670 –> 00:21:11,710
This is what you need to do with
your team, with your agency,

361
00:21:11,710 –> 00:21:15,070
or we’re using for YouTube
creative feedback loops.

362
00:21:15,730 –> 00:21:17,110
So the good news is with YouTube,

363
00:21:17,470 –> 00:21:20,470
it is dependent on creative.
You’ll live or die by the creative,

364
00:21:20,470 –> 00:21:24,970
but you don’t need dozens or hundreds of

365
00:21:24,970 –> 00:21:26,500
ads running to make YouTube work.

366
00:21:26,500 –> 00:21:28,960
And that’s what I know from
my meta team is that, hey,

367
00:21:28,960 –> 00:21:33,460
some accounts you need hundreds,
thousands of creatives to make meta work.

368
00:21:33,760 –> 00:21:34,780
Not the case with YouTube,

369
00:21:34,780 –> 00:21:39,670
you need a handful to get started and
then maybe a handful a month testing

370
00:21:39,670 –> 00:21:40,510
from there on out.

371
00:21:40,750 –> 00:21:44,590
But what we’re really looking at is
these three things we’re watching what’s

372
00:21:44,590 –> 00:21:45,423
called the view rate.

373
00:21:45,430 –> 00:21:49,030
So the percentage of people that see
the ad that actually watch the ad,

374
00:21:49,300 –> 00:21:51,370
so they choose to watch
the ad, they don’t skip.

375
00:21:51,760 –> 00:21:54,010
What is that view rate that
view rate’s going to tell us?

376
00:21:54,370 –> 00:21:57,130
And it’s more relative to your brand
than it is based on a benchmark.

377
00:21:57,130 –> 00:21:59,650
But how good is that view
rate? That’s going to tell us,

378
00:21:59,650 –> 00:22:03,190
does this book resonate? Does this
book resonate with this audience?

379
00:22:03,190 –> 00:22:06,220
We all get the view rate,
the product demo piece.

380
00:22:07,240 –> 00:22:11,020
We’re really going to see if that’s
working by the duration of the video that

381
00:22:11,020 –> 00:22:15,040
they watch. How long do they watch
the video? And then do they click?

382
00:22:15,310 –> 00:22:18,370
Because if they’re bailing
early, the demo’s not good.

383
00:22:18,820 –> 00:22:22,360
Or if they’re not clicking, could be
it’s on tv. TV doesn’t get clickthroughs,

384
00:22:22,360 –> 00:22:26,680
but it could be that the demo wasn’t
developed and I didn’t see enough there to

385
00:22:26,680 –> 00:22:28,120
make you click. And then of course,

386
00:22:28,120 –> 00:22:30,190
conversion rate really kind
of wraps into all of it.

387
00:22:30,790 –> 00:22:32,470
We are trying new calls to action,

388
00:22:32,470 –> 00:22:36,340
new offers all the time
to see what wins. Alright,

389
00:22:37,060 –> 00:22:38,380
so number one is creative. Number two,

390
00:22:38,800 –> 00:22:43,240
we got to look at campaigns and the right
campaign structure to win on YouTube.

391
00:22:43,240 –> 00:22:47,470
I break down this Arctic case study
for you. We were approached by Arctic I

392
00:22:47,470 –> 00:22:49,120
guess almost two years
ago. They said, Hey,

393
00:22:49,120 –> 00:22:53,080
can you use YouTube to grow Walmart sales?

394
00:22:53,080 –> 00:22:56,710
We’ve been succeeding on Amazon to
grow online. We’re in Walmart town,

395
00:22:56,710 –> 00:22:59,080
coast to coast. Can you help
us grow there? We said, yes,

396
00:22:59,080 –> 00:23:01,540
that’s what we built for
Native back in the day.

397
00:23:01,630 –> 00:23:06,160
And so these were kind of the five
ways we measured success on YouTube.

398
00:23:06,160 –> 00:23:10,480
But this is really how almost everybody
needs to look at measuring success on

399
00:23:10,480 –> 00:23:13,540
YouTube minus the Walmart
piece if you’re not in there.

400
00:23:13,780 –> 00:23:16,480
But we number one objective
was Walmart sales.

401
00:23:16,480 –> 00:23:20,890
Can we lift in a meaningful measurable
way, Walmart sales using YouTube ads?

402
00:23:21,370 –> 00:23:23,290
So we create a search lift.
And what that means is,

403
00:23:23,290 –> 00:23:27,370
and Google will measure this for
you, people that see your YouTube ad,

404
00:23:27,370 –> 00:23:28,990
are they more likely to
search for your brain?

405
00:23:28,990 –> 00:23:33,700
So they’ll actually measure the lift
from YouTube that drove increased

406
00:23:33,700 –> 00:23:36,460
searches for your brands.
Can people visit the store?

407
00:23:36,700 –> 00:23:38,410
And so something you do
if you’re in Walmart,

408
00:23:38,410 –> 00:23:40,840
it’s harder or Lowe’s
or some big operation,

409
00:23:41,560 –> 00:23:44,920
Google can measure someone saw
the ad and then visited the store.

410
00:23:44,920 –> 00:23:47,300
So in store visits,
online sales of course.

411
00:23:47,300 –> 00:23:50,630
And then post-purchase surveys
for those are selling D two C.

412
00:23:50,630 –> 00:23:54,230
How many of you guys are
running post-purchase
surveys? It’s huge data point,

413
00:23:54,380 –> 00:23:56,630
especially as some tracking
goes away in some areas,

414
00:23:56,630 –> 00:24:00,380
like you got to be doing post-purchase
surveys. If you are D two C,

415
00:24:00,920 –> 00:24:04,070
this is something that I’m happy to
run. If you’re a bigger brand, eight,

416
00:24:04,070 –> 00:24:06,830
nine figures, I can run this for
you for free. Google will do this.

417
00:24:07,280 –> 00:24:12,140
Basically they’ll look at where across
the country your category has high and

418
00:24:12,140 –> 00:24:15,170
low demand. So sell wheeled coolers.

419
00:24:15,500 –> 00:24:19,010
Where are wheeled cooler searches
popular? Where are they not popular?

420
00:24:19,010 –> 00:24:22,400
Where is it kind of the middle?
And where is your brand popular?

421
00:24:22,430 –> 00:24:23,720
Where are people searching for your brand?

422
00:24:23,720 –> 00:24:24,830
Where are they not search of your brand?

423
00:24:25,100 –> 00:24:28,280
You start to look at where that overlaps.
And this gives you opportunities of,

424
00:24:28,670 –> 00:24:31,310
Hey, I need to lean more into
these areas to sell more.

425
00:24:31,520 –> 00:24:33,560
So if there’s high category
demand, a low brand demand,

426
00:24:33,560 –> 00:24:34,790
I need to go for it there.

427
00:24:35,330 –> 00:24:38,390
And sometimes if there’s high
category and high brand demand,

428
00:24:38,390 –> 00:24:40,460
I can get even more from those markets.

429
00:24:40,460 –> 00:24:44,000
And so we use this for Arctic
to kind of map out the strategy.

430
00:24:44,480 –> 00:24:47,450
Here’s what we saw after running
YouTube for about six weeks,

431
00:24:47,870 –> 00:24:52,190
we saw 230% lift on mobile

432
00:24:52,220 –> 00:24:55,820
searches. So people
that saw the YouTube ad,

433
00:24:56,240 –> 00:24:59,000
two 30% lift in Arctic brand terms,

434
00:24:59,330 –> 00:25:02,750
and then two 31% lift on YouTube
where people were searching,

435
00:25:03,110 –> 00:25:05,120
and this was just one of
the test sales we ran in,

436
00:25:05,120 –> 00:25:10,070
but they saw a two 45% sales lift in
Walmart. So we kind of a geo holdout.

437
00:25:10,070 –> 00:25:14,180
So they got statisticians on our data
team, data science team at Arctic.

438
00:25:14,180 –> 00:25:16,160
They measured this, but they said, Hey,

439
00:25:16,640 –> 00:25:19,760
comparing these markets to
other comparison markets,

440
00:25:20,120 –> 00:25:24,950
25% Lyft driven by YouTube. It was
the only variable in those markets.

441
00:25:25,220 –> 00:25:29,540
A couple of callouts, little rock,
44%. And I just threw up Stringfield,

442
00:25:29,540 –> 00:25:33,230
Missouri where I live, and I think
that was all my wife, she was like,

443
00:25:33,230 –> 00:25:35,960
let’s get art to COAs for
everyone in our family Drake wear.

444
00:25:36,260 –> 00:25:41,150
And I think that was all me. But
anyway, this was how we measured.

445
00:25:41,480 –> 00:25:43,760
Did YouTube actually work and drive sales?

446
00:25:43,760 –> 00:25:46,850
We won an agency excellence award
from Google, which is really cool.

447
00:25:47,240 –> 00:25:49,670
And now we’re doing this for
a bunch of different brands,

448
00:25:49,760 –> 00:25:53,510
omnichannel growth with YouTube.
And then the third thing,

449
00:25:53,510 –> 00:25:57,470
last thing is how do we
measure for success? I kind
of showed that a little bit,

450
00:25:57,770 –> 00:26:00,650
but I want to break this down a little
bit more here in the last few minutes.

451
00:26:01,040 –> 00:26:05,840
Anybody heard of House Analytics or
has anybody seen this podcast with

452
00:26:05,840 –> 00:26:08,870
Olivia Corey? My buddy Andrew Ferris said,
yeah, there’s a yes back there. Yeah,

453
00:26:09,200 –> 00:26:11,810
this was awesome. So I’m a
huge house analytics fan.

454
00:26:11,810 –> 00:26:16,730
They do incrementality tests
based on geo holdouts, right?

455
00:26:16,730 –> 00:26:21,470
So you got to test set of geos,
you got a control set of geos.

456
00:26:21,470 –> 00:26:25,820
You’re measuring the difference because
here’s what’s frustrating about ads.

457
00:26:26,240 –> 00:26:29,150
Even if you’re using a tool
to measures click-based data,

458
00:26:29,600 –> 00:26:32,270
you don’t really know
what made this person buy.

459
00:26:32,570 –> 00:26:37,280
Was this ad the reason they bought or
was this just the last piece of the

460
00:26:37,280 –> 00:26:37,910
process?

461
00:26:37,910 –> 00:26:42,650
So the most scientific way to
figure out did this ad cause a lift

462
00:26:42,960 –> 00:26:45,360
is an incrementality study.
They’re actually kind of expensive,

463
00:26:45,810 –> 00:26:46,680
but here’s what house said,

464
00:26:46,860 –> 00:26:51,480
190 incrementality tests rolled
with eight and nine figure brands.

465
00:26:51,870 –> 00:26:56,460
Israel brands spending about 30% of
their meta budget. They were investing in

466
00:26:56,460 –> 00:26:56,910
YouTube,

467
00:26:56,910 –> 00:27:00,180
so they were not just spending
a few thousand dollars
here and there on YouTube,

468
00:27:00,180 –> 00:27:04,950
they were investing in it. But then
they measured, okay, how do these geos,

469
00:27:04,950 –> 00:27:07,560
where they reign YouTube, how do
they compare to other markets?

470
00:27:07,830 –> 00:27:08,663
And here’s what they saw.

471
00:27:09,540 –> 00:27:13,410
They saw that the actual
incremental performance,

472
00:27:13,410 –> 00:27:18,180
the performance in their data was
3.4 times better what they saw in

473
00:27:18,180 –> 00:27:19,013
YouTube.

474
00:27:19,020 –> 00:27:23,370
So to transl that if you saw a
one x row ass in your YouTube

475
00:27:23,640 –> 00:27:24,870
data and platform,

476
00:27:25,530 –> 00:27:30,390
this group was actually getting
a 3.4 x roas. Okay? Now,

477
00:27:30,390 –> 00:27:33,870
if they were advertising or if
they’re also selling on Amazon,

478
00:27:34,230 –> 00:27:36,660
you could add a full a
hundred percent to that.

479
00:27:36,690 –> 00:27:39,390
So you may be seeing a one in platform.

480
00:27:39,750 –> 00:27:42,630
It was actually a 442% lift,

481
00:27:42,960 –> 00:27:45,420
including all of DSC and all of Amazon.

482
00:27:46,500 –> 00:27:50,220
And also 76% were new customers,

483
00:27:50,220 –> 00:27:54,660
net new customers to these brands.
They maybe thinking what,

484
00:27:54,750 –> 00:27:59,730
why is YouTube so bad at measuring
their own platform and measuring their

485
00:27:59,730 –> 00:28:02,310
own performance? Really it
comes out to a few things. One,

486
00:28:02,310 –> 00:28:03,900
we’re all logged into a bunch
of different Gmail accounts.

487
00:28:04,020 –> 00:28:06,930
We have Vision one meta account,
we all prep dozen Gmail accounts.

488
00:28:06,930 –> 00:28:09,960
Our kits are logged into things and it’s
a bit of a mess. So that’s part of it.

489
00:28:10,230 –> 00:28:13,410
But the other thing is people
don’t really click on YouTube ads.

490
00:28:13,710 –> 00:28:18,420
If we’re on YouTube, we’re there for a
purpose. We’re not that likely to click.

491
00:28:18,420 –> 00:28:22,710
And so even at its best, YouTube
has half the click-through rate,

492
00:28:22,710 –> 00:28:26,910
less than half the click-through rate of
meta. And so if you don’t get a click,

493
00:28:27,300 –> 00:28:32,040
it’s really hard to measure what happens
after that unless you get creative.

494
00:28:32,400 –> 00:28:34,620
50% of views, it’s up to 60%.

495
00:28:34,620 –> 00:28:38,610
I’ve seen in some studies now are on tv.
You don’t click your tv, right?

496
00:28:38,880 –> 00:28:40,920
TV has never been measured by click data.

497
00:28:41,280 –> 00:28:42,960
You got to measure that a different way.

498
00:28:43,260 –> 00:28:45,840
And so that’s where you look at
search lip, brand, lip sales lift,

499
00:28:45,840 –> 00:28:48,960
things like that. You got to get
sciencey to make that all work.

500
00:28:49,380 –> 00:28:51,810
And so it’s just a
different beast to measure.

501
00:28:52,560 –> 00:28:55,830
A couple quick examples that I’ll
wrap up. This is for Haircare brand.

502
00:28:55,830 –> 00:28:58,320
We ran all of their Amazon or
we ran all of their YouTube.

503
00:28:58,770 –> 00:29:02,070
They had to pause their YouTube
ads for a bit to kind of,

504
00:29:02,070 –> 00:29:04,140
they were retooling a few
things. When they did,

505
00:29:04,530 –> 00:29:06,570
we were measuring because we
were running their brand search,

506
00:29:06,570 –> 00:29:08,010
we’re running everything
on Amazon for them.

507
00:29:08,370 –> 00:29:10,800
Their brand is search
volume got cut in half.

508
00:29:11,310 –> 00:29:16,290
So people searching for them by name
on Amazon volume got cut in half when

509
00:29:16,290 –> 00:29:19,860
we paused Amazon. And then over time
they had a data science team as well,

510
00:29:19,860 –> 00:29:23,880
pretty big brand. They believed
that for every 1D two C subs,

511
00:29:23,880 –> 00:29:26,760
we were driving traffic action to
their D two C store with YouTube.

512
00:29:27,240 –> 00:29:28,530
But they were confident. They said, Hey,

513
00:29:28,530 –> 00:29:31,050
for every 1D two C sale
we’re getting here,

514
00:29:31,380 –> 00:29:34,080
we’re getting two on Amazon as
people just like to buy on Amazon.

515
00:29:34,200 –> 00:29:38,310
So they see the ad, they explore,
they learn within they buy on Amazon.

516
00:29:38,310 –> 00:29:40,830
So really to look at YouTube,

517
00:29:40,830 –> 00:29:45,640
you got to look at what we call the
trifecta of lift for the results

518
00:29:45,640 –> 00:29:48,880
here. So we’re not just measuring
the click data in YouTube,

519
00:29:49,060 –> 00:29:52,210
we’re not just measuring with Triple
Whale and North Baer or another multitouch

520
00:29:52,210 –> 00:29:54,400
attribution tool like that. We’re
looking at all of these things.

521
00:29:54,670 –> 00:29:58,360
How can I create a baseline with my
Amazon sales and look at growth rate and

522
00:29:58,360 –> 00:29:59,650
then how can I see lift above that?

523
00:30:00,100 –> 00:30:03,220
How can I look at search lift? That’s
something Google will do for you for free,

524
00:30:03,220 –> 00:30:04,120
something we can help set up.

525
00:30:04,540 –> 00:30:08,350
And then how are my overall
sales trending up as well?

526
00:30:08,350 –> 00:30:11,680
It’s not the same. And you
got to just be okay with that,

527
00:30:12,070 –> 00:30:15,940
that it doesn’t look the same as
sponsor product or sponsor grand ads.

528
00:30:15,940 –> 00:30:16,930
It is a different piece,

529
00:30:16,930 –> 00:30:21,850
but it’s a very powerful tool
and that’s why brands lean into

530
00:30:21,850 –> 00:30:24,700
it. Brands like Dr. Quach, it
was their big growth lever.

531
00:30:25,090 –> 00:30:27,850
It was the new growth lever for
Arctic and many, many others.

532
00:30:27,850 –> 00:30:30,370
And so how can we help? I’m going
to be around rest of the day,

533
00:30:30,430 –> 00:30:32,830
be around tomorrow as well. So
we can do these things for you.

534
00:30:33,220 –> 00:30:35,650
Kind of a YouTube readiness. So if
you want YouTube, read this audit.

535
00:30:35,920 –> 00:30:38,110
We can look at your creatives, look at
what you’re doing now and say, okay,

536
00:30:38,110 –> 00:30:42,400
you would need to do these things to be
ready for YouTube. We can talk about the

537
00:30:42,400 –> 00:30:46,900
combo of YouTube and Amazon
and overall just help you

538
00:30:47,260 –> 00:30:51,640
get ready for this. So I think
I am officially out of time.

539
00:30:51,640 –> 00:30:55,330
Thank you for kicking off.
Innovate with me and look Port

540
00:30:57,370 –> 00:31:00,190
as always, thank you for tuning
in. We’d love to hear from you.

541
00:31:00,190 –> 00:31:02,320
What would you like to
hear more of on the show?

542
00:31:02,320 –> 00:31:05,440
Leave us that review if you’ve not
done. And with that, until next time,

543
00:31:05,500 –> 00:31:06,333
thank you for listening.

544
00:31:06,670 –> 00:31:11,470
This episode of the E-Commerce Evolution
podcast is brought to you by firmat,

545
00:31:11,470 –> 00:31:16,090
is the AI native commerce platform
that optimizes shopping experiences

546
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547
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leveraging proprietary data tools,

548
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and its adaptive commerce Graph for MO
delivers hyper-personalized experiences

549
00:31:26,950 –> 00:31:31,750
to both human and agentic shoppers
that adapt in real time to

550
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behavioral and performance insights.

551
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Trusted by industry leaders like
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552
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553
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554
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555
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556
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