As a child, Brett curry was fascinated by commercial television. Now the owner of the OMG Commerce, the marketing agency of electronic trade, says youtube ads are similar. “Good TV advertising often makes a good advertisement on YouTube,” he told me.
I asked for details. What is the good advertising strategy of YouTube for electronic trade? How much should the advertisement spend? Which products work best?
Brett dealt with these questions and others in our recent conversation. Our whole sound is inserted below. The transcription is modified for length and clarity.
Eric Bandholz: Give us an overview of what you do.
Brett curry: I am the founder of the OMG Commerce, a marketing agency. We are a team of about 50, specializing in the help of electronic trading brands. This means obtaining customers for acceptable costs and increasing income and margin. I started the trade in 2010.
Our team includes a strategist and channel specialist. We have a complete department of Amazon with brand managers and advertising experts. On the side of the direct consumer, we focus primary on Google and YouTube with META support. Strategiss oversees performance across channels and ensures that data flows between platforms such as Amazon and Google control smarter decisions and sustainable growth.
I have long marketing enthusiasts. As a child, I was fascinated by commercial television – especially infomorcials as gins’ kniva. I even tried to persuade my parents to buy a set. This early interest led me to a marketing title and I founded an agency from college. I like to help brands to promote their products by telling great stories and a profiting connection with the right audience.
Bandholz: What are the customer relationships to the agency?
Curry: Responsibility falls to both the customer and the agency, although more weight is up to us as an agency. House habits and provide results. When relationships break down, it is always because of bad communication or expectations of misolignéd.
Customers are sometimes quietly frustrated, but not expressing it and hoping for Imperve things. Other times, our team will issue recommendations repeatedly and the customer refuses them. This signals either that the idea is not solid, or we do not assume it clearly or with data.
Another common problem is when the agencies obsessing the metrics specific to the platform, such as the return on advertising or click expenses, while the owners want to know, “Is it money?” They care about business results, not where we used youtube or meta.
I reminded my team this week that if I spent money for marketing by the company owner, I want to know how much I will invest, not clicking or ROAS-REAL RETURN platform. It means a brand if we match our metrics with our clients’ targets.
Bandholz: How does electronic trading successfully advertise on YouTube?
Curry: YouTube mixes the best of search, television and digital video. It is the second largest search engine and the most streaming applications on connected TVS-More than Netflix and Hulu.
There are many basic marketing principles. Good television advertising often produces a good advertisement on YouTube, even if youtube has nuances. It’s more complicated and hard to measure than other platforms. Meta can be easier for brands starting with video, but YouTube is highly additional – it brings new customers when it’s right.
Success on YouTube depends on three components: creative, audience and measurement. You need a convincing creative, accurate targeting and a solid plan to monitor the results. We explored Youtube soon because I considered it fun and promising. Over time, we developed a formula that works.
I have always leaned to a direct response. Even in the brand building campaigns, I want a clear challenge for an event that sends people to Amazon, Walmart or the web. YouTube requires a different creative approach depending on the viewer’s device – mobile, desktop or increased, connected to TV, which now represents more than half of youtube views.
We found out effective CTV. We recently won the Google Agency Excellence Award for an eight-wek campaign on YouTube, which was driven by Arctic coolers and tumblers to Walmart stores. CTV was a top channel.
As for the advertising structure, 60 to 90 seconds are a sweet place, but they can play 3 minutes for conversion campaigns. Unlike meta or tiktok, youtube advertisements must do all the viewer’s work hook, overcoma objections, show the product, offer social evidence and close a challenge.
Voiceover is critical. The high production value helps, but mixing content -generated content or influence can strengthen relapibility clips. Just Don assume what works on a meta, translate directly on YouTube, although your best meta ad can provide an excellent YouTube hook.
Bandholz: What is the optimal expenses for every advertising on YouTube?
Curry: During testing, the goal is to spend enough to get meaningful data without getting overboard. We usually recommend $ 100 to $ 1,000 a day. If you are okay, you are slowly learning learning, spend the lower end. The target of $ 500 to $ 1,000 per day is ideal for faster knowledge. For the first few weeks, the harsh conversions come slowly, especially Sale YouTube is more based on a view than a click based.
We watch micro and shopping conversions to better feed the algorithm. At the end of the first month, we usually identified combinations of creative, audiences and offers that show.
One of our favorite targeting methods is the owners. Without Google own YouTube, you can focus people based on what they were looking for on Google. So for Beardbrand, your company, this is not just a keyword related to the beard-you can also focus on searching that signals a highly expenditure customer D2C.
Patterns appear over time. You will find out which audiences and creatives perform, and in the third month you will probably have the clarity of your winners and from there you can expand with certainty.
Eric Bandholz: What types of products and price points work best on YouTube?
Brett curry: YouTube works best for visually demonstrable products with a unique hook. Think about a dress without wrinkles from athletic fable, titanium sunglasses that open a bottle-bolt that causes something to stop and watch. A great story or differentiator is key.
In prices, Youtube tends to prefer products with the cost of obtaining customers between $ 50 and $ 150. The aim of the cost of acquisition below $ 50 may not be viable on YouTube-there you do not have the killers offered by Strongells or Continuity. For example, an introduction offered under $ 30 can work if you replace the profit on the backend.
For products under $ 30, such as our native customer deodorant, YouTube can still work, especially if you love mass distribution. Native used YouTube to build traction, then expanded to retail as CVS and Walmart, and now they are everywhere. You can also manage low CPA with organic YouTube content with reinforced ads, but it takes time. Otherwise, platforms based on Google or Amazon search could be better useful for SUB-30 $ $ stricter margins.
Bandholz: Where can people connect with you?
Curry: Omgcommerce.com. I’m @brettcurry on xa @Thebrettcurry on LinkedIn. My podcast is an evolutionary development.
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