Welcome to the e-commerce marketing podcast, everyone. I am your host, Arlen Robinson. And today we have a very special guest, Brett Curry, who is the CEO of OMG Commerce, a digital marketing agency and Google Premier Partner.  Brett is the host of the eCommerce Evolution Podcast highlighting what’s new and what’s next in eCommerce.  He and his team manage Google, Amazon, and YouTube Ad campaigns for growing eCommerce brands. He’s a frequent speaker on top industry stages like IRCE, Traffic & Conversion Summit, Social Media Marketing World, Seller Con and more.  He’s also been featured in top industry publications such as Search Engine Journal, Smart Marketer, the Shopify Blog, and more. Welcome to the podcast, Bret.

Arlen, how are you doing?

Man, really appreciate you having me on. I’m excited to be here. And quick teaser. You mentioned the E-commerce Revolution podcast. I have a very special guest that people listen to. This will either is about to be released or was just released. But you were on my podcast and did a great job. And so I think listeners should be looking for that episode for sure. Great, great.

Thank you for mentioning that, Brett. I appreciate that. And it was definitely a pleasure being on your podcast. Hopefully I imparted a few nuggets for your listeners. You know, at least we are definitely excited to get that for that to get out there and get out to the masses.

But definitely glad to have you on our podcast here in the e-commerce marketing podcast. And today, we’re super excited to dig deep into really the world of YouTube ads, specifically for e-commerce.

And how do you really scale these things, what they are, how do you scale them? Because it’s really a growing animal. It’s really exploded, as most people are aware of these days. YouTube is really exploded. And so, of course, so has their advertising platform. And so definitely want to dig deep into that. But before we get into all of that, why don’t you tell us a little bit more about your background and specifically how you got into what you’re doing today?

Yeah, absolutely.

So I think it’s kind of distill it all down. I’m a bit of just a marketing and advertising junkie. I remember even as a kid watching infomercials on TV, I distinctly remember the Ginsu knife commercial where you had the guy cutting through the can of Pepsi or whatever it was then immediately cutting through a tomato and whatever. I was just fascinated me and I kind of had this thought that meant creating ads would be kind of fun to fast forward to actually get a degree in advertising.

So believe it or not, I got a degree and then ended up in that field, but did some radio. I actually worked at a radio station through college and then started a small ad agency. So kind of my early years were doing TV, a little bit of radio and then started dabbling in some online marketing, search engine optimization. Back in the heyday of a video for any of my friends listening here that ever saw any great SEO or some of those things, I didn’t do much of that.

I had some friends that did, but really kind of got me into the search engine and online game and then got into Google AdWords, what it was called at the time, and that kind of led to YouTube. And so we actually started this business, OMG, in 2010, we quickly pivoted and kind of made this an e-commerce focused agency. So now all we do is e-commerce. And so as we get into YouTube examples and ways to optimize for YouTube, it’ll all be e-commerce focus because that’s all we do.

But it was interesting when I first started seeing YouTube ads, it was sort of like this blending of all my worlds coming together. As I done some TV in the past, I was in the SEO and online and search marketing and YouTube kind of combines all of that. And so started kind of obsessing about YouTube ads maybe four or five years ago. And it went well, like we saw some early success with YouTube ads. But then Google released was called TrueView ads, which we’ll talk about today.

And basically just means you only pay if someone engages with your ad and then what was called TrueView for action, which means you can kind of bid to get a conversion or bid to get someone to take action. And that’s when things really kind of broke loose. And so we focus a lot on YouTube, where an agency of about 40 to team members or one of the top spenders on YouTube ads now for agencies our size. So it’s really my favorite topic right now and all of marketing and marketing junkie.

And I like talking about all things marketing and anything that kind of drives consumer behavior. Love YouTube. So excited to dig in.

OK, great. Well, thank you for breaking that down and letting us know kind of how you got to where you are today. And that reference to the Ginsu, that was definitely a blast from the past. I know some of our younger listeners may not catch that or may not be familiar with that. Update me a little bit. Yeah, that’s me, because I reckon I remember that so well watching TV back in the 80s and yeah, I remember those commercials where they were cutting through everything with that.

I remember they were cutting through some nails. Yeah. Another not like that was when it was next level is like this is a knife cutting through a knife. Yeah I remember that.

That was the other day. I was kind of reminiscing and I looked and I think they said those commercials sold like five hundred million dollars worth of knives, which it was in the 80s.

Right. Like that in today’s dollars and how much that is maybe maybe a billion dollars for the night, but a crazy amount. Those ads were phenomenal. Yeah, they were.

And I mean, just the fact that I remember that and like you said, you remember how they were cutting through cans just, you know, goes to the fact that when you’re creating content like that to kind of put yourself out there, you got to be memorable. And if you are, you know, people will remember it for decades. That will reflect on the bottom line. Exactly.

And if you look at some of the there were long form infomercials and short form infomercials. And if anybody’s been in the direct response TV world, there’s like short form D-R, which is like two to three minute TV commercials. But they’re the commercials are run to get a sale, to get a direct response, like a flex seal is a newer one, or like Occy Clean with Billy Mays and stuff like that. The YouTube we run, the type of YouTube that I see working for e commerce companies is more along those lines.

You don’t have to have the same personality, doesn’t have to be kind of the over top pitch type approach. But demonstrating the product, eliciting a response, that’s more what we do on YouTube. So there is some direct correlation between that response and YouTube, which is interesting.

That’s good to know.

So when we get into it, why don’t we, I guess, break once you break it down for our listeners as far as YouTube ads, how are they structured and really how are they different from other platforms? Because these days there’s a million other ad platforms out there and some might be familiar with. But there’s well, this may not be familiar with YouTube. So how do how is it different?

Yeah, great question. So it kind of break it down a little bit. And I think one of the first things I’d want to look at is how the ads work. And the first thing I would say is if you’re having success with Facebook video ads, you’ll probably see success with YouTube video ads. But they do function quite differently. And the exact creative, the exact ads you’re running on Facebook, you probably won’t be able to run that exactly like it is on YouTube.

But let me just get a break on a few things. So one thing to keep in mind is the type of ads we run are skippable. There are some non skippable types of ads as well, but that’s not really what I recommend at this point. So these are the TrueView ads that usually run before the video that you go to YouTube to watch. Sometimes they’re in the middle sometimes or after, but usually still before.

And so they’re skippable. So after five seconds of the ad playing, the viewer can skip that ad if they’re not interested. And here’s the beauty of it and why it’s called TrueView is that as an advertiser, you only pay if someone watches the ad or clicks through to your site. And so a view is kind of actually about 30 seconds. So someone has to watch for 30 seconds or they have to click through to your site or you don’t pay for that impression.

So that’s a little bit different than Facebook. You know, Facebook counterview. And I think three seconds, if I’m not mistaken, and if that hasn’t changed recently. But YouTube counts it at thirty. So either thirty seconds or if you’re running a shorter video, like a 15 second video or something, someone has to watch the entire video. So to watch the entire video or the 30 second point and have to click through so those items are different.

Another thing that’s different is that people watch YouTube with the sound on. Right. So if you’re scrolling through Instagram, Facebook, a lot of times those ads are muted initially. And that’s good because a lot of people are looking at Facebook or Instagram while this was working or they’re in a place where they can have a sound on or whatever. So it’s good that they’re muted. But it’s not the same with YouTube when you’re watching YouTube, but you’re watching it’s like you’re watching TV almost.

You have the sound on a ninety six percent of the time viewers of YouTube have the sound on. So sound is really important. And we’ve seen Facebook. Some people will create video ads that are just kind of text and motion. And with YouTube you want to have voice, you want to have someone speaking and someone sharing the story of YouTube, whether they’re on camera or off camera, that doesn’t necessarily matter. But you want voice as well. And so one of the other differences that I’d like to point out is also the length of the video does matter if you’re trying to get a direct response.

So if you’re trying to get sales, you know, at a target cost per acquisition, then the length of the video matters. And we’re typically seeing 90 seconds, three minutes kind of being the sweet spot, maybe as short as about forty five seconds. But we’ve tested videos in like 15 second videos that you’d have a really high view rate. So high percentage of people actually watch them, but they really low conversion rates and really low, really low performance as far as your target and whatnot.

So longer videos tend to make a difference if you’re doing a conversion. I’ll give you a quick example. Working with a deodorant and actual. Deodorant company, and they had two versions of essentially the same commercial, so same actor, same script, same setting, everything, but there was a one minute version and a 30 second version. And so the Thursday version was just chopped down. It was the same spot. In essence, the one minute video was 10x the conversions of the 30 second commercial.

So it’s kind of a dramatic example, but usually a longer video can help. Obviously, there are limits there. You want to run an hour long video or something like that.

But usually that, you know, 90 seconds to three minutes is kind of the sweet spot. So the ads are different. We dive into that if you want. There’s also the mindset of the customers are on YouTube. And then if you targeting options, I want to talk about as well. But do you have any thoughts or questions on the actual ads? That’s interesting.

And I’m glad we broke it down as far as the Trud View skippable ads.

And it really does sound like those are really, in essence, the fact that that you really, like you said, only paying for those ads that people watch for these 30 seconds or they click through. So in essence, they’re targeting and you’re only going to pay for that kind of targeted return, so to speak. Because when somebody spends that 30 seconds to watch it or watch the full ad there or does that click through? Yeah, obviously there’s either some interest there or unless they zone out, it just happened.

Exactly. The ad play, which I’m sure people fall victim to, is doing just kind of zoning out as they go. Wait a minute, I know that happens. But for the most part these days, especially with people’s attention span, if they have the ability to click through and skip an ad, they’re going to go ahead and do it for sure.

Yeah, for the most part, you bet. And I think that that kind of forms your strategies. So knowing that if someone skips, you don’t pay for that impression. Well, it almost makes sense.

And this is what we teach is, you know, bring some of your best content to the very front of the ad once you can get people to stick around. But also the thing to think about is you really just want the right people to stick around, right? If someone’s not going to buy your product, you kind of want them to skip because then you don’t have to pay for the impression. So saying something in the first five seconds to make it clear that, hey, this is what we’re talking about in this ad and this is who it’s for, because if you get people skipping, that’s not a bad thing.

If they’re not your ideal customers, they want the right people to engage because, yeah, you’re right. If someone watches 30 seconds and then they click through after that, they’re pretty engaged shopper at that point. Maybe they’re not ready to buy today, but they’re pretty engaged. And so that’s a good thing. That’s all unique to YouTube. A couple of the things I would share to that makes YouTube ads different. It just kind of the mind of the customer when they’re on YouTube.

So some people may notice, others probably don’t, that YouTube is actually the second largest search engine right behind Google. So you may be saying, well, wait, it’s not it’s not a search engine. It’s a video sharing site. And that is actually true. But more searches take place on YouTube than on any other search engine not named Google. And so people are going to YouTube to learn to do to buy watch times for which product to buy type videos have really increased, like they’ve gone up to X in the last few years, something like now a third of all shoppers say they’ve purchased something they first discovered on YouTube.

You get things like unboxing videos, especially if there’s a new iPhone release or new Samsung phone release or something. Unboxing videos are really popular. So people are going to YouTube to research. And so what’s interesting about that is their frame of mind is a little different when you’re going to YouTube and you’re searching. But then also you have those signals are that data, that behavioral data that Google can use and you can use to target people. And so that’s kind of the other thing that’s unique about YouTube is the way you can target shoppers.

So since Google owns YouTube, you can actually target people on YouTube based on what they search for, either on Google or on YouTube.

That actually tells a lot about a shopper. If they’re typing in, how do I get my dog to do this or how do I get my baby to sleep or fussy baby or whatever? Or is the new iPhone worth it? Or iPhone versus Samsung Galaxy, whatever. People are typing in those searches in Google and on YouTube, you got a pretty good indication of what they’re looking for, what their mindset is, and then you can craft a video that speaks directly to them and target them on YouTube so that behavioral audiences, those behavioral audiences that are based on someone’s search behavior, super powerful, only available on on YouTube and Google, and then also some in market audiences to where they look at people’s recent two week behavior and based on searches, based on websites visited and stuff like that, they can determine if you’re in the market for skin care or luxury travel or things like that.

Lots of other audience options to that.

They compare to, you know, we could do on Facebook, but those are a couple of the kind of unique ones that are unique to YouTube.

OK, great. Thank you for breaking that down. And yeah, that’s powerful stuff to be able to. Based on somebody Google search, then take it to the next level and target them, I’m sure a lot of our listeners are familiar with this. After you’ve done Google searches and then pop on over to Google, you’re going to start seeing those videos and the recommended videos based on what you were just searching for. So it’s not an accident. Yeah, it’s been designed like that now, one of the things I wanted to point out and kind of dig into also is you mentioned that there’s really kind of a sweet spot to these videos, these TrueView videos, where you got really captured their attention in that first few seconds there.

And that’s one of the ways to really optimize the effectiveness of these videos that you have. And so what are some of the things that you can do to optimize these video ads? So let’s say, for instance, your agency is approached by e commerce brand. They already have some ads developed. They’re already running. What are the things that you would do to say, OK, we’re going to do this? We would suggest doing this to your video to improve the performance.

What are those things that you kind of run down your checklist?

Yeah, great question. So a few things we’re looking for. What you mentioned first, hooking people in the first five seconds or capturing their attention, that is the most important thing, because if you don’t get them during that first five seconds, then you’ve lost your shot. So often, if we’re testing creative’s, we’ll want to test maybe two to three different openings because the opening is going to make a big impact. The offer at the end, which we’ll talk about in a second, that’s important, too.

But the hook in the first five seconds, that’s huge. So we’ll we’ll often look for, hey, can we say something in those first five seconds that really grabs the right person? So there’s a product that we promoted for a while is kind of like a leg bronzer. So it’s like, hey, did you know you can get beautiful, flawless, gorgeous legs in a matter of seconds. So stuff like that that some people like who cares and want to learn about that.

But people that are interested, they would be drawn to that. So some kind of engaging statement in the very first few seconds. So related to that, we also say lead with the strongest benefit. You may look at TV ads as an example where maybe there’s kind of a build up. You’re telling the story and it’s like a slice of life commercial. Maybe you’re seeing someone at home and there’s like this build up for, OK, what’s this ad going to be about?

And there’s about to be a big reveal and there’s a reveal and it’s a commercial for a car company or it’s a Netflix or whatever.

That type of approach doesn’t really work on YouTube. So on YouTube, you want to bring whatever that reveal is. Like, whatever the here’s the big moment. Bring that right to the front. And that should be really benefit oriented. Right. So what is the biggest benefit is that are you saving some money or are you helping them lose weight? What is the big benefit? Let’s throw that right up front. So that’s important. Also, we want to look at, hey, we’re selling ecommerce or sourcing physical products.

Is there a demonstration? Is there a compelling product demo show? Don’t just tell talking heads on YouTube. Don’t really work that well. It’s a customer talking. That’s one thing. If it’s just a talking head that’s usually not as compelling, show the product and action. We’ve even seen this work. Grandma Lee was one of the biggest YouTube advertisers, actually an argument globally whether the kind of software they can correct your spelling and grammar as you go.

It’s software. But even as you’re watching this ad and people are talking about, hey, if you read anything online, you need grammar. And when I was preparing for my job interview and I was writing my cover letter, you know, grandmother was saving the day, but it’s showing Shogan grandma work like on a side screen as the person is talking. So even if your product is difficult to show visually, you still need to do it right. You need to show the product, show the benefit.

They’ll just talk about the show. Don’t tell. The other thing and I kind of alluded to it, but social proof, we want to know that other people have used this product. We want to know about reviews and ratings and things like that. And so we recommend a combination of both video testimonials. So testimonies of actual customers saying how great your product is, how much it changed their life, how skeptical they were before they got it, and how completely blown away they were once they tried it, you know, things like that.

So video testimony is a really powerful but then you can mix in with that written testimonials we saw. I’m trying to bring down the company, but someone’s like, hey, this product had to be made by unicorns and fairy dust because it’s magical stuff like that. Then there was a five star rating. And so finding some written testimonials like that, written reviews that you can also sprinkle in or with a big client that’s got twenty thousand five star reviews on their core product, like that’s a big deal.

So highlight that for someone that’s new to the product, that’s social proof can really make them say, OK, this is great. We have another client whose products are endorsed by the USA ski and snowboard team and the USA triathlon team. And so being able to highlight that social proof. Now, whatever you said about how great your product is now more likely to believe it because there’s some pretty strong endorsements and good social proof. Then the final thing they’re nuance is all these.

But then kind of a final thing that I’ve mentioned as we’re chatting here is strong call to action. There’s some kind of introductory offer. Is there a risk free trial? Is there something where I can go and see a detailed demo or schedule an appointment? If it’s a more expensive product? I need to really ask questions or something. So some strong call to action, encourage someone to take that action.

And so you want that to be in the video? I’ve spoken and shown visually in the video, then you can also put that as some call to action buttons you can put that are part of the ad unit on YouTube. So you get a call to action button and a headline. And so playing around with those is important to. So you really want to you can’t stop short. You’ve got to have that strong CTA to actually get people to take action.


Yeah, I’m glad you mentioned that CTA, because when I’m thinking of it and thinking of the different ads that I see on YouTube, there are a lot of times that’s where I see some businesses fall short, where it’s not a clear call to action, where you don’t really see something that engaging, where you don’t know, OK, am I going to save money if I do this? Where am I going to go from registering? A lot of times I think I’m not seeing something very clear as far as that’s concerned.

So I think that’s very important. You got to have that there at the very end to make it clear what is a call, the action. What do you want a potential customer to do? So for sure.

And I remember back in the early days when I was selling radio time in college, I remind salesmen are saying you got to ask for the order, right. You can’t just go in and talk about all the benefits and how we can help them and then ask you, don’t ask. You’re not going to get the sale right in a different environment. But I think the same applies to an ad like you don’t tell someone to take action or ask them to do something.

They probably won’t because they don’t they don’t know really what to do. And so, yes, knowing that I have to go here to get this free download or go to watch this demo or get this special off or something like you just got to ask. And if you do, a lot more people will take action than than if you don’t ask for sure.

Now, for companies that let’s say they’re already out there, they’ve gone through and they’ve optimized their ads for everything that you’ve just said. And, you know, maybe they’re gaining some traction, but they say, OK, we’re starting to see an increase in sales. Really. I mean, what are some other key metrics that really should be looked at when you’re thinking about scaling up your ads, either increasing your budget or increasing the amount of ads that you’re displaying or the different types that you just play?

What do you base that on?

Great question. So, you know, a couple of things we do look at is we’re building out campaign structure for a client. We don’t just have one campaign targeting new customers and that’s it. You kind of need to think about in terms of a funnel or in terms of a journey for a customer. So we have our campaigns reaching cold audiences or reaching new customers. We also then have campaigns that are going out there targeting people that are viewed a video but have not taken action.

So someone that watched one of those videos, but they didn’t click through you had to take any firm action, just kind of mid funnel. And then we also have re marketing campaigns. We’re looking at, OK, these people watch the video and they went through the site. Maybe they added a card, maybe they didn’t and they didn’t buy. Now we got a campaign for them. And so then we’re we’re looking at each of those campaign types and thinking about, OK, what type of ad creative do we need here?

Someone’s already maybe watched a few videos and been to the site and haven’t purchased. What do they need to see now? Maybe they need to see more testimonials. Maybe they need to see, like in an in-depth interview or something. What do they need to see to be able to say? Yes. So we do think about it in terms of the funnel and right message to kind of the right stage of the journey. But then in terms of like the specific metrics we’re looking at, we’re looking at one, how are people engaging with the video and the two, are they responding?

So in terms of engagement, we’re looking at things like view rate. So what percentage of people that are served and ad actually view it now? Our clients and the approach we take is what we’re trying to get sales at a specific cost per acquisition. So it’s very direct response in nature, but views still matter and view race still matters because Google is actually still billing you for the view. That’s what they’re charging you for. But they do the math and they’re smart.

Beta works to try to get you the right kind of use that you get conversions at your desired CPA, but you’re still paying for the view. So if you have a lot of people skipping your ad, that’s going to cause your cost per view to go up. And it’s going to actually limit how much Google shows your ad, right. So we still want to see our people engaging with the ads. So we’re typically looking for view rates of north of twenty percent.

Not a hard and fast rule, meaning, hey, if we’re getting eighteen percent view rates, but we’re crushing it, getting sales, OK, and who cares. Right. We want, we want your sales. That’s the main thing. But you do pay attention to it because if the view rate is low, then maybe we need to either tweak the commercial to tweak the ad itself or we need to change up our targeting a little bit. We’re looking at the view rate.

We’re also looking at our viewer respondents. What’s the conversion rate and some of the metrics that are kind of tied in there to things like you can look at your CPC and you look at your cost per thousand impressions and how those are changing over time and whatnot.

But really, for us, for our clients, it’s what are the CPAs, what are the actual cost per acquisition? And and can we get that to a level that makes sense?

So that’s we’re measuring. And then our approach is we first start with fairly targeted audiences. And then as we see success, we start to get conversions and we start opening that up to broader audiences. But if we find a really one of the things I always tell clients is we’re looking for the right combination of ad landing page and then bid. So. Mostly fine. Hey, here’s an ad, an audience landing pages at work. Then we’ll look for ways to scale that.

So once those things are kind of clicking along, then you’re looking at new audiences. We can test new videos we can test and some new formats. One other ad format mentioned just briefly, and I think it will apply to a lot of people listening is called a discovery ad. And a discovery campaign is kind of a new ish type of campaign. Basically, it’s a display ad that can appear either on the Google display network or on YouTube. And usually where it shows up on YouTube is in the main feed on the mobile app.

So you maybe noticed, just as you’re going through the home screen on YouTube that there’ll be an image ad and it’s the images about the size of like a video thumbnail, but has nastiest actually stuff around it. So that’s called a discovery ad. So it’s on YouTube, on the display network and on Gmail. And so we primarily use discovery ads for remarketing so remarkable site visitors, remarketing, viewed video audiences. But we’ve seen those ads. We’re mainly looking at KPA is very cost per acquisition, but CPS’s for that ad type at 30 to 50 percent lower than what we see, just standard display ads.

So that’s another one to kind of consider as well. The beauty of YouTube is that there’s almost unlimited scale. So two billion users and more watch time now during twenty twenty than any other time in history. So there’s a lot of ad inventory and so almost unlimited scale if you get that right. If find what type of audience converts, you got an ad that works at a landing page that works that you can really scale on YouTube.

That’s definitely good to know, you know. So there’s a lot out there. And I’m glad that you mentioned that these metrics are really good for not only determining when you should scale or if you should scale your ads. These metrics are definitely very important when it comes to improving your your overall ad as a whole, because we speak to the fact that your ad just may not be performing well because you don’t have the right content, you don’t have the right hook at the beginning, all of those things.

So it just seems like you’ve really got to have those metrics in place. Otherwise you’ll be kind of burning cash needlessly and you won’t know what’s improving and when to start scaling. So very important information there.

Yeah. Now, as we get ready to wrap things up, I always like to have some good examples for people to look at that they can kind of glean from, because there’s a lot out there. You mentioned one great example of a company does a good job with you two apps, and that’s family. And yes, I’ve seen some of those. And that’s really a great example. What are some other businesses that do a great job with their YouTube ads that we can all learn from?

Sure. Yes. Some of the ones that are really, I think, fun to watch and easy to search for on YouTube and find I would be purple mattress or mattress that runs great YouTube ads. That ad was actually produced by the Harman Brothers. I can’t take credit for anything. Parramatta’s unfortunately, but great video. I highly recommend you watch, especially the Goldilocks commercial. That’s kind of the one that really launched Purple Mattress, one of our clients that you can also Google or search for on YouTube and watch it boom by Cindy Joseph.

And their ads are a little bit different. They lean into a lot of customer testimonials and then product demonstrations and they’re not the same. You know, if you look at the mattress video, that’s high production value, really expensive commercial to produce. Boom is very well-made spot, but it’s not near the level of investment of a purple mattress commercial. And so looking at what Boom has done, one of their ad types, we call it testimonial sandwich, where it opens with a one to three compelling testimonials of in this case, it’s ladies sharing why the boom stick is one particular product is so great and there’s a product demo and then there’s more testimonials than an offer.

And so Testament’s that works really well. So Ezra Firestone runs Boomi Center. Joseph, good friend of mine. He also does a lot of training and speaking skills. Actually, he’s giving full permission to share some data and stuff from their business, but they’ve gone from essentially no stand on YouTube a few years ago to now. YouTube is their second largest acquisition channel behind Facebook. So Facebook is still the biggest, and that’s totally fine. But YouTube is number two and they’re actually a couple of times this year where they needed to reduce Facebook spend because CPMs were out of whack or a couple other factors and YouTube was able to kind of help take up some of the slack.

And so I think we get a lot of people coming to us saying, man, I don’t want to be just dependent on Facebook, Facebook, because my main driver of new customers. And so YouTube can kind of be a nice complement, a nice secondary, or in some cases with some clients. It’s it’s the number one source of acquiring new customers. But we’ve seen a number of clients go now from zero and spend to a thousand to ten thousand a day and spend at their targets or even beyond even up to thirty thousand a day.

But yeah, so that there’s definitely lots of opportunities there. Another quick add on mentioned, this is one that actually wasn’t run on YouTube a lot, but we were talking about infomercials and stuff before the search for Flex. SEAL commercial, it’s actually a pretty good one. It’s another one that’s a little over the top infomercial style, but it does a good job of like looking over the top product demo, some testimonials, some normal product demo, great call to action.

Anyway, it’s a good one to watch. You don’t have to follow the same tone or the same style, but some of the elements of the ad are very powerful. So that’s not a good one to kind of check out as well. OK, great.

Well, thank you for those real world examples. I appreciate that. I’m going to take them out myself. And like you said, you don’t have to, you know, mimic the tone of these types of ads. The key thing I think you nailed it is really the components of it and how everything is structured in the ad. Definitely great to watch those. And you’ll be able to to see how best to structure your ads for sure. Well, Brett, it’s been awesome talking to you.

I’ve learned a lot for sure. And as we’ve seen and as you’ve stated, this whole market of YouTube ads is it’s almost, I want to say, limitless at this point, because there’s just so much availability out there because of this whole influx of people that are now flooding YouTube to watch content. A lot of it is dictated by this covid shutdown that the world has seen. So definitely not going anywhere anytime soon. So that’s a fact for sure.

And I’ve definitely learned a lot and our listeners as well. But yeah, before I let you go, I always like to end on one last fun fact questions our audience. Get to know you a little bit better if you don’t mind sharing one closing fun fact that you think we’d be interested to know about yourself.

Yeah. So the most unusual fact about me that I know anything about to know notice, but those that don’t, this will be a bit of a shocker, bit of a surprise.

But my wife and I, we have eight children, so eight kind of eight kids. Oldest is 18, the youngest is four, and the oldest is a boy, youngest is a boy of six daughters in between. So we we always wanted a big family. So we talked about four or five. We all agreed.

So it was not the number we had in mind, but got a ton of fun.

We absolutely love it. And it’s also completely insane.

I can’t imagine. Wow. Eight kids. Well, I definitely wish you guys well with that.

I mean, you’re managing a small team there. Actually, I was a Lalami there. So there you have your hands full for sure. But you’re a better man than me. I have zero kids are better. Just crazy. Yeah, I struggled with the fact of thinking about even having one, but yeah, definitely better man than me. But I appreciate you sharing that and we wish you well with the Lalami there. Thanks, man. Yeah, no problem.

Lastly, before I let you go, if any of our listeners want to get in touch with you, pick your writing any more about YouTube ads and anything regarding e-commerce marketing, rather, what’s the best way for them to get in touch with you?

Bestway is the website OMG Commerce dot com. And actually we were talking about good YouTube at example’s actually put together a guide and actually started this a few years ago and built it really as an internal tool just for our team so we could begin recognizing and understanding what makes a good YouTube that sort of put together kind of this collection of top performing YouTube ads. Some of them are clients, some of them more national big brands, but all like direct response type of ads.

And so you can get that at AMG Commerce dot com. It’s free voter guides and then it’s the YouTube templates and examples to guide. So check that out for free is kind of our top seven, I think, styles of YouTube ads and then links to lots of examples and stuff as well. So check that out and then if you want to in touch with us, just contact us form and stuff like that. I’m also an Sociales a little bit.

I’m on LinkedIn a little bit. Facebook, although tried to dial that back some, but your best way is definitely on e-commerce dot com. OK, great.

Well thank you for sharing that. Thank you for sharing and pointing out those resources as well. One of our listeners will take advantage of those also. And once again, Brett, thank you for joining us today, the e-commerce marketing podcast.

Awesome. Thanks, Arlen. Thank you for listening to the e-commerce marketing podcast.

Podcast Guest Info

Brett Curry
CEO of OMG Commerce