Brett Curry, the founder of OMG Commerce, a renowned ecommerce marketing agency, has always been fascinated by the power of TV commercials. In a recent conversation, he shared his insights on how YouTube ads can be just as impactful as TV ads when it comes to promoting ecommerce brands.
OMG Commerce, with a team of 50 experts, specializes in helping ecommerce brands grow profitably by acquiring customers at a reasonable cost and increasing revenue and margin. Brett’s passion for marketing dates back to his childhood, where he was captivated by TV infomercials like the Ginsu knives. This early interest led him to pursue a marketing degree and eventually launch his own agency.
When it comes to successful client-agency relationships, Brett emphasizes the importance of clear communication and aligned expectations. Clients hire agencies to deliver results, and communication breakdowns often stem from misaligned goals or poor communication. Brett stresses the need for agencies to focus on delivering tangible business results rather than getting lost in platform-specific metrics.
For ecommerce brands looking to advertise on YouTube, Brett highlights the importance of three key components: creative, audience, and measurement. A successful YouTube ad strategy requires compelling creative content, precise audience targeting, and a solid plan for tracking results. YouTube, being the second-largest search engine and the most-streamed app on connected TVs, offers a unique blend of search, TV, and digital video advertising opportunities.
In terms of ad structure, Brett recommends keeping YouTube ads between 60 to 90 seconds, with up to 3 minutes for conversion-focused campaigns. Voiceover plays a crucial role in engaging viewers, and high production value combined with user-generated content can enhance relatability. Unlike other platforms, YouTube ads need to do the heavy lifting in terms of hooking the viewer, showcasing the product, and providing a clear call-to-action.
When it comes to ad spend, Brett suggests starting with $100 to $1,000 per day to gather meaningful data without overspending. By tracking micro and purchase conversions, brands can optimize their targeting and bidding strategies over time. Custom Intent targeting on YouTube allows brands to target audiences based on their Google search behavior, offering a unique opportunity for precise audience targeting.
In terms of product suitability for YouTube advertising, visually demonstrable products with a unique selling point tend to perform best. Products priced between $50 and $150 with compelling stories or differentiators are ideal for YouTube ads. While products priced below $30 can still succeed on YouTube, Brett recommends focusing on mass distribution and leveraging organic content amplified by ads for cost-effective results.
To connect with Brett Curry and learn more about OMG Commerce, visit their website at OmgCommerce.com. Brett can also be found on X and LinkedIn as @BrettCurry and @TheBrettCurry, respectively. Don’t forget to check out his podcast, Ecommerce Evolution, for more valuable insights into the world of ecommerce marketing.