DTC 368: Google Display

YouTube is often one of the last platforms brands consider for their ads because the cost of high-quality video content is relatively high compared to UGC ads that work well on TikTok. 

📣 We’ll say it louder for those in the back: You don’t have to go all-in on video to start!

Consider a Google Display ad campaign to test the waters. 💪 

Display campaigns offer an intuitive way to distribute your content across Google’s platform and manage your analytics in one cohesive tool.

🤔 The calculated approach

A healthy approach to testing a new YouTube angle would be prioritizing static content like images. Determine how well this static content performs according to your marketing goals. If you like the results, jump into dynamic creatives like video!

Consider some of these static tests when you first approach YouTube’s platform for your brand’s content:

1️⃣ Single USPs

Pair some copy with one or two high-quality images to highlight your product's valuable unique selling points (USPs). The content shouldn’t be intricate or complex as it’s more inviting to viewers and can easily be iterated in later tests.

2️⃣ Specific collection callouts 

Similarly to a specific product callout, keep the visuals that identify your collection simple. This approach should entice viewers that want to see more to click on your ad. Use high-quality images and a clear call-to-action to guide your users straight to your catalog. 

3️⃣ Cross-posting from other platforms 

If you’ve had success on other platforms with a specific style or piece of content, who’s to say it can’t work on YouTube as well? Even if you don’t get the results you hoped for, this method is the most efficient way to gauge interest in your products and content on YouTube.

However, don’t let this be your only approach to YouTube’s platform because this uses content tailored to another platform. YouTube viewers are often more invested in the content they see, so a meme format or still from a Reel may not connect with them.

4️⃣ New visual styles

If your creative team came up with an innovative new way to display your products with a Wow Factor, chances are that someone will see the same value in that content. 

Be experimental in your design because you might discover a new strategy or design philosophy that works for your brand! The only way to make a mistake with this approach is to try something that every other brand is doing.

🔎 Where to focus

Here are some KPIs to keep an eye on as you monitor your static content’s performance:

  • Impressions
  • CTR
  • Conversions

If you see healthy numbers in each area, consider leaning further into that angle! If it’s really popping off, you’ve likely landed on a trend or an angle that works for your brand. 

Remember that some KPIs might look different at the top, middle, and bottom of your funnel. Make sure you’re aware of who you want to target (and where they are in your funnel) before deciding to make a seriously cool video to generate even more impressive metrics:

Thanks to the Pilothouse YouTube team for the tips! Let us know which of these strategies you're willing to try and if you see YouTube in your marketing future!

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