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In this episode of the DTC Podcast, Eric Dyck sits down with Adam and Dougie from Pilothouse to talk about how to properly structure YouTube ad campaigns for long-term brand growth.
Dougie shares the evolved Pilothouse perspective on YouTube—not as a direct response platform, but as a powerful top-of-funnel awareness channel. Learn how structuring campaigns based on funnel stages, matched with tailored creative and measurement, can lead to more efficient spend and more impactful marketing.
Key Takeaways:
Why 80–90% of YouTube spend should be top-of-funnel
How to segment users into unaware, aware, consideration, and action
The importance of creative matching for each funnel stage
How to track impact via Brand Search Lift and Google measurement tools
Why a minimum $10K investment is required to see true performance from YouTube
If you’re using YouTube like it’s search or shopping, this episode might shift your entire approach.
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Timestamps
00:00 Scrappy content is outperforming polished YouTube ads
02:00 Shift to demand gen campaigns and YouTube Shorts strategy
04:00 Google’s most impactful scrappy ad example
07:00 Why organic-looking creative builds more trust
09:00 Brands mimicking UGC for TV and YouTube performance
12:00 Man-on-the-street ad formats and scripting tactics
15:00 Best practices for capturing authentic reactions
17:00 Key ad structures: hook, face, CTA, and humor
20:00 How to retarget viewers and build down-funnel sequences
22:00 Geo-targeting and brand saliency measurement tools
Hashtags
#YouTubeAds
#UGCMarketing
#DTCMarketing
#PerformanceCreative
#MediaBuying
#VideoAdvertising
#MarketingPodcast
#CreativeStrategy
#AdSequencing
#BrandGrowth
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