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Dive deep into Google Ads with Rafael from Pilothouse in this insightful episode. Rafael's team handles close to 100 account audits a year, and today he's sharing expert strategies on optimizing ad spend, the nuances of Performance Max vs. traditional shopping ads, and the critical importance of split testing. Whether you're scaling up or fine-tuning your campaigns, this episode offers actionable insights to enhance efficiency and effectiveness in your Google Ads efforts. Tune in to learn from a leading expert how to leverage Google Ads for better ROI.



Recognize any of these Ls in your Google Ads accounts?



Maybe work with Pilothouse: ⁠https://pilothouse.co⁠



Topics Discussed:

Google Ads, Performance Max, Split Testing, Branded Search, Google Ad Spend, Ad Campaign Optimization, SEO, Digital Marketing Strategies, Ad Experiments, ROI in Advertising, Incrementality, Awareness Keywords.



Timestamps:

0:00 - Introduction

2:00 - The Misuse of Branded Search in Google Ads

4:10 - Importance of Split Testing in Google Campaigns

6:50 - Performance Max vs. Standard Shopping: What Works Best?

9:20 - Using Awareness Keywords for Better Conversion

13:20 - How to Save on Branded Searches and Optimize Spend

18:30 - Crafting Effective Google Ads with Education-First Content

22:00 - Branded Search: When to Spend and When to Save

27:00 - Rafael’s Experience at Machu Picchu and Its Impact on Work



Hashtags:

#GoogleAds #DigitalMarketing #SEO #PerformanceMax #BrandedSearch #AwarenessKeywords #MarketingTips #DTCPodcast #PilotHouse



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Join us on the DTC Podcast as we delve into how BYLT Basics and Tatari are redefining the role of TV advertising in the digital age. Spencer Toomey from BYLT and Greg Kalin from Tatari unpack how TV ads are not just about broadening awareness but are crucial tools for profitability and growth. Discover the strategic insights and analytics that make TV a powerful part of BYLT Basics' marketing arsenal.



Work with Tatari: https://www.tatari.tv/



BYLT Basics: ​​https://byltbasics.com/



Key Episode Points:

Strategic Celebrity Endorsements: Learn about "The Gronk Effect" and how BYLT uses well-known personalities to target specific customer segments.

Data-Driven Targeting: Insights into how BYLT iteratively determined that football audiences were ideal for their campaigns, enhancing the effectiveness of their TV ads.

Airbnb’s Influence: How lessons from Airbnb's targeted advertising strategies influenced BYLT’s approach to demographic targeting with TV ads.

Creative Strategy and Execution: Exploring how creative content tailored for TV can drive direct response and support digital marketing channels for a cohesive brand experience.



This episode is a must-listen for marketers and business leaders seeking to leverage TV advertising for not only brand awareness but also for driving tangible business results. Tune in to learn how integrating traditional advertising channels with modern analytics and targeting strategies can elevate your brand’s market presence and profitability.



Schedule a Demo with Tatari



Timestamps:

00:00 - Introduction

02:00 - How Built leverages TV advertising for brand growth

04:20 - Key performance indicators (KPIs) for TV ad campaigns

06:30 - Utilizing ambassadors and creative strategies in ads

08:50 - The role of data and technology in optimizing TV ads

11:10 - Challenges and solutions in TV advertising for DTC brands

13:40 - Future trends and advice for brands considering TV ads



Hashtags:

#TVAdvertising #DTCMarketing #BrandGrowth #MarketingStrategies #DigitalMarketing #Tatari #BuiltApparel #AdvertisingTips #MarketingPodcast #Ecommerce



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Hello and welcome to the DTC Podcast! Today, we're diving into the unique journey of Dad Gang, an apparel brand that’s revolutionizing fatherhood fashion with high-quality hats. Join us as we explore how Bart, a seasoned DTC marketer, shifted from traditional roles to building a community-first brand.



Join the gang! https://Dadgang.co



Why Tune In?

Community Building: Learn how Dad Gang leverages social media to foster a community of dads.

Quality Over Quantity: Insight into why focusing on one great product can be more effective than diversifying prematurely.

Marketing Strategies: Discover the organic and paid strategies that propel the brand’s growth.



Timestamps:

00:00 - Introduction

02:15 - Starting Dad Gang: From Idea to First Products

04:30 - The Role of Community in Brand Building

06:50 - Product Development: Listening to the Dad Gang Community

09:10 - Celebrity Endorsements and Their Impact

11:20 - Future Plans for Dad Gang and Community Initiatives

13:40 - Advice for Entrepreneurs: Building Community and Brand Identity



Hashtags:

#DadGang

#Fatherhood

#DTCMarketing

#Entrepreneurship

#BrandBuilding



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Today we catch up with Taylor and Jacob from Pilothouse's Meta Ads team to talk Q1 performance and and how we're mitigating platform and algorithm insecurity.



Work with Pilothouse: https://pilothouse.co



Performance Update + shifting factors with Meta AI

The shift to Meta Shops, the pros and cons

Ad inventory factors: Temu, US Election, Summer Olympics

TikTok Ban approved...what's next?



Timestamps

[00:00] Introduction to Meta Shops and Ad Performance Trends

[02:20] Impact of Meta's Algorithm Changes on Traffic and Sales

[04:50] Strategies for Managing Unstable Ad Platforms and Maximizing ROI

[07:00] Discussion on the Effectiveness of Meta AI and Shop Features

[09:30] Insights on Preparing for Q4 and Utilizing Advantage Plus Campaigns

[12:00] The Future of TikTok and Its Impact on Meta Traffic



Hashtags

#DigitalMarketing

#MetaAds

#ECommerce

#SocialMediaStrategy

#DTCpodcast



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Today's talk is all about the best strategies for product seeding and influencer marketing with Yash Chavan, founder of SARAL, the influencer marketing that makes it easy to get your product into the hands of nano-influencers who focus on authentic content.



DTC Listeners get an extended two week free trial ➝ https://www.getsaral.com/champions/dtc-newsletter



Yash shares his philosophy of influencer marketing in 2024, which involves building a community of nano influencers who consistently talk about the brand. He also discusses the pyramid model of influencer marketing, where brands start with product seeding, move on to an ambassador program, and then establish deeper collaborations with top-performing influencers.



Yash provides tips for brands starting out in influencer marketing and suggests aiming for a conversion rate of at least 30% in the base tier. SARAL helps brands build their own unique community of influencers, rather than relying on influencer networks. The pyramid strategy is a key approach, with nano influencers at the base, micro influencers in the middle, and ambassadors at the top. SARAL streamlines the seeding process, automates outreach, and provides a CRM functionality for managing influencer relationships. The platform also offers social listening, affiliate management, and UGC white listing. Building a community of influencers who consistently post about the brand is the most successful influencer marketing strategy. Influencers are top-of-funnel awareness drivers, and their impact should be measured through blended metrics and follower growth.



Takeaways

Building relationships with influencers and focusing on authentic content is key in influencer marketing.

Influencer marketing in 2024 involves building a community of nano influencers who consistently talk about the brand.

The pyramid model of influencer marketing includes product seeding, an ambassador program, and deeper collaborations with top-performing influencers.

For brands starting out in influencer marketing, it's important to set expectations, reward good behavior, and offer unique perks to influencers.

Aim for a conversion rate of at least 30% in the base tier of influencer marketing. SARAL helps brands build their own community of influencers instead of relying on influencer networks.

The pyramid strategy categorizes influencers into nano, micro, and ambassador tiers based on their follower count.

SARAL streamlines the seeding process, automates outreach, and provides CRM functionality for managing influencer relationships.

The platform offers social listening, affiliate management, and UGC white listing.

Building a community of influencers who consistently post about the brand is the most successful influencer marketing strategy.

Influencers are top-of-funnel awareness drivers, and their impact should be measured through blended metrics and follower growth.



Timestamps:

[00:00:00] - Introduction

[00:02:10] - What makes influencer marketing effective in building brand trust

[00:04:20] - The launch and purpose behind Saral: Streamlining influencer collaborations

[00:06:10] - Deep dive into the 'Illuminati Pyramid' strategy for influencer engagement

[00:08:10] - How to qualify influencers at each stage of your marketing funnel

[00:10:30] - The role of authentic user-generated content (UGC) vs. actor-generated content

[00:12:40] - Impact of a dedicated influencer community on brand visibility and sales



Hashtags:

#InfluencerMarketing #DTCMarketing #DigitalMarketing #BrandStrategy #InfluencerTips #ContentMarketing #SocialMediaStrategy #ECommerce #MarketingTips #YashChavan



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Matt Bertulli, the founder of Pela Case, Lomi, and the Operators' Podcast shares his entrepreneurial journey and insights into building successful direct-to-consumer (DTC) brands. He discusses the challenges of advertising on Facebook, the importance of addressing greenwashing accusations, and the need for rational debate around waste reduction. Matt also provides advice for starting a DTC brand and highlights the value of TV advertising for certain products. He concludes by discussing the impact of The Operators podcast and the opportunities it has created for networking and learning. The conversation explores the balance between business and politics, the challenges of running a real company compared to the Silicon Valley perspective, and the importance of staying true to building real companies. It emphasizes the need to stay up market with business owners and appeals to a broader audience. The conversation also highlights the value of engaging with real-world business owners and the possibility of a future ski-related mastermind.



Takeaways

Building a successful DTC brand requires a focus on marketing and storytelling, rather than relying solely on meta ads.

Addressing greenwashing accusations is crucial for brands that prioritize sustainability, and transparency and third-party validation can help combat skepticism.

TV advertising can be effective for reaching older audiences and building trust, especially for products that require education and have a higher price point.

The waste industry presents both challenges and opportunities, and there is a need for more rational debate and solutions to address the environmental impact of plastic.

The Operators podcast provides a valuable platform for networking, learning, and sharing insights among industry professionals. Balancing business and politics can be challenging, but it is important to stay focused on the core topics of running a real company.

The Silicon Valley perspective may not always be applicable to average business owners, who face different challenges.

Building a real company involves dealing with people face to face and managing cost of goods sold.

Staying true to the mission of helping real business owners and avoiding internet marketing scams is crucial.

Appealing to a broader audience and engaging with real-world business owners can lead to valuable insights and connections.



Timestamps:

00:00:00 - Introduction: Meet Matt Bertulli, Entrepreneurship and Marketing Wisdom

00:02:00 - The Shift from Meta Ads to Holistic Marketing Approaches

00:04:10 - Challenges of Green Marketing and Overcoming Misconceptions

00:06:40 - Lomi's Strategic Shift from DTC to B2B and the Future of Waste Management

00:08:40 - The Role of TV Advertising in Reaching Older Demographics

00:11:20 - The Operators Podcast: Insights and Goals for Business Leaders

00:13:50 - The Importance of Authenticity in Business and Avoiding Greenwashing

00:16:00 - Conclusion: Key Takeaways from Matt Bertulli's Entrepreneurial Journey



Hashtags:

#SustainableBusiness

#DirectToConsumer

#MarketingStrategy

#EcoFriendly

#Entrepreneurship



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