My name is Austin Brawner, and my purpose is to help eCommerce entrepreneurs build wealth and live more fulfilled lives. You can expect weekly interviews with world-class eCommerce operators, deep dives into what's working right now, and a refreshing break from the "crush-it culture" plaguing our industry. This podcast will change your perspective on building a business, and, hopefully, change your life.
http://www.ecommerceInfluence.com
189: What’s Actually Working in SEM and YouTube Advertising in 2019
The customer purchase journey is no longer a linear path.
SEM and YouTube advertising have changed not only the way consumers find products, but also how businesses track where purchases come from.
Today we’re joined by returning guest and CEO of OMG Commerce, Brett Curry. Brett shares his expert advice on where to get started with search-driven advertising, the resources to better understand attribution from each channel, and how you can use SEM, Google Shopping and YouTube to increase customer lifetime value.
Enjoy!
Episode Highlights:- 6:04 Brett’s background in SEO, Google Shopping and direct response marketing.
- 8:12 Search, Google Shopping, or YouTube: which is best for ecommerce and where you should start.
- 12:42 The importance of understanding why people are on YouTube in order to successfully reach your audience.
- 15:02 Why Brett thinks Facebook is ahead when it comes to conversion tracking and the importance of understanding attribution across different channels.
- 17:44 Recommended resources to help business owners understand attribution models for YouTube, SEM and Google Shopping.
- 18:40 How search is impacting the customer journey and the entire sales funnel.
- 22:08 The types of audiences to build on YouTube to successfully reach your potential customers.
- 26:44 Getting your audio and visuals right on YouTube is directly related to understanding how someone is using the channel.
- 28:11 The type of team you need to build to successfully support advertising on YouTube.
- 31:50 What type of budget Brett recommends to get you started on YouTube.
- 33:42 How to determine your budgets for promotion on YouTube vs. Google Search and Shopping.
- 35:57 Brett’s thoughts on lifetime value of customers coming from YouTube vs. Facebook.
- 38:02 YouTube, Google Shopping, or SEM: which is best for raising lifetime value and how they can work together.
- 41:48 Why you should absolutely be investing in paid search for your branded keywords.
- 44:34 How to determine how much of your budget you should be spending on branded keywords.
- 46:43 Why you should separate out branded from non-branded keywords in terms of reporting.
- 50:04 Some of the challenges advertisers run into with Google Shopping and how to get around them.
- Episode 064: Brett Curry, OMG Commerce – Tips, Tricks & Hacks To Big Returns With Google Shopping, The Premier Advertising Channel For Ecommerce
- OMG Commerce
- Smart Marketer: 2-minute Crash Course on YouTube & TrueView Ads, with Brett Curry
- Think with Google
- Article: How Search Intent is Influencing the Marketing Funnel
- 7 Tips for the Perfect YouTube Ad From Brett Curry
- Ecommerce Evolution Podcast
- Brett Curry on LinkedIn
- Brett Curry on Facebook
- Brand Growth Experts
- Foxwell Digital
If you liked this episode, you’re going to love the Brand Growth Experts Membership. It’s a community of top ecommerce business owners and marketers who I coach one-on-one to help scale up their businesses. Together we’ll create a plan that will help you scale up your business, and then I’ll help you execute it.
If you want to make sure you’re growing as quickly and sustainably as possible, click here to learn more. Hope to see you on the inside!
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