Ep 419: Google Ads Brand Bidding Do's and Don'ts with Dougie from Pilothouse's Google Team | AKNF

07/05/24 • 26 min

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Hello and welcome to the DTC Podcast! Today, we have Dougie from Pilothouse, our Google Team Lead, to dive into a topic that's crucial for optimizing your Google Ads strategy: branded search. We'll uncover the do's and don'ts of managing branded search campaigns to maximize incrementality and ROI.

Key Takeaways:

Incrementality Analysis: Learn how to determine the true value of branded search traffic.
Segmentation Strategies: Discover why and how to segment branded search from non-branded search campaigns.
Competitor Insights: Understand when and how to bid on competitor brand terms effectively.

This episode is packed with tactical insights to refine your Google Ads strategy and make the most of your branded search spend. Don't miss Dougie's expert advice on Google Ads.

Timestamps:

00:00 - Introduction and Overview

02:00 - Importance of Separate Targets for Branded Shopping and Branded Search

04:30 - Understanding Incrementality in Branded Traffic

06:45 - Segmenting Branded Traffic and Optimizing CPC

09:00 - Handling Competitor Bidding on Branded Terms

11:30 - The Role of Ad Copy and Landing Pages in Branded Campaigns

14:00 - Balancing Brand Spend and Non-Brand Spend

18:30 - Case Studies and Real-World Examples

21:00 - The Impact of Competitor Bidding and Manual vs. Automated Bidding

23:30 - Closing Thoughts and Hockey Discussion

Hashtags:

#BrandBidding #DigitalMarketing #GoogleAds #BrandedSearch #Pilothouse #AllKillerNoFiller #DTCpodcast #MarketingTips #ROAS #Ecommerce #InfluencerMarketing #SEO #MarketingStrategy #HockeyTalk

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Watch this interview on YouTube - https://dtcnews.link/video

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Key Takeaways:

Incrementality Analysis: Learn how to determine the true value of branded search traffic.
Segmentation Strategies: Discover why and how to segment branded search from non-branded search campaigns.
Competitor Insights: Understand when and how to bid on competitor brand terms effectively.

This episode is packed with tactical insights to refine your Google Ads strategy and make the most of your branded search spend. Don't miss Dougie's expert advice on Google Ads.

Timestamps:

00:00 - Introduction and Overview

02:00 - Importance of Separate Targets for Branded Shopping and Branded Search

04:30 - Understanding Incrementality in Branded Traffic

06:45 - Segmenting Branded Traffic and Optimizing CPC

09:00 - Handling Competitor Bidding on Branded Terms

11:30 - The Role of Ad Copy and Landing Pages in Branded Campaigns

14:00 - Balancing Brand Spend and Non-Brand Spend

18:30 - Case Studies and Real-World Examples

21:00 - The Impact of Competitor Bidding and Manual vs. Automated Bidding

23:30 - Closing Thoughts and Hockey Discussion

Hashtags:

#BrandBidding #DigitalMarketing #GoogleAds #BrandedSearch #Pilothouse #AllKillerNoFiller #DTCpodcast #MarketingTips #ROAS #Ecommerce #InfluencerMarketing #SEO #MarketingStrategy #HockeyTalk

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Work with Pilothouse - https://dtcnews.link/pilothouse

Watch this interview on YouTube - https://dtcnews.link/video

Previous Episode

Bonus: How DTC Brands are Scaling Word of Mouth Marketing and Manufacturing Virality with Social Snowball's Noah Tucker

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Hello and welcome to the DTC Podcast. Today, we have Noah Tucker, the founder of Social Snowball, joining us to discuss innovative affiliate marketing strategies. Social Snowball is revolutionizing how brands leverage word-of-mouth marketing by focusing on modern affiliates, including influencers, creators, and customers.

Start snowballing: https://socialsnowball.io

Key Insights:

Modern vs. Legacy Affiliates: Understanding the evolution of affiliate marketing and why modern affiliates like influencers and creators are more effective.

Customer Referral Programs: How to design customer referral programs that go beyond basic loyalty incentives to drive meaningful revenue.

Manufacturing Virality: Strategic approaches to making content go viral through coordinated influencer efforts.

Tune in to learn how Social Snowball's unique approach to affiliate marketing can help your brand grow by tapping into the power of word-of-mouth.

Timestamps:

00:00 Introduction to Social Snowball with Noah Tucker

02:30 The shift towards influencers becoming affiliates

04:50 The impact of TikTok Shop on influencer marketing

07:15 Word of mouth as the ultimate marketing channel

09:30 Understanding modern affiliates: creators, influencers, ambassadors

12:00 Effective strategies for influencer affiliate partnerships

14:30 Manufacturing virality through branded content

17:00 Successful customer affiliate programs and their impact

19:45 Examples of brands excelling with affiliate strategies

22:30 The role of loyalty programs in affiliate marketing

25:00 Educating customers about affiliate programs

27:30 The future of influencer marketing with AI

Hashtags:

#AffiliateMarketing #InfluencerMarketing #SocialSnowball #DTCPodcast #Ecommerce #DigitalMarketing #CustomerAcquisition #MarketingStrategy #WordOfMouth #TikTokShop #BrandGrowth #MarketingTips

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Next Episode

Ep 420: Innovating The Cheese Puff: Ffups Sam Tichenor Scales Snacking (without the Health Claims)

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Hello and welcome to the DTC Podcast! Today, we're joined by Sam Tichnor, founder of FFUPS, (yes that's puffs backwards) a snack brand that’s shaking up the puff market with innovative flavors and a focus on simplicity. In this episode, Sam shares his journey from working at Harry's to creating FFUPS, his insights on the snack industry, and the strategic shifts that have defined his brand's growth.

https://ffups.com

Key Insights:

Customer Engagement through DTC: Learn how Sam uses DTC as a strategic tool for market testing and customer engagement.

Retail Expansion: Discover the challenges and strategies behind transitioning from DTC to retail.

Flavor Over Health Claims: Understand how FFUPS differentiates itself by focusing on interesting flavors and simplicity rather than competing in the "better for you" space.

Tune in to hear how FFUPS is redefining what it means to be a puff snack and the lessons Sam has learned along the way.

Timestamps:

00:00 - Introduction and Initial Strategy

02:00 - Adjusting Go-to-Market Strategy

05:00 - Building FFUPs: Inspiration and Market Gaps

07:00 - Flavor Innovation and Consumer Preferences

10:00 - Challenges and Insights from Amazon Sales

12:00 - Future Plans and Marketing Strategies

15:00 - Importance of Sampling and Retail Presence

18:00 - Using DTC for Customer Engagement

21:00 - Content Creation and Social Media Strategies

24:00 - Closing Thoughts and Final Insights

Hashtags:

#DTCpodcast #FFUPs #SamTichnor #SnackInnovation #GoToMarketStrategy #PuffSnacks #ConsumerEngagement #FlavorInnovation #DTCPodcastEpisode #FoodEntrepreneur

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Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Watch this interview on YouTube - https://dtcnews.link/video