Intro

This chapter explores the transition in YouTube advertising from polished videos to authentic, user-generated content that better engages audiences. It also introduces a tool called Instant, which aids brands in recovering lost revenues through effective retargeting strategies.

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Episode notes

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In this episode of the DTC Podcast, Eric Dyck sits down with Dougie and Adam from Pilothouse to talk about how to properly structure YouTube ad campaigns for long-term brand growth.

Dougie and Adam share 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.

Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Sign up for a quick demo today to get 50% off and unlock a guaranteed 4x+ ROI: instant.one/dtc

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

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