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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.
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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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