Ecommerce Playbook: Numbers, Struggles & Growth YouTube Ads: The Underestimated Channel Driving Real Growth Right Now
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Apr 3, 2025 In this enlightening discussion, Rachel Kwon, Head of Paid Search at Common Thread Collective, uncovers the hidden potential of YouTube advertising. She argues that many brands underestimate this channel's capacity for driving growth. Insights from incrementality studies reveal YouTube's true power, along with practical strategies for integrating video ads into existing marketing efforts. Kwon also emphasizes the importance of precise measurement and a test-and-learn mindset to unlock profitable advertising success on this platform.
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YouTube for Growth
- Brands are reevaluating ad spend after a period of cost-cutting.
- YouTube is emerging as a promising channel for profitable growth.
YouTube's Untapped Potential
- YouTube is often undervalued because its platform data underreports its true impact.
- Incrementality measurement reveals YouTube's effectiveness in driving revenue and new customer acquisition.
Bidding Strategies and Device Distribution
- Optimizing YouTube campaigns for conversions often leads to disproportionate delivery on mobile devices, neglecting TV screens.
- Awareness campaigns using cost-per-view bidding show significantly higher delivery on TV screens, highlighting the platform's diverse reach.