The My Wife Quit Her Job Podcast With Steve Chou 597: YouTube Just Declared WAR on TikTok Shop – Here’s What Sellers Need to Know With Brett Curry
Jul 8, 2025
In this engaging discussion, Brett Curry, an expert in YouTube ads and e-commerce at OMG Commerce, shares insights on YouTube's bold move to compete with TikTok Shop. He explores new social selling options and the effectiveness of shoppable ads. Brett breaks down incremental return on advertising spend (iROAS) and its importance for brands. He also highlights strategies for leveraging YouTube for affiliate marketing and discusses the evolving landscape of video content consumption, emphasizing the shift towards platforms like YouTube and TikTok.
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YouTube Ads Underreport Results
- YouTube ads show lower reported ROAS but deliver higher real-world impact than platform data suggests.
- This undercounting makes YouTube uniquely incremental compared to other advertising platforms.
Start Small With YouTube Views
- Run low-budget, view-based YouTube ads targeting relevant niche channels to build brand awareness.
- Track lifts in branded search and indirect sales to evaluate campaign impact over time.
Evaluate View-Based Campaigns Early
- Give YouTube view-based campaigns at least several weeks to show results and focus on metrics like view rate above 20%.
- Monitor branded search and direct traffic lifts as early indicators of ad effectiveness.