DTC Podcast
Ep 407: YouTube Ads Full Funnel Breakdown with Kari from Pilothouse | AKNF
May 24, 2024
Join Kari from Pilothouse Google team as she breaks down the full funnel she's built on YouTube ads for Anyday Cookware. Discover the importance of organic content, retargeting strategies, and measuring top of funnel effects. Learn about transitioning between funnel stages, tailoring content, and post-purchase survey insights for YouTube success.
25:47
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Quick takeaways
- Utilizing post-purchase surveys for measuring net profitability beyond on-platform data in full funnel strategies.
- Leveraging real people and micro-influencers to create authentic, credible content that resonates with audiences on YouTube.
Deep dives
Understanding Incrementality and Measurement
Measuring incrementality and profitability in full funnel strategies involves looking beyond on-platform data, especially for high AOV products. Utilizing post-purchase surveys as a benchmark can provide valuable insights, showcasing actual purchaser numbers compared to on-platform reporting. By analyzing trends between survey data and ad spend, a clearer picture of net profitability emerges, highlighting the importance of post-purchase survey data over in-platform metrics.
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