The Untapped Potential of YouTube Ads – Strategy, Measurement & What Drives Results with Brett Curry

Marketing Operators

Today we’re joined by Brett Curry from OMG Commerce, and we’re grilling him on all things YouTube advertising - where to start, strategy, creative, and how to drive results.

We discuss where YouTube sits in the channel mix, how it compares to Meta, why it’s still underused by most operators, as well as the challenges of measuring success on YouTube - from attribution challenges to incrementality and brand lift.

We also get into creative: what makes a good hook, how to structure a YouTube ad, and the differences between polished content and UGC-style ads. Brett also shares his approach to testing, how many creatives you really need, and the metrics that matter most.

Finally, we cover bidding, account structure, and how YouTube can unlock performance across your whole media mix when it’s done right.

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Chapters:00:00 Intro

11:42 Understanding YouTube: Consumption Patterns and Measurement

22:36 The Lift Trifecta: Measuring Success on YouTube

30:07 Navigating Attribution Challenges in YouTube Advertising

37:34 Optimizing Conversion Events

42:39 Account Structure and Automation

45:59 Creative Strategies for YouTube Ads

01:01:06 Measuring Success and Iteration in Campaigns

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