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

Sep 9, 2025

Brett Curry, founder of OMG Commerce, dives deep into the world of YouTube advertising, revealing its untapped potential for e-commerce brands. He discusses the power of compelling hooks and the differences between polished and UGC ads. Measurement challenges like attribution and incrementality are tackled, alongside strategies for optimizing conversion events. Brett also shares insights on testing creatives and the metrics that truly matter. Learn how to harness YouTube to boost overall media performance and drive measurable results in your campaigns.

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ANECDOTE

Pausing YouTube Cut Amazon Branded Search

Pausing YouTube spend halved branded search on Amazon for one client, proving cross-channel halo.
YouTube drove Amazon and Shopify lifts, showing viewers buy where convenient.

ADVICE

Give Google More Signal To Improve Optimization

Feed the algorithm more signal by adding micro-conversions (e.g., add-to-cart) into bidding.
Use maximize conversions/value or target CPA/ROAS to stabilize and scale as signal grows.

ADVICE

Use Search-Based Audiences Then Let Google Expand

Start audiences with Google search-based signals (custom intent) then enable optimized targeting.
Guide the algorithm with intent audiences but let it expand to find converters.

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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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