Episode Number:

31

June 30, 2025

In this episode of the eCom Growth Show, Danan Coleman sits down with Brett Curry, CEO of OMG Commerce, to dive deep into one of the most underutilized growth tools for Amazon brands: YouTube ads. With candid insights and a wealth of real-world examples, Brett reveals how YouTube can serve as both a brand-builder and a conversion engine when done right.

Meet Brett: The Amazon Video Pioneer

Brett Curry is the CEO of OMG Commerce, a performance marketing agency that helps scale eCommerce brands. With 14+ years of experience and a team of over 50 experts, Brett and his agency have worked with powerhouse brands like Native, Crumble Cookie, Organifi, and many more. Known for pushing boundaries in YouTube and Google Ads, Brett is a respected voice on stage and in strategy rooms alike.

Why YouTube is a Powerful Channel for Amazon Brands

Video storytelling is unmatched in its ability to build trust and communicate value. YouTube is now one of the most potent platforms for visual storytelling, and with its massive, engaged audience, it offers Amazon brands an unparalleled opportunity to connect.

  • Brand Resonance: YouTube ads mimic the power of TV advertising but with more targeting and interactivity. Brands seen on YouTube are seen as more trustworthy and authoritative.
  • Authentic Reach: From off-roaders to mompreneurs, YouTube has niche communities for every brand.
Key Point: YouTube provides both the audience and the vehicle for authentic brand storytelling.

Why Most Brands Avoid or Misunderstand YouTube

Despite its power, many brands still avoid YouTube. Why?

  • Low Click-Through Rates: Users on YouTube rarely click ads immediately, but many search later.
  • TV-Like Experience: With half of views happening on TVs, immediate conversion is less likely.
  • Complex Measurement: Traditional attribution doesn’t capture the full impact of video.
  • Challenging Creative: Great YouTube ads need to tell a compelling story visually, without relying on headlines or copy.
Pro Insight: YouTube isn’t Meta. It plays by different rules—and that’s a good thing when used right.

Elements of a High-Converting YouTube Ad

According to Brett, creative is where the battle is won or lost. Here’s what makes a winning YouTube ad:

  1. Hook (0-5 seconds): Ask a provocative question or create visual intrigue.
  2. Product Demo: Show both normal and over-the-top use cases.
  3. Social Proof: Include reviews, testimonials, even niche influencers.
  4. Objection Handling: Use humor or logic to dissolve doubt.
  5. Clear Offer: Risk-reversal, discount or CTA that seals the deal.
Pro Tip: You only need a few great videos to start. Iterate from your winners.

How to Measure the Impact of YouTube Ads

Click-throughs are rare, so you must triangulate your impact:

  • Search Lift: Check branded searches in Google and Amazon post-campaign.
  • Sales Lift: Look at increases in organic conversions or unattributed revenue.
  • Time-Delayed Conversions: Track buyer behavior across 3-6 weeks post-impression.
Strategy Note: YouTube ads often drive Amazon sales, so track there too.

Creative Development Without Burning Out

Good news: You don’t need a dozen creatives. Start with:

  • 1-2 Hero Videos (60-90 seconds)
  • Cutdowns (15-30 seconds) for remarketing
  • UGC Mashups: Mix in real customer voice for authenticity
Key Takeaway: Start small, focus on quality, and scale up winners.

The Future of YouTube, Google Ads, and AI

Google isn’t going anywhere—despite buzz around AI search. With billions of users across its platforms, YouTube remains a top discovery engine.

Gemini, Google’s AI, is rolling out advanced tools like Veo for video generation, embedded into Docs, Sheets, and Ads. This will make producing and optimizing YouTube ads faster and smarter.

Tech Insight: As AI evolves, the winning edge will belong to those who pair great creative strategy with data-driven tools.

Start Building Bigger

Want to see what YouTube can do for your brand?

Get ready to scale smarter, faster, and with a lot more story.

Final Thoughts

YouTube is not just another ad platform; it’s a brand-building powerhouse waiting to be unlocked by Amazon sellers willing to think beyond last-click attribution. The brands that succeed will be those who take time to tell great stories, measure wisely, and stay ahead with evolving tools like AI.

If you’re stuck scaling with just Sponsored Product Ads, YouTube may be your next breakthrough. It’s not easy, but it’s worth it—and you don’t have to go it alone.

Stay tuned to The eCom Growth Show for more expert conversations that help you build, grow, and exit your Amazon brand smarter.