Better Advertising with BTR Media

Latest Episodes:

Addressing Brands' Advertising Challenges & Agency Collaboration Mar 21, 2024

Show notes

#039 - In this episode, Justin Nuckols brings in Jess Jackson (Head of Client Success), who knows all about making clients happy. They get right into what's up with brands trying to stand out in a world where Amazon and Walmart pretty much run the show. They talk about what works for growing a brand today, and they'll let you in on some tips for finding your way through all the noise. Jess points out the rough spots most brands hit, especially with ads, and highlights how crucial it is to have a solid plan that's all about the long haul and keeping communication with your agency clear and straightforward. Then, they switch gears to talk about how to spend your ad budget wisely and chase after the most effective ways to get your brand noticed. This whole conversation gives you a peek behind the curtain at how BTR Media aims to not just meet what clients expect but to tell a brand story that's going to stick around for a good while.

Key Takeaways:

Brands often struggle with the lack of a clear advertising strategy and disconnected communication with their current agencies. We see this issue quite often.
Successful brands are focused on long-term growth, require a personalized advertising approach. This is why working with a full-service agency might not always be the right choice, but this really depends on your brands goals and need for customization.
Questions brands should ask potential advertising partners include the customization of strategies, budget allocation, and the frequency of strategic discussions.
It is important for the brands to have a clear understanding of their own goals and to confirm that these align with the agency's approach to achieve long-term success together.

Resources:

Connect with Jess on LinkedIn

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Amazon Advertising: Boosted Posts and Vertical Video Insights Mar 13, 2024

Show notes

#038 - In this episode of "Better Advertising with BTR Media," Justin Nuckols and Nick Amos from the BTR team dive into some of the newer updates with Amazon advertising. They share insights on Amazon DSP and PPC as well as unique strategies used by big brands in the industry. Justin introduces Nick, who talks about his transition from college to becoming an advertising specialist, sharing personal stories and his love for running. They discuss new ad types available on Amazon, like boosted posts and vertical video ads, offering tips for advertisers to leverage these tools for brand growth. Nick's journey from a newcomer to leading accounts at BTR Media illustrates the dynamic and collaborative environment at our company, in which we emphasize continuous learning and client relationship building. The episode explores the benefits of these creative ad types, providing listeners with actionable advice for enhancing brand visibility and sales on platforms like Amazon, Walmart, Instacart, Target, and more.

Key Takeaways:

Boosted Posts: A feature now open to all advertisers, allowing them to leverage high-engagement social-style posts on Amazon into paid ads leading to sales.
Account Evolution: Nick Amos's journey from a beginner to an advanced strategist in PPC advertising, emphasizing the value of continuous learning and growth in the ad industry.
Vertical Video Ads: A new ad format specified for mobile, offering brands the opportunity to utilize their social content on Amazon, driving users directly to their storefront pages.
Team Culture: Emphasis on teamwork and shared objectives as a key element to success in the advertising space, as evidenced by Nick's experience at BTR.

Resources:

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Achieving Target ROAS on Amazon: A Full Funnel Approach Mar 09, 2024

Show notes

#036 - In this episode of "Better Advertising with Better Media," host, Justin Nuckols dives into the world of measuring Amazon advertising success, with an emphasis on optimizing for target ROAS. However, instead of a sole focus on ROAS, Justin talks about adopting a full-funnel advertising strategy as that breaks down your campaigns into five types: Awareness, Rank, Efficiency, Branded, and Auto.

Join Justin as he explains how to allocate budgets into these five key campaign types, and the distinct KPIs relevant to each category. He wraps up the episode by providing strategic allocation percentages for each campaign type, guiding you on how to structure your advertising campaigns on Amazon and more for comprehensive growth.

Key Takeaways:

A diversified approach to campaign strategy is critical for achieving target ROAS, mirroring successful investment portfolio management.
Advertising campaigns should be split into five key types: Awareness, Rank, Efficiency, Branded, and Auto, each serving unique objectives within the advertising funnel.
Specific KPIs tailored to different campaign types, such as impression share for Awareness or conversion rate for Rank and Branded campaigns, provide a clearer measure of success as opposed to ROAS alone.
Budget allocation across these five campaign types should be strategic and proportional to their relevance and impact on overall performance.
Continual optimization, through keyword harvesting in Auto campaigns and proper negation, is essential for maintaining and enhancing the efficiency of advertising investments.

Connect with Justin on LinkedIn

Learn more about BTR Media and our strategies

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The Potential of Walmart Advertising with Guardian Baseball's CEO Matt Kubancik Mar 06, 2024

Show notes

#037 - Matt Kubancik has been selling on Walmart for over a decade, ever since it merged with Jet.com, and has personally witnessed the evolution of Walmart's e-commerce marketplace. Having seen Walmart's emphasis on bringing name-brands into the retailer and offering an alternative to Amazon Prime, Matt believes Walmart is best-positioned to rival Amazon with current macroeconomics trends. Learn how his team at ⁠Guardian Baseball⁠ has found success with Walmart through developing relationships with their account managers & trial and error.

⁠Follow Matt on Linkedin⁠ or ⁠Instagram⁠

⁠Explore more on Guardian Baseball

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DUDE Wipes: Show Your Brand, Get On Their Butts with Sean Riley Feb 09, 2024

Show notes

#035 - We're joined by the legendary entrepreneur behind DUDE Wipes, Sean Riley, whom you may recognize from Shark Tank when Sean & his co-founders partnered with Mark Cuban! Today we are looking back at how Sean & friends built a top-category brand off of Amazon using top of funnel marketing, such as ⁠putting "DUDE Wipes" on UFC fighter Tyron Woodley's shorts⁠. Sean details how they utilize DUDE Products' omnichannel presence to attract customers on Amazon & see repeat sales on other channels, balancing risks to differentiate your brand to your target market, and how they double down on winners to grow the product catalog.

⁠Follow Sean Riley on LinkedIn⁠

Connect with ⁠Justin⁠ & ⁠Destaney⁠ on LinkedIn

Learn More About BTR Media

Key Takeaways:

Authentic and disruptive ideas often arise from outsiders with no prior industry experience; execution and scaling are crucial for success.
Guerrilla marketing techniques provide cost-effective, impactful brand exposure and can lead to viral moments.
Establishing a brand on Amazon is essential for exposure in the current e-commerce landscape, and subscribe-and-save features can significantly boost customer lifetime value.
It is important to continuously evaluate product offerings, double down on what works, and fearlessly cut what doesn't.
The future of e-commerce is increasingly brand-focused, with consumers seeking quality and authenticity over sheer quantity.

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PickFu: An Easier Way To Do Market Research and Obtain Consumer Data Jan 29, 2024

Show notes

#034 - In this episode of "Better Advertising with BTR Media", host Justin Nuckols interviews Justin Chen, co-founder of Pickfu, a market research tool that helps sellers and brands gather consumer feedback before investing heavily in product development and advertising. They discuss the importance of testing and iterating on creatives, such as packaging, main images, and videos, to improve click-through rates and overall sales. Chen also shares case studies of brands that have seen significant improvements in revenue by using Pickfu. Tune in to learn how market research can help optimize your advertising strategies.

Key Takeaways:

PickFu provides quick and private market research through targeted polls, which can significantly influence e-commerce success on platforms like Amazon and Walmart.
Market research should be iterative and conducted before committing to product investments to avoid costly mistakes and ensure consumer resonance.
PickFu stands out from other research tools by being user-friendly, making market research accessible to all types of users.
Video and AI content is increasingly important in e-commerce and advertising, and PickFu is adapting to allow testing of these mediums for better ad performance.
Testing creatives and making data-driven decisions with tools like PickFu can lead to immediate ROI and sustainable business growth.

Check out PickFu

Learn more about BTR Media

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From Reflection to Vision: Better AMS's 2023 Wrap-Up & 2024 Forecast Dec 12, 2023

Show notes

#033 - In this episode, Justin and Destaney reflect on the past year of BetterAMS and discuss the challenges, growth, and opportunities they encountered. They highlight the significant milestones they achieved, such as team growth and the development of a strong company culture. They also discuss the challenges they faced, including defining their ideal client and saying no to certain brands. The conversation then shifts to client topics, with a focus on the prominent trends and topics that emerged in client conversations throughout the year. They discuss the importance of understanding the changing landscape of Amazon advertising and the need to focus on upper-funnel strategies. The episode concludes with a discussion of personal growth and goals for the future, as well as a teaser for the exciting plans and surprises in store for 2024.

Key Takeaways:

Building a strong team and company culture is essential for scaling and providing excellent service to clients.
The Amazon advertising landscape is evolving, with a greater emphasis on upper-funnel strategies and creative development.
It is important to define your ideal client and focus on working with brands that align with your expertise and long-term goals.
Personal growth and networking are crucial for success as an entrepreneur, and surrounding yourself with like-minded individuals can provide support and inspiration.
Embracing change and facing fears can lead to personal and professional growth.

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Measuring Marketing Incrementality and Budget Optimization: Michael Kaminsky, Founder of Recast Nov 09, 2023

Show notes

#032 - In this episode, Justin Nuckols interviews Michael Kaminsky, a data scientist and founder of Recast. They discuss the importance of measuring the incremental return on marketing spend and how marketing mix modeling can help brands optimize their budget allocation. Michael shares his insights on running experiments to determine the true incrementality of different marketing channels, as well as the challenges of measuring the impact of advertising on platforms like Amazon. They also touch on Amazon Marketing Cloud (AMC) and the need for more experimentation tools in retail media.

Key Takeaways:

Marketing mix modeling helps brands measure the incremental return of their marketing spend and optimize their budget allocation.
Running experiments can provide valuable insights into the true incrementality of different marketing channels.
It is important to isolate variables and measure the impact of specific changes in marketing strategies.
Different marketing channels have different dynamics, and the frequency of remeasuring their impact depends on various factors.
Retail media platforms like Amazon could benefit from providing more experimentation tools to help brands determine the true ROI of their advertising spend.

Follow Michael on LinkedIn

Learn more about Recast

Recast e-book download page

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Future of Amazon Marketing Cloud (AMC) With Jack Lindberg & Destaney Wishon Nov 06, 2023

Show notes

#031 - In this episode of the Better Advertising with BetterAMS, host Destaney interviews Jack Lindberg, a LinkedIn influencer and technical expert in the Amazon space who serves as the Director of Analytics at The Mars Agency. Jack shares his journey from being an opera singer to becoming an expert in AMC. (no we are not kidding!) He emphasizes the importance of continuous learning and staying up to date in the ever-changing world of e-commerce. Jack also discusses the challenges and opportunities of using AMC for data analysis and decision-making. He highlights the need for better integration between data producers and data users to ensure that insights lead to actionable strategies. Jack also introduces a new SaaS tool called Noctis that aims to make AMC more accessible and help users generate novel use cases.

Key Takeaways:

AMC is a powerful tool for data analysis and decision-making in the Amazon advertising space.
The biggest challenge with AMC is the disconnect between data producers and data users.
AMC can provide valuable insights for measurement, attribution, and audience targeting.
Jack is working on a new SaaS tool called Noctis (https://analyticindex.com/noctis/) to help users generate novel use cases for AMC.
The future of AMC lies in user identity resolution, off-Amazon behavior analysis, and shopper profiling.

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Learn More About Noctis

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Ryno Sports and BetterAMS Discuss Growing Online Brands and Tapping into New Marketplaces Nov 01, 2023

Show notes

#030 - Shaun Rachau, founder of Ryno Sports, and Adam Mellot, Senior Ad Strategist at Better AMS, discuss their first year working together to grow Ryno Sports as an online marketplace brand for MLB Players, Inc. merchandise. They highlight the challenges and opportunities of marketing player-specific gear, navigating licensing agreements, and expanding into new marketplaces like Walmart and TikTok Shop. They also discuss the importance of seasonality and collaborations with artists to drive brand awareness and capture niche markets. Looking ahead, they plan to leverage their learnings to further optimize their advertising strategies and explore new licensing opportunities in the sports industry.

Key Takeaways:

Ryno Sports focuses on player-specific MLB Players, Inc. merchandise, leveraging the licensing rights from MLB Players Association.
The company's print-on-demand model allows for quick turnaround and the ability to capitalize on trending players and events.
Seasonality plays a significant role in sales, with spikes during the baseball season and major holidays.
Collaborations with artists and social media influencers help expand brand awareness and reach new audiences.
Expanding into new marketplaces like Walmart and TikTok Shop presents growth opportunities for Ryno Sports.

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Learn More About Ryno Sports

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