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DTC 555 - Amazon Search Queries, Color Assortment, and AI Katy Perry Deepfakes Friday, May 10, 2024 Good morning, YouTube will launch its new AI feature, ‘Jump Ahead,’ for all Premium users on June 1st. The tool will allow users to skip to more exciting parts of the video based on a user’s previous watch activity and AI predictions. For brands, a strong hook at the beginning of a video is no longer enough; they must also create an engaging script that captures a viewer’s attention. Here’s what you’ll find in today’s DTC: - Learn how to analyze Amazon’s Search Query Performance Report and why the Brand Share of Impressions metric is so important. - A fun way to show off your product’s deep color assortment on social media and widen your audience reach! - And…this AI Met Gala image fooled millions of people on the Internet. Can you tell this is a deep fake? You’re reading this newsletter along with new subscribers from: Crouch End Calligraphy, Salesforce, and Happenstance Whiskey. 👋 DATA-DRIVEN GROWTH 🫣 What’s Your Strategy for Long-Term Growth, Efficiency, and Scale? Your brand is like a house. Without a strong foundation, over time you see cracks. Things sink. You pour money into fixing things that shouldn’t need to be fixed. ❌ If your goal is efficient growth, a strong foundation isn’t optional. That’s why Lambwolf, a pet accessories brand, joined [Pilothouse’s Meta and Google Launchpad teams]( — To build a strong, scalable foundation that could grow with the brand. The Launchpad teams create repeatable systems to test and optimize brand strategies, ensuring growth is data-driven and audience-aligned. Five months after joining, Lambwolf saw: 👇 - +137% YoY growth - +300% ROAS in Google BOF search brand campaigns with a 70% decrease in cost-per-click - +20% monthly new customer revenue with the integration of Meta Shops in top-of-funnel - +33% Efficiency/MER If you think Launchpad could be a good fit for your brand, [book a call with the partnerships team today]( — no obligations. *Sponsored AMAZON TIPS 🔍 Amazon’s Search Query Performance Report Explained Do you understand your customer's search behavior? 🤔 Gaining insights into how your customers like to search and what drives them to click can greatly improve your Amazon performance. A tool you can take advantage of is Amazon's Search Query Performance Dashboard. This can help you understand product performance on specific search queries and what terms are driving conversions. Here's how to access it: In your account, navigate to the tab labeled Brands. From here, click on Brand Analytics to access Search Analytics before arriving at Search Query Performance. Once here, you can view Weekly, Monthly, or Quarterly performance reports. The report shows important metrics like the brand share of Impressions, Clicks, Add to Carts, and Purchases. Use this report to spot opportunities for additional investment and performance drop-offs by narrowing it down to specific terms. Here's how you can analyze the report: For example, if there is a 50% Brand Share of Clicks but only a 25% Brand Share of Purchases, then you have a lower-than-average CVR than the other search results for the term. What this means: The listing is intriguing enough to get the click, but not the purchase. Traffic may bounce back to search results or competitors advertising on the listing. On the contrary, you may see a 25% Share of Clicks but a 50% Share of Purchases. In this instance, invest further in that term to increase share of clicks and total purchases. 💰 If there is a low brand share of impressions on one of your top terms, it’s time to review your current SEO and ad strategy to ensure they are both dialed in. The takeaway? By referencing Brand Share of Impressions over time, you can track progress and be confident that your efforts deliver results. This can help justify additional spending on ranking keywords as the brand share increases over time. Additionally, this report shows if you’re losing market share so you can rectify the cause. This is done by establishing a baseline percentage of purchases when you’re at a stable rank for your top keywords. Then, you can flag whenever there's a drop below the baseline. Once a drop is identified, you can look for ways to reverse it. Recently, for a [Pilothouse Amazon]( client, the team did a competitor comparison and determined that a specific part of their product offering was likely helping them take the share we once owned. This led the team to change the product and offer something more aligned with buyer purchase intent. Overall, the Search Query Performance dashboard gives significant data that can provide evidence of successful work or a starting point for further research and strategic moves to improve performance. AI 🤫 A Delivery App's Secret to 3x More Sales? Stunning Streamlined Product Photos 🚨 If you’re moving too slow, you’re losing revenue. Rappi, a food delivery app, knew they needed great product photos to get customers to convert, but their manual editing process was time-consuming. That’s why they turned to [Claid.ai](. [Claid.ai]( helps you create pro-grade product photos quickly and easily. Rappi saw [massive results](: - 3x more sales for stores with better photos ✅ - 42% time saved in image editing ✅ - 25% increase in productivity ✅ Claid is trusted by 10,000+ brands to generate and enhance photos, adapt them for ecommerce and social platforms, and make products look irresistible. Don’t waste another penny or minute on product shoots that don’t move the needle. For a limited time, [get started with Claid.ai and save 20% with the code DTC20](. [Claim My Discount]( *Sponsored WHAT’S TRENDING 🎨 How Stanley Showcased Their Deep Product Color Assortment Are you looking for a creative way to show off your deep color assortment on social media? We’ve spotted many ecommerce brands using this clever tactic and getting great results. 💡 Connecting different colors of their product with tracks from a popular album. For example, Stanley used this Taylor Swift audio recently, and [their The Tortured Poets Department song-inspired video]( garnered 1.8 million views in just three days (which is way above their average video reach!) 🚀 [Stanley’s viral TikTok showcases their product color assortment] The video matches a Stanley water bottle with each album track, and the overlay text clearly identifies the exact cup color so interested viewers can easily find it on Stanley’s website. Why this tactic works so well: A fun way to raise awareness about your color variations: If your target audience isn’t aware of your deep color assortment or you want to generate more awareness about your latest color drops, this is a great way to do it in a fun and satisfying way! Helps with your video watch time: Viewers will be curious about which product matches their favorite song on the album and feel compelled to watch until the end. 👀 The takeaway? - Making your content feel culturally relevant makes it easier to go viral and build rapport with your audience. 🫶 - This piece of social content requires little effort but potentially has a high impact. To recreate something similar, you just need to compile a few of your existing product shots. - This is a perfect opportunity for brands to use a trending sound without being overly salesy. Take advantage of this social trend and show off your color assortment! This is a great way to reach more people and generate more engagement. 🌐 IN THE SOCIAL SPHERE Were you fooled? Earlier this week, the internet was hard at work dissecting all the Met Gala looks, including… one that didn’t exist. This photo of Katy Perry wearing a stunning floral gown quickly circulated on social media and even tricked the singer’s mother into thinking she was at the event. It's impressive but also a bit frightening how realistic AI-generated images have gotten! Can't view the image? [Click here]( ⚡ QUICK HITS 💸 Repeat customers spend 3x more than first-time customers. Make sure your customers keep coming back to your store with Black Crow AI. [Book a demo call and get a $100 Amazon gift card]( if your brand qualifies. * 📰 NEWS - Google [is leveraging a potential TikTok U.S. ban to encourage advertisers to buy YouTube ads](. - OpenAI [is developing a search engine feature for ChatGPT that will compete with Google’s Search Generative Experience and Perplexity](. - A TikTok report [reveals that 61% of TikTok users discover brands and products on the platform, 1.5x more than other platform users](. - Lush [launches a six-piece Bridgerton collection ahead of the show’s anticipated season 3 release date](. SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 👕 How True Classic [Turned Customer Support Into a Profit Center]( - ❌ [AKNF 400:]( Common Google Ad Mistakes - 🤠 Bart Szaniewski Shares [How Dad Gang Sold 100K Hats]( - 🛒 [AKNF 399:]( Mastering Meta Shops and Ad Instability - 🌎 Pela Case’s CEO Matt Bertulli [on Sustainable Consumer Goods]( - 🧑 [AKNF 397](: Using Data to Understand Your Authentic Audience Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](