DTC582: Google Search Console's Image Tab Update

Good morning,

You can now test up to three different thumbnails on YouTube to improve your video engagement.

The platform's new tool, Thumbnail Test & Compare, lets brands A/B test images to determine which visual attracts the most watch time before selecting a 'winning' thumbnail.

Check out our News section for more info on this update!

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Here’s what you’ll find in today’s DTC:

🔧 Google Search Console just dropped this major update for online merchants and brand owners.
💰 Why over-relying on automation can negatively affect Amazon ad campaigns and why manual intervention is necessary for long-term gains.
😂 And this viral TikTok trend is a great opportunity to get your brand founder to unknowingly help you create some great organic content.

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You’re reading this newsletter along with new subscribers from: goPure Beauty, Jenni & Co., and POP Fit Clothing. 👋

😴 How Leading Sleep and Meditation App Calm Drove a 60% Lift In Subscriptions

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‍WARNING: Brands who rely only on digital to scale and find new customers may experience stunted growth.

Privacy regulations, rising CPMs, diminishing returns—You’ve heard it all before. It’s more important than ever to diversify your acquisition channels.

That’s why Calm branched out and partnered with Tatari on a TV campaign that combined both linear and streaming ads. The results? 🤔👇

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A 27% increase in incremental installs and a 60% lift in conversions.

Tatari’s the only Convergent TV platform that allows you to buy and measure ads across linear, streaming, and online video. Their precision-engineered platform drives real business outcomes, not just impressions.

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Watch the full case study and schedule a demo to uncover tactics for your TV strategy.

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🔧 Google Gives Ecommerce Owners More Product Listing Performance Insights

Google plans to roll out a major update on Search Console that will give ecommerce owners more insights on their product listing performance across the Google shopping experience.

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What has changed?

For the first time merchants can now track their product listing performance via the Google Search Image tab.

You will now be able to see key metrics like impressions and clicks.

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How to find this new report:

1. Go to the Shopping tab on the navigation bar
2. Select Google Search Image Tab
3. Select Performance to see report and more insights into merchant listings

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The takeaway?

This new feature in Search Console will give ecommerce owners a better understanding of product listing visibility and which images are enticing enough to get customers to click through.

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‍*Google will determine a site’s eligibility as an online merchant based on structured data. This new update will not be available to affiliate sites.

✈️ Eric From DTC Is Going To GROW NY, Will He See You There?

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1000 growth marketers + 700 Shopify Plus brands + 50 retail speakers + 30 talks and workshops = 1 unmissable day in midtown Manhattan.

GROW NY is coming up fast, July 9th. Have you snagged your ticket yet? 👀

The straight to the point lessons cover everything under the ecomm sun. ☀️

Paid ads, media measurement, AI in retail, omnichannel, shipping, retention, loyalty, convergent TV, email and SMS, CX, CS, holiday readiness, and more.

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🎧 Is Your Amazon Ad Account Structure…Shallow?

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In this episode of the pod, we are joined by Rob and Clifford from the Amazon Pilothouse team.

We dive into Amazon advertising (just in time for Prime Day) and uncover why many brands miss out on huge opportunities by over-relying on automation.

They share that relying too much on branded terms neglects the potential of non-branded keywords.

Rob from Pilothouse explains: "We're seeing ad campaigns that look like they're performing well on the surface, but when we dive deeper, it's mostly branded and not acquiring new customers."

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In this podcast, we cover:

• Common automation pitfalls: Discover why relying on automation too much can make you miss out on capturing new customers.
• Strategic manual intervention: Strike a balance between automation and manual intervention to drive more results.
• Invest in non-branded terms: Understand the value of investing in generic terms for long-term gains.
• Balancing ROAS Goals: Understand how to strategically balance high and low ROAS campaigns to maximize overall performance and capture new customers.

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👉 You can listen to the full episode with Rob and Clifford here.

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‍Have you heard our latest podcasts?

• 🍬 Michael Fisher on Rotten’s Go To Market Strategy
• 🚀 AKNF 411: Crushing the Drop Model on Meta Ads + Q4 Planning
• 🍳 Cam Bush on Hexclad’s Omnichannel Strategy For 9 Figure Scale
• 🛒 AKNF 409: Master Pre-Purchase Upsells with Aves
• 🏆 Van Oakes on How To Boost Your Sales with Strategic Giveaways
• 📺 AKNF 407: YouTube Full Funnel Breakdown with Kari
• 💎 How Anna Harman Grew Studs To An 8 Figure Brand

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

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‍DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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‍Please note that items in this newsletter marked with * contain sponsored content.