Control freaks anonymous, unite! 💪
In this newsletter, you’ll find: 👇
📦 How to elevate your paid ads with reviews
📦 Using AI to better understand your market and how to price your product
📦 Bidding on your own branded terms: yay or nay?
📦 Nah nah nah nah, everyday, get your DTC C-Suite replays
📦 Multi-purpose beauty products, modular containers, and low-sugar peanut butter cups
Read till the end to access exclusive DTC swag. 😎
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🔎 Just Google it
We’ve got a doozy for you this week, folks! The Pilothouse Google team went above and beyond with this week’s installment of the Brand Breakdown by diving into Dr. Squatch’s Google strategy.
Do you lead with a question, claim your title, or use sitelink extensions to make the most of Google’s power? The answers are all below, but we’ll give you a hint: Yes to all! 👇
⚖️ Prove it!
We can’t argue against the importance of reviews for your brand. Fortunately, Dr. Squatch has tons of 'em! And here's a little secret: the first result in their paid shopping ads doesn't have any reviews attached despite having 15.7k on their site for that product. 😲
The popularity of this product means that it resonates with their audience, but there’s no reason not to use reviews to their advantage by linking them between their review platform and Google Merchant Center. This is especially true for all hero products!
Social proof catches people’s attention. There are always consumers who look for social proof before making any purchase — regardless of how amazing you say your product is.
🤔 Asking the right questions
Dr. Squatch has a full suite of search ads and extensions, plus the Shopping network to support their brand. They're utilizing the “Why Natural Soap” sitelink extension to guide exploratory browsers to informative articles — genius! 🤯
By framing a USP as a question, you can drive more traffic to your product than you would otherwise be able to. A question is a very common launchpad for people to discover answers to their problems.
Let’s put this into perspective. What do you think the top searches would be from this list?
1️⃣ Natural soap product
2️⃣ Why use natural soap?
3️⃣ What is natural soap?
4️⃣ Natural soap ingredients
After looking at these questions and statements together, is it any wonder why Dr. Squatch would leverage a question?
Pricing your product can feel like betting without knowing the rules.
You know what your cards look like, but what's the game? Are you playing poker, blackjack, or go-fish? 🐟 (Do you have a red seven?) ♦️
AI can help you identify the game and even allow you to stack your hand.
Here's how.
Particl has built the world's largest database on DTC sales. They have -
Using this data, they have trained and built an AI to not only help you get pinpoint market-accurate pricing...
But also enable you to track the market and your competitors to see what's working, what trends are hot, and what to avoid.
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🏆 Claim the title
Let's talk ‘shopping titles.’ You might think it's a no-brainer to have your brand name and top-performing keywords in the title, but Dr. Squatch has a different strategy. They only include the product name with no brand name and no keywords. 🤔
It's definitely a unique approach, but we recommend some testing to see what titles perform the best. Other retailers' titles for the same product tend to be more fleshed out, so there may be an opportunity for Dr. Squatch to stand out even more. 💡
🎄 In the pines
Dr. Squatch's Pine Tar Soap is a real MVP, with loads of rave reviews. They're ranking third for the high-volume keyword "pine tar soap" with 4.4k monthly searches, but are they bidding on it? You bet they are! 🔥
With so many sponsored ads out there, it's easy to get lost in the shuffle even if you rank high for a keyword. But Dr. Squatch is one step ahead of the game. They've got image extensions for the visual shoppers and even included keywords in both the headline and body copy. Talk about a killer click-through rate (CTR) and lower cost-per-click (CPC)! 🤑
🤼 Natural competitors
When we think of Dr. Squatch, "natural soap" is the first thing that comes to mind. 🧼 Even though there are 6.6k monthly searches for it, the doc only ranks 18th. No worries, though! Their marketing wizards are bidding on “natural soap” like no tomorrow! 💪
With clever use of the keyword in headlines, descriptions, and even a sitelink extension, they're making sure to catch the attention of exploratory shoppers at the top of the buying funnel. This is some next-level stuff, folks! 👏
🧼 Keeping it clean
Dr. Squatch shows us the importance of understanding your audience and leaning into their interests. Without a doubt, you’re looking at a DTC brand at the top of their Google game and pulling out every trick in the book to make search engines work for them instead of the other way ‘round.
Shoutout to the Pilothouse Google team for the deep dive!
Stay tuned for the next installment of our Brand Breakdown series as our pals at Pilothouse take one final look at Dr. Squatch and their Amazon portfolio. So much potential lies within the Amazon platform, so you won’t want to miss this! 👀
Yes, those are the iconic lyrics from the 2009 bop ‘Replay’. Why? Because DTC’s C-Suite Las Vegas replays are hot off the editing presses and ready to make it onto your screen!
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Brands
💄 Good Weird: Discover the new genderless approach to beauty with Good Weird. Their multipurpose beauty products simplify your routine to keep you feeling yourself.
📦 Cadence: Check out the durable and modular containers from Cadence. They’ve partnered with Envision Plastics to clean up the world’s beaches to make a dent in the manufacturing industry in the greenest way possible.
🍫 Whims: Calling all serial sweet-toothers, there’s a new treat in town! Whims is the direct answer to all of those chalky, grainy, and bland good-for-you bars with delicious peanut butter cups you won’t feel bad about.
🍸 Ben Soffer - Spritz Society: Influencer Strategies for Alcohol Brands and Linear Commerce.
🕯️ 9-Year-Old Lily Harper from Lily Lou's Aromas homeschools us all.
🌲 TAXA Outdoor, Garrett Finney: Digital meets dealership, NASA Architect goes out of home for real.
🐶 Pet Health Comes Home with MySimplePetLab's Jen Hagness.
☠️ Liquid Death Mountain Water: Hamid Saify - Death, Beverages, and the Attention Economy.
💡 Listen to the Biggest Marketing News Stories Today.
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight and Michael Venditti. Edited by Claire Beveridge and Eric Dyck.
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