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Good morning,
Here’s what you’ll find in today’s DTC:
🤖 Using Amazon Rufus
How the AI Shopping Assistant can optimize your listings.
❗ Meta Ad Tactics
We analyze two different supplement ads.
😫 Negative Social Proof
Why regret triggers consumers to act.
You’re reading this newsletter along with new subscribers from: NIG Nutritionals, The Smiley Face Boutique, and Bloomsgiving. 👋
⚡ Want To Supercharge Your Ads? It’s Time To Expand Into CTV Advertising
Want to get the most out of your ad placements? Put them where your customers already are. 👀
The consumer shift to streaming presents a powerful opportunity to expand beyond traditional digital channels and into CTV, while driving performance. 🏎️
Simply put: CTV advertising lets you tap into an engaged audience effortlessly.
Wondering how to get started?
Roku Ads Manager simplifies your transition into CTV by providing an accessible platform equipped with intuitive campaign setup tools, plus performance features to leverage optimize your ads for the KPIs you care about. 💥
Say hello to:
Ready to level up? 📈
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🤖 Use Rufus To Improve Your Amazon Listings
Have you tested out Amazon’s AI shopping assistant, Rufus?
The Pilothouse Amazon team shares that Rufus is playing a growing role in how customers gather information and make purchase decisions on the platform.
How Rufus works:
Shoppers can ask Rufus questions about products to learn more before buying, and Amazon even prepopulates questions—likely based on common inquiries from other shoppers.
Rufus pulls its responses from various parts of a listing, including titles, bullets, descriptions, backend attributes, and reviews.
👉 There's also speculation that Rufus can analyze images to extract information, though this hasn't been definitively confirmed.
How to use Rufus to optimize Amazon listings:
It’s important to prime AI with the right information to shape how it presents products.
With Rufus, you can take a proactive approach by:
1️⃣ Reviewing each of your listings to see what questions are being prepopulated.
2️⃣ Compiling those questions to understand what customers want to know.
3️⃣ Crafting answers that position your product effectively.
4️⃣ Incorporating those answers directly into your listing content—titles, bullets, descriptions, and A+ content.
The Pilothouse Amazon team does this to ensure that the most relevant and frequently asked questions are clearly answered on our listings—both for potential customers and for Rufus.
The goal?
To feed Rufus the right information so that when it interacts with shoppers, it presents our products in the best possible light.
🔎 Looking For Advertising Results?
CTV advertising makes it simple to get your ads in front of the right audience.
But how do you optimize for performance? 💥
Roku Ads Manager makes it easy, with simple features to ensure your ads drive the KPIs matter to you.
📺 They offer creative support through AI video upscaling. By combining this capability with custom-built for CTV algorithms and actionable reporting, you can easily launch performance campaigns with minimal effort.
📊 Intuitive reporting completes the feedback loop, breaking down key actions so you can tell what’s working, and fix what’s not.
Designed for businesses of every size, Roku Ads Manager makes CTV advertising approachable, enabling marketers to confidently scale strategies into CTV. 🧑💻
What are you waiting for?
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💡 To Capture Or Convert? That Is The Question
Every piece of Meta ad content falls into one of two categories: capture or convert.
Either it aims to capture your audience's attention or to convert them into customers.
But end results are not always guaranteed.
Tons of content aimed at capturing your attention can end up converting someone into a customer and vice versa.
One of the biggest mistakes Pilothouse sees when auditing clients is underrepresentation of one format or another.
Healthy ad accounts need a creative range to succeed long-term.
Today, let's take a look at these supplement ads through the lens of capture vs. convert and analyze what works well and what could be tweaked.
AG1:
👉 When formulating conversion-focused assets, it’s best to start with your most engaging, product-forward visual within the first 3 seconds.
FODZYME:
Pilothouse Tip: There is an opportunity to tighten up this voiceover and get to the product and CTA faster.
Breaking this creative out and testing variations with different focuses can help uncover winning ads faster.
⚡ QUICK HITS
📺 Your customers are streaming. Are you? Roku Ads Manager puts your brand next to the shows your audience loves. Reach them with CTV ads when they’re most engaged. Get started here.*
📰 NEWS
🌐 IN THE SOCIAL SPHERE
We tend to think of social proof as positive comments and five-star reviews, but negative social proof can be just as effective.
Saying something like, "90% of people regret not buying this sooner" triggers consumers' fear of regret. Test this copy out!
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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.
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