DTC617: Google Ads Optimization Keyword Edition

Hey DTCers,

This is Eric, Co-founder of DTC. We’ve been crunching the numbers, and it appears that only a small percentage of those reading this intro right now actually listen to the DTC Podcast.

EVERY podcast we produce is filled with insights and tactics that can make a massive difference to your business…

For example, take our recent episode with Jen Liao from MìLà Dumplings. In it, she outlines how she’s grown her soup dumpling brand from the back of a restaurant to a national brand and a thriving DTC business. She also outlines a retail tactic she calls “The Red Envelope Campaign,” which I’ve never heard anywhere else in this podcast.

Do me a favor and click this link, hit subscribe on your chosen platform, and give us a listen next time you’re on a walk or a drive.

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

🍷 We take a look at how the Gen Z focused Whiny Baby is disrupting the wine industry.
💰 Learn how to optimize your Google Ads using tiered keyword targeting and negative keywords.
🥉 And…are you using the rule of three in your marketing campaigns?

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You’re reading this newsletter along with new subscribers from: Stateology, Torrid, and Binny’s. 👋

🎧 Mastering Google Ads Quality Score

In this episode of the pod, we have Dougie, the Google Lead from Pilothouse who shares invaluable insights into optimizing Google Ads campaigns.

He shares expert insights on structuring your Google Ads campaign to ensure ad relevance and maximize performance.

Dougie explains: “If you can’t sell your product to a person searching exactly for what you search for, you’re going to struggle to sell anything higher up the funnel.”

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In this podcast, we cover:

• Tiered Campaign Approach: Learn how to start with specific product keywords and expand gradually.
• Quality Score Optimization: How to ensure ad copy and landing pages are highly relevant and engaging.
• Strategic Use of Negative Keywords: Use negative keywords to guide users to the most relevant ads and funnel traffic effectively.

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👉 You can listen to the full episode with Dougie here.

🥴 Frustration, Sadness, Disillusionment—How Most Marketers Feel About Testing New Channels

Ask any marketer how they feel about testing new channels. We’ll wait… ⏱️

Not so positive, huh? Historically, direct mail was like that too; hard to test. But Poplar changes that.

Poplar was built with no minimums and the lowest pricing possible, so brands like yours can easily test and scale direct mail campaigns.

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🚨 Get set up in just 10 minutes and use Poplar’s reduced Pro pricing to send a postcard for as little as $0.52.

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🍷 Whiny Baby Wins Over Gen Z With Innovative Packaging

The backstory

Founder Jess Druey started the brand Whiny Baby in 2020 when she was looking to purchase a bottle of wine for a first date, but she couldn't find the perfect gift to bring.

It hit her then that wine is "the cultivator of so many moments of connection," and she wanted to start a brand that exemplified that characteristic and reimagine the wine experience.

The end product? A Gen Z geared wine product with innovative packaging.

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Here's how she did it:

While Gen Z does not consume as much alcohol as older generations, Druey saw the value in creating and celebrating shared experiences.

She knew she had to tap into that mindset and create innovative packaging that would stand out.

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Here's how the wine brand catered to a younger demographic:

1️⃣ Bottle caps double as conversation starters: Each bottle cap contains a question underneath to act as a conversation starter.

2️⃣ Savable labels. Rather than tossing the bottles and labels into a bin, Whiny Baby encourages wine lovers to write down their memories on the label and peel it off as a keepsake.

3️⃣ Wine accessory: Every bottle comes with some colorful trinkets that can also double as a phone charm.

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The result?

Whiny Baby has quickly grown its business and entered retail spaces like Target, as well as online platforms like BevMo! and the GoPuff delivery app.

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The takeaway?

Whiny Baby's disruptive packaging is sure to attract its Gen Z audience, as it emphasizes shared experiences and connection.

🌐 IN THE SOCIAL SPHERE

Try using the Rule of 3 when writing persuasive copy. Not only is it easier for people to remember but it’s more enjoyable to read!

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⚡ QUICK HITS    

🐳 If you like FOMO, you can skip this. DTC’s C-Suite Mastermind is fast approaching. Join 50 of your DTC peers in beautiful Victoria, BC, September 18th-19th. Get your ticket now!

📥 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.

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Have you heard our latest podcasts?

• 🥟 Jen Liao on How MìLà Became a Nationwide Frozen Food Brand
• ✉️ AKNF 425: How To Fix Email Automation and Improve Retention
• 🍺 Duncan Frew on the Whisky Business and Return of The Rascal
• ⚡ AKNF 423: Optimize Post-Click Experience With Landing Pages
• 🕶️ Parker Godfrey on How Kiaura Went Viral on TikTok Shops
• 😆 AKNF 421: Grow Top Of Funnel With Humor and Controversy

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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.