OMG Commerce

OMG Commerce is a performance driven eCommerce Marketing agency. We help accelerate growth for eCommerce brands by utilizing Google Ads, YouTube Ads, Amazon ads and full Amazon Brand Management. OMG offers creative services and strategic media buying and campaign management services. OMG is a Google Premier Partner and an Amazon Advertising Partner agency.

Curry Marketing, Inc.

I'm the President and co-founder of Curry Marketing, Inc. a full service marketing and advertising agency.  We specialize in creating  marketing and advertising campaigns that get results.  We design TV, radio, print, outdoor, and direct mail ads, and we offer full media planning and buying services. I am also a Certified Guerrilla Marketing Coach, and can help companies unleash the power of Guerrilla Marketing for increased profits.

President

Classy Llama

Leading the marketing services team at Classy Llama.  We create custom campaigns to drive profitable traffic and increase conversions for our clients.  We have a world class team with specialists in:
- Search Engine Marketing
- SEO and Content Marketing
- Overall eCommerce Strategy
- Email Marketing Support
- Conversion Optimization
and more!

Marketing Strategist

Vision Media Group

Radio Station.  Advertising sales, Copywriting, Non-traditional Revenue development, and a small amount of production.

Marketing Consultant

Brett is an online marketer, eCommerce strategist, and speaker, but first and foremost he's an entrepreneur. Brett's passion is helping eCommerce companies grow their businesses through creative marketing efforts. Brett is the author of the Ultimate Guide to Google Shopping published by Shopify and the creator of the Smart Google and YouTube Traffic Course in partnership with Ezra Firestone.  

The majority of his time is spent running an online marketing agency and leading an amazing team of talented marketers.

Specialties: online marketing, ecommerce marketing, search engine marketing (SEM), speaking, search engine optimization (SEO), Amazon Advertising, Amazon DSP

Your Holiday Game Plan should be 50-80% complete by now. 

How confident are you in your plan?

Want to see what the BEST DTC brands are doing to prep for a record-breaking, profitable holiday season?

We’re hosting an EXCLUSIVE event at the Google Offices in LA in just a few weeks.

It’s called Your Holiday Co-Pilot: Proven Strategies to Drive Holiday Lift.

Event Details:

➡️ Date: August 6, 2024
➡️ Time: 9 a.m. - 5 p.m. PT
➡️ Location: Google’s YouTube Offices in LA - The Spruce Goose Hangar
➡️ Cost: Free, but you must apply and be approved to attend (link in comments and my bio). SPACE IS LIMITED!

Who Can Apply to Attend?

✅ Brands only. Sorry, no agencies or service providers (but we still love you).
✅ Must spend $100,000 per month or more on digital ads (across all channels).
✅ CEOs, owners, and marketing directors are welcome. Up to 3 people per brand can attend (as space allows). 

What You’ll Learn: 

1. Quick & Easy Holiday Creative Wins: Discover what images win during the holidays and what videos you can create between now and Q4 for maximum impact.

2. Get the Right Mix of PMAX, YouTube & DemandGen: Over the last few years, we’ve spent tens of millions on YouTube and PMAX ads. We’ll show you what works, what doesn’t, and what you should do to make Google a top acquisition channel for you this holiday.

3. Getting the Right Creatives for CTV, Shorts, and More: Learn how to create compelling content tailored for Connected TV, YouTube Shorts, and other emerging formats to maximize your holiday reach.

If you’re spending at least $100k per month online and want to MAXIMIZE profitable holiday growth, check this out.

Plus, meet other great DTC brands and Google Product Managers to ask your burning questions.

Register Now (link in the comments).

Brett Curry

CEO & Co-Founder - OMG Commerce. We help great eComm brands scale with Google ads, YouTube ads, Amazon brand management, and Email + SMS.

Exclusive Holiday Event in LA! 

Prime Day 2024 was 🔥 

Gotta brag on OMG's Amazon team.

Here are a few YoY Prime Day 2024 highlights from OMG clients:

📈 AVG YoY Growth: 60%
🏆 Biggest YoY Growth: 338%

Early projections and data indicate that Amazon did $14B in Prime Day sales in 2024 up from $13B last year.

Only 3 clients down YoY - all for explainable reasons.
➡ Inventory issues 
➡ Deciding to focus on other channels 
➡ No prime deals

How was your Prime Day?

5 Reasons to Spend LESS on Branded Campaigns

The decision to increase or decrease spend on branded search is difficult. 
Rarely is it 100% clear-cut.

Sure, you don’t want to pay the Google tax for your brand name. But you DEFINITELY don’t want to leave room for a competitor to sneak in and steal your customers.

---

#1 If you completely DOMINATE the SERP.

Some clients completely dominate the search engine results page (SERP) for their brand:

✔ They have shopping ads.
✔ They own the knowledge graph section.
✔ They have organic blog posts and articles that show up.
✔ They have reviews that show
✔ They have organic YouTube videos that populate. 


#2 If you segment new customers from returning customers.

We always segment branded campaigns into two buckets:

- New Customers
- Returning Customers

For new customers, we’ll be more aggressive, knowing that just because they search for us by name, there’s no guarantee they won’t buy from a competitor.

For returning customers we want to show up IF we can do so with hyper efficiency. 

This almost always reduces brand spend and keeps you from losing customers. 


#3 If you understand incrementality.

Recently, Bryan Porter from Simple Modern shared on my podcast that they found branded campaigns to be minimally incremental. Meaning that if they shut them off, they would retain most of the purchases. Their solution? They demanded a 20x return on branded campaigns.
 

#4 If you’re investing in SEO.

Owning the SERP for your brand isn’t always easy. If you have a concerted effort to add organic content, build up your Amazon listings (so they rank on Google too), get more reviews, own the knowledge graph and more…then you can likely spend less on branded search.


#5 If your name is unique (and doesn’t include your category or product name).

If you sell car seat covers and your brand name is Seat Cover Outlet, you’ll have a harder time reducing branded spending than if your name is SuperUltraLast Auto or something similar.

Being more thoughtful about your branded campaigns can make a big difference in your overall ad performance.

What's the quickest way to improve ad performance? 

Write better hooks.

What you say FIRST matters most.

Keeping attention and driving action are irrelevant if you don't first GET attention.

Whether it's YouTube, Meta, TikTok advertising, or even email marketing, your hook has the largest impact on performance.

Changing the HOOK of a YouTube video ad for a hair care client took it from not working at all to spending $6,000 per day on a single ad while hitting CPA goals. 

---

Here are a few of my favorite hooks: 


*STORY CLIMAX*

This is the classic ad (shown below): "They laughed when I sat down at the piano, but when I started to play!"

This is the climax because we don't start with the beginning of the party. We don't hear about how our protagonist was picked on, left out, or slighted for the whole party before walking up to the piano. We're instantly brought in at the moment of truth.

- Don't build up the climax. 
- Start with it. 
- Then pan out. 


*ZINGER QUESTIONS*

1. Are you tired of…?
2. Have you said to yourself, "I'll never _____ again"?
3. Can't sleep at night?

The question I get the most as a (fill in the blank) is….


*WHAT IF STATEMENT*

1. What if you could eat pizza and NOT feel bloated immediately afterward?
2. What if you could get the benefit of a chiropractor without ever leaving your home?

I love the "what if" statement: What if you could get (insert desired benefit) without (common drawback)?


*CURIOSITY*

1. Don't ever eat this on an airplane.
2. Do you make these 5 money mistakes?

This works best if there's an implied promise of a benefit. 


*SHOCK & AWE*

1. You'll never believe the motherload I just dropped (Poo Pourri)
2. Your marketing is Sh**! (Raindrop Agency)

This one is harder to pull off. If you don't thread the needle here, you'll be more gross or offensive than shock and awe. 


What's your favorite lead/hook?

Success in eComm and retail is NOT just:
   - Ads
   - Landing pages
   - Good creative

It’s also merchandising:
   - Product packaging
   - Owning the shelf (physical and digital)
   - Product unboxing
   - Understanding the mechanics of getting POs right

Why are customer mashups for REAL customers so powerful?

As a customer, I want to see MYSELF in testimonials.

- Do they look like me?
- Do they workout like me?
- Do they have a personality I connect with?

If not, I'm likely to discount or reject what they say altogether.

A mashup of multiple customers increases the likelihood that someone in the ad will resonate with shoppers watching it.

Shoppers need to picture themselves using your product. They won't do that if they think your product is for someone else.

We love the MASHUP Explainer. 

Here's the quick formula:

1. Find 3-5 customers who represent your ideal customer
2. Select clips that highlight the top 1-3 reasons people buy your product
3. Or select clips that overcome the top 1-3 objections that keep people from buying
4. Reinforce those points with simple narration if needed
5. End with a strong Call to Action (CTA)

Fees. Fees. Fees.

That’s the nagging reality for Amazon sellers.

Amazon will make their margin. That’s a guarantee.

But how will you GET and KEEP your margin?

Part is branding and merchandising. 

Part is knowing how to play the Amazon game.

If you wanna climb Everest you need a Sherpa.
 
If you want to fly higher you need a Co-Pilot.

We want to be YOUR Holiday Co-Pilot this year and help you achieve the most profitable holiday season ever for your brand.

That’s why we’re hosting an EXCLUSIVE event at the Google Offices in LA in just a few weeks.

It’s called Your Holiday Co-Pilot: Proven Strategies to Drive Holiday Lift.

Event Details:

➡️ Date: August 6, 2024
➡️ Time: 9 a.m. - 5 p.m. PT
➡️ Location: Google’s YouTube Offices in LA - The Spruce Goose Hangar
➡️ Cost: Free, but you must apply and be approved to attend (link in comments and my bio). SPACE IS LIMITED!

Who Can Apply to Attend?

✅ Brands only. Sorry, no agencies or service providers (but we still love you).
✅ Must spend $100,000 per month or more on digital ads (across all channels).
✅ CEOs, owners, and marketing directors are welcome. Up to 3 people per brand can attend (as space allows). 

What You’ll Learn: 

1. Quick & Easy Holiday Creative Wins: Discover what images win during the holidays and what videos you can create between now and Q4 for maximum impact.

2. Get the Right Mix of PMAX, YouTube & DemandGen: Over the last few years, we’ve spent tens of millions on YouTube and PMAX ads. We’ll show you what works, what doesn’t, and what you should do to make Google a top acquisition channel for you this holiday.

3. Getting the Right Creatives for CTV, Shorts, and More: Learn how to create compelling content tailored for Connected TV, YouTube Shorts, and other emerging formats to maximize your holiday reach.

If you’re spending at least $100k per month online and want to MAXIMIZE profitable holiday growth, check this out.

Plus, meet other great DTC brands and Google Product Managers to ask your burning questions.

Register Now (link in the comments).

Return on Luck

This is one of my favorite concepts from Jim Collins, one of my favorite business authors.

Great companies don't have more good luck or less bad luck than less successful companies in their industry. 

They have better RETURN on luck.

Meaning, they minimize bad luck and maximize good luck. 

Bad luck doesn't kill them. In fact, they can often turn bad luck into opportunities.

Good luck isn't squandered. They can turn positive press, a shift in the marketplace, and a new partnership into ongoing success - not just a flash in the pan. Or worse - a missed opportunity.  

This takes a long-term mindset and relentless discipline

Have you tried Rufus - Amazon’s AI shopping assistant? 

I see the potential. 

It allows you to have a dialogue about the products your shopping for. 

Here’s a quick demo. 

I probably wouldn’t buy this iRobot mop after chatting with Rufus. 

This underscores the need for sellers to get large quantities of great reviews with details from customers. Burying bad reviews might not be enough as the AI will be able to pull out negative comments from the past. 

If this becomes a widely used feature for shoppers it really underscores the need to Amazon to squash spammy fake reviews. 

Thoughts on Rufus?

Which of these 4 headlines won? 
**Note: It won by a LONG shot.**

Product: Daily Harvest Smoothies

1. "This smoothie is cheap and tasty??"

2. "Manifesting a healthy relationship with food this year. Any suggestions?"

3. "Have you ever spent $9 on a smoothie?"

4. "Something sweet but healthy—any suggestions?"

The answer, plus a link to my interview with Dara Denney discussing her creative testing approach, is in the comments below.

No cheating—guess first, then look at the comment for the answer.

What do most brands and agencies MISS with PMAX?

Creative testing.

Most brands run the same:
 - Search headlines and descriptions
 - Images
 - Feed
 - Videos

And just hope that PMAX will suddenly go from disappointing to crushing goals.

You spend a TON of time and creativity crafting the best Meta ads.

But if you're like most brands, you probably haven't changed your PMAX creatives since launching the campaigns.

PMAX has its issues, but it can be a driver of new customer acquisition IF you test, improve, and guide the campaign along.

'Set it and forget it' with PMAX is a recipe for disappointment.

7 PMAX Mistakes that KILL Performance

1. Treating PMAX as a "set it and forget it" campaign: 

Not consistently adding new assets, changing images, or testing new copy can lead to the campaign struggling to scale and only going after easy traffic.


2. "Paint splattering" approach:

This is the "let's try every little trick and tip I've heard all at once" strategy. It usually leads to a mess. Start with a strategy to own the digital shelf and capitalize on the other channels inside of PMAX.


3. Improper segmentation: 

Either having too little segmentation, which leads to many products not getting visibility, or too much segmentation. Both are real problems. Too much segmentation cripples the algorithm. Too little segmentation provides less opportunity for SMART scale.


4. Confusing structure: 

We see this all the time. Mismatched asset group names and listing groups. Naming conventions of asset groups might not match the actual products inside, leading to confusion and missed opportunities.


5. Not paying attention to traffic composition: 

Blindly lowering ROAS targets without analyzing the impact on traffic composition can lead to giving more money to Google without getting additional conversions or clicks.


6. Neglecting to exclude branded terms:

It's not news, but PMAX often leans heavily into branded traffic. If you don't push PMAX into new customer acquisition, it will almost certainly fail to drive incremental growth.


7. Ignoring creative quality:

Not using the best-performing assets or not regularly testing new creatives will keep your campaigns in a rut.


Need more ways to go from MEH to MAX with your PMAX campaign? I just recorded an awesome podcast with OMG's very own Savannah Knight. 

Link in the comments!

Need to jump-start some new creative ideas?

Here are Dara Denney's Top 5 Favorite Ad Formats:

1. Feature Benefit Callout: 

A static image ad that showcases the product on a plain background with key benefits or features pointed out. This classic format (used since the days of David Ogilvy) creates instant understanding. These ads are also more memorable.


2. Golden Nugget Reviews:

Customer testimonials that are absurd, memorable, and specific. The key here is to go beyond generic praise, not just an "I love this product."


3. Founder Story:

Usually best done by video and told from the founder's perspective, explaining why they created the brand and why it matters to them. This format humanizes the brand and allows the founder to showcase their unique problem-solving perspective.


4. Statistics: 

Using compelling statistics and numbers in ads to provide a logical rationale and communicate the value or end result customers can expect. The right statistics can also evoke an emotional response and boost believability.


5. Educational Ads: 

Content-focused ads that educate the audience about a problem or solution, often without directly mentioning the product. These ads can be effective for top-of-funnel audiences and work well for brands that have a unique or differentiated offering


Which is your favorite?

Staying the course vs. knowing when to quit

How do you know when to hold steady and stay tenacious versus adjusting or changing course altogether?

I love the Winston Churchill quote:

'Never. Ever. Ever. Ever. Ever. Ever. Quit.'

But that applies to the WAR, not necessarily individual battles.

Sometimes quitting a battle, abandoning a tactic, or ending an ad campaign is the smartest thing you can do.

So when is quitting something noble?

Part of the answer lies in the view that when new data shows your thesis is incorrect, you should change course.

There's a ton of nuance here, of course. Sometimes the data suggest you need to try harder. Sometimes the data tell you to completely shift gears. It takes wisdom to know the difference.

Excited to share the virtual stage with some Amazon greats! 

Should be a solid event.

🤩 WE'RE SOO EXCITED TO ANNOUNCE - the Seller Fest Online powered by Getida FREE virtual summit is coming up on August 5-9! 🥳

This isn’t your typical online event – we brought together 40 industry's top experts to deliver up-to-date strategies that work on Amazon right now.

👉 What makes Seller Fest Online unique?

1️⃣ Every single session will feature TWO experts. This format means you’ll get twice the expertise and twice the actionable advice!
2️⃣ Besides, all sessions will be streamed LIVE so you can interact with the experts and get your questions answered real-time.

💭 What's in there for you?

During 5 days, you will learn the newest strategies that will help you to increase your sales on Amazon. 

💡 We'll talk about using AI in various aspects of your Amazon business, optimizing listings for COSMO and Rufus, driving more conversions through Premium A+ content, advanced PPC strategies, and, finally, leveraging TikTok Shop to catch up with today's trends and growing your brand outside of Amazon.

✌ We always make sure to invite the best experts who know the ins and outs of selling on Amazon.

You'll meet Steven Pope, Amy Wees, Chris Rawlings, Bradley Sutton, Danny McMillan, Brian R Johnson, Janelle Page, Ritu Java, Anthony Lee, Vanessa Hung, George Meressa, Dr. Travis Zigler, Izabella Ritz, Jo Lambadjieva, Tim Jordan, Andrew Morgans, Kitty Lai, Christian Otto Kelm, Daniela Anavitarte Bolzmann, Brent Zahradnik, Max Sinclair, Tyler Jefcoat, Alina Vlaic, Vincenzo Toscano, Elizabeth Greene, Jim Mann, Brett Curry, Neha Bhuchar, John Aspinall, Gilad Freimann, Tamara Zeravljev, Yulia Blinova  余莉, 🚀Anthony Cofrancesco, Nathan Hirsch, Kamaljit Singh, Dvir Cohen, Demian Lazurko, Meghla Bhardwaj.

😉 Don't miss out - register here for free: https://oklik.co/sfo

#amazonfba #orangeklik #SellerFestOnline

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