📦 Santa, the Google Ads expert
May 21, 2023
Content Tag


Thursday, December 23, 2021

Happy Holidays from the DTC team! We hope you’re able to spend some time with family and friends this season ❤️

We’re super grateful for all of our readers and appreciate your support!

In this newsletter, you’ll find: 👇

💌 Email pop-up masterclass - Part 2.

🤑 Easing your Google Ads decision process.

👀 Epic email insights.

Read till the end to access exclusive DTC swag. 😎

👉 If a pal forwarded this to you, subscribe, so you never miss out. And be sure to follow us on Twitter and LinkedIn.


Easing your Google Ads decision process

The Pilothouse Google team often runs multiples of the same ads on search, display, and video but in different ad groups (e.g., for different audiences).

Determining how the ad performs across different groups or campaigns is crucial to understanding whether to continue it or not.

Assigning each ad a label helps ease your decision process: 👇👇

Once the labels are set up, use the Reports 👉 Predefined Reports 👉 Labels 👉 Labels Ad to group everything together.

This will provide you with a combined performance report!

You can assign labels based on things such as the creative used, ad text, landing page, or a specific promotion - all of which will give you valuable data.

Now you can easily see the performance of your ads and make smart decisions about whether they should continue or not. 👊


Calling all brand owners, marketers, entrepreneurs, or marketing teams looking to level up!

Scale School gives you actionable steps on how to crush Facebook and Instagram marketing and it’s taught by the top digital marketers in the space!

Scale School is the real deal. No fluff, no filler.

Just real-world tactics for Facebook Ads combined with principles of performance marketing that have been tested and proven on some of the best brands in the world.

It includes +25 videos with 6.5 hours of content!

If you or your team members could benefit from the proven system behind $50M in sales in 2021, grab Scale School at your DTC Reader price of only $995.


A pop-up masterclass - Part 2

We’re back with part 2 of our pop-up series. Let’s chat copywriting for pop-ups 👇

🪞Mirror your messaging

Your pop-up copy MUST make sense for the customer.

If they come from a paid Instagram ad that explains the benefits of your product, the messaging of the pop-up should be consistent with that.

This will give customers a clear, cohesive brand experience.

👎 Avoid negative language

Some marketers use negative language to try and entice the visitor to engage with the offer.

For example, some pop-ups say, “No, I don’t like free products.”

Remember: People don’t want to be sold to.

Just because a visitor hasn’t engaged with your pop-up doesn’t mean they won’t become a paying customer, so talk to them with positive language to nurture a better relationship.

🤪 Show off your personality

“Injecting humor can go a long way when converting visitors or letting them know who you are, but only when it aligns with your brand voice,” said Michael Wadsworth, Partner Marketer at Justuno.

This is why we love OLIPOP’s pop-up, which uses the heading “we’re not mindreaders… but we know you’re looking for this.”

Then it shares a discount for visitors who sign up.

🎯 Get detailed with your targeting and rules

To make your pop-ups more relevant, set up custom rules and targeting.

There are so many ways you can customize pop-ups to meet customers at different parts of their journey, but here are a few rules to consider:

  • Run A/B tests: A/B test your pop-ups often (outside of major shopping periods, like BF/CM). Test your copy, creative, design, offers, and more.
  • Set up your trigger point: At what point on the page (and which pages) are you firing the popups? How many pop-ups are firing on the page?

Don’t annoy your visitors—provide value to them. Ensure you’re not overloading them with information or, worse, annoying them.

  • Create pop-ups in parts: Create 2- or 3-step pop-ups, which means when a customer finishes interacting with one part, a second part to the pop-up will trigger.

Brands will do this to collect both email and SMS like Blume does here:

  • Check your audience targeting: Is your pop-up for any visitor that lands or those coming from specific sources?

Are you using similar messaging? For example, you don’t want a pop-up showing up for returning customers that offers “10% off bras for new shoppers.”

It’ll frustrate the visitor if they try to use the discount but can’t because they’re a repeat customer.

  • Set up additional questions: Ask additional questions to collect zero-party data about your shoppers (and personalize your follow-up emails after):

🔗  Setting up unique rules and targeting can help drive more engagement.

For example, using custom UTMs, we’ve seen brands segment their welcome pop-up by traffic source, so each visitor gets a tailored message.

Creating consistent messaging between the traffic source and the pop-up makes for killer conversions.  


The Brita filter for your shower

When we’re feeling dehydrated, we drink water. But when our skin feels dry, we add lotions. 🤔

After years of struggling with dry skin, Jolie Skin Co was born.

Their filtered shower head ‘removes chlorine, heavy metals & other contaminants from your shower water — to improve your skin, hair and wellbeing’.

Purchase their showerhead, subscribe to receive new filters, and you’re good to go!

It’s as simple as that: 👇

Check out their TikTok to see how it works!

Also, check out their pop-up…the offer is great BUT we’d recommend getting rid of “ignorance is bliss.”

Keep it positive 😊


This week on All Killer No Filler, we got into the email and SMS nitty-gritty with Pilothouse’s Julien and Dan.

Let’s dive in: 👇

🔥 Black Friday 2021 wins:

This year, the team saw a lot of success through building hot lists before BF/CM.

A hot list is where you place customers who are already associated with your brand and are likely to respond/interact with your campaigns on a separate list.

Creating hot lists maximizes the potential of the current audience to sign up for exclusive access, especially via SMS.

Consider using the next BF/CM as an opportunity to drop a new product and show your hot list the exclusivity they deserve.

📬 Segmenting users after BF/CM:

So you have all these new people on your list from the holidays… now what?

Check out the time the buyer came into your list and what their purchase window was.

This can be used to measure the response or retention rate of the cohort against long-term customers.

Set up a distinct flow for first-time buyers and try get them in for another purchase before the new year.

For a glimpse into email and SMS for 2022, list building exercises, and giveaways, listen to the full episode here!


☀️ Blackstone buys majority stake in sunscreen brand Supergoop.

📦 Narvar acquires Lumi to ‘revolutionize packaging.’

🛒 Zepto, a 10-minute grocery delivery app in India, raises $100M.

🤑 Oracle is in talks to buy Cerner.

💰 Fable raises Series A funding round.

👩‍🍳 TikTok is launching delivery-only restaurants across the US in March.


🤰 Paul Singh from Bump Health on Becoming a Distribution Company and the Road to $200B.

🐶 Chippin Pet CEO Haley Russell on Crickets, Carp, and Global Warming.

🥜 Crunch Differentiation in CPG with Daily Crunch Snacks Founder Laurel Orley.

❄️ How Josh Elizetxe Would Build Snow Oral Care if He Were Starting Today.

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

DTC Newsletter is written by Thomas Schreiber, Tina Donati, and Rebecca Knight.

Was this email forwarded to you? Sign up here.


🚀 Advertise in DTC Newsletter.

💰Check out our course on Facebook and Instagram ads!

📥 Work for The DTC Newsletter: Send an email to Thomas, thomas@directtoconsumer.co, if you’re interested in writing for us!

Get Exclusive Digital Marketing Content From DTC

By signing up you agree to our terms of use