dealership preroll - leveraging adwords for video to drive traffic & sales

Leveraging Google AdWords for Video to Drive & Traffic & Sales

TRUMAN HEDDINGVP of Marketing

www.showroomlogic.com/truman

One very lucky man…

Family 1st, Obsession with Internet Marketing 2nd

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Internet Marketing Est. 2000

• Managed $300MM+

• AdWords Qualified Individual

• One of 33 Company Wide / Google AdWords Premier SMB Partner

2000-

2004

• Focus on SEO

2004-

2006

• Fell in love with PPC

2006-

2011

• Conversion rate optimization• Leads to video (converts traffic)

2011-

Present

• Automotive PPC• Fell in love with Pre-roll

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Let’s Pre-roll with YouTube

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What we’ll cover…Summary Detail

Why YouTube Audience survey

Creating Ads Look, length, purpose, types

Targeting Parallels with Search & GDN

Measuring Results Using Google Analytics/Google AdWords/YouTube Analytics

Recent YouTube Changes

Change in merging of ad formats and targeting capabilities

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Dealer Poll

Who’s using local TV?

Who’s using AdWords for Video?

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Ads: How you can target your customers

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Ads: What you can measure

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True difference?

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Auto Shoppers & YouTubeAuto shoppers are open to influence--72% of search sessions involve cross-shopping

In-market shoppers research more than ever--Time in-market is = with 24 research points on averageVideo influences auto brand discovery & consideration--It’s rising & #1 format for brand consideration

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CREATING PRE-ROLL ADS

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NO VIDEO IS > A BAD VIDEO

Would you rather have people remember your video or remember your dealership?

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Good Video Covers Every Step of the Funnel

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www.showroomlogic.com/truman

Creative Tips for Pre-roll Ads

LengthOptimal Length : 15-20 Seconds

Videos 2+ minutes = penalty on score

The First 5Determines if a user will stick around

Get your brand in the first 5 seconds

• Always use the 300x60 companion banner (free incremental branding)

• Consider adding a frequency cap• Create multiple variations of an ad and show better

performing variation

Additional Tips

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Test. Test. Test.

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Don’t try too hard. Keep it simple.

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Pre-roll Ideas

• Trade-ins

• Special Events

• Conquest

• Monthly Specials• Lease & Finance

• Service Specials

Great marketing starts with a clear definition of personas

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Trade-in Example

Goal & Strategy•Increase exposure using a trade-in offer to buy a car regardless of new/used car purchase

•Use Retargeting list of users who viewed used car VDP’s & SRP’s

•Implement used car keywords via AdWords for Video

ResultsIncreased audience (impressions & video views)

35-50% increase in traffic (otherwise wouldn’t have had exposure to)

CPC’s equivalent to Search

Cost Per View Avg $0.14

CPM Avg. $12.54

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Send Viewers to a Page That has the Video They Watched

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TARGETING PRE-ROLL ADS

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Types & Targeting TipsAd Types Targeting

Refinement options are “this and this” so segment out your targets

Examples•Shopping Keywords

•Make/Model

•Make/Model/Most Recent Year

•Used Car Keywords

•Retargeting List from AdWords

•YouTube Retargeting Lists

•Interests & Topics (topics perform really well)

•YouTube Channels relevant where your personas are

Stick with in-stream for higher relevancy (good for low budgets)

Use In-display with larger budgets, shooting for greater reach.

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MEASURING ROI

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Tracking/Reporting

AdWords Interface

Google states to trust the numbers straight from the interface. Link AdWords & YouTube Account for more insights & access to remarketing lists

YouTube & Google AnalyticsLeverage detailed data inside youtube.com/analytics to learn more about your viewers

Recently introduced – you can now view video campaign data in Google Analytics

Expert tip: wrap your destination url using goo.gl and utm param’s to get

additional transparency

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YouTube Analytics is a smart, intuitive tool that gives you key information about your YouTube audience and video performance.

To access YouTube Analytics, go to www.youtube.com/analytics.

You can also click your username in the top right, select Video Manager, then click the Analytics tab.

YouTube Analytics

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More Transparency? Use unique URL no other campaign can access (stripped of

nav)

RECENT CHANGES WITH

GOOGLE ADWORDS FOR VIDEO

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Upgraded TrueView In-Display Format

TrueView In-stream

No Changes!

TrueView in-display

In-search ads become part of in-display ad format

In-display ads now run on YouTube Search Network, YouTube Videos Network, and Google Display Network (GDN)

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TrueView -> In-stream & In-display

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Ask a question

(310) 341-8544tru@showroomlogic.comhttp://www.showroomlogic.com/truman/

Thank You!

Truman HeddingVP of Marketing