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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www.showroomlogic.com/truman
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) [email protected]://www.showroomlogic.com/truman/
Thank You!
Truman HeddingVP of Marketing