AJ LeBlanc "Video Search Engine Optimization"
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Transcript of AJ LeBlanc "Video Search Engine Optimization"
Video Search Engine OptimizationAJ LeBlancManaging PartnerCar-Mercial.com
Pg. 53
AJ LeBlanc, Managing PartnerCar-Mercial.com
Boca Raton, FloridaDirect: [email protected]
Video Pre-Roll & Video SEO StrategiesA Case Study – Rick Case Honda
Quick Review: Growth & Importance of Online Video
WHY? Video Pre-Roll Strategies
Video Pre-Roll Case Study: Rick Case Honda
Why? Video SEO Strategies
Video SEO Case Study: Rick Case Honda
Video SEO Best Practices
Video SEO ROI: Expectations
Questions
Overview of this Presentation
3
Impact of Online Video
Vs.
Sources:2012 Veronis Suhler Stevenson&U.S. Department of Labor's Bureau of Labor Statistics
107 Hours 1,095 Hours(+1,000%)
Reality – Average U.S. Consumer’s Time Yearly
Why?
Google Cross Platform Consumer Study
2013 Dealer Full Funnel Brand Engagement case study
= Omnipresence
FIND
SELL
KEEP
ConstantConsideration
Mainstream Media Issues
• Too Many Stations
• Extremely Expensive Media
• Audience Tunes You Out/DVR
• Tracking Effectiveness
• Production Costs
• Not targeted
Geo target to local car buyers on popular national websites & video platforms.
Push your AD message out to build brand awareness & purchase intent within your specific DMA.
Create professionally produced, direct response, targeted-TV style videos with a strong call to action.
Use Advanced behavioral targeting capabilities if available: auto-intenders, retargeting, Geo, search, zip code, …etc.)
Goal: Drive Awareness
In-stream video ads are displayed in sequence before or during the video content being consumed by the users.
Standard video lengths are 15 & 30 seconds, with CTR rates higher on 30 second spots.
Pricing is based on inventory and demographic factors which vary per market and availability.
Creative Units: In-Stream Video Ads
REAC
H
Increase engagement of local auto buyers within an Video AD Network’s target audience of 18yrs+ consumers.
REACH RELEVANCY RESULTS
Find aggregators of audience data for Online Video, such as Polk Data,
Korrelate, as well as other third party data providers.
Find a Pre-Roll ad platform that ensures your video campaigns run on relevant
sites and programming.
Get a customized site list to ensure your ads are delivered in relevant
environments for the target audience & market area.
Use an Ad platfrom that targets your key performance metrics and adjusts
the campaign for either CTR / Completion Rate or both.
Review analytics and optimization throughout the campaign in an effort to
maximize reach and achieve key targeted campaign objectives.
OBJECTIVE OBJECTIVE OBJECTIVE
SOLUTION SOLUTION SOLUTION
Strategic Approach
Videos played on 80+ Websites
Miami market area
90 Days
Men & Women 18+ Years Old
Auto-intenders
Non-skippable video ads
Demographics
Automotive Home & GardenAutoblog DIY
AutoTrader.com MoviesCars.com Metacafe Movies
Kelley Blue Book Screen Media USMotor Trend Music
SIM Automotive BlastroBusiness & Finance CBS MUSIC
Business Insider last.fmOoyala Premium Publishers News & Information
Wall Street Journal Cox Digital Solutions
Entertainment Mail Online33Universal Politico
Blinkx OtherBlue Wave Mobile Genesis Media
Collider Media PortalSony Crackle AOL Video NetworkCraveonline Google - AdxCrunchy Roll Microsoft Network
Discovery YahooE! Online Sports
Gorilla Nation Media Network Auditude MLB TV (Live)
Mevio.com Passback Bicycling.comMypod Studios Fuel TVRedux - Online Metacafe SportsRev New Media Technology
Videojug IDG TechGaming Women
Accedo Gaming CTV Meredith VideoBlastro Networks Oprah
Facebook App - MindJolt US**Site list subject to change per market
or campaign criteria**
Sample Site List
PLAN SUMMARY: MIAMI RICK CASE - CASE STUDY SAMPLE REPORT
FLIGHT IMPRESSIONS
Start Date: End Date: Elapsed Days: Days Remaining: Contracted Imps Delivered Imps
09/15/2012 1/15/2012 120 0 1,300,000 1,300,000
PLAN METRICS Broadband Video Universe: 178,935,896
REACH/FREQUENCY CAMPAIGN OBJECTIVES
Undup. Reach Avg Frequency CTR Completion %118,576 11 1.78% 83%
CAMPAIGN DELIVERY ANALYSIS
IMPS DELIVERED UNDUPLICATED
REACHAVE
FREQUENCY CTR
TARGET: A18+ MIAMI AUTO INTENDERS 1,300,000 118,576 11 1.78%Plan Total: 1,300,000 118,576 11 1.78%
CAMPAIGN QUARTILE ANALYSIS TOTAL CLICKS: 23,140 total / 5,785 per month $1.10 per click / $.02 per view
25% COMP
50% COMP 75% COMP COMPLETED % COMPLETES COMPLETION %
RICK CASE:18+ MIAMI AUTO INT. 91% 84% 79% 75% 1,079,031 83%Total: 91% 84% 79% 75% 1,079,031 83%
Why?Video SEO Strategy
Dealer SEO Issues• Extremely Competitive
• Constantly Changing Criteria – 500X
• 200+ factors affect your ranking
• Expansion(reward) VS. contraction(punish)
• Your Advantage = everyone’s Standard
• Most available Products Brand image
• Why do I need to worry about SEO?
Old Car Buying Process
New Car Buying Process
2012 Google Auto Buyers Flow Study
11 Hours Research
20+ sources <2 dealers
2 hrs
3 hrs
Sources:2012 Google Automotive Buyer study2012 Google Zero Moment of Truth2011 Polk Automotive Influence study
7 Hours on Lot
25%
75%
Basic PrinciplesSearch Engine Optimization
On-page SEO Off-page SEO
WHY? Consumer using search 15+ years
24/7 easy access to search on numerous devices
Over 60% of search is done on mobile
20/100 search terms are new = more descriptive
Long tail search = 3 or more words > 20% yearly
Short tail search = 2 or less words < 10% yearly
Result ?
Car buyers choose PG 1 = “Universal Search”
honda accord miami
90% of Shoppers Use Both Branded & Non-Branded Terms
2012 accord miami
• News
• Paid listings
• Social Media
• Blogs
• Remarketing
• Video
• Websites
• Micro-sites
• Maps
• Images
• Reviews
• Local Places
Videos show up in search?
What is Universal Search?
50% of the time
95% of paid search impressions do “NOT” get clicked
90% of all click traffic comes from Organic Search
70% of search is done on Google
97% mobile search is done on Google
Less than 10% of buyers click on PG 2 search results
65%+ of website traffic comes from Google searches
Website + Video + PPC = Max Market Share
La Car Guy VW Websites
La Car Guy VW PPC
La Car GuyVW Videos
Universal Search Example
Rick Case Honda CR-V Videos
Rick Case Honda CR-V Video
MONTHLY TRADE INCREASE• 9/4/2012-1/31/2012
• Average trades before: 9
• Average trades after: 19
• Toyota trades +41% average monthly
Brand Conquest
Rick Case HondaPilot Video
2 Local Toyota Dealers websites & Video listing
• Videos should be informational and focus on getting prospects to your website.
• Highlight your brand’s model feature advantages in video.
• Average buyer looks at 3 different makes in bottom funnel.
• Generate new real estate that your website doesn’t.
Brand Conquest
Properly Tag Videos for SEO
31
Title & Tags
Description
Category
Properly Tag Videos
Video NetworksLike TV – DO NOT run your ads on just one channel!
33
Video SEO Best Practices
34
Video content must be unique, no duplicates as this is SPAM.
Videos must be unique to each video site, as engines no longer rank duplicates on multiple video sites into page-one results.
Video length < two minutes - target is B.F.C. looking for three Ps – get them to your website!
Videos in search are NOT final destination as they are just a gateway to your website.
Upload frequency is monthly, as search engines prefer new content, video = time relevant.
Upload to numerous video sites, so don’t put eggs in one basket/network.
Manage each account per video site by using a spreadsheet to track.
Make lots of videos (VIN-specific walk-arounds, service, how to, sales, branding, testimonials, community, financing, special
programs, awards, amenities, location…etc.)
In addition, put testimonial videos on Facebook and website tab, but get signed releases!
Quality video content is king! No shaky videos, and get a tri-pod if necessary.
No white noise, be specific and get creative.
Title, tags, categories, descriptions, comments, and ratings are all important.
Hyperlink URLs, phone numbers, store address, and maps are all important.
Proper keyword optimization should be followed, so use variety. Update keywords – do not SPAM!
Build an efficient process and be committed! It’s SEO, and takes dedicated time.
Video SEO Best Practices
Are you doing this each month? 35
Video SEO ROI Expectations
36
Video SEO is only five years old, and is NOT completely measurable, just like TV.
Use as competitive product – Be Omnipresent & dominate your online market share. Every % = sales and service dollars.
Reduce your competition’s market share and get buyers to YOUR store! The average car shopper looks at five different dealer
websites before they go to the first lot. They visit only two now (don’t be one of the other three they NEVER visit!).
Manage your page-one reputation in search and push out customers’ unfavorable comments about your dealership. Don’t sell
cars for your competition! Toot your own horn and be proactive with PR!
View counts: 60 % of search is on mobile/tablet – views not always counted on shared FREE Wi-Fi IPs.
View counts: not counted if not full view on most engines or if embedded on other sites.
Tracking clicks: 90 percent of video sites don’t allow hyperlinks – they’re online TV networks.
Reality of search example: people manage the research process and open new tabs and browsers.
Tracking phone numbers: Google panda SPAM rules and limited due to reality of search – Example.
Go after competing brands: average car buyer looks at three different makes in bottom of the funnel!
Don’t let competing dealers employ this strategy and reduce your online market share!
Video SEO ROI Expectations:
ROI = Real Estate on the Internet37
Questions
38
AJ LeBlanc, Managing PartnerCar-Mercial.com
Boca Raton, FloridaDirect: [email protected]
Thank You!
