Video Search Engine Optimization

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Video Search Engine
Optimization
AJ LeBlanc
Managing Partner
Car-Mercial.com

2. Video Pre-Roll & Video SEO Strategies
A Case Study – Rick Case Honda
AJ LeBlanc, Managing Partner
Car-Mercial.com
Boca Raton, Florida
Direct: 561-319-3227
AJ@Car-Mercial.com

3.  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
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5. Reality – Average U.S. Consumer’s Time Yearly
Vs.
107 Hours 1,095 Hours
(+1,000%)
Why?
Sources:
2012 Veronis Suhler Stevenson
&
U.S. Department of Labor's Bureau of Labor Statistics

7. 2013 Dealer Full Funnel Brand Engagement case study

8. FIND
Constant
Consideration
SELL
KEEP

10. • Too Many Stations
• Extremely Expensive Media
• Audience Tunes You Out/DVR
• Tracking Effectiveness
• Production Costs
• Not targeted

11.  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.)

12.  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.

13. REACH
Increase engagement of local auto Find a Pre-Roll ad platform that ensures Use an Ad platfrom that targets your
buyers within an Video AD Network’s your video campaigns run on relevant key performance metrics and adjusts
target audience of 18yrs+ consumers. sites and programming. the campaign for either CTR /
Completion Rate or both.
Find aggregators of audience data for Get a customized site list to ensure your Review analytics and optimization
Online Video, such as Polk Data, ads are delivered in relevant throughout the campaign in an effort to
Korrelate, as well as other third party environments for the target audience & maximize reach and achieve key
data providers. market area. targeted campaign objectives.

15.  Videos played on 80+ Websites
 Miami market area
 90 Days
 Men & Women 18+ Years Old
 Auto-intenders
 Non-skippable video ads

16. Automotive Home & Garden
Autoblog DIY
AutoTrader.com Movies
Cars.com Metacafe Movies
Kelley Blue Book Screen Media US
Motor Trend Music
SIM Automotive Blastro
Business & Finance CBS MUSIC
Business Insider last.fm
Ooyala Premium Publishers News & Information
Wall Street Journal Cox Digital Solutions
Entertainment Mail Online
33Universal Politico
Blinkx Other
Blue Wave Mobile Genesis Media
Collider Media Portal
Sony Crackle AOL Video Network
Craveonline Google - Adx
Crunchy Roll Microsoft Network
Discovery Yahoo
E! Online Sports
Gorilla Nation Media Network Auditude MLB TV (Live)
Mevio.com Passback Bicycling.com
Mypod Studios Fuel TV
Redux - Online Metacafe Sports
Rev New Media Technology
Videojug IDG Tech
Gaming Women
Accedo Gaming CTV Meredith Video
Blastro Networks Oprah
Facebook App - MindJolt US
**Site list subject to change per market
or campaign criteria**

17. PLAN SUMMARY: MIAMI RICK CASE - CASE STUDY SAMPLE REPORT
FLIGHT IMPRESSIONS
Contracted
Start Date: End Date: Elapsed Days: Days Remaining: Delivered Imps
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
AVE
UNDUPLICATED
IMPS DELIVERED FREQUENCY CTR
REACH
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% 50%
75% COMP COMPLETED % COMPLETES COMPLETION %
COMP COMP
RICK CASE:18+ MIAMI AUTO INT. 91% 84% 79% 75% 1,079,031 83%
Total: 91% 84% 79% 75% 1,079,031 83%

19. • 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?

22. 2 hrs
20+ sources <2 dealers
11 Hours 3 hrs 7 Hours
Research on Lot
Sources:
2012 Google Automotive Buyer study
2012 Google Zero Moment of Truth
2011 Polk Automotive Influence study

23. Search Engine Optimization
On-page SEO Off-page SEO
25 75%
%

24.  Consumer using search 15+ years
honda accord miami 2012 accord miami
 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”

25. • News
• Websites
• Paid listings
• Micro-sites
• Social Media
• Maps
• Blogs
• Images
• Remarketing
• Reviews
• Video 50% of the time
• Local Places
Videos show up in search?

26. La Car Guy
VW La Car Guy VW PPC
Websites
 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
La Car Guy
 97% mobile search is done on Google
VW Videos
 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

29. Brand Conquest
MONTHLY TRADE INCREASE
• 9/4/2012-1/31/2012
• Average trades before: 9
Rick Case Honda
CR-V Videos • Average trades after: 19
• Toyota trades +41%
average monthly
Rick Case Honda
CR-V Video

30. Brand Conquest
• Videos should be
informational and
focus on getting
prospects to your
website.
• Highlight your brand’s
Rick Case Honda
model feature
Pilot Video
advantages in video.
• Average buyer looks
2 Local Toyota Dealers
at 3 different makes
websites &
in bottom funnel.
Video listing
• Generate new real
estate that your
website doesn’t.

31. 31

32. Properly Tag Videos
Title & Tags
Description
Category

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35.  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.
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37.  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!
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38. AJ LeBlanc, Managing Partner
Car-Mercial.com
Boca Raton, Florida
Direct: 561-319-3227
AJ@Car-Mercial.com
38