Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
|by James Fabin, Sr. Product Marketing Manager|
|We've already looked at how dynamic inventory retargeting can help drive qualified return visitors back to your VDPs. One of the best ways to capture shoppers and inject some passion in to their car-buying journey is with video. Video continues to be one of the fastest-growing online ad formats. When leveraged correctly, it can drive Vehicle Details Page (VDP) views while earning a very attractive ROI. There are many ways to leverage video in your digital marketing - let’s take a look at four of my favorites.|
YouTube is a great place to host videos that can drive more VDP views on your site. Not only is YouTube free, mobile friendly, and easy to use for sharing videos, but Google owns it and gives a large amount of SEO authority to video content hosted there. You’ll want to optimize your videos so that shoppers can find them. Here are 5 key requirements for successful hosting on YouTube:
Not sold on the value of online video advertising? Think TV ads with a lower production cost, affordable placement pricing and the precision of online advertising with the highest clickthrough rates of all online ad formats. In-stream video ads (those which play before or during another video on sites like YouTube) have a clickthrough rate that is almost 30x higher than standard banner ads. In-stream video ads are a little different than the commercials you currently create. We’re not trying to tell an entire story, just enough to capture the viewer and drive them to your site. Here are some tips when producing your video ads:
With YouTube you can target specific consumers based on videos they have watched or keywords they are searching for. This allows you to deliver the right message to the right person at the right time. For example, our shopper Sarah is searching for videos about the Mazda 3. You can serve up a video ad that teases her with four reasons the Chevy Cruze is better and a call to action to learn more - driving her to your Chevy Cruze landing page. This personalized consumer experience will resonate better with online shoppers and help build a strong affinity for YOUR dealership. But it’s not all about clickthrough rates. What’s the crème de la crème of video ads? When you use YouTube TrueView Video Ads you not only reach the largest audience but you're only charged when a consumer chooses to watch your ad. This is why the first five seconds are so important – all consumers are forced to watch it before having the option to skip your ad. Additionally, the charge isn't incurred unless the consumer watches the entire ad or at least 30 seconds, whichever comes first. This is why your ad should be at least 30 seconds long – if Sarah skipped your ad after 25 seconds, you just showed her 25 seconds at no cost to you!
Success – Sarah has landed on one of your landing pages! At this point in time she isn’t ready to fill out a lead form or make a call and video is a great secondary hook to drive her to your VDPs. Here are some things to keep in mind when producing and placing your videos on landing pages:
It's 2013. Every vehicle in your inventory has its own unique video on its VDP, right? Don’t worry – no need to grab a video crew and script. Even today's automated videos utilizing photos of each vehicle, animated overlays, and a human-sounding voice, work great. When communicating with Sarah (via email, text, chat, etc.) include an invite to watch a video of several cars you think she may be interested in and provide her direct links to the VDP for each. Sarah will be more likely to visit each of the recommended VDPs to watch a video than to check out specs. So there you have it – my four favorite ways to successfully leverage video to drive VDP views. Each of these would be a great addition to your marketing strategy on their own. But when used together they'll really drive VDP views, the automotive marketing metric that matters! What other techniques have you used to leverage online video to merchandise your inventory?
|James Fabin is a Sr. Product Marketing Manager for Cobalt with a focus on the website platform and website best practices. For over 19 years, James has worked in the automotive industry with a passion for consumer behavior and marketing. James has hosted workshops at Automotive Boot Camp and AutoCon and enjoys working directly with DPs, GMs and ISMs to share his knowledge and gain first-hand feedback. James can be reached at firstname.lastname@example.org.|