5. Car-Mercial Company Info
• Privately owned since 2005
• Located in Boca Raton – Florida
• 40+ employees
• 100% Proprietary developed & owned software platform
• Main industry- Automotive
• Exclusivity model for Brand/Market – “Relationship-based” business in USA & Canada
• Partners– Have built & sold more than $1 Billion in technology companies:
6. Top Ranked Video SEO Company
2010- Top Companies to watch
2011- Best Video Optimization platform
2012- Best of the Best NADA
2012- Top Companies to watch
9. Online Video Ranked Most Useful Ad Format
• Video = Currently 55% of all
Internet traffic
• Video = Projected to be
90% all Internet traffic by
2013
• Average consumer watches
45 minutes online video
daily
• Video Strategy is standard
now like website
10. Online Video Ranked Most Useful Ad Format
• 95% of car buyers use
search to shop for vehicles
• 24/7 easy access to
research data on vehicles
• Increased use of tablets,
cell phones, and laptops
• Buyers review data with
“NO” sales pressure
#1
13. Aggressive Search Strategy = “WIN”
• 98% of car buyers “DON‟T” go past PAGE 1 of Search results • Up to 70% of searches are done on Google sites, rest on Bing & Yahoo
• Average car buyer looks at 5 different dealers‟ websites before 1st visit • Average of 65% of dealer website traffic comes from Google searches
• Average car buyer visits 1.8 dealers before finalizing purchase • All Page 1 Search results are done now through “UNIVERSAL SEARCH”
14. What is Universal Search?
(May 2007) All major search engines use this now!
• Websites • News
• Micro-sites • Paid listings
• Maps • Social Media
• Images • Blogs
• Reviews • Remarketing
• Local Places • Videos
*Video’s show up 50% of the time on Page 1 Search results*
15. Universal Search Example
• Video + Website = Max market
share
• 95% of paid search impressions
Never get clicked
• 87% of ALL click traffic is from
Organic Search
16. Tablets Ranked Highest in Usefulness
• Easy to use & portable
• Video streams fast now
• 50% of search is now done on
these devices
• Small screens 3”-9” hard to see
• Page 1 of search or bust!
17. Shoppers Use Both Branded and Non-Branded
• Average consumer using search 10+ years
• 24/7 easy access to search on numerous
devices
• 17/100 search terms car buyers type are
new = more descriptive
• Long tail search term = 3 or more words >
20% yearly
• Short tail search terms = 2 or less words <
10% yearly
• Result = car buyers get to destination on PG
1 of search
18. • Target in-market buyers
• Promote new models
• Highlight model features to
buyers
• Highlight your dealership
• Promote specials & incentives
19. • Target buyers looking for used vehicles
• Minimize 3rd party lead providers
listings
• Minimize private seller‟s listings
• Reduce other dealer‟s trade-in listings
• Promote specials
• Generate your own 1st page real
estate
20. • Target service business
• 20% of service searches use
GEO keywords
• Push out Big Box service
retailers
• Push out local repair/body shops
• Promote services, amenities,
specials… etc
21. • Manage your Positive PG 1 Online reputation
• 67% of customers put “Post Purchase
Experience” online
• 4 out of 5 prospects research your dealership
• 1 in 5 changed their mind based on
unfavorable reviews
• Promote trust & authenticity of brand in your
market
• Don‟t sell cars for your competition!
22. • Target in-market buyers &
competing brands
• Average car buyer looks at 3
different brands
• Highlight your brands features &
advantages
• Generate new online market share
23. How Car-Mercial Works?
Produce Multiple Unique Videos each month
1 • Custom Real Motion Videos
• Real Human Voice
BRANDING NEW USED SERVICE ANNIHILATION
Plan A Plan B
Multiply
2 • Using Proprietary VSEO Software Tags each clip with unique identities for reporting to track & manage
Optimize Each Video
3 • With Proper Meta/Data Key Words Optimize Placement on Top Search Engines
Distribute To Search Engines
4
Measure, Manage and Improve Videos
5 • On Multiple Search Engines (Like TV Networks) to report
• Actual Positions in Search Engines
• Gain ROI=Real Estate on the Internet/ Increase online market share!
24. Properly Tag Each Video
Title
Hyperlink & Description Info
Category
Tags
32. Video SEO Tips to Get on Page 1
Google, Yahoo, and Bing
By
AJ LeBlanc
Managing Partner
aj@car-mercial.com
2011 Best Video 561-319-3227
Optimization Platform
33. Overview of this Presentation
• Quick Review – Growth of Online Video
• Examples - Video SEO & Video Content Ideas
• Video SEO Tips- Do‟s & Don‟ts
• Video SEO ROI & Expectations
• Questions
35. Online Video Ranked Most Useful Ad Format
• 95% of car buyers use
search to shop for vehicles
• 24/7 easy access to
research data on vehicles
• Increased use of tablets,
cell phones, and laptops
• Buyers review data with
“NO” sales pressure
#1
37. April 2012 U.S. Online Video Rankings
• Average U.S. consumer watches over 21 hours of online video each
month
• Average U.S. consumer watches 299 videos per month
• Average of 59 of these videos watched are ADS = 20% or 1 in 5 videos
• 50% of consumers that watch online video ADS take action after viewing
the ADS
• 22% of consumers that saw an online video AD visited the retailer‟s
website
38. Online Video Ranked Most Useful Ad Format
Google 2011 Automotive Shopper Study • Video = Currently 55% of all
Internet traffic
#1 • Video = Projected to be 90% all
Internet traffic by 2013
• Average consumer watches 45
minutes online video daily
• Video Strategy is standard now like
website
40. Aggressive Search Strategy = “WIN”
• 98% of car buyers “DON‟T” go past PAGE 1 of Search results • Up to 70% of searches are done on Google sites, rest on Bing & Yahoo
• Average car buyer looks at 5 different dealers‟ websites before 1st visit • Average of 65% of dealer website traffic comes from Google searches
• Average car buyer visits 1.8 dealers before finalizing purchase • All Page 1 Search results are done now through “UNIVERSAL SEARCH”
41. Tablets Ranked Highest in Usefulness
Google 2011 Automotive Shopper Study
• Easy to use & portable
• Video streams fast now
• 50% of search is now done on
these devices
• Small screens 3”-9” hard to see
• Page 1 of search or bust!
42. Shoppers Use Both Branded and Non-Branded
Google 2011 Automotive Shopper Study • Average consumer using search 10+ years
• 24/7 easy access to search on numerous
devices
• 17/100 search terms car buyers type are
new = more descriptive
• Long tail search term = 3 or more words >
20% yearly
• Short tail search terms = 2 or less words <
10% yearly
• Result = car buyers get to destination on PG
1 of search
43. Video = Part Of Digital Strategy
Websites
• Keep visitors on your website longer
• Conversion rates of 300-500%
• Show off your inventory using sight, sound &
motion
• Bio‟s of staff
• Customer testimonials/reviews
Video SEO Email Marketing
• Gain multiple1stpage listings in search engines
Use Video to Send video walk-arounds of your inventory from a
reduce competitors„ online market share
• Use *UNIVERSAL SEARCH* to gain the edge
engage with salesperson to prospects and build a personal
bridge to get them to the store.
customers!
In-Store Display Social Media
Promote specials, awards, amenities, community Post positive customer testimonials & community
events, family history, bio‟s of staff & show events to continously remarket your current
testimonials to customers sitting in Dealership. customers and keep them feeling good about your
business‟s involvement in the local community.
44. What is Universal Search?
(May 2007) All major search engines use this now!
• Websites • News
• Micro-sites • Paid listings
• Maps • Social Media
• Images • Blogs
• Reviews • Remarketing
• Local Places • Videos
*Video’s show up 50% of the time on Page 1 Search results*
45. Universal Search Example
• Video + Website = Max market
share
• 95% of paid search impressions
Never get clicked
• 87% of ALL click traffic is from
Organic Search
47. • Target in-market buyers
• Promote new models
• Highlight model features to
buyers
• Highlight your dealership
• Promote specials & incentives
48. • Target buyers looking for used vehicles
• Minimize 3rd party lead providers
listings
• Minimize private seller‟s listings
• Reduce other dealer‟s trade-in listings
• Promote specials
• Generate your own 1st page real
estate
49. • Target service business
• 20% of service searches use
GEO keywords
• Push out Big Box service
retailers
• Push out local repair/body shops
• Promote services, amenities,
specials… etc
50. • Manage your Positive PG 1 Online reputation
• 67% of customers put “Post Purchase
Experience” online
• 4 out of 5 prospects research your dealership
• 1 in 5 changed their mind based on
unfavorable reviews
• Promote trust & authenticity of brand in your
market
• Don‟t sell cars for your competition!
51. • Target in-market buyers &
competing brands
• Average car buyer looks at 3
different brands
• Highlight your brands features &
advantages
• Generate new online market share
53. Important Video SEO Elements
• Video content must be unique- no duplicates as this is SPAM
• Video length < 2 minutes - target mid to bottom of funnel consumer- The 3 P‟s
• Upload frequency- every month as search engines prefer new content
• Upload to numerous video sites- don‟t put eggs in one basket/network
• Create multiple accounts-manage each account per video site
• Number of videos- a lot (VIN specific walk arounds, service, how to, sales, branding, testimonials, community, financing,
special programs, awards, amenities, location…etc)
• Put testimonial videos on Facebook & website tab – get signed releases!
• Put video bio‟s of sales & service staff on facebook & website tab – brings personal connection
• Quality video content- no shaky videos! & no white noise!
• Title, tags, categories, descriptions, comments, ratings
• Hyperlink URL‟s, phone numbers, store address, maps
• Proper keyword optimization-use variety , update keywords, don‟t SPAM!
• Build a process to be efficient at all these tasks & be committed!
• Are You Doing This Each Month?
54. Properly Tag Each Video
Title
Hyperlink & Description Info
Category
Tags
57. Video SEO ROI Expectations:
• Video Seo is 5 years old – young in advertising world and not completely measurable.
• Use as competitive product- dominate your online market share = sales & service $$$$$
• Reduce your competition‟s market share and get buyers to YOUR store! (Avg. car shopper looks at 5
different dealers websites before they go to the 1st lot)
• Manage your reputation in search & 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- 50% of search is on mobile/tablet – views not always counted on shared wifi or IP‟s
• View counts – not counted if not full view on most engines or if embedded on other sites
• Tracking Clicks- 90% of video sites don‟t allow hyperlinks – they‟re online TV networks
• Reality of Search- people manage their point in research process – open tabs & new browsers- Example
• Tracking phone numbers- Google panda SPAM rules & limited due to reality of search process- Example
• Go after competing brands as the average car buyer looks at 3 different makes in bottom of the funnel!
• Don‟t let competing dealers employ this strategy & reduce your online market share!
• ROI = Real Estate on the Internet
58. Questions?
By
AJ LeBlanc
Managing Partner
aj@car-mercial.com
561-319-3227
60. Overview of this Presentation
• Quick review - Growth of Online Video
• Video SEO Examples
• Video SEO Processes
• Video SEO ROI
• Car-mercial Video SEO Platform
• Questions
CONFIDENTIAL - FOR VOLKSWAGEN USE
ONLY
61. Growth of Online Video
(A Quick Review)
CONFIDENTIAL - FOR VOLKSWAGEN USE
ONLY
62. Online Video Ranked Most Useful Ad Format
• 95% of car buyers use
search to shop for vehicles
• 24/7 easy access to
research data on vehicles
• Increased use of tablets,
cell phones, and laptops
• Buyers review data with
“NO” sales pressure
#1
64. April 2012 U.S. Online Video Rankings
• Average U.S. consumer watches over 21 hours of online video each
month
• Average U.S. consumer watches 299 videos per month
• Average of 59 of these videos watched are ADS = 20% or 1 in 5 videos
• 50% of consumers that watch online video ADS take action after viewing
the ADS
• 22% of consumers that saw an online video AD visited the retailer‟s
website
65. Online Video Ranked Most Useful Ad Format
Google 2011 Automotive Shopper Study • Video = Currently 55% of all
Internet traffic
#1 • Video = Projected to be 90% all
Internet traffic by 2013
• Average consumer watches 45
minutes online video daily
• Video Strategy is standard now like
website
66. Onsite < Online
• Have strategy to connect
with buyers during this
11hrs
• Max time eyeballs spend
on any real estate =
SCREEN
• Connect with buyers
using Video (sight,
sound, & motion)
68. Video = Part Of Digital Strategy
Websites
• Keep visitors on your website longer
• Conversion rates of 300-500%
• Show off your inventory using sight, sound &
motion
• Bio‟s of staff
• Customer testimonials/reviews
Video SEO Email Marketing
• Gain multiple1stpage listings in search engines
Use Video to Send video walk-arounds of your inventory from a
reduce competitors„ online market share
• Use *UNIVERSAL SEARCH* to gain the edge
engage with salesperson to prospects and build a personal
bridge to get them to the store.
customers!
In-Store Display Social Media
Promote specials, awards, amenities, community Post positive customer testimonials & community
events, family history, bio‟s of staff & show events to continously remarket your current
testimonials to customers sitting in Dealership. customers and keep them feeling good about your
business‟s involvement in the local community.
69. What is Universal Search?
(May 2007) All major search engines use this now!
• Websites • News
• Micro-sites • Paid listings
• Maps • Social Media
• Images • Blogs
• Reviews • Remarketing
• Local Places • Videos
*Video’s show up 50% of the time on Page 1 Search results*
70. Universal Search Example
• Video + Website = Max market
share
• 95% of paid search impressions
Never get clicked
• 87% of ALL click traffic is from
Organic Search
71. Aggressive Search Strategy = “WIN”
• 98% of car buyers “DON‟T” go past PAGE 1 of Search results • Up to 70% of searches are done on Google sites, rest on Bing & Yahoo
• Average car buyer looks at 5 different dealers‟ websites before 1st visit • Average of 65% of dealer website traffic comes from Google searches
• Average car buyer visits 1.8 dealers before finalizing purchase • All Page 1 Search results are done now through “UNIVERSAL SEARCH”
72. Tablets Ranked Highest in Usefulness
Google 2011 Automotive Shopper Study
• Easy to use & portable
• Video streams fast now
• 50% of search is now done on
these devices
• Small screens 3”-9” hard to see
• Page 1 of search or bust!
73. Shoppers Use Both Branded and Non-Branded
• Average consumer using search 10+ years
• 24/7 easy access to search on numerous
devices
• 17/100 search terms car buyers type are
new = more descriptive
• Long tail search term = 3 or more words >
20% yearly
• Short tail search terms = 2 or less words <
10% yearly
• Result = car buyers get to destination on PG
1 of search
74. Website Visitors > Lead Conversion
• Internet is a tool, not a
complete solution!
75. Video SEO Examples
New
Used
Reputation Management
Brand Conquest
Service
76. • Target in-market local new Car
Buyers
• Promote new models
• Highlight model features to
prospects
• Highlight your dealership
• Promote Specials Programs
77. • Target local used vehicle buyers
• Minimize 3rd party lead providers
listings
• Minimize private seller‟s listings
• Reduce other dealer‟s trade-in listings
• Promote specials
• Generate your own 1st page real
estate
78. • Manage your Positive Page 1 Online Reputation
• Protect your “Dealer Brand” online
• 67% of customers put “Post Purchase
Experience” online
• 4 out of 5 prospects research you before
showing up
• 1 in 5 changed their mind based on unfavorable
reviews
• Promote trust & authenticity of your brand in
your market.
• Don‟t sell cars for your competition down the
street!
79. • Generate new online market-
share
• Target in-market buyers &
competing brands
• Average car buyer looks at 3
different makes
• Highlight your brands features &
advantages
80. • Target local service customers
• 20% of service searches have
GEO keyword
• Push out Big Box service chains
• Push out local repair/body shops
• Promote services, amenities,
specials…etc.
82. Important Video SEO Elements
• Video content always has to be unique- no duplicates as this is SPAM
• Video length < 2 minutes - target mid to bottom of funnel consumer- The 3 P‟s
• Upload frequency- every month as search engines prefer new content
• Upload to numerous video sites- don‟t put eggs in one basket/network
• Create multiple accounts-manage each account per video site
• Number of videos- a lot (VIN specific walk-arounds, service, how to, sales, branding, testimonials,
community, financing, special programs, awards, amenities, location…etc)
• Put your testimonials on Facebook page & website tab- get signed releases!
• Put bio‟s of sales & service staff on website tab- brings personal connection
• Quality video content- no shaky videos! & no white noise!
• Title, tags, categories, descriptions, comments, ratings
• Hyperlink URL‟s, phone numbers, store address, maps
• Proper keyword optimization-use variety, update keywords, don‟t SPAM!
• Build a process to be efficient at all these tasks & be committed!
• Are You Doing This Each Month?
83. Properly Tag Each Video
Title
Hyperlink & Description Info
Category
Tags
86. Video SEO ROI Expectations:
• Video Seo is 5 years old – young in advertising world and not completely measurable.
• Use as competitive product- dominate your online market share = sales & service $$$$$
• Reduce your competition‟s market share and get buyers to YOUR store! (Avg. car shopper looks at 5
different dealers websites before they go to the 1st lot)
• Manage your reputation in search & 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- 50% of search is on mobile/tablet – views not always counted on shared wifi or IP‟s
• View counts – not counted if not full view on most engines or if embedded on other sites
• Tracking Clicks- 90% of video sites don‟t allow hyperlinks – they‟re online TV networks
• Reality of Search- people manage their point in research process – open tabs & new browsers- Example
• Tracking phone numbers- Google panda SPAM rules & limited due to reality of search process- Example
• Go after competing brands as the average car buyer looks at 3 different makes in bottom of the funnel!
• Don‟t let competing dealers employ this strategy & reduce your online market share!
• ROI = Real Estate on the Internet
89. Top Ranked Video SEO Company
2010- Top Companies to watch
2011- Best Video Optimization platform
2012- Best of the Best NADA
2012- Top Companies to watch
90. Car-Mercial Company Info
• Privately owned since 2005
• Located in Boca Raton – Florida
• 40+ employees
• 100% Proprietary developed & owned software platform
• Main industry- Automotive
• Exclusivity model for Brand/Market – “Relationship-based” business in USA & Canada
• Partners– Have built & sold more than $1 Billion in technology companies:
92. How Car-Mercial Works?
Produce Multiple Unique Videos each month
1 • Custom Real Motion Videos
• Real Human Voice
BRANDING NEW USED SERVICE ANNIHILATION
Plan A Plan B
Multiply
2 • Using Proprietary VSEO Software Tags each clip with unique identities for reporting to track & manage
Optimize Each Video
3 • With Proper Meta/Data Key Words Optimize Placement on Top Search Engines
Distribute To Search Engines
4
Measure, Manage and Improve Videos
5 • On Multiple Search Engines (Like TV Networks) to report
• Actual Positions in Search Engines
• Gain ROI=Real Estate on the Internet/ Increase online market share!
101. Strategic Approach
REACH RELEVANCY RESULTS
REACH
OBJECTIVE OBJECTIVE OBJECTIVE
Increase engagement of local Car-mercial‟s ad decisioning Ensure optimization against key
auto buyers within the Video AD platform ensures campaigns run on performance metrics (CTR and
Network‟s target audience of relevant sites and programming. Completion Rate) with target
ages18yrs+. audience.
SOLUTION SOLUTION SOLUTION
Largest aggregator of audience Car-mercial has created a Car-mercial will deliver robust
data for Online Video = greatest customized site list to ensure analytics and optimization
coverage for targeted market & messaging is delivered in throughout the campaign in an
demographics known against contextually relevant environments effort to maximize reach and
ages 18yrs+ consumers. for the ages 18yrs+ target audience achieve key targeted campaign
& market area. objectives.
102. Creative Units: In-Stream Video Ads
In-stream Video Ads :15 - :30 Seconds in Length
Car-mercial focuses on in-stream online video advertising
across high quality, professionally produced publishers. In-
stream video ads are displayed in sequence before or during
the video content being consumed by the users.
Standard video length is up to :30 seconds, custom lengths
available upon request. Pricing is based on inventory and
demographic factors which vary per market & availability.
103. Drive Awareness
• Geo target to local car buyers on the largest
online video ad network in the U.S.
• Build brand awareness and purchase intent
within specific DMA‟s.
• Drive site traffic with professionally produced, high quality,
targeted-TV style placed pre-roll video ads on highly visited
websites.
• Advanced targeting capabilities available - behavioral,
retargeting, Geo, search, zip code, …etc.)
104. Case Study - Gunn Nissan
Generate awareness among males 25-54 within specific zip codes and increase sales.
Videos played on 40+ Websites / San Antonio Market / 30 specificMencodes and increase sales.
Generate awareness among males 25-54 within Days / zip & Women 18+ Years Old
313,799 82% 3,716
Video Ad plays against target DMA Completion rate - watched full video Ad Direct clicks to the Gunn Nissan
website = 1.18% click rate
105. PLAN SUMMARY: SAN ANTONIO GUNN NISSAN- CASE STUDY SAMPLE REPORT
FLIGHT IMPRESSIONS
Start Date: End Date: Elapsed Days: Days Remaining: Contracted Imps Delivered Imps
04/01/2012 04/30/2012 30 0 313,480 313,799
PLAN METRICS Broadband Video Universe: 178,935,896
REACH/FREQUENCY CAMPAIGN OBJECTIVES
Undup. Reach Avg Frequency GRPs CTR Completion % Completed %
79,601 3.93 0.18 1.18% 82% 75%
CAMPAIGN DELIVERY ANALYSIS
AVE
IMPS DELIVERED UNDUPLICATED REACH FREQUENCY GRPS CTR
GUNN NISSAN : A18+ San Antonio 313,799 79,601 3.94 0.18 1.18%
Plan Total: 313,799 79,601 3.94 0.18 1.18%
CAMPAIGN QUARTILE ANALYSIS
TOTAL CLICKS: 3,716
25% COMP 50% COMP 75% COMP COMPLETED % COMPLETES COMPLETION %
GUNN NISSAN: A18+ San Antonio 91% 84% 79% 75% 234,058 82%
Total: 91% 84% 79% 75% 234,058 82%
106. SAMPLE SITE LIST
Automotive Home & Garden
Autoblog DIY
AutoTrader.coma 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**
109. April 2012 U.S. Online Video Rankings
• Average U.S. consumer watches over 21 hours of online video each
month
• Average U.S. consumer watches 299 videos per month
• Average of 59 of these videos watched are ADS = 20% or 1 in 5 videos
• 50% of consumers that watch online video ADS take action after viewing
the ADS
• 22% of consumers that saw an online video AD visited the retailer‟s
website
110. Online Video Ranked Most Useful Ad Format
Google 2011 Automotive Shopper Study • Video = Currently 55% of all
Internet traffic
#1 • Video = Projected to be 90% all
Internet traffic by 2013
• Average consumer watches 45
minutes online video daily
• Video Strategy is standard now like
website
111. Questions?
By
AJ LeBlanc
Managing Partner
aj@car-mercial.com
561-319-3227