7. Video = currently 55% of all
Internet traffic
Video = projected 90% all Internet
traffic by end 2013
Average U.S consumer watches 22
hours of online video each month
22 hours = 299 unique videos per
month
61 of the 299 unique videos
watched are Ads = 20% Ad
exposure rate
13. 95% of car buyers use search engines
to shop for vehicles
Average consumer spends 22 hours
each month watching online video
(Comscore 2012)
Combine Video’s power of sight,
(2011 Auto Trader.com/ Polk Automotive Influence study) sound & motion internet search to
connect where buyers spend
Used car buyers the most time!
New car buyers
14. (2011 Auto Trader.com/ Polk Automotive Influence study) -
Average 70% of all searches are done on Google sites
Average 65%+ of a dealer’s web traffic comes from Google searches
Less than 10% of car buyers click on the page 2 search results
Over 57%+ of search is now done on mobile devices
97%+ of mobile searches are done on Google
15. Branded
2011 Automotive Shopper Study HONDA ACCORD QUEENS
Non-Branded
2012 ACCORD QUEENS
Consumer using search 10+ years
24/7 easy access to search on numerous
devices including mobile
17/100 search terms car buyers type are new
= more descriptive
Long tail search terms = 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 which is called “Universal Search” in
today’s world.
16. • Websites • News
• Micro-sites • Paid listings
• Maps • Social Media
• Images • Blogs
• Reviews • Remarketing
• Local Places • Video 50%
of the time
Videos show up in
search?
17. La Car Guy VW PPC
La Car Guy
VW
Websites
95% of paid search impressions do
La Car Guy “NOT” get clicked
VW Videos
87% of all traffic comes from Organic
Search
Website + Video + PPC = Max Market Share
19. Target in-market buyers &
competing brands
Average car buyer looks at
3 different brands
Highlight your brands
features & advantages
Generate new online
market share
20. Target buyers looking for
used vehicles
La Car Guy
VW video
Minimize 3rd party listings
Minimize private seller’s
listings
Reduce other dealer’s
trade-in listings
3rd party Promote unique used car
provider specials
websites
Generate your own 1st
page real estate
21. Target service business
20% of service searches
include GEO keywords
Push out Big Box service
retailers
Push out local repair/body
shops
Promote services,
amenities, specials… etc
Generate online market
share
22. Target service business
20% of service searches
include GEO keywords
Push out Big Box service
retailers
Push out local repair/body
shops
Promote services,
amenities, specials… etc
Generate online market
share
23. 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!
24. Target in-market low funnel
buyers
Promote new models
Highlight specific model
features to buyers
Highlight your dealership’s
advantages over other local
dealers
Promote specials & incentives
to get buyers to your website
Maximize your PG 1 online
market share!
29. Video content must be unique, no duplicates as this is SPAM.
Video length < 2 minutes - target is B.F.C. looking for 3 P’s – 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, ratings are all important.
Hyperlink URL’s, phone numbers, store address, maps are all important.
Proper keyword optimization should be followed, so use variety , update keywords - don’t SPAM!
Build an efficient process and be committed! It’s SEO, and takes dedicated time.
30.
31. Video SEO is only 5 years old, and is NOT completely measurable like TV.
Use as competitive product - dominate your online market share. Every % = sales and 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, they visit only 2 now, don’t be one of the other
three they NEVER visit)
Manage your PG 1 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- 57% search is on mobile/tablet – views not always counted on shared FREE Wi-Fi 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 example - people manage the research process and open new browsers
Tracking phone numbers- Google panda SPAM rules & limited due to reality of search- Example
Go after competing brands- 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!
