Think with Google – Online Video Planning

Camera lens with lense reflections.

The Think with Google resource gives us online video planning tips for success with online videos. The first tip is to be mobile-minded. Google’s research found that viewers who watched an ad twice on mobile had – on average – a significant lift of 23% in unaided brand awareness, and 47% in unaided ad recall.

Think with Google also suggests to put YouTube alongside TV. But for most small to medium businesses, this might not be as easy as it would be for big-box businesses. So what’s the alternative? Put YouTube alongside Facebook. Not only are you adhering to the first tip, but you’re also choosing to advertise on a platform where people spend their time watching videos. When was the last time you watched a video on Facebook? The answer is probably yesterday or when you were on your coffee break.

Facebook is also more measurable than TV because you can track conversions from pixels and generate leads right from Facebook through their lead ads objective. In addition to the ability to generate leads, you can also track performance and measure key performance indicators to see if it’s all living up to your expectations.

online video planning tips

You can read the referenced Think With Google content here. If you would like more online video planning tips, check out or previous post about YouTube or give our Online Marketing Team a call; and don’t forget to ask about how you can get $500 in bonus Facebook ad spend!

Adjusting AdWords For Mobile Traffic

According to a Google study of mobile traffic, 96% of people use their smartphone to get everyday things done. To meet those needs, people will use search functions – the resource 87% of people turn to first. In moments of need, people turn to their smartphones.

Secondly, they found that 70% of smartphone owners who bought something in-store had turned first to their devices for information about that purchase. To tie it back to the previous finding, they found 92% of those who search on their phone made a related purchase.

So what does this mean for you?

This means that you need a strong mobile strategy. Smartphone owners utilizing searches are likely to make a follow-up action, and another after that, until they meet their needs. Having a strong mobile campaign in your AdWords will ensure you are taking advantage of this knowledge.

mobile traffic

What can you do to have a strong mobile campaign?

  • Mobile-only campaign
  • Mobile-specific bids – mobile bids are different from desktop bids, so why treat them the same?
  • Mobile-specific ads and extensions – with extended-text ads, you currently can’t make ‘mobile-preferred’ ads; however, the mobile-only campaign will make sure these ads show only on mobile devices. Use mobile CTAs as much as possible. If you have historical data on extensions (that’s good), use it as a starting point in optimizing your mobile campaign.

At the end of the day, your AdWords account should be built with a mobile perspective first. Need some advice about mobile traffic? Contact our online marketing team today!

Read the referenced Google material here: https://www.thinkwithgoogle.com/articles/mobile-search-consumer-behavior-data.html

Build a Desktop-Focused Campaign in a Mobile-First World

Yes, you read that correctly. Implementing a desktop-focused campaign can get you a better CPA – not alone, though.

Close up of elegant young business men standing against the wall and checking their mobile phones.

Every day, users search on the go with their mobile devices. You never know where people will be, so you can’t lock down one postal code or small area around your store. People search from everywhere, which is completely different from a desktop search. That’s why we need to be able to focus on mobile and desktop separately, and by making both a desktop-focused campaign and a mobile-focused campaign, we can achieve this.

AdWords accounts should be taking advantage of the ability for device segmentation. You should have campaigns that focus on both desktop and mobile search. You can do this by adjusting campaign settings so the mobile bid adjustment is set to -100%; this will make the entire campaign’s ads and keywords never show on a mobile device.

The next step is to clone that campaign and set up mobile-specific ad extensions, bids, and ad copy (and don’t forget landing pages if you don’t have a responsive website). This ensures that your keywords only activate the mobile ads in this campaign.

Now you have one campaign bidding for desktop and mobile at the same time and can focus your ad copy to speak to mobile users. In addition, you can see the value come from each device-segmented campaign at a higher level, whereas before you’d need to look at a segmented view in AdWords, which can be a bit of a mess to look at.

For more information, don’t hesitate to drop us a line or subscribe to our newsletter!

The Outranking Share Bidding Strategy & How You Can Use It

The Outranking Share Bidding Strategy, it’s meant to do one job: automate your bidding to outrank ads. But just what does that mean for you?

If you’re in a competitive market and you want to make sure you rank above your competitors, then this strategy might be for you. You simply identify the competitor you want to outrank, and then you set a maximum bid limit. You also set how much higher you want to rank above your competitor.

In the event that two competitors are engaged in outranking share bidding strategies against each other, the maximum bid limit will be the safeguard. The maximum bid limit will put a cap on how much to bid on a keyword when a competitor is also running an Outranking Share Bidding Strategy. This will prevent your CPCs from drastically increasing. Without the maximum CPC ‘safeguard’ in place, you should expect CPCs to potentially get a lot higher.

Outranking Share Bidding StrategyOne caveat to using an Outranking Share Bidding Strategy is that you should be prepared to raise your bids. This strategy might not meet your goals if the budget is limited.

In the auto industry specifically, don’t set this to an OEM if you are hitting your budget cap. This is especially important against competitors’ OEMs. The reason is that competitor OEMs often have a larger budget and are set up with a large bid to begin with. However, if you have room in the budget, then maybe this is something worth considering.

Another case for use of this bidding strategy is in mobile-only campaigns. Most times you will have a general idea of who is taking that first or second position away from you on a mobile device. Simply identify who the main competitor is, set the strategy with a large enough budget, and then sit and wait for the results!

Why You Can’t Afford to Skip YouTube

YouTube has about 16.6 million unique users in Canada; if you are not advertising your dealership on YouTube, you are leaving out this audience and these potential customers. Here’s why you shouldn’t skip YouTube.

Before you get into the reasons why YouTube is absent from your marketing portfolio, let me tell you that recent studies have shown that viewers retain 95% of information from video ads as opposed to just 10% from text ads. With advertisers being charged only when users watch their videos, YouTube is one of the most effective and cost-efficient channels to market your business and yet, surprisingly, is also one of the most underused channels in the automotive industry!

Users aren’t just watching videos, they’re also being impacted by them. About 70% of car shoppers say that YouTube influences their purchase decisions. YouTube lets dealerships reach new visitors who are not only interested in their business, but also eager to take action. With call-to-actions on video ads, YouTube also allows potential customers to connect with dealers to begin their car-buying experience. Studies show that 49% of vehicle shoppers who watch a YouTube video ad end up visiting a dealership.

Don't Skip YouTube
Don’t Skip YouTube

YouTube also allows dealers to remarket to specific audiences. This audience might include users who interacted with your ads and are much more likely to be receptive to additional brand messages. Remarketing can reach users who have already shown interest in your dealership and bring them to your website. By letting you reach your most valuable customers, this can lower your cost per acquisitions. And yes, we just touched on one of the reasons that should make YouTube very attractive to your dealership. It is highly cost-effective, costing you only pennies to get your message in front of interested buyers.

Google researchers found that 92% of vehicle consumers visit YouTube every month. With an eager and interested audience like that just waiting to be engaged by compelling offers and enticing visual messages, there are more than 16.6 million reasons why you should be advertising on the world’s second-largest search engine.

Start building an effective YouTube campaign with Strathcom Media today! Call our team at 1-888-914-1444.

Include Bing in Your Online Marketing Portfolio

As a Google Search Partner agency, Strathcom believes we have the highest standards in Google AdWords advertising. We apply the latest tools and strategies to maintain top-performing accounts. But often overlooked is our ability to provide excellent performance on the Bing Ads Network. Bing has grown quickly to become Google’s top competitor in the search engine market, so it’s important for your business to not overlook its potential. But which platform is the best for you? Look no further, as we breakdown some of the highlights of advertising with Bing.

Bing

Bing’s Ads Platform is Identical to Google AdWords

Setting up and maintaining your account on Bing is practically identical to Google. The same tools and metrics used to measure the performance of your AdWords accounts are also used in Bing. Plus, you are able to import your AdWords campaigns directly to Bing , so you won’t have to recreate campaigns that have proven performance. Bing also provides a similar tool to AdWords Editor, conveniently named Bing Editor, which allows you to make changes to your account offline.

Setting Monthly Budgets to Campaigns in Bing

A feature available exclusively to Bing is the ability to set your budgets to a dollar amount that will be spread throughout the month, as opposed to capped each day. This ensures that your monthly budget is spent accurately instead of being over/under-spent during the month due to your daily pacing.

Bing Ad Group Settings

Unlike Google, which limits settings on only the account and campaign levels, Bing allows you to make settings at an Ad Group level. For individual ad groups, you can set advanced settings such as geo targeting, language, and ad distribution. This means that if you would like to advertise your pickup trucks to rural communities surrounding your dealership, but the sedans within city limits, you can do that without having to create multiple campaigns.

Multiple Bid-Adjustment Options in Bing

Google AdWords gives advertisers the ability to increase/decrease bids for mobile devices, locations, and the time of day, depending on performance. Bing takes bid adjustments one step further and gives advertisers the ability to modify bids for tablets and smartphones, age groups, and gender. If you’re noticing that the tablet traffic indicates high interest in your SUV inventory from females between the ages of 35-49, then you can set bid adjustments to capitalize on the opportunity.

Still not Convinced?

If you’re confident that killing it on Google is enough for your online advertising strategy, think again. Compared to Google, there is very little competition in Bing auctions, meaning a lower cost-per-clicks, better average positions, and higher click-through-rates for similar content. Also, when you combine Bing’s 13% share of the search engine market with Google’s 71%, you can conquer almost 85% of available searches in your market. At Strathcom, we provide optimal advertising performance on both Google and Bing. Call our team at 1-(888)-914-1444 to find out how you can get started in online advertising!

Up Your Video Game with Facebook 360

Facebook 360The next big thing in vehicle walk-around videos won’t merely showcase your vehicle from multiple angles; it will flaunt the vehicle from every single one of the 360 degrees.

Introducing the brand-new, open-sourced Facebook 360-degree video camera!

Right now, even the most progressive dealerships in the country are using some sort of spinning platform with different areas where you can attach lighting for best results. This contraption raises the vehicle off the ground and spins the car so you can capture it from different angles.

The new Facebook 360-degree video technology will take consumers’ increasing demand for more photos and video to a whole new level with full 360-degree video. They are claiming this is the “best camera of its kind”.

 

The How & Why with Facebook 360-Degree Video:

The Facebook 360-degree video camera is built with 17 component cameras: 14 wide-angle cameras on a flying saucer, 1 fish-eye camera on the top, and 2 more on the bottom. Using web-based software and new techniques in filming, you’ll be able to “stitch” images together and bring your customer into the vehicle in a new way. Facebook has created a webpage with helpful tips and tricks, best practices, and success stories to help you get the most out of Facebook 360-degree video: https://www.facebook.com/facebookmedia/get-started/360-video.

Facebook is saying they’re not interested in jumping into the camera-manufacturing space, so they’ll be putting the open-source designs on GitHub sometime this summer. There are a few other companies in this space that have designed versions similar to the Facebook 360-degree video camera, but so far, there has been no comparison of video quality between them all.

Nikon – http://www.nikonusa.com/en/nikon-products/action-cameras/index.page

GoPro – https://gopro.com/spherical

Nokia – https://ozo.nokia.com/

The future of video shows a clear path into 360-degree viewing and virtual reality. If you haven’t started doing videos of your showroom and dealership, get filming and give the people what they want! What are you waiting for?

In the meantime, check out some AMAZING Facebook 360-degree videos other industries are doing: https://www.facebook.com/Facebook360/timeline.

Homepage Elements with the Highest Conversion Rates

Conversion Optimization: probably the most important topic imaginable for building car dealership websites, and a topic we’d like to shed some light on. Here’s what we at Strathcom discovered during our tests for conversion rates!Print

A Call to Action is Like Asking for the Sale

You train your Salespeople to close the deal, and the same kind of logic behind that also applies online. There’s no denying the insane importance of a Call to Action (CTA), and knowing just when and where to ask for the sale is just as important. In our tests, we excluded clicks from top-level menus. Here are the stats:

The Most Clicked-on Webpages

  • New/Used Inventory – people like to browse, so let’s suggest taking a test drive, for example
  • Specials – let’s load this page up with incentives; that’s the idea here anyways, right?
  • Service Appointment

Highest-Performing Design

Button-style CTAs outperformed “image + text” CTAs. Main CTA buttons account on average for almost half of the clicks on a webpage, making them by far the most important CTAs to include.

Best Placement

The higher above the fold, the higher the conversions.

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A Convenient Quick-Search Bar

Makes sense, doesn’t it? Users want to find what they’re looking for right away and if they don’t, they’ll go somewhere else. The stats:

Usage

One of the top-performing homepage elements to encourage conversions – we found in our tests that quick-search bars average around 20% of all site clicks.

Placement

  • Placement on the homepage doesn’t matter, as it’s consistently used wherever we put it – it’s just a matter of making it accessible
  • When placed lower on a page, users will actively scroll down to use it

A Ton of Links

One paragraph on the homepage could contain links to just about every other section of the site, giving readers an easy way of searching for and finding what they need. Stats:

Most Clicked-on Links

  • Contact Info/Location/Directions/Hours – some users are customers already, and they just want to find out where and when they can drop by, so let’s be sure they can find out easily
  • Book Service Appointment
  • View New/Used Inventory

Highest-Performing Design

Links with button styles, but ONLY when used sparingly – let’s be smart about how we use buttons.

For our testing purposes, “conversions” was defined as clicks which took a user to an internal webpage. We tested using heat maps, click maps, and Google Analytics data, and our tests were done over multiple sites with differing designs.

YellowPages Advertising: How Not To Get Ripped Off Running PPC

It was YellowPages in the Library with the Candlestick!

A couple months back, Alexandre Brabant posted his experience helping a client decipher what was going on with their Ad Words campaign being run by the Yellow Pages Group, what he found was they were employing some shady techniques to increase the amount of money they were receiving for running the campaign – all behind the customers back. This gave us the idea to give you, the reader, some questions to ask your Yellow Pages rep or any rep who is running Ad Words on behalf of your business.

Continue reading “YellowPages Advertising: How Not To Get Ripped Off Running PPC”

Dynamic Remarketing 101

 Is it fair to expect to convert visitors on their first visit to a website? According to Hub Spot, approximately 96% of visitors that come to a website are not ready to buy….yet[i]. For the casual browser who is looking for more information, offering the visitor relevant information to keep them on your webpage for longer could mean the difference between a conversion and a bounce.

Today, this is how most people search for new vehicles.

That being said, we all know that a certain percentage of bounce  is inevitable for any website out there, particularly when we are dealing with an extremely competitive landscape such as automotive marketing.

Continue reading “Dynamic Remarketing 101”