Are you using YouTube? Why dealers should consider video advertising
Gone are the days where you would visit a number of dealerships to test out a variety of cars, until you find your perfect match. Now consumers form their opinions and make decisions on makes and models before they’ve even set foot in your showroom.
According to Google’s head of YouTube ads marketing, David Mogenson, the average car shopper now only makes two visits to a dealership, before making a decision. This is because advancements in digital technology have caused a rift in car buying behaviour.
We are now witnessing more ‘micro-moments’ than ever before.
This term refers to people who turn to a device to act on a need to discover or learn something, watch something, or buy something.
This is where YouTube comes into the picture. Using this video search engine, car dealers can take advantage of these micro moments. But how?
How to take advantage of micro moments within your automotive advertising?
It might surprise a lot of dealers to hear that YouTube is the second most used search engine in the world. It receives more than a billion visitors each month. However, it’s one of the most underused platforms when it comes to businesses in the automotive industry. This means thousands of dealers are missing out on the benefits offered by this huge advertising channel.
YouTube is a vital touchpoint for modern car buyers. In fact according to the Google Vehicle Shopper Path to Purchase Study, 49% of shoppers visited a dealership after watching a Youtube video.
Here’s a handy guide to filming cars from Spidersnet’s partner – Max Berry Productions.
When it comes to video advertising, there are a number of things you will need to consider. What content will you include in your video? How will you get people to view your videos? And how much will it cost? We’ll try and answer some of these questions for you now…
It’s worth pointing out that when carrying out this form of advertising, you don’t need to spend an arm and a leg to create a decent video advert. It’s more about the actual content, rather than the equipment behind it. Most people these days have a high-quality camera installed in their smartphone, perhaps consider purchasing a video recording accessory kit, and then you’re on your way.
What sorts of video should you create?
When it comes to the actual content of your video ad, research shows that in general car buyers tend to watch three types of car video:
1. Test drives / video reviews
This allows the viewer to get a deeper insight into the car they’re interested in. Ensure you take the viewer through the whole driving process from start to finish. Begin with starting up the engine, and make sure you discuss all of the in-built features. Make sure you show off every part of the vehicle. Perhaps get one of your colleagues to sit in the passenger seat and film you whilst you comment on the car whist driving. Silent videos are fine too. Just remember that you’re the expert, so give the viewer a real understanding of what its key selling points are.
Here’s an example of a vehicle comparison video from a car dealer in the USA called Honda of Seekonk.
2. Vehicle comparison videos
These types of videos allow you to compare features of different makes and models. Again this is your chance to shower the viewer with all of your expertise.
Perhaps film two similar cars, and explain the advantages and disadvantages of each going into as much detail as you can to offer plenty of information to your potential customers.
3. Interior and exterior car walk throughs
Similar to the test drive. This is your chance to focus on all the details of the vehicle, both inside and out.
Make sure you film all the key features of the car, and focus on the things that make this particular model stand out from the rest. Are there any unique design elements? Or technical components? This is your chance to really home in on what makes this car special.
Here’s an example of an interior and exterior car walk through video. It doesn’t have to be a high-tech, complex film, sometimes simplicity is key.
Perhaps put yourself in the buyer’s shoes, and have a think about what you would look for in a video. Once your video has been created, it’s down to Google Adwords, to get it broadcasted to the right people.
What is Google AdWords?
Google AdWords is an online advertising platform developed by Google where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network.
Advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results. Advertisers have to pay for these clicks, which is how Google makes money from its search functionality.
Google AdWords also allows you to use their advertising services through YouTube. If you know your target audience you can use AdWords to position your video ad in places where people are already searching for content that is related to yours. You will only get charged once someone has clicked on your video.
Once you’ve created your video – Getting started with YouTube
The best thing about YouTube is that you’re able to target specific demographics to ensure your videos are being viewed by the right people. Your account also provides you with a free analytics tool to help you understand your users’ interactions. It also only collects payment when someone actually watches your video ad.
YouTube is extremely easy to use. You can start video advertising with these three simple steps:
Step 1 – Upload your video
Create a YouTube account, and simply upload your video. This will later be used to create your ad.
Step 2 – Create an AdWords account
YouTube video ads are powered by Google AdWords – creating an account will allow you to manage your ads and monitor your results. If your dealership already has an account then this step has already been completed, and all you need to do is just sign in.
Step 3 – Time to launch your video ad!
The final step just involves you selecting your video and deciding who you want to see it. Where it will show up, and how much you’d like to invest into advert. Generally speaking, as long as you’re using AdWords correctly, the more money you invest, the more people will see your video ad.