Case Study:
Automotive Promoted Video Campaign

Challenge

Our automotive client looks to target users at all stages of the purchase cycle and online video, is a major resource for people researching their purchase and exploring models via video content. For the client YouTube was a platform that allowed them to share content relating to their new technology using engaging video content. Outrider identified the opportunity to drive searchers on YouTube, the world’s second biggest search engine, to their YouTube channel.  This was one of the first times that the client had driven traffic to digital assets that weren’t their websites.

Strategy

The client’s YouTube brand channel is truck specific, so Outrider needed to keep the keywords tightly targeted while still covering the brand, generic and competitor terms.  Ad copy was written specifically for YouTube to entice searchers to learn about new technology and features through videos.

Results

87% Lower CPCs Than Traditional Search

Performance was particularly impressive from a CPC perspective with the Promoted Video activity achieving a CPC almost 87% lower than traditional search. Competitor and Generic terms are hugely outperforming traditional search from both a CPC and CTR perspective, however, a portion of this difference must be attributed to the level of competition from other advertisers within the space. As more advertisers take advantage of the opportunity we expect to see Competitor and Generic CPCs and CTRs drop off somewhat.