Google Premier Connect 22 March 2019

Event Agenda
12:00 - Registration and Afternoon Tea
12:30 - Welcome Message
12:40 - Marketing in the Age of Assistance by Rebecca Robson
13:25 - Growing Health Businesses by Alexei Kouleshov
14:10 - 10 Minute Break For Refreshments / Networking
14:20 - Stop Marketing in the Dark by Chris McCarroll
15:05 - Questions and Closing Remarks
15:30 - Event Concludes

Proprietary + Confidential
Marketing
in the
Age of Assistance
MARCH 2019
Rebecca Robson, Agency Partner

Source: Unisys
vs
26 hrs 68 mins

Source: Unisys
vs
26 hrs 68 mins
#PRIORITIES

NEW-DAY-NEW-ME
MOMENTS
I-CAN-FIX-THIS
MOMENTS
WHERE-DO-I-EVEN-START
MOMENTS

Proprietary + ConfidentialSource: Google Data, US, Jan - Jun 2015 vs. Jan - Jun 2017.
+100%
best toothbrushes
+100%
best shower curtains
+300%
best travel pillow
+150%
best umbrellas
+110%
best olive oil

increase in mobile
searches for
“where to buy (product)”
85%
Source: Google Data, US, Jan - June 2017 vs. Jan - June 2015.
More than

increase in
same day shipping
searches
2x
Source: Google Data Jan - June 2017 vs. Jan - Jun 2015. US
increase in
travel searches for
‘today’ and ‘tonight’
150%
increase in
‘open now’ searches
3x

HELPFUL
PERSONAL
FRICTIONLESS

Photo search
Google Photos

assistance
/əˈsɪst(ə)ns/
noun
1. helping people to get things done.
2. MARKETING driving growth by anticipating and satisfying INTENT
throughout the consumer journey.
About 63,000,000 results (0.58 seconds)
define: assistance

RAM Trucks Maybelline Starbucks

BILLION+ USERS EACH

INTENT CONTEXT IDENTITY

SHOW UP WISE UP SPEED UP
ASSIST

SHOW UP

Proprietary + ConfidentialProprietary + Confidential
Let’s talk about Gerard...
“I’ve tried it all, it seems a bit
expensive.”
“My competitors Ads’ get
shown more”
“I need the phone to ring
more”
Owner
Medical Footcare

So what were we working with?

What did we do?

The Phone started to ring!
And then the funniest thing happened...

“I’m really happy to start
seeing some results”
“When the receptionist asks
they’re from Google!”
“Let’s put another $10
towards the budget”
A Very Happy Owner
Medical Footcare
And in just 14 days...

Get found when customers are searching for you
Google My Business
Make it easy to get in touch
Phone
number
Location for
directions
Opening
hours
Search is the #1 method of finding a
business’ phone number

Don’t tell people how good you are.
Get other people to do it for you.
• Encourage your customers to
give feedback
• Respond to reviews
Get found when customers are searching for you
Reviews

All smiles for Bow Lane
Dental Group thanks
to Google My Business
Dental and Orthodontist Practice
London, UK • bowlanedental.com
CASE STUDY
“The challenge
Founded as a family owned dental clinic in 2001, London based Bow
Lane Dental Group was created to help people get over
their fear of the dentist and improve their oral health and smile.
With most of their clients originally coming via word of mouth,
Bow Lane were looking to improve their brand awareness and
create a reliable review platform to generate a dependable
audience and customer base through Google My Business.
The approach
Bow Lane sought to help more patients have access to better,
faster and pain free dental care. Through driving more potential
customers, gained through effective use of the review system,
they were able to generate a greater number of leads causing a
steady growth for their business. By enhancing and refining their
process of client acquisition and retention, customers were able
to find Bow Lane in a more efficient, streamlined manner.
The results
Bow Lane immediately saw positive results. Over 5000 potential
clients were driven to their website every month with more
than 253 reviews left as feedback. This was a 25% increase in
total visitors to their website due to greater brand awareness
of their company and philosophy. Bow Lane are now looking to
expand further with a new site so they can keep up with their
increased demand created by using Google My Business, allowing
them to provide better dental care for a growing customer base.
I found working with Google to
help develop Bow Lane Dental Group
has been both fun and productive.
Utilising new technologies I have
been able to further grow my
business and accurately pinpoint
areas that I need to work harder on.
I look forward to many years of
further partnership.”
—James Goolnik BDS MSc, Founder
About Google Ads: Google Ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise marketer, Google Ads
delivers reach, relevance and trusted results to help you grow your business. Learn more at ads.google.com/home.
© 2018 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be trademarks of the
respective companies with which they are associated.
253
Reviews left
as feedback
25%
Increase in
total visitors
to website
5,000
Potential
clients driven
to website

WISE UP

2.00
1.50
1.00
0.50
0.00
-0.50
-1.00
-1.50
4am 8am 12pm 4pm 8pm 12am
Flu Symptoms Query
Volume Spikes at 8am

lift in purchase intent
37%
lift in people searching for Sonos
420%

80%
Paired custom intent
audiences with the TrueView
for action ad format.
Lowering costs (CPA) by

SPEED UP

Proprietary + ConfidentialSource: Google Data, Global, March 2016.
53%
of visits are abandoned
if a mobile site takes
longer than 3 secs to load
15sthe time it takes
for an average mobile
page to fully load

Page speed is now a
ranking factor for organic
mobile searches

Test my site - offer value, insights & competition

ways to order a Domino’s pizza
15+
of orders are online,
more than half from mobile
60%

Confidential & proprietary
VIDEO: Your Next
Growth Engine

Age of
Assistance

Confidential & ProprietaryConfidential & Proprietary
WHY YOUTUBE?
Why
YouTube?

Mission Statement
Give everyone a voice and a
chance to succeed, bring people
together, and show them the
world

Confidential & Proprietary
YouTube understands it’s customer
& makes technology work for them

Whether you use VICE to get news

Whether you are a parent looking to
sympathise

q
YouTube is tons
of people eating
up tons of
different content...
_____+ hours of video uploaded every second
_____ people watching total of 1B hrs/day
Average viewer watches 1+ hr/day on mobile alone;
_____ of views occur on mobile
On an average day in the US, adults 18-49 years old
spend more time on YouTube than on any TV
network.
WHY YOUTUBE?
400
1.9B
60%

This also applies
Down Under!
Aussies aged 18+ spend an
average of per person on
YouTube every month
Watchtime growth +35% YoY
70% of watch time occurred on
smartphones and tablets
15.5M
21h
Sources: Nielsen Digital Content Ratings, Video, Computer, Mobile. March 2018. P18+
YouTube Internal Data, AU, Hi’16 to H1’17 Confidential & proprietary

All viewers come to
the platform and
push play with the
same intention:
To watch great
video. Period
WHY YOUTUBE?

you can skip to
video in 5 sec
With the
skip button,
advertisers must
earn attention
WHY YOUTUBE?

How can Businesses
WIN on YouTube?

Fundamentals to realising the video
opportunity
Optimize towards
success metrics
and measure to
prove it’s working.
Reach the right
people based
on their intent.
Win your audience’s
attention and give
them a way to take
action.

Audience
Reach the right
people based
on their intent.

YouTube has the viewership to
find new customers at scale.
AUDIENCE
1.9 Billion global monthly logged in users
watching over 1 hr per day on mobile
alone

And, YouTube has the
precision to reach
high-intent audiences,
not just everybody.
Women
18-34
People who just
searched for makeup tips
Beauty Mavens
AUDIENCE

These products are
using the incredibly
strong intent signals
from Search
from the rest of
Google
AUDIENCE

Using these signals, we’ve built new + improved audience types:
Life
Events
Affinity &
In-Market
Segments
Consumer
Patterns
AUDIENCE

Leveraging the Power of Search
Custom Intent Audiences
AUDIENCE

Confidential + Proprietary
searches for your
product/service
clicks to
your website
assuming
20% CVR
conversions
on your website
unconverted
site visitors
untapped in-market consumers
assuming
10% CTR
Even strong Search campaigns miss many undecided shoppers

searches for your
product/service
clicks to
your website
assuming
20% CVR
conversions
on your website
untapped
in-market
consumers
assuming
10% CTR
The majority of
these people are
also reachable on
YouTube
unconverted
site visitors
Even strong Search campaigns miss many undecided shoppers

CASE STUDY
Hawaiian Airlines used custom intent audiences to increase
flight bookings
69%
Flight bookings
Lower cost per booking
185%
ad
VIEW FARES

CASE STUDY
Betterment drove sign ups and deposits by reaching high intent
audiences at a fraction of the cost of generics
+143%
lift in
brand searches
-50%
cost per sign up
compared to
non-branded
search
best way to invest savings

Creative Message
CREATIVE
Win your audience’s
attention and give
them a way to take
action.

YOU ARE EQUIPPED TO
ADVISE ON CREATIVE
BECAUSE
YOU ARE A CONSUMER
CREATIVE

comScore ARS Global Validation Summary, comScore, October 2010
Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017
50% Price promotion,
distribution, etc.35%Creative
49% Media36%Creative
2X increase in ROI for effective creative
Impact
on Sales:
% Sales
Contribution:
Increase
in ROI:
13%
Media
15%
Brand
We need a good video creative
Confidential & proprietary

Creative needs to thrive in this context
Viewers have a skip button
TrueView ads give viewers choice to skip after 5 seconds, which
rewards ads that capture attention right away.
Viewers can take action immediately
TrueView for action ads have a customizable button that lets
viewers click and take action. So, have a clear call-to-action.
Viewers have sight and sound
95% of YouTube video ads play in-view and with sound on.
BUY NOW
BUY NOW
Your brand
www.yourwebsite.com
[Your creative here]
your
icon
Skip ad
CREATIVE

TRADITIONAL STORY ARC EMERGING STORY ARC
Lead in
Build
Climax/Big reveal
Offer
Branding
Start high
Subtle brand cues
Unexpected shift
Multiple peaks
More story for
those who want it
CREATIVE

CREATIVE
Let’s apply this to Duracell…

Overstock.com created a multipurpose
video campaign to increase conversions
CASE STUDY
+80%
Increase in
conversion rate
cheap dining tables bedding furniture

Deliver video ads
perfectly tuned to your
target audience at scale
DIRECTOR MIX
Customize creative
Localize message
Maximize impact
93
CONFIDENTIAL

Campbell’s SoupTube
1.5 M
total views
55.6%
increase in Campbell’s
Simply Soup sales
Generated 1,700 customised
TrueView creative for different
audiences
24.7%
lift in ad recall
94
CONFIDENTIAL

Optimisation & Measurement
MEASUREMENT
Optimize towards
success metrics
and measure to
prove it’s working.

Optimise your video campaigns to a target CPA with
new automated bidding
BUY NOW
a
d
ad
Target CPA bidding
+
*Target CPA bidding is
exclusively available
with the new TrueView
for Action video ad
format that drives
clicks & conversions.

MEASUREMENT
Brand Lift Survey to measure additional metrics

How can Businesses WIN on
YouTube?

Reach people
based on their searches,
intent, and habits on Google
Right message, right
format to drive action
Measure & Optimise to drive
results
1
2
3
BUY NOW
a
dad
Fundamentals to realising the video
opportunity

THANK YOU

Growing Health Businesses
By Your Easy Web Solutions
Google Premier Connect 2019

About us
Your Easy Web Solutions
Digital marketing company with offices in Brisbane and Melbourne. Specialising in
web design, digital advertising and consulting. Established in 2007, we service
hundreds of customers nationally and are proud to hold the distinctive Google
Premier Partners badge.
Alexei Kouleshov
I am the managing director at Your Easy Web Solutions.
I look after strategy and innovation to make sure we deliver
the best solutions to our clients. My objective
is to provide outstanding support and outside-the box
solutions for our customers.

Presentation Agenda
• Reaching Your Audience
• Before You Start
• Success Metrics
• Case Study
• Questions

What are you goals?
• Get more clients?
• Reduce current advertising costs?
• Get better leads?

Ways to Grow Your Business
• Get More Leads
– New avenues / opportunities
– Improve ongoing campaigns
• Improve Conversion Rate
– Sales process
– CRM
• Get Repeat Clients / Old Clients / Referrals
– Systems

Reaching Your Audience
Types of Campaign

Basics
• Know
– Brand
– What you do
• Like
– Research / Reviews
• Trust
– Enquiry
– Sale
– Referral

Questions
• Why do big companies spend $$$ on brand
advertising?
• When users find your ads will they take action
straight away?
• Will users need to be followed up?

Awareness
• Focus on brand and services
• Show to target market
• Build audience
Measure: Reach, Frequency

Education
• Authority / Advice
• Case Study / Report
• Product
• FAQs
Measure: Reach, CTR

Consideration
• Point of difference
• Call-to-action
• Offer
Measure: CTR, Conversions

Contact Details
Facts
• 84% of consumers trust online reviews as much as a
personal recommendation
• 92% of consumers read online reviews before
visiting a business
• Online reviews impact 90% of purchasing decisions
• 74% of consumers say positive reviews make them
trust a local business more

Before You Start
Common Problems That Majority Ignores

Message
• Disconnected Message
– Ad does not connect to destination URL
• Inconsistent Call-to-Action
– Ad has one trigger, website has other (s)
• ACUA Principle
– Customer wants
– Sales points

Message
• Affordability
– Payment plans, rebates, health Insurance
• Convenience
– Free parking, after hours, weekend appointments
• Utility
– Awards, certifications, credibility
• Availability
– Book now schedule, same day emergency service

Tips
• Use Landing Pages
– Key content easily visible
– Easy to follow
– Mobile/Desktop Friendly
• Key Content
– Where you are
– How to contact you
– When are you open
– Services you offer

Attention
• Time for user to click on an Ad
– 3-8 seconds
• Time for a user to take action on your website
– 5-20 seconds
• Time for user to make an enquiry/booking
– 10-60 seconds

Tips
• Ads
– User numbers
– Dominate more space
– ACUA
• Destination
– Relevant to ad
– Customer wants
– Fast to load

Success Metrics
Tracking Campaigns’ Performance

What Can You Measure?
• Bookings
• Calls
• Walk-ins
• Email enquiries
• Website visitors
• Website user behaviour

Google Ad/Business Conversions

Tips
• Connect Google Ads to Google Business
• Customise columns in Google Ads
• Ask your marketing manager to report on specific
metrics

Case Study
• Business Overview
• Marketing Challenges
• Starting Point (Late September 2018)
• New Campaign

Management Service Types
Seamless Campaigns Active Campaigns
A/B Split Testing Yes Yes
Google Ads Yes Yes
Bing Ads Yes Yes
Display Banner Ads No Yes
Remarketing No Yes
Monthly Promotions/Offers No Yes
Landing Pages 1 Up to 5
Reporting Monthly Flexible
Review Meetings Quarterly Monthly
Recommended Budget From $800 From $2000

Why Choose Us?
• No contracts
• Dedicated Manager
• Ongoing Support
• Results-Based Campaigns
• Over 12 Years Experience
• Local Team

Contact Details
Web: www.yews.com.au
Email: alexei@yews.com.au
Phone: 07 3117 2568 / 03 9018 9468
Office: Level 2/755 Stanley Street
Woolloongabba QLD 4102

“The best vision is insight.”
– Malcolm Forbes

CLIENT PERSONA
hubspot.com/make-my-persona

Sample Sally
• Mid – Senior Professionals
• Educated –
• Married (struggling) with 2 children (6 and 4)
Female
• Age 30-45
• Dual HH Income: $150,000
• Suburban – Paddington
• Stressed inside Calm outside demeanor
• Email and social media
1
2
3
4

Sample Sally
• Stress free home life and raise a child to be happy and doing well at
life.
• Public friendly child
• Getting child in routine
• Time to help child improve (home program)
• Personal relationships
• Focus on the child and Improve the child behavior to be a happier child
• Making the child more independent and confident and not as
emotionally dependent.
5
6
7

Sample Sally
• The teacher said I need to come and see you
• At home we are having trouble with behaviour
• We are having problems getting dressed and going to school.
• Expense
• Not believing there is a problem
8
9

Sample Sally
• We help children to become independent and reach their potential.
10
11
Stress free home life Raising your child to be happy and independent
Get your child ready for school Handwriting, following instructions and behaviour
Raising resiliant kids Developing confidence and self esteem

Sally (School
mum)
Is homework a battle? Giving kids the tools to complete homework
indipandanly
Does your child hate going to
school?
Providing your child the tools to succeed at
school
Is school overwhelming for your
child?
Stategies to help your child remain calm
Happy child, happy family! How to create a postitive family dynamic
Attention difficulties at school? How to get your child to focus

School Holiday Disruptive in class? Developing self regulation to participate in a
group
Get ready for Prep Giving your child a headstart
Trouble drawing and cutting? Developing fine motor skills to assist with school
Aggressive behaviour? Tips and strategies to make your classroom
calm and friendly
Will my child grow out of it? Benefits of early intervention

When evaluating your target market try to answer the following
questions:
What are the needs/benefits sought by the market overall?
Who uses the service?
Why do they use the service?
When do the use the service?
How is the service used?
IS YOUR CONTENT RELEVANT

LET’S CREATE AMAZING CONTENT

Mobile Responsiveness
Facebook Lead Ads are particularly
beneficial for mobile. The app is already
set up for mobile users, so you can rest
assured that your ads will be, too. That
means that no matter on which device
your potential leads are seeing ads, they
will be able to complete your form
without any issues.

Native Functionality.
Users submit their information through
an auto-filled form without ever leaving
the platform. You avoid disrupting the
user experience by keeping your lead
on Facebook instead of switching from
the platform to your website and back
again.

Simple Data Collection
Lead Ads are also beneficial for the
advertiser because they capture potential
customers’ information without having to
create a new landing page or conversion
path. Everything you need to obtain a new
lead is in the platform, and that data can
easily integrate with your CRM.

Highly Targeted Segments
Facebook Lead Ads allows for highly
targeted segmentation, like interests,
demographics, and more. This means that
the leads you acquire from your Facebook
ads are already highly qualified for your
product or service.

Videos get on average 66% more
qualified leads
45% of people watch an hour or
more of video per day.
50% of web users look for a video
before visiting a store
79% of consumers prefer
watching video to reading about a
product.
HOT TIP: Add Subtitles!!
kapwing.com/caption-video

TIPS FOR BLOGGING
● Think about your personas
● New studies
● Interviews
● ‘like’ businesses with same target
market
● Search google trends
PROVIDE REAL VALUE

SOCIAL MEDIA TIPS
● Video
● Images of the clinic/space
● Tell your story
● Think about your platfroms
● Track EVERYTHING (bitly, GA)

PLANNING YOUR CONTENT
● Reach out to other business to share your
blogs/socials
● Pick a topic each month and own it
● Try new topics and see what you get traction with.
● Plan and monitor your results.
● Review and refocus.
● Is the e-book dead?
PEOPLE LOVE FREE STUFF

Campaign URL Builder
TRACK EVERYTHING

WHAT WE DO:
+ Social Media Management
+ Email Marketing
+ Blog Creation
+ Search Engine Optimisation
+ Facebook Advertising
+ Monthly reporting
EXTRAS
+ Practice Automation
+ Software integration
We take the
stress out of
marketing your
practice.

Google Premier Connect 22 March 2019

Google Premier Connect 22 March 2019

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Google Premier Connect 22 March 2019