1.
For Your Viewing Pleasure:
Using YouTube to Get New Patients
marketing@surefirelocal.com

2.
Imagine the Possibilities
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1. Publish directly to your website and
social media channels. Monitor &
respond instantly
3. Respond to customer reviews & use
best practices
5. Submit your business to local
directories and check your current listings
4. Monitor online reviews across
multiple channels, respond directly
2. Activate Google AdWords &
Facebook Advertising campaigns
optimized for leads, specifically for your
industry 7. Analyze and understand your data to
help inform future marketing decisions
and investments
6. Manage your incoming leads, get text
notifications, and follow-up directly from
your smartphone
And much more!

3.
Confidential + Proprietary
Jessie Hochhalter
Jessie Hochhalter is on the Partner Enablement
team at Google. In her career, she has held roles
ranging from Digital Advertising Operations
Manager to Multimedia Advertising Director.
She has an MBA from California Lutheran
University, a BA in Philosophy from UC Berkeley
and a BS in Business from UC Berkeley’s Haas
School of Business.
She is very passionate about helping businesses
thrive in an ever-changing advertising landscape,
as well as music, fitness and pitbull rescue.
Global Programs Lead,
Partner Enablement

4.
Confidential + ProprietaryConfidential + Proprietary
Reaching More Patients with YouTube
Surefire Local | Google
Jessie Hochhalter

5.
Confidential + Proprietary
REACH was once scarce,
and ATTENTION plentiful.
Now, REACH is fragmented,
and ATTENTION scarce.

6.
Confidential + Proprietary
Proprietary + Confidential
reach
attention

7.
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Proprietary + Confidential
reach
attention 93%1B
SEARCH, MAPS, PLAY

8.
Confidential + Proprietary
YouTube increases
favorability, consideration,
and purchase intent.
Search prioritizes qualified
leads generated by
YouTube, and drive them
to the website
YouTube with PPC Connects Brand + Performance

9.
BY 2019, 80% OF THE
WORLD’S INTERNET
TRAFFIC WILL BE VIDEO

10.
Confidential + Proprietary
Proprietary + Confidential
HALF
of viewers under
the age of 32
will not subscribe
to a pay TV service.
By 2025,
Proprietary + Confidential

11.
Confidential + Proprietary
intention

12.
Confidential + Proprietary2007 2017
when we’re at our computer;
mainly search
all devices, all the time;
not just search

13.
Confidential + Proprietary
Actions speak loudly.

14.
Confidential + Proprietary
Proprietary + Confidential
Who is searching for eye
care?
● 34.4M + purchasers per
year
● 1.5 avg. purchases made
per person in last 12 mo
● 62% women, 38% men
● 52 years old
● $67k Household Income
Proprietary + Confidential
Source: The 2015 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service
searching. The 2015 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner. A general
population sample of n=8,014 age 18+ were obtained for 2015, balanced by key demographics to the U.S. Census

15.
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Proprietary + Confidential
“Vision” Queries on YouTube Search
YOY Growth - June 2016 to May 2017 178% increase YoY

16.
Confidential + Proprietary
Proprietary + Confidential
Skip Ad

17.
Confidential + Proprietary
Pre roll is a video that is played before the video the person wants to watch.
There are two types of pre-rolls:
Unskippable
*Length limitation
*Doesn’t add to view count
*No engagement
*Not recommended
Skippable (True View ad)
*Longer formats
*Adds to view count
*Engaging content
*Recommended

18.
Confidential + Proprietary
TrueView Ad Formats

19.
Confidential + ProprietaryConfidential + Proprietary
Sources: Ipsos/Google 2012,
and Results for 972 2014-15 US TrV campaigns: search - avg. increase 13%
To win attention and action, let people choose to
watch your ad. 8 out of 10 viewers prefer
TrueView to standard non-skippable ads
● People who choose to watch a video
are 75% more engaged than those who
are forced
● 65% of TrueView campaigns saw a
significant lift in brand-related search
● YouTube is moving to 100% skippable
and 6-second ads
Proprietary + Confidential
TrueView is Skippable

20.
SurefireLocal.com 20
Say yes and we’ll reach out to
you with the Google AdWords
eBook…
and give you a free demo of the
Surefire Local Marketing Cloud
Visit https://www.surefirelocal.com/surefire-local-marketing-cloud/
Email marketing@surefirelocal.com
Quick water break!

21.
Confidential + Proprietary
TrueView ads are called TrueView
because the advertiser only pays
if the person does not skip* the ad.
*We’re not talking about the first 5 seconds!

22.
Confidential + Proprietary
5 seconds
Non-skippable, free
Up to 29 seconds free
(if the ad is 30s or longer)
In the TrueView cost
per view model, you
only pay when
someone actually
watches or engages
with your ad (similar
to CPC)

23.
Confidential + Proprietary
100% OF PEOPLE DID NOT COME
TO YOUTUBE TO WATCH YOUR AD.

24.
Confidential + Proprietary
YouTube
(mobile only)
ABC TBSCBSFOXNBC
SOURCE: Nielsen NPower, Nielsen Online @Plan,
comscore Video & Mobile Metrix. March 2016 (A18-49)
CW
65%
53% 51%
57%60%
37%
YouTube
(desktop)
37% 36%
258
365
98
188
305
265444
331
* comscore measurement undervalues video currently as the develop better mobile video tracking implementation.
Food for thought…
Evaluating Nielsen GRP’s

25.
Confidential + Proprietary
102B
minutes
10B
Total online video
watch A25-54
YouTube Netflix MicrosoftComcast
NBCUniversal
Hulu
3.8B
Yahoo!
36B
*comScore reporting
6.8B
Facebook
3.8B 1.6B 1.2B
YouTube accounts for
35% of all online
watch time
YouTube is the #1 online platform for video
reaches over 90% of internet
users A25-54

26.
Confidential + Proprietary
YouTube Targeting Hits Entire Purchase Funnel
Demographic Targeting
Based on age, gender, parental status, etc.
Affinity Audiences
Reach users based on what they love
In-Market Audiences
Actively researching & intending to
purchase
Keywords
Browsing content relevant
to your keyword list
Remarketing
Re-engage to
drive ROI

27.
Proprietary + Confidential
Audible/Viewable Ads Drive More Lift

28.
Proprietary + Confidential
75%+
of studies drove
significant ad recall
58%+
of studies drove
brand awareness
21%
avg. relative lift
vs. control
12%
avg. relative lift
vs. control
Brand Lift meta study
YouTube Ads Consistently Drive Lift

29.
95%
93%
Internal
only data

30.
Confidential + Proprietary
Proprietary + Confidential
Viewers DON’T Pay Attention to 55% of TV Ad Time
Think with Google: “Ad Attention Research: Effectiveness Hinges on More Than Just Reach”
https://www.thinkwithgoogle.com/infographics/ad-attention-research-youtube-vs-tv.html

31.
Confidential + Proprietary
:30/:15 :06
+
OUR
KEY TO
UNLOCKING
ATTENTION

32.
Confidential + Proprietary
only pay
when
someone
actually
watches
built to be
effective
with short
attention
spans
+
OUR
KEY TO
UNLOCKING
ATTENTION

33.
Confidential + Proprietary
build it boost & sustain it keep it fresh
▶
▶
▶
▶
!
Having users’ ATTENTION means we can build and
sustain share of mind faster & more efficiently.

34.
Confidential + Proprietary
Proprietary + Confidential
Key Takeaways
● Reach is now plentiful, but attention is scarce
○ Attention → Engagement
○ Engagement → Action
○ Action → Conversions
○ Conversions → $$$
● YouTube has
○ 90% reach and 93% viewability
○ A Cost-Per-View model
● Vision-related searches on YouTube are up 178% YoY

35.
Q&A
Get a Complimentary
Digital Marketing Consult
Call
(888) 804-8685
Email
marketing@surefirelocal.com
and a Google Chromecast
just for chatting!
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