Presentation by Bec Robson from Google from an event she did with Your Easy Web Solutions.

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MARCH 2019
Rebecca Robson, Agency Partner

2. Source: Unisys

4. Source: Unisys
vs
26 hrs 68 mins

5. Source: Unisys
vs
26 hrs 68 mins
#PRIORITIES

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

8. 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

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

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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

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21. Source: Greatcall.com

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HELPFUL
PERSONAL
FRICTIONLESS

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Photo search
Google Photos

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Photo search
Google Photos

28. ASSISTANCE

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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
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RAM Trucks Maybelline Starbucks

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BILLION+ USERS EACH

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INTENT CONTEXT IDENTITY

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SHOW UP WISE UP SPEED UP
ASSIST

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SHOW UP

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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

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So what were we working with?

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What did we do?

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

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“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...

42. 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

43. 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

44. All smiles for Bow Lane
Dental Group thanks
to Google My Business
Dental and Orthodontist Practice
London, UK • bowlanedental.com
CASE STUDY
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.
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.
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.
—James Goolnik BDS MSc, Founder
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.
Reviews left
as feedback
Increase in
total visitors
to website
Potential
clients driven
to website

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WISE UP

46. 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

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

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

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SPEED UP

52. 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

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Page speed is now a
ranking factor for organic
mobile searches

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Test my site - offer value, insights & competition

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

57. VIDEO: Your Next
Growth Engine

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Age of
Assistance

59. WHY YOUTUBE?
Why
YouTube?

60. voice

66. #YouTubetaughtme

67. 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%

68. 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

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

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

74. How can Businesses
WIN on YouTube?

75. 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.

76. Reach the right
people based
on their intent.

77. 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

78. 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

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

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

81. Leveraging the Power of Search
Custom Intent Audiences
AUDIENCE

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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

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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

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

85. 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

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

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

88. 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

89. 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

90. 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

91. CREATIVE
Let’s apply this to Duracell…

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

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

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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
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CONFIDENTIAL

95. MEASUREMENT
Optimize towards
success metrics
and measure to
prove it’s working.

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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.

97. MEASUREMENT
Brand Lift Survey to measure additional metrics

98. How can Businesses WIN on
YouTube?

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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

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