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Age of assistance - Google Marketing Masterclass

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

Published in: Healthcare
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Age of assistance - Google Marketing Masterclass

  1. 1. Proprietary + Confidential MARCH 2019 Rebecca Robson, Agency Partner
  2. 2. Source: Unisys
  3. 3. Source: Unisys vs 26 hrs 68 mins
  4. 4. Source: Unisys vs 26 hrs 68 mins #PRIORITIES
  5. 5. NEW-DAY-NEW-ME MOMENTS I-CAN-FIX-THIS MOMENTS WHERE-DO-I-EVEN-START MOMENTS
  6. 6. 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
  7. 7. Proprietary + Confidential
  8. 8. Proprietary + Confidential
  9. 9. Proprietary + Confidential increase in mobile searches for “where to buy (product)” 85% Source: Google Data, US, Jan - June 2017 vs. Jan - June 2015. More than
  10. 10. Proprietary + Confidential
  11. 11. Proprietary + Confidential
  12. 12. Proprietary + Confidential
  13. 13. Proprietary + Confidential
  14. 14. Proprietary + Confidential
  15. 15. Proprietary + Confidential 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
  16. 16. Proprietary + Confidential
  17. 17. Proprietary + Confidential
  18. 18. Proprietary + Confidential
  19. 19. Source: Greatcall.com
  20. 20. Proprietary + Confidential
  21. 21. Proprietary + Confidential HELPFUL PERSONAL FRICTIONLESS
  22. 22. Proprietary + Confidential
  23. 23. Proprietary + Confidential
  24. 24. Proprietary + Confidential Photo search Google Photos
  25. 25. Proprietary + Confidential Photo search Google Photos
  26. 26. ASSISTANCE
  27. 27. Proprietary + Confidential 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 Proprietary + Confidential
  28. 28. Proprietary + Confidential RAM Trucks Maybelline Starbucks
  29. 29. Proprietary + Confidential
  30. 30. Proprietary + Confidential BILLION+ USERS EACH
  31. 31. Proprietary + Confidential INTENT CONTEXT IDENTITY
  32. 32. Proprietary + Confidential SHOW UP WISE UP SPEED UP ASSIST
  33. 33. Proprietary + Confidential SHOW UP
  34. 34. 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
  35. 35. Proprietary + ConfidentialProprietary + Confidential So what were we working with?
  36. 36. Proprietary + ConfidentialProprietary + Confidential What did we do?
  37. 37. Proprietary + ConfidentialProprietary + Confidential The Phone started to ring! And then the funniest thing happened...
  38. 38. Proprietary + ConfidentialProprietary + Confidential “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...
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. Proprietary + Confidential WISE UP
  43. 43. 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
  44. 44. Proprietary + Confidential
  45. 45. Proprietary + Confidential lift in purchase intent 37% lift in people searching for Sonos 420%
  46. 46. Proprietary + Confidential
  47. 47. Proprietary + Confidential 80% Paired custom intent audiences with the TrueView for action ad format. Lowering costs (CPA) by
  48. 48. Proprietary + Confidential SPEED UP
  49. 49. 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
  50. 50. Proprietary + Confidential Page speed is now a ranking factor for organic mobile searches
  51. 51. Proprietary + Confidential Test my site - offer value, insights & competition
  52. 52. Proprietary + Confidential
  53. 53. Proprietary + Confidential ways to order a Domino’s pizza 15+ of orders are online, more than half from mobile 60%
  54. 54. VIDEO: Your Next Growth Engine
  55. 55. Proprietary + Confidential Age of Assistance
  56. 56. WHY YOUTUBE? Why YouTube?
  57. 57. voice
  58. 58. #YouTubetaughtme
  59. 59. 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%
  60. 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
  61. 61. All viewers come to the platform and push play with the same intention: To watch great video. Period WHY YOUTUBE?
  62. 62. you can skip to video in 5 sec With the skip button, advertisers must earn attention WHY YOUTUBE?
  63. 63. How can Businesses WIN on YouTube?
  64. 64. 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.
  65. 65. Reach the right people based on their intent.
  66. 66. 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
  67. 67. 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
  68. 68. These products are using the incredibly strong intent signals from Search from the rest of Google AUDIENCE
  69. 69. Using these signals, we’ve built new + improved audience types: Life Events Affinity & In-Market Segments Consumer Patterns AUDIENCE
  70. 70. Leveraging the Power of Search Custom Intent Audiences AUDIENCE
  71. 71. 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
  72. 72. Confidential + Proprietary 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
  73. 73. CASE STUDY Hawaiian Airlines used custom intent audiences to increase flight bookings 69% Flight bookings Lower cost per booking 185% ad VIEW FARES
  74. 74. 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
  75. 75. CREATIVE Win your audience’s attention and give them a way to take action.
  76. 76. YOU ARE EQUIPPED TO ADVISE ON CREATIVE BECAUSE YOU ARE A CONSUMER CREATIVE
  77. 77. 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
  78. 78. 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
  79. 79. 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
  80. 80. CREATIVE Let’s apply this to Duracell…
  81. 81. Overstock.com created a multipurpose video campaign to increase conversions CASE STUDY +80% Increase in conversion rate cheap dining tables bedding furniture
  82. 82. Proprietary + Confidential Deliver video ads perfectly tuned to your target audience at scale DIRECTOR MIX Customize creative Localize message Maximize impact 93 CONFIDENTIAL
  83. 83. Proprietary + 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
  84. 84. MEASUREMENT Optimize towards success metrics and measure to prove it’s working.
  85. 85. Proprietary + Confidential 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.
  86. 86. MEASUREMENT Brand Lift Survey to measure additional metrics
  87. 87. How can Businesses WIN on YouTube?
  88. 88. Confidential + Proprietary 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
  89. 89. Proprietary + Confidential

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