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Brisbane Google Premier Connect for Practices by Practice Results

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Are you looking to get new clients? Or perhaps you are looking at ways of getting more out of your advertising budget? If this is the case, this Google presentation with an agency called Practice Results is for you.
https://practiceresults.com.au

Published in: Health & Medicine
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Brisbane Google Premier Connect for Practices by Practice Results

  1. 1. Practice Growth Solutions by Practice Results Google Premier Connect September 2019
  2. 2. Agenda 9:00 - Registration & Networking 9:30 - Welcome Message 9:35 - Marketing in the Age of Assistance by Rebecca Robson 10:20 - Break & Refreshments 10:30 - Practice Growth Solutions by Alexei Kouleshov 11:15 – Individual Consultations & Networking 11:45 - Event Concludes
  3. 3. Proprietary + Confidential Marketing in the Age of Assistance SEPTEMBER 2019 Rebecca Robson, Agency Partner
  4. 4. Source: Unisys
  5. 5. Source: Unisys vs 26 hrs 68 mins
  6. 6. Source: Unisys vs 26 hrs 68 mins #PRIORITIES
  7. 7. NEW-DAY-NEW-ME MOMENTS I-CAN-FIX-THIS MOMENTS WHERE-DO-I-EVEN-START MOMENTS
  8. 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
  9. 9. Proprietary + Confidential
  10. 10. 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
  11. 11. Proprietary + Confidential
  12. 12. Proprietary + Confidential
  13. 13. Proprietary + Confidential
  14. 14. 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
  15. 15. Proprietary + Confidential
  16. 16. Proprietary + Confidential
  17. 17. Proprietary + Confidential
  18. 18. Proprietary + Confidential
  19. 19. Proprietary + Confidential HELPFUL PERSONAL FRICTIONLESS
  20. 20. Proprietary + Confidential
  21. 21. Proprietary + Confidential
  22. 22. Proprietary + Confidential Photo search Google Photos
  23. 23. ASSISTANCE
  24. 24. 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
  25. 25. Proprietary + Confidential RAM Trucks Maybelline Starbucks
  26. 26. Proprietary + Confidential
  27. 27. Proprietary + Confidential BILLION+ USERS EACH
  28. 28. Proprietary + Confidential INTENT CONTEXT IDENTITY
  29. 29. Proprietary + Confidential SHOW UP WISE UP SPEED UP ASSIST
  30. 30. Proprietary + Confidential SHOW UP
  31. 31. Proprietary + Confidential shine lawyers Brand fair work australia Generic fair work Brand bankruptcy Generic fair work commission Generic fairwork Brand conveyancing brisbane Generic no win no fee lawyers Generic personal injury lawyers Generic conveyancing Generic maurice blackburn Brand family lawyers brisbane Generic logan law Generic fair work ombudsman Brand sper qld Generic slater and gordon Brand no win no fee lawyers brisbane Generic shine lawyers brisbane Brand unfair dismissal qld Generic family lawyers gold coast Generic Legal QLD Last 6 months
  32. 32. Proprietary + Confidential dentist near me Generic dental implants Generic dentist Generic emergency dentist brisbane Generic emergency dentist Generic dentists near me Generic dentist brisbane Generic dental implants brisbane Generic orthodontist Generic veneers Generic veneers brisbane Generic dentist toowoomba Generic bulk billing dentist Generic dentist townsville Generic dentist north lakes Generic smile dental Brand cosmetic dentist brisbane Generic wisdom teeth removal Generic brisbane orthodontics Brand cheap dentist brisbane Generic Dentists & Dental Services QLD Last 6 months
  33. 33. Proprietary + Confidential family doctors plus Brand garden city family doctors Brand general practitioner Brand mansfield family practice Generic chapel hill family doctors Brand dr joseph jabbour Generic horizon family doctors Generic underwood family doctors Brand primary medical centre Generic blue cross family doctors Brand greenbank doctors Brand pimpama family medical practice Brand ocean wave medical Generic bardon family doctors Brand dr michael read southport Generic teneriffe family doctors Brand kenmore family medical practice Generic murtagh general practice Generic dr georgia hume Brand general practitioner gp near me Generic General Health Care Services QLD Last 6 months
  34. 34. Proprietary + Confidential physio near me Generic physiotherapist Generic physio Generic physiotherapist near me Generic physiotherapy Generic chiropractor townsville Generic physio north lakes Generic arana hills physio Brand gold coast physio Generic occupational therapy Generic physio brisbane Generic north lakes physio Generic occupational therapist Generic speech therapy Generic all sports physio Brand physio one taringa Brand speech pathology Generic scarborough physio Generic physio morningside Brand active physio Brand Physio QLD Last 6 months
  35. 35. 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
  36. 36. Proprietary + ConfidentialProprietary + Confidential So what were we working with?
  37. 37. Proprietary + ConfidentialProprietary + Confidential What did we do?
  38. 38. Proprietary + ConfidentialProprietary + Confidential The Phone started to ring! And then the funniest thing happened...
  39. 39. 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...
  40. 40. 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
  41. 41. 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
  42. 42. Proprietary + Confidential WISE UP
  43. 43. Proprietary + Confidential
  44. 44. Proprietary + Confidential lift in purchase intent 37% lift in people searching for Sonos 420%
  45. 45. Proprietary + Confidential
  46. 46. Proprietary + Confidential 80% Paired custom intent audiences with the TrueView for action ad format. Lowering costs (CPA) by
  47. 47. Proprietary + Confidential SPEED UP
  48. 48. 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
  49. 49. Proprietary + Confidential Page speed is now a ranking factor for organic mobile searches
  50. 50. Proprietary + Confidential
  51. 51. Proprietary + Confidential
  52. 52. Proprietary + Confidential ways to order a Domino’s pizza 15+ of orders are online, more than half from mobile 60%
  53. 53. Proprietary + Confidential Age of Assistance
  54. 54. VIDEO: Your Next Growth Engine
  55. 55. WHY YOUTUBE? Why YouTube?
  56. 56. voice
  57. 57. #YouTubetaughtme
  58. 58. 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%
  59. 59. Proprietary + Confidential Proprietary + Confidential 16.3M YOUTUBE IS WHERE... australian adults spent an average of... 24h35m per person every month on YouTube June 2019 Source: Nielsen Digital Content Ratings, Video, July 2019 People 18+, Panel + Census Audience
  60. 60. All viewers come to the platform and push play with the same intention: To watch great video. Period WHY YOUTUBE?
  61. 61. you can skip to video in 5 sec With the skip button, advertisers must earn attention WHY YOUTUBE?
  62. 62. How can Businesses WIN on YouTube?
  63. 63. 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.
  64. 64. Reach the right people based on their intent.
  65. 65. 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
  66. 66. 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
  67. 67. These products are using the incredibly strong intent signals from Search from the rest of Google AUDIENCE
  68. 68. Using these signals, we’ve built new + improved audience types: Life Events Affinity & In-Market Segments Consumer Patterns AUDIENCE
  69. 69. AUDIENCE Searched for “how to serve a divorce Australia” on Google.com Watched a relationship advice video on youTube Searched for local divorce lawyers
  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. Lower CPA vs. Search Law Partners uses YT4A to drive incremental leads to their acquisition funnel +65% Incremental Conversions 30%+200 Incremental Conversions CASE STUDY The challenge Law Partners is an Australian law firm that uses Offline media and Search to acquire leads for their CTP Claim business. Search volume has always been limited because of low awareness about accident injury claims. They have never used YouTube before. The approach Understanding the current limitation of search volume we've proposed YT4A as an incremental channel for lead acquisition. We've implemented YT4A campaigns using In-Market, Custom Intent and Remarketing. The results so far... YT4A campaigns have delivered +200 conversions, 65% incremental conversions over what search + display could drive, with a 30% lower CPA* than search campaigns, exceeding dramatically expectations. Based on account data from Feb 1st to Mar 25th / 2019
  74. 74. CREATIVE Win your audience’s attention and give them a way to take action.
  75. 75. YOU ARE EQUIPPED TO ADVISE ON CREATIVE BECAUSE YOU ARE A CONSUMER CREATIVE
  76. 76. 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
  77. 77. 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
  78. 78. 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
  79. 79. CREATIVE Let’s apply this to Duracell…
  80. 80. Overstock.com created a multipurpose video campaign to increase conversions CASE STUDY +80% Increase in conversion rate cheap dining tables bedding furniture
  81. 81. Proprietary + Confidential Deliver video ads perfectly tuned to your target audience at scale DIRECTOR MIX Customize creative Localize message Maximize impact 89 CONFIDENTIAL
  82. 82. 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 90 CONFIDENTIAL
  83. 83. MEASUREMENT Optimize towards success metrics and measure to prove it’s working.
  84. 84. 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.
  85. 85. MEASUREMENT Brand Lift Survey to measure additional metrics
  86. 86. How can Businesses WIN on YouTube?
  87. 87. 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
  88. 88. Proprietary + Confidential THANK YOU
  89. 89. Practice Growth Solutions
  90. 90. About us Practice Results Digital marketing company with offices in Brisbane and Melbourne specialising in digital marketing, web development and consulting. This company evolved from Your Easy Web Solutions. Alexei Kouleshov • Managing Director • Entrepreneur • Father of twin boy • Blue belt in Brazilian Jiu Jitsu
  91. 91. Some of our clients
  92. 92. What are you goals? • Numbers of appointments per week • Number of leads • Reduce cost per lead • Get the right kind of leads
  93. 93. Business Basics
  94. 94. Revenue Formula L x CR x P x R = Revenue
  95. 95. Revenue Formula 100 x 20% x $1,000 x 1 = $20,000
  96. 96. What to improve • Conversion rate • Repetition • Price • Leads
  97. 97. Revenue Formula 100 x 30% x $1,000 x 1.1 = $33,000
  98. 98. Consumer Behaviour • Know – Brand – What you do • Like – Research / Reviews • Trust – Enquiry – Sale – Referral
  99. 99. Campaign Examples
  100. 100. Small Dental Practice
  101. 101. Small Dental Practice Investment: $542.37 Leads: 40.5 Cost per lead: $13.39 Types of leads: General
  102. 102. Family Law Firm
  103. 103. Family Law Firm Investment: $6,481.71 Leads: 74 Cost per lead: $87.59 Types of leads: 70% Women, 25+, With Kids, Home Owner
  104. 104. Improving Conversion Rate
  105. 105. Conversion Components • Offers • Call to action • Customer Wants • Sales Process
  106. 106. Offers • Some Examples – No upfront cost – Price beat guarantee – No win, no fee – Special offer – No hidden costs – Free consultation – % Discount – Limited time offer
  107. 107. Call-to-action • Process/Offer based – Next Step – Message to mechanism • Relevant – Connect problem to solution • Example – Call Us vs Call Now for Free Consultation! – Request Appointment vs Book Appointment Online
  108. 108. Customer Wants • Affordability – Payment plans, rebates, health Insurance • Convenience – After hours, no obstacles (referral required), parking • Utility – Awards, certifications, credibility, testimonials • Availability – Book now schedule, same day emergency service
  109. 109. Sales Process • Client – Who are they? • Actual Problem – Conveyancing vs Buying a House • Solution – Outcome (Gain, Retain or Save) – Right – Timely
  110. 110. Which Ads Are Better?
  111. 111. Landing Pages
  112. 112. Campaign Tips
  113. 113. Remarketing • Qualify – Identify ideal and non-ideal customer profiles – Turn engagement into audiences • Attract – Establish points of difference – Create offers • Convert – Turn visitors into leads
  114. 114. Contact Details Remarketing Audiences • Those who visited your pricing page. • Those who subscribed to your blog. • Those who clicked through to your social accounts. • Those who took a survey. Break up users into specific groups based on answers given. • Those who watched more than 30 seconds of your sales video. • Those who followed certain steps in the sales funnels.
  115. 115. Contact Details Using Remarketing • Customer Journey – Assist customer along their journey to solution – Educating customer • Assisting Other Marketing Processes – CRM touchpoints, EDMs, Social Media • Optimising Budget – Build Audiences – Drive Traffic
  116. 116. Marketing Funnel & Remarketing
  117. 117. Contact Details Reviews • 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
  118. 118. Other Tips • Notifications – Autoresponse, What to expect next • Live Chat – Customer service – Chat bot – Social media • Reviews
  119. 119. Working With an Agency
  120. 120. What Does an Agency Do? • Strategy / Bridge – Goal setting / Best approach – Using various tactics • Consulting – Helping your team execute • Campaign Management – Executing and reporting • Support
  121. 121. Where Businesses Struggle • Marketing Focus – Identifying what to market • Websites – Design vs Content battle • Landing Pages – Not sure what works and how to track performance • Staying Current – Executing new opportunities
  122. 122. What Businesses Need • Direction – Goal focused • Websites – Design vs Content battle • Landing Pages – Not sure what works and how to track performance • Staying Current – Executing new opportunities
  123. 123. Benchmarks
  124. 124. Expressions of Interest Form ● Free Consultation ● Campaign Review ● Upcoming Events
  125. 125. Case Study Doctors @ Manly Road
  126. 126. Case Study • Who are they? – General practitioners – Some specialised doctors • Goal – Reach daily booking capacity – Get weekend appointments – Overbook certain days • Budget – $1500
  127. 127. Case Study - Process • Identified Points of Difference – Bulk-Billing weekend service – On-site Pathology – Walk-in Appointments – Male & Female Doctors • Defined User Behaviour – Mobile users looking to call – Younger market looking to book online
  128. 128. Case Study - Results • Optimised Campaigns – Ran experiments – Higher CTR - better engagement – Lower CPC – Tracked conversions - optimised using Google Ad tools • Monthly Results – CPC $1.75 – CTR 16.63% – 168 Conversions – $5.91 Cost Per Conversion
  129. 129. Case Study - Results
  130. 130. Why Choose Us? Results Based Approach – Forecast / Goals – Maximise outcome Ongoing Support – Dedicated Manager – Strategy Execution and Reporting Experience – 12 Years Experience
  131. 131. Questions?
  132. 132. Contact Details Email: alexei@practiceresults.com.au Phone: (07) 3810 2529

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