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Dental Industry Google Marketing Masterclass

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Your Easy Web Solutions and Google have put together an event at Google Melbourne office for dental industry professionals. This event is aimed at providing insights and effective strategies that work across the industry.

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Dental Industry Google Marketing Masterclass

  1. 1. Confidential & ProprietaryConfidential & Proprietary Dental Industry Masterclass Google & Your Easy Web Solutions May 25, 2018 Presenter: Jinal Mehta, Agency Development Manager, Google
  2. 2. Confidential & Proprietary Goal of Today Leave here with a greater understanding of the Dental Industry online and drive superior business results
  3. 3. Confidential & Proprietary
  4. 4. Agenda The Consumer Deepdive into vertical insights and query trends How Australians choose their Dentists Competitive Landscape The Role of Online Role of internet in the consumer journey Summary & Next Steps Spotlight on Trends What are major marketers in the industry doing Kahoot Quiz
  5. 5. Confidential + Proprietary Part One Role Of Online In the Consumer Journey
  6. 6. Internet use is pervasive across all age groups. Once online, the Internet becomes essential for many people. The online and multiscreen world has become an essential part of everyday life
  7. 7. Online information sources are key in introducing consumers to products and services. Consumers rely on online information sources throughout the pre-decision making journey, either as the sole source or alongside offline research Consumers rely on online sources for information
  8. 8. The Internet is a key resource for finding local businesses. Consumers turn to specific online sources - especially search engines - when looking for local businesses. Consumers use internet to find local businesses
  9. 9. Consumers help businesses enhance their advertising strategies By understanding what consumers look for, businesses are able to ensure the right information is available on their websites. There are a number of factors consumers consider when selecting a local business.
  10. 10. We don’t go online. We live online.
  11. 11. per day At bus stop, listen to new music 8:30am Buy product for upcoming event 11:15am Browse how-to content on YouTube 7:15pm On bus, check email for sales this weekend 5:29pm At lunch, play Scrabble while waiting in line 1:33pm Check email before bed 11:09pm Use maps to find lunch spot 1:13pm Research topic on search 11:36am Wake up and read news online 6:50am On the bus, checks out articles 8:42am 150x Proprietary + Confidential
  12. 12. At bus stop, listen to new music 8:30am Buy product for upcoming event 11:15am Browse how-to content on YouTube 7:15pm On bus, check email for sales this weekend 5:29pm At lunch, play Scrabble while waiting in line 1:33pm Check email before bed 11:09pm Use maps to find lunch spot 1:13pm Research topic on search 11:36am Wake up and read news online 6:50am On the bus, checks out articles 8:42am Google can help you reach consumers across these moments Google Display Google Display YouTube YouTube Search Search Proprietary + Confidential Gmail Gmail Google Maps Admob
  13. 13. Confidential + Proprietary 13 Part Two How Aussies Choose Their Dentists?
  14. 14. Confidential + Proprietary Where-can-I-get-treatment moments 1. Be there for local searches 1. Show up for a variety of terms 1. Showcase the essentials
  15. 15. Confidential + Proprietary Who-can-I-trust moments 1. Include reviews on your business listing 1. Make a positive first impression 1. Make sure the price is right
  16. 16. Confidential + Proprietary I’m-ready-to-book moments 1. Mobile-optimise your website 1. Offer convenient conversation starters 1. Shortcut the online booking process
  17. 17. Confidential + Proprietary Part Three Spotlight On Trends
  18. 18. Confidential + Proprietary Focusing Facts Dentists & Dental Services in Australia / Victoria (State) 14% Search growth overall in Q118 compared to the previous year 55% Of searches came from Mobile 40% Of searches came from Computer -5% Change in CPC compared to the previous year Source: Google Internal, Vic, Q1 2018
  19. 19. Confidential + Proprietary 21% ▲ -6% ▼ 8% ▲ Source: Google Internal, Vic, Q1 2018 Dentists & Dental Services YoY query growth by device in Q118 vs Q117
  20. 20. Confidential + Proprietary Jan Feb Mar Apr Sep Oct Nov DecMay Jun Jul Aug Queries CPC 0 100 $3.18 $3.48 Source: Google Internal, Vic, Q1 2018 Monthly seasonal patterns in queries and CPC In the last 3 years, CPCs were in the range of $3.18-$3.48 and peaked in Sep. Category searches have consistently peaked in Aug.
  21. 21. www.yourdomain.co m Dentists and Dental Services April 2018
  22. 22. Confidential + Proprietary Data & Insights Our data and insights are from the world’s database of human intention Source: Google Internal Data; Timeframe: April 2018, Australia
  23. 23. Confidential + Proprietary Category : Dentists & Dental Services TOP SEARCHES RISING QUERIES SUSTAINED GROWTH QUERIES Dentist Dentist near me Veneers Wisdom Teeth Orthodontist Pacific smiles Root Canal Root canal treatment Maven dental Dental boutique Dentist launceston Kids rotten teeth Wisdom teeth removal price Kids dentist near me Dental implants price comparison Dentist Dentist near me Veneers Bulk billing dentist Smile dental Wisdom teeth removal Emergency dentist Royal dental hospitalSource: Google Internal, AU, April 2018
  24. 24. Confidential + Proprietary EMERGING QUERIES DECLINERS Theja dentist Berwick dental studio Fastbraces perth Battery hill dental Dental theja Dr. theja dentist Cosmetic dentistry melbourne Dental corporation Root canal therapy Total teeth Dental corp Source: Google Internal, AU, April 2018
  25. 25. Confidential + Proprietary Part Four Competitive Landscape
  26. 26. Confidential + Proprietary 26 Brand Interests For Dentists
  27. 27. Confidential + ProprietarySource: Google Internal Data; Timeframe: Jan - Mar 2018, Victoria Advertiser Cost AUD CPC AUD Impressions Clicks CTR Tier 1 $94,087 $3.11 543,397 30,286 5.57% Tier 2 $17,477 $3.30 90,714 5,292 5.83% Tier 3 $5,023 $3.55 26,855 1,414 5.27% Advertiser Cost AUD CPC AUD Impressions Clicks CTR Tier 1 $40,841 $3.68 181,587 11,099 6.11% Tier 2 $5,261 $2.90 33,750 1,817 5.38% Tier 3 $1,767 $4.14 9,647 427 4.43% Australia Victoria Search Category Benchmarks, Jan-Mar 2018
  28. 28. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Thank you
  29. 29. Confidential & Proprietary
  30. 30. Google Marketing Masterclass Dental Industry
  31. 31. Agenda • Introduction • Our process • Case study • Helpful tips • Q&A
  32. 32. Some questions for you • Would you like to improve your campaigns? • Do you have a strategy for SEM? • Would like to learn some new Adwords tips?
  33. 33. About us • Digital Marketing Agency • Offices in Brisbane and Melbourne • National clients • Google Premier Partner • Established in 2007 • Specialising in dental industry
  34. 34. What we do • Web design and development • Lead generation campaigns • Campaign optimisation • Creative • Incentives • Landing pages
  35. 35. Our Process
  36. 36. Process Steps 1. Set goals 2. Identify Areas of Improvement 3. Perform 80/20 analysis 4. Choose the right strategy 5. Pick the right message 6. Reach the right audience 7. Finetune
  37. 37. Set goals • What goals to expect from campaign? • Discuss client’s goals • Review benchmarks • Reality check • Create plan of action
  38. 38. Areas of improvement • Offers and incentives • Website • Copy • Layout • Website vs landing page • User experience (analytics data)
  39. 39. Performing 80/20 analysis • Services • Time allocation • Budget • Past campaign performance (if available) • Service analysis (80/20)
  40. 40. Right strategy • Lead generation • List building • Brand awareness • Niche domination • Combination of strategies
  41. 41. Right Message • Customers needs and wants: • Affordability • Outcome • Convenience • Point of difference • Call to action
  42. 42. vs
  43. 43. Right audience • Demographic • Geographic • Device • Time
  44. 44. Finetune • Campaign metrics • Conversion data • Insights from Google reps • New opportunities • A/B split tests • Customer feedback
  45. 45. Case Study
  46. 46. Local Dental Practice • 1 location • General dentistry focus • Advertising all services • Runs general ads • Budget $1500 • Goal – more leads
  47. 47. Problems • No strategy • Low number of leads • Cost per lead relatively high • Lead process doesn’t meet sales process • Budget not being spent
  48. 48. Impressions 9321 Clicks 218 CTR 2.34 CPC $4.57 Average Position 2.1 Total Cost $996.26 Conversions 10 Conversion Rate 4.59 Cost/Conv $99.63
  49. 49. Improvements • Change ads text • Call to action and point of difference added • Add ad variations • Ad extensions
  50. 50. Impressions 9321 Clicks 310 CTR 3.33 CPC $4.57 Average Position 1.8 Total Cost $1,416.70 Conversions 15 Conversion Rate 4.84 Cost/Conv $94.45
  51. 51. Further Improvements • Landing page • Optimise campaign • Refine targeting
  52. 52. Impressions 9321 Clicks 351 CTR 3.77 CPC $4.29 Average Position 1.7 Total Cost $1,505.79 Conversions 49 Conversion Rate 13.96% Cost/Conv $30.73
  53. 53. Helpful Tips
  54. 54. Relevance • Improve Quality Score • Ads • Expected CTR • Landing page • High Impact on CPC and ad position
  55. 55. Ad Improvements • Extensions • Call • Sitelinks • Callouts • Ad copy different from competitors • Ad variations
  56. 56. Landing page • Mobile friendly (not just responsive) • Conversion focused design • Text to match ads • Lead mechanism to match ads • Quick to load – gtmertix.com
  57. 57. Focus on what works • Segment data metrics by • Device • Time • Helps to understand what is converting best
  58. 58. Need Help? • Strategy • Website • Landing pages • Lead generation Expression of Interest
  59. 59. Questions?
  60. 60. Contact Email – alexei@yews.com.au Twitter - @alexeikouleshov Facebook - @youreasywebsolutions

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