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Google Partners Digital Bites 4th November 2016

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Google Partners Digital Bites with Cameron Clark and Alexei Kouleshov.

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Google Partners Digital Bites 4th November 2016

  1. 1. Google Partners Digital Bites Friday the 4th November Welcome Introductions
  2. 2. 8:30am 9:00am 9:15am 9:45am Registration & Breakfast Welcome message Micro-Moments - The new battleground for businesses Results driven by Landing Pages and the concept of Point of Difference AGENDA Q&A Panel10:45am 1:1 Consultation and closing remarks11:00am 15 Minute break for refreshments / networking10.30am
  3. 3. Google Confidential and Proprietary Micro-moments the new battleground for businesses Cameron Clark, Agency Development Manager, Google
  4. 4. Proprietary + Confidential Agenda What’s the latest trend with Mobile Search? State of Union across Search, Display & YouTube Benefits of working with a Premier Partner Agency
  5. 5. What’s the latest trend with Mobile Search?
  6. 6. We don’t go online. We live online.
  7. 7. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential It all comes down to the rise of smartphones Source: Nielsen Online Ratings - Market Intelligence
  8. 8. We’re in the midst of a massive shift in consumer behavior of time consuming media is spent online... every day47% would never leave home without their digital devices83% Source: Emarketer Time Spent Comparative Estimates
  9. 9. Proprietary + Confidential 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
  10. 10. Proprietary + Confidential 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
  11. 11. 73% 46% Increase in unaided brand awareness Most important attribute when selecting a brand Succeeding in a Micro-Moment World Be There Be Useful
  12. 12. 90% 47% Of consumers expect a page to load in 2 seconds or less People purchase across screens Succeeding in a Micro-Moment World Be Quick Connect the Dots
  13. 13. State of Union across Search, Display & YouTube
  14. 14. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Growth trends in each channel YouTube 1 Display 2 Search 3 AVERAGE TIME SPENT STREAMING PER PERSON ON YOUTUBE/MONTH 9h17m MOBILE AD SPEND OUTLAYS TV FOR FIRST TIME 2.71bn Mobile 4 OF TIME IS SPENT OUTSIDE SEARCH ACROSS WEBSITES, MOBILE, YOUTUBE, & GMAIL 79% YEAR ON YEAR INCREASE IN AUSTRALIA SEARCH QUERIES 26%
  15. 15. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential How channels feature across the customer journey CustomerJourney Build Brand Awareness YouTube Masthead Build Brand Awareness YouTube Video Ads (non-skippable) Capture Intent Remarketing Capture Intent Google Search Ads Drive Engagement Display (GDN) CONSIDERATION ACTIONAWARENESS Drive Engagement YouTube TrueView Video Ads (skippable)
  16. 16. Confidential & Proprietary Proprietary + ConfidentialProprietary + Confidential REACH better qualified customers at scale IMPACT the purchase decision to win in the moments that matter Drive measurable RESULTS
  17. 17. Helping You Succeed Online REACH better qualified customers at scale Proprietary + Confidential
  18. 18. Helping You Succeed Online 1B+1B+1B+1B+1B+1B+1B+ Proprietary + Confidential 1B+ Google users Reach millions of people, across their entire day
  19. 19. Helping You Succeed Online 94% of Australian digital population can be reached with Google. 5.2B Searches happening in Australia per month. (176M per day) Reach your audience where they are. Reach source: comScore MediaMetrix, Sept 2015 Proprietary + Confidential
  20. 20. Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Australian consumers are always on Source: Google Internal Data
  21. 21. Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential After search and social, video is the 3rd most popular activity 15.0 M15.5 M18.1 M 10.8 M11.6 M 9.6 M10.5 M 18-24 25-34 35-44 45-54 55+ 83% 87% 88% 85% 59% 2.2 M 2.7 M 2.9 M 2.6 M 2.7 M Source: Nielsen Digital Ratings Monthly, February 2016, AU (Surfing - Includes Mobile App).
  22. 22. Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Aussie’s choose Online Video Content because it suits their lifestyle and needs Source: ACMA OVC Survey 2014
  23. 23. Helping You Succeed Online IMPACT the purchase decision to win in the moments that matter Proprietary + Confidential
  24. 24. Helping You Succeed Online Sports is a male dominated Gaming is for kids Women are homemakers Men buy cars
  25. 25. Helping You Succeed Online 60%+ of sporting goods shoppers who engaged with relevant YouTube content on mobile are female 45%+ of video game searchers on mobile are 35+ 40%+ of home-goods searchers on mobile are male 60%+ of auto searchers on mobile are female
  26. 26. Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Here are the ways to find your audience PURCHASE INTENT Find relevant users who are in-market to buy your product or service. PASSION Connect with engaged audiences based on a holistic view of their behaviors and affinities. PERSONALISATION Use your own data to reach audiences that will build your business.
  27. 27. Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Build more awareness by reaching even more qualified customers Men 34-45 Auto Enthusiasts People that look like my customers Viewers of Auto Content People ready to buy a car Demographic Affinity Customer Match & Similar Audiences Topic In-Market
  28. 28. Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Ways to capture Display audiences Keyword Contextual Dynamic Remarketing How it Works Use keywords to show ads to people who are visiting or have visited websites with content that’s contextually relevant to those keywords. How it Works Using a product or service feed that you provide, dynamic remarketing shows ads to previous site visitors containing the products or services they viewed on your website 2x Conversion Rate 60% Decrease in CPAs
  29. 29. Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Do more with Search! Launch of Expanded Text Ads (ETA) 1.  Headline 1: 30 characters 2.  Headline 2: 30 characters 3.  Description Line: 80 characters total 4.  Final URL 5.  Display URL generated automatically based on Final URL; no longer submitted by user 6.  Path: up to 2, 15 characters each (e.g., Shoes > Running)
  30. 30. Helping You Succeed Online Drive measurable RESULTS Proprietary + Confidential
  31. 31. Proprietary + Confidential Clicks Calls Signups Sales Purchase intent lift View-through rate Watch time Favorability lift Consideration life Brand interest lift Views Impressions Unique users Awareness lift Ad recall lift RESULTS (KPIs) CONSIDERATION ACTIONAWARENESS Google is able to track and measure more than you think
  32. 32. Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Principle 1: Understand what a conversion means to your business and how to track it 72% of advertisers say they increase revenue through better measurement. Conversions View-through Conversions (VTCs) Clickthrough Rate (CTR) Setting up conversion tracking is crucial to understand how clicks lead to a desired site action (e.g. sales, leads, phone calls). VTCs measure assist conversions, where a customer sees - but doesn’t click - a display ad before converting on your site. If you are unable to implement conversion tracking use CTR to see how campaigns are driving traffic
  33. 33. Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Principle 2: Make sure you know what you are paying for Views Simulated SECONDS Skip Button 0 1 2 3 4 5 6 7 8 9 10 15 20 25 30s Impression 0 1 2 3 4 5 6 7 8 9 10 15 20 25 30s View Count A Facebook “view” is the equivalent to the industry definition of an impression. BILLED BILLED* SECONDS View CountImpression or BILLED*
  34. 34. Proprietary + Confidential Benefits of working with a Premier Partner Agency
  35. 35. Proprietary + Confidential YEWS & Google: The Perfect Combination The Google Premier Partner badge recognizes companies that excel with Google products. It shows that YEWS business is healthy, their clients are happy, and that they follow Google’s best practices.
  36. 36. Proprietary + Confidential CAMERON CLARK Agency Development Manager ✔ New business development ✔ Strategic growth planning ✔ Sales training ✔ Acquisition & pitch partnership JINAL MEHTA Agency Account Strategist ✔ Existing business growth ✔ Account strategy ✔ Tailored optimization insights to meet client goals ACCESS: Betas, industry insights, case studies, benchmarks, estimates, & exclusive trainings. YEWS GOOGLE AGENCY TEAM Dedicated Google support to help you succeed on the web
  37. 37. Proprietary + Confidential Learn More: ●  Consumer Barometer ●  Google Trends ●  Think with Google Additional resources to get started
  38. 38. Google Partners Digital Bites Results Driven by Landing Pages and Point of Difference Alexei Kouleshov
  39. 39. Helping You Succeed Online How to Generate Leads Online Quickly & Cost Effectively?
  40. 40. Helping You Succeed Online Questions For You •  How many of you have a website? •  How many of you generate leads/sales online? •  How many of you paid for your advertising? •  How many of you have been disappointed with results?
  41. 41. Helping You Succeed Online Opportunity Knocking
  42. 42. Helping You Succeed Online But Not On Your Door
  43. 43. Helping You Succeed Online In Order To Success Online You Need To Be •  S •  M •  A •  R •  T
  44. 44. Helping You Succeed Online In Order To Success Online You Need To Be •  Strategy •  Message •  Advertise •  Results •  Test & Measure
  45. 45. Helping You Succeed Online What Would Another 10 Leads Per Month Mean To Your Business?
  46. 46. Helping You Succeed Online My Goal Today is •  Teach you key concepts of digital marketing •  Educate you on the “Point of Difference” concept •  Share some of our most effective tactics with you
  47. 47. Helping You Succeed Online Who I am •  Digital Marketing Strategist •  Google Premier Partner •  Infusionsoft Partner •  Over 12 Years In The Industry •  Managing Director of Your Easy Web Solutions •  Best selling author (Our Internet Secrets) •  Entrepreneur •  Frequent traveller
  48. 48. Helping You Succeed Online In the last 3 years •  Thailand x 2 •  Bali •  Greek Islands •  Paris •  St Petersburg •  Moscow •  Shanghai •  Blue Mountains •  Whitsundays x 2 •  Auckland •  Perisher •  Threadbo •  Queenstown
  49. 49. Helping You Succeed Online My Successes •  Degree in IT (Major in E-Commerce) from QUT •  First project – generated $250,000 first year •  Worked with thousands of businesses •  Helped build number of multi-million dollar businesses •  Doubled my business in the last 12 months
  50. 50. Helping You Succeed Online Successes - Your Easy Web Solutions •  National & International clients •  2 Offices, 11 Staff •  Recently received Google Premier Partner badge •  Run some of the best Search and Mobile campaigns •  No contracts •  Conversion based focused marketing
  51. 51. Helping You Succeed Online S.M.A.R.T – 5 Step Process •  Strategy •  Message •  Advertise •  Results •  Test & Measure
  52. 52. Helping You Succeed Online S.M.A.R.T Process Translates To •  Landing Pages •  Point of Difference/USP •  Google Adwords •  Goals/KPIs •  Google Analytics
  53. 53. Helping You Succeed Online STRATEGY – Landing Pages •  Has to present your USP and Point of Difference for your ideal client and tie into your sales process •  Landing Page Models: •  Single Tier •  Multiple Tier
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  59. 59. Helping You Succeed Online Landing Pages - Keep it simple •  Attractive offer •  Minimal number of call-to-actions (CTA) •  Targeted traffic to matche landing page •  Aim for conversion rate (7-15%) •  A/B Split Test •  Headlines •  Offers •  With/without elements
  60. 60. Helping You Succeed Online Landing Pages - Automation •  Stick with templates •  Don’t get caught on design and look •  We prefer •  ClickFunnels •  Leadpages •  Unbounce •  Proved Designs
  61. 61. Helping You Succeed Online MESSAGE – Point of Difference •  How do you differ from your competitors? •  What do you specialise in? •  What did your customers compliment you on? •  Convenience points: •  Online Booking •  Free Parking Available •  Available 7 Days
  62. 62. Helping You Succeed Online Unique Selling Point (USP) •  Price Beat Guarantee •  Same Day Service •  Priority List •  Money Back Guarantee •  Value Based Upsell
  63. 63. Helping You Succeed Online ADVERTISING – Traffic (Adwords) •  Search – 85% •  Point of difference •  Ad to stand out •  Remarketing – 5% •  Ad criteria for returning visitor •  Display – 10% •  Narrow targeting parameters
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  67. 67. Helping You Succeed Online Traffic Source Breakdown •  Search •  Initial visit •  Highest conversion / engagement •  Remarketing – 5% •  Upsell •  High Engagement •  Display – 10% •  Initial Visit / Low Engagement •  Cheap Traffic
  68. 68. Helping You Succeed Online RESULTS – Goals •  Get busy •  Strong marketing presence •  Effective impression share •  Improved cost per lead/sale •  Build list •  Work around seasonal trends •  Ability to grow business
  69. 69. Helping You Succeed Online TEST & MEASURE – Google Analytics •  A/B Split Testing •  Setup goal(s) tracking •  Track key metrics •  Visitors •  Traffic sources •  Audiences •  Conversion rates
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  72. 72. Helping You Succeed Online S.M.A.R.T Campaigns Tips •  Identify niches (80/20) •  Write good content •  Keep process simple •  Diversify traffic sources •  Consider user environment (mobile vs desktop) •  Build email list •  Track Return on Investment •  Check Google Analytics regularly
  73. 73. Helping You Succeed Online Questions?
  74. 74. Helping You Succeed Online Need Help? •  Strategy •  Website/CRM setup •  Lead generation •  Google Adwords / Analytics •  Consulting Expression of Interest
  75. 75. www.yews.com.au Phone – 0414 986 919 Email – alexei@yews.com.au

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