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Google Premier Connect 22 March 2019


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Presentation by Rebecca Robson from Google, Alexei Kouleshov from Your Easy Web Solutions and Chris McCarroll from Allied Health Marketing.

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Google Premier Connect 22 March 2019

  1. 1. Event Agenda 12:00 - Registration and Afternoon Tea 12:30 - Welcome Message 12:40 - Marketing in the Age of Assistance by Rebecca Robson 13:25 - Growing Health Businesses by Alexei Kouleshov 14:10 - 10 Minute Break For Refreshments / Networking 14:20 - Stop Marketing in the Dark by Chris McCarroll 15:05 - Questions and Closing Remarks 15:30 - Event Concludes
  2. 2. Proprietary + Confidential Marketing in the Age of Assistance MARCH 2019 Rebecca Robson, Agency Partner
  3. 3. Source: Unisys
  4. 4. Source: Unisys vs 26 hrs 68 mins
  5. 5. Source: Unisys vs 26 hrs 68 mins #PRIORITIES
  7. 7. 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
  8. 8. Proprietary + Confidential
  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
  15. 15. Proprietary + Confidential
  16. 16. 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
  17. 17. Proprietary + Confidential
  18. 18. Proprietary + Confidential
  19. 19. Proprietary + Confidential
  20. 20. Source:
  21. 21. Proprietary + Confidential
  22. 22. Proprietary + Confidential HELPFUL PERSONAL FRICTIONLESS
  23. 23. Proprietary + Confidential
  24. 24. Proprietary + Confidential
  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 • CASE STUDY “The challenge 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. The approach 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. The results 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. I found working with Google to help develop Bow Lane Dental Group has been both fun and productive. Utilising new technologies I have been able to further grow my business and accurately pinpoint areas that I need to work harder on. I look forward to many years of further partnership.” —James Goolnik BDS MSc, Founder About Google Ads: 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 © 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. 253 Reviews left as feedback 25% Increase in total visitors to website 5,000 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. Confidential & proprietary VIDEO: Your Next Growth Engine
  55. 55. Proprietary + Confidential Age of Assistance
  56. 56. Confidential & ProprietaryConfidential & Proprietary WHY YOUTUBE? Why YouTube?
  57. 57. Mission Statement Give everyone a voice and a chance to succeed, bring people together, and show them the world
  58. 58. Users Creators Brands
  59. 59. Users Creators Brands
  60. 60. Confidential & Proprietary YouTube understands it’s customer & makes technology work for them
  61. 61. Confidential & Proprietary Whether you use VICE to get news
  62. 62. Confidential & Proprietary Whether you are a parent looking to sympathise
  63. 63. #YouTubetaughtme
  64. 64. Confidential & ProprietaryConfidential & Proprietary 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%
  65. 65. 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
  66. 66. Users Creators Brands
  67. 67. Users Creators Brands
  68. 68. Confidential & Proprietary All viewers come to the platform and push play with the same intention: To watch great video. Period WHY YOUTUBE?
  69. 69. Confidential & Proprietary you can skip to video in 5 sec With the skip button, advertisers must earn attention WHY YOUTUBE?
  70. 70. Confidential & ProprietaryConfidential & Proprietary How can Businesses WIN on YouTube?
  71. 71. Confidential & Proprietary 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.
  72. 72. Confidential & ProprietaryConfidential & Proprietary Audience Reach the right people based on their intent.
  73. 73. Confidential & Proprietary 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
  74. 74. Confidential & Proprietary 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
  75. 75. Confidential & Proprietary These products are using the incredibly strong intent signals from Search from the rest of Google AUDIENCE
  76. 76. Confidential & Proprietary Using these signals, we’ve built new + improved audience types: Life Events Affinity & In-Market Segments Consumer Patterns AUDIENCE
  77. 77. Confidential & Proprietary Leveraging the Power of Search Custom Intent Audiences AUDIENCE
  78. 78. 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
  79. 79. 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
  80. 80. Confidential & Proprietary CASE STUDY Hawaiian Airlines used custom intent audiences to increase flight bookings 69% Flight bookings Lower cost per booking 185% ad VIEW FARES
  81. 81. Confidential & Proprietary 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
  82. 82. Confidential & ProprietaryConfidential & Proprietary Creative Message CREATIVE Win your audience’s attention and give them a way to take action.
  83. 83. Confidential & ProprietaryConfidential & Proprietary YOU ARE EQUIPPED TO ADVISE ON CREATIVE BECAUSE YOU ARE A CONSUMER CREATIVE
  84. 84. 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
  85. 85. Confidential & Proprietary 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 [Your creative here] your icon Skip ad CREATIVE
  86. 86. Confidential & Proprietary 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
  87. 87. Confidential & Proprietary CREATIVE Let’s apply this to Duracell…
  88. 88. Confidential & Proprietary created a multipurpose video campaign to increase conversions CASE STUDY +80% Increase in conversion rate cheap dining tables bedding furniture
  89. 89. Proprietary + Confidential Deliver video ads perfectly tuned to your target audience at scale DIRECTOR MIX Customize creative Localize message Maximize impact 93 CONFIDENTIAL
  90. 90. 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
  91. 91. Confidential & ProprietaryConfidential & Proprietary Optimisation & Measurement MEASUREMENT Optimize towards success metrics and measure to prove it’s working.
  92. 92. 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.
  93. 93. Confidential & Proprietary MEASUREMENT Brand Lift Survey to measure additional metrics
  94. 94. Confidential & ProprietaryConfidential & Proprietary How can Businesses WIN on YouTube?
  95. 95. 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
  96. 96. Proprietary + Confidential THANK YOU
  97. 97. Growing Health Businesses By Your Easy Web Solutions Google Premier Connect 2019
  98. 98. About us Your Easy Web Solutions Digital marketing company with offices in Brisbane and Melbourne. Specialising in web design, digital advertising and consulting. Established in 2007, we service hundreds of customers nationally and are proud to hold the distinctive Google Premier Partners badge. Alexei Kouleshov I am the managing director at Your Easy Web Solutions. I look after strategy and innovation to make sure we deliver the best solutions to our clients. My objective is to provide outstanding support and outside-the box solutions for our customers.
  99. 99. Some of our clients
  100. 100. Presentation Agenda • Reaching Your Audience • Before You Start • Success Metrics • Case Study • Questions
  101. 101. What are you goals? • Get more clients? • Reduce current advertising costs? • Get better leads?
  102. 102. Ways to Grow Your Business • Get More Leads – New avenues / opportunities – Improve ongoing campaigns • Improve Conversion Rate – Sales process – CRM • Get Repeat Clients / Old Clients / Referrals – Systems
  103. 103. Reaching Your Audience Types of Campaign
  104. 104. Basics • Know – Brand – What you do • Like – Research / Reviews • Trust – Enquiry – Sale – Referral
  105. 105. Questions • Why do big companies spend $$$ on brand advertising? • When users find your ads will they take action straight away? • Will users need to be followed up?
  106. 106. Marketing Funnel
  107. 107. Awareness • Focus on brand and services • Show to target market • Build audience Measure: Reach, Frequency
  108. 108. Education • Authority / Advice • Case Study / Report • Product • FAQs Measure: Reach, CTR
  109. 109. Consideration • Point of difference • Call-to-action • Offer Measure: CTR, Conversions
  110. 110. Consideration
  111. 111. Contact Details Facts • 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
  112. 112. Actual Journey
  113. 113. Before You Start Common Problems That Majority Ignores
  114. 114. From Marketing to Sale
  115. 115. Message • Disconnected Message – Ad does not connect to destination URL • Inconsistent Call-to-Action – Ad has one trigger, website has other (s) • ACUA Principle – Customer wants – Sales points
  116. 116. Message • Affordability – Payment plans, rebates, health Insurance • Convenience – Free parking, after hours, weekend appointments • Utility – Awards, certifications, credibility • Availability – Book now schedule, same day emergency service
  117. 117. Tips • Use Landing Pages – Key content easily visible – Easy to follow – Mobile/Desktop Friendly • Key Content – Where you are – How to contact you – When are you open – Services you offer
  118. 118. Landing Page Example
  119. 119. Attention Span
  120. 120. Attention • Time for user to click on an Ad – 3-8 seconds • Time for a user to take action on your website – 5-20 seconds • Time for user to make an enquiry/booking – 10-60 seconds
  121. 121. From Search to Ad
  122. 122. From Ad to Result
  123. 123. Tips • Ads – User numbers – Dominate more space – ACUA • Destination – Relevant to ad – Customer wants – Fast to load
  124. 124. Success Metrics Tracking Campaigns’ Performance
  125. 125. What Can You Measure? • Bookings • Calls • Walk-ins • Email enquiries • Website visitors • Website user behaviour
  126. 126. Google Ad/Business Conversions
  127. 127. Walk-ins
  128. 128. Tips • Connect Google Ads to Google Business • Customise columns in Google Ads • Ask your marketing manager to report on specific metrics
  129. 129. Case Study Get Better Physio
  130. 130. Case Study • Business Overview • Marketing Challenges • Starting Point (Late September 2018) • New Campaign
  131. 131. Expression of Interest
  132. 132. Management Service Types Seamless Campaigns Active Campaigns A/B Split Testing Yes Yes Google Ads Yes Yes Bing Ads Yes Yes Display Banner Ads No Yes Remarketing No Yes Monthly Promotions/Offers No Yes Landing Pages 1 Up to 5 Reporting Monthly Flexible Review Meetings Quarterly Monthly Recommended Budget From $800 From $2000
  133. 133. Why Choose Us? • No contracts • Dedicated Manager • Ongoing Support • Results-Based Campaigns • Over 12 Years Experience • Local Team
  134. 134. Questions?
  135. 135. Contact Details Web: Email: Phone: 07 3117 2568 / 03 9018 9468 Office: Level 2/755 Stanley Street Woolloongabba QLD 4102
  136. 136. ABOUT US
  137. 137. WHO WE WORK WITH
  138. 138. “The best vision is insight.” – Malcolm Forbes
  139. 139. CLIENT PERSONA
  140. 140. Sample Sally • Mid – Senior Professionals • Educated – • Married (struggling) with 2 children (6 and 4) Female • Age 30-45 • Dual HH Income: $150,000 • Suburban – Paddington • Stressed inside Calm outside demeanor • Email and social media 1 2 3 4
  141. 141. Sample Sally • Stress free home life and raise a child to be happy and doing well at life. • Public friendly child • Getting child in routine • Time to help child improve (home program) • Personal relationships • Focus on the child and Improve the child behavior to be a happier child • Making the child more independent and confident and not as emotionally dependent. 5 6 7
  142. 142. Sample Sally • The teacher said I need to come and see you • At home we are having trouble with behaviour • We are having problems getting dressed and going to school. • Expense • Not believing there is a problem 8 9
  143. 143. Sample Sally • We help children to become independent and reach their potential. 10 11 Stress free home life Raising your child to be happy and independent Get your child ready for school Handwriting, following instructions and behaviour Raising resiliant kids Developing confidence and self esteem
  144. 144. Sally (School mum) Is homework a battle? Giving kids the tools to complete homework indipandanly Does your child hate going to school? Providing your child the tools to succeed at school Is school overwhelming for your child? Stategies to help your child remain calm Happy child, happy family! How to create a postitive family dynamic Attention difficulties at school? How to get your child to focus
  145. 145. School Holiday Disruptive in class? Developing self regulation to participate in a group Get ready for Prep Giving your child a headstart Trouble drawing and cutting? Developing fine motor skills to assist with school Aggressive behaviour? Tips and strategies to make your classroom calm and friendly Will my child grow out of it? Benefits of early intervention
  147. 147. When evaluating your target market try to answer the following questions: What are the needs/benefits sought by the market overall? Who uses the service? Why do they use the service? When do the use the service? How is the service used? IS YOUR CONTENT RELEVANT
  149. 149. FACEBOOK LEAD AD
  150. 150. Mobile Responsiveness Facebook Lead Ads are particularly beneficial for mobile. The app is already set up for mobile users, so you can rest assured that your ads will be, too. That means that no matter on which device your potential leads are seeing ads, they will be able to complete your form without any issues.
  151. 151. Native Functionality. Users submit their information through an auto-filled form without ever leaving the platform. You avoid disrupting the user experience by keeping your lead on Facebook instead of switching from the platform to your website and back again.
  152. 152. Simple Data Collection Lead Ads are also beneficial for the advertiser because they capture potential customers’ information without having to create a new landing page or conversion path. Everything you need to obtain a new lead is in the platform, and that data can easily integrate with your CRM.
  153. 153. Highly Targeted Segments Facebook Lead Ads allows for highly targeted segmentation, like interests, demographics, and more. This means that the leads you acquire from your Facebook ads are already highly qualified for your product or service.
  154. 154. Videos get on average 66% more qualified leads 45% of people watch an hour or more of video per day. 50% of web users look for a video before visiting a store 79% of consumers prefer watching video to reading about a product. HOT TIP: Add Subtitles!!
  156. 156. TIPS FOR BLOGGING ● Think about your personas ● New studies ● Interviews ● ‘like’ businesses with same target market ● Search google trends PROVIDE REAL VALUE
  157. 157. SOCIAL MEDIA TIPS ● Video ● Images of the clinic/space ● Tell your story ● Think about your platfroms ● Track EVERYTHING (bitly, GA)
  158. 158. PLANNING YOUR CONTENT ● Reach out to other business to share your blogs/socials ● Pick a topic each month and own it ● Try new topics and see what you get traction with. ● Plan and monitor your results. ● Review and refocus. ● Is the e-book dead? PEOPLE LOVE FREE STUFF
  159. 159. Campaign URL Builder TRACK EVERYTHING
  160. 160. WHAT WE DO: + Social Media Management + Email Marketing + Blog Creation + Search Engine Optimisation + Facebook Advertising + Monthly reporting EXTRAS + Practice Automation + Software integration We take the stress out of marketing your practice.
  161. 161. QUESTIONS