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.

1. Confidential & ProprietaryConfidential & Proprietary
Dental Industry Masterclass
Google & Your Easy Web Solutions
May 25, 2018
Presenter: Jinal Mehta, Agency Development Manager, Google

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Goal of Today
Leave here with a greater understanding of the Dental
Industry online and drive superior business results

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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

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Part One
Role Of Online In the
Consumer Journey

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. 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. 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. 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. We don’t go online. We live online.

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. 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
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Gmail
Gmail
Google
Maps
Admob

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Part Two
How Aussies Choose Their
Dentists?

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Where-can-I-get-treatment moments
1. Be there for local
searches
1. Show up for a
variety of terms
1. Showcase the
essentials

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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

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I’m-ready-to-book moments
1. Mobile-optimise your
website
1. Offer convenient
conversation
starters
1. Shortcut the online
booking process

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Part Three
Spotlight On
Trends

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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

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21% ▲ -6% ▼ 8% ▲
Source: Google Internal, Vic, Q1 2018
Dentists & Dental Services
YoY query growth by device in Q118 vs Q117

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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. www.yourdomain.co
m
Dentists and Dental Services
April 2018

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Data & Insights
Our data and insights are
from the world’s
database of human
intention
Source: Google Internal Data; Timeframe: April 2018, Australia

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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

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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

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Part Four
Competitive
Landscape

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Brand Interests For Dentists

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. Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
Thank you

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30. Google Marketing
Masterclass
Dental Industry

31. Agenda
• Introduction
• Our process
• Case study
• Helpful tips
• Q&A

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. About us
• Digital Marketing Agency
• Offices in Brisbane and Melbourne
• National clients
• Google Premier Partner
• Established in 2007
• Specialising in dental industry

34. What we do
• Web design and development
• Lead generation campaigns
• Campaign optimisation
• Creative
• Incentives
• Landing pages

35. Our Process

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. Set goals
• What goals to expect from campaign?
• Discuss client’s goals
• Review benchmarks
• Reality check
• Create plan of action

39. Areas of improvement
• Offers and incentives
• Website
• Copy
• Layout
• Website vs landing page
• User experience (analytics data)

40. Performing 80/20 analysis
• Services
• Time allocation
• Budget
• Past campaign performance (if available)
• Service analysis (80/20)

42. Right strategy
• Lead generation
• List building
• Brand awareness
• Niche domination
• Combination of strategies

43. Right Message
• Customers needs and wants:
• Affordability
• Outcome
• Convenience
• Point of difference
• Call to action

44. vs

45. Right audience
• Demographic
• Geographic
• Device
• Time

48. Finetune
• Campaign metrics
• Conversion data
• Insights from Google reps
• New opportunities
• A/B split tests
• Customer feedback

49. Case Study

50. Local Dental Practice
• 1 location
• General dentistry focus
• Advertising all services
• Runs general ads
• Budget $1500
• Goal – more leads

51. Problems
• No strategy
• Low number of leads
• Cost per lead relatively high
• Lead process doesn’t meet sales process
• Budget not being spent

52. 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

53. Improvements
• Change ads text
• Call to action and point of difference added
• Add ad variations
• Ad extensions

54. 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

55. Further Improvements
• Landing page
• Optimise campaign
• Refine targeting

56. 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

57. Helpful Tips

58. Relevance
• Improve Quality Score
• Ads
• Expected CTR
• Landing page
• High Impact on CPC and
ad position

60. Ad Improvements
• Extensions
• Call
• Sitelinks
• Callouts
• Ad copy different from competitors
• Ad variations

61. Landing page
• Mobile friendly (not just responsive)
• Conversion focused design
• Text to match ads
• Lead mechanism to match ads
• Quick to load – gtmertix.com

64. Focus on what works
• Segment data metrics by
• Device
• Time
• Helps to understand what is converting best

66. Need Help?
• Strategy
• Website
• Landing pages
• Lead generation
Expression of Interest

67. Questions?

68. Contact
Email – alexei@yews.com.au
Twitter - @alexeikouleshov
Facebook - @youreasywebsolutions