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Google's Home Services Trends & How to Win Today's Homeowner

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Google’s Jessie Hochhalter shares the latest trends and insights into how the homeowner journey is evolving. She reveals how to better reach people using ‘near me’ searches, ideas for finding keywords that are relevant to people searching for home services professionals in your region, and tips on generating high ROI on your Google ad spend.

Watch this webinar on-demand at: http://sfsoc.us/2h1wXuW

Published in: Marketing
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Google's Home Services Trends & How to Win Today's Homeowner

  1. 1. Confidential + Proprietary Jessie Hochhalter Partner Enablement and how to win today’s homeowner Home Services Trends
  2. 2. 2 THE SUREFIRE LOCAL MARKETING CLOUD THE ONLY HARD THING ABOUT IT IS HOW HARD IT WORKS
  3. 3. Confidential + Proprietary Jessie Hochhalter Jessie Hochhalter is on the Partner Enablement team at Google. In her career, she has held roles ranging from Digital Advertising Operations Manager to Multimedia Advertising Director. She has an MBA from California Lutheran University, a BA in Philosophy from UC Berkeley and a BS in Business from UC Berkeley’s Haas School of Business. She is very passionate about helping businesses thrive in an ever-changing advertising landscape, as well as music, fitness and pitbull rescue. Global Programs Lead, Partner Enablement
  4. 4. Confidential & Proprietary We don’t go online. We live online.
  5. 5. Confidential & ProprietarySources: US Bureau of Labor Statistics, KPCB % of Time Spent per Day per Activity Use Digital Devices 5.6 hours/day Sleep Do Other Things We spend nearly ¼ of our time connected 9.9 hours of screen time! More than we sleep!!!
  6. 6. Confidential & Proprietary Profound Changes Across Industries...
  7. 7. Confidential & Proprietary ...Including Media! Digital 2010 2018 17.1% 37.3% = $83B % of Spend Across All Media (USA) Source: eMarketer
  8. 8. Confidential & Proprietary 2013 Now 2019 Source: eMarketer Mobile Ad Spend as a % of Digital Ad Spend (USA) Mobile is the Main Driver
  9. 9. Mobile has changed the consumer journey Immediacy of action Acting on any stimulus, whenever we’re motivated to High expectations for relevance and for frictionless experiences Unscripted decisions More loyalty to the need in the moment vs. a brand
  10. 10. Confidential & Proprietary Mobile: a way of life for consumers
  11. 11. Confidential + Proprietary 68%Mobile search share Home Services has Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner.
  12. 12. Confidential + Proprietary Home Services Mobile Queries Exceeds Desktop late 2015 Source: Google Internal Data, 2017
  13. 13. Confidential + Proprietary And Mobile search is skyrocketing… 62% YoY Growth Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner.
  14. 14. Confidential & Proprietary “Near Me” Search Trend google.com/trends
  15. 15. Confidential + Proprietary 61%of people are using a search engine to find home services providers Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner. New Clients
  16. 16. Confidential + Proprietary avg. number of businesses considered for transaction in last 12 months 1.2 of those people did not have a company in mind when searching 67% Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner. New Clients
  17. 17. Confidential + Proprietary of those surveyed who searched last week have already made a purchasing decision Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner. 48% New Clients
  18. 18. Confidential + Proprietary HVAC Trends
  19. 19. Confidential + Proprietary Roofing Search Trends
  20. 20. Confidential + Proprietary Plumbing Search Trends
  21. 21. Confidential + Proprietary Landscaping Search Trends
  22. 22. Confidential + Proprietary ARE YOU THERE FOR NEW CUSTOMERS?
  23. 23. Confidential + Proprietary PUT YOUR DIGITAL MARKETING BACK TO WORK Schedule a 15 min intro to the Surefire Cloud After the call, you’ll receive...
  24. 24. Schedule a 15-minute introductory call to the Surefire Cloud ❏ Tuesday, November 7 ❏ Thursday, November 9 ❏ Please email me to schedule a call
  25. 25. Confidential + Proprietary Proprietary + Confidential Proprietary + Confidential ● ● ● ● ● The 2017 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner. A general population sample of n=8,014 age 18+ were obtained for 2016, balanced by key demographics to the U.S. Census. Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner.
  26. 26. Confidential + Proprietary Male Born in 1948 Grew up in England Married twice Two children Successful Wealthy Dog-lover
  27. 27. Confidential + Proprietary Male Born in 1948 Grew up in England Married twice Two children Successful Wealthy Dog-lover Prince Charles Ozzy Osbourne
  28. 28. Confidential & Proprietary Search “What is zeroscaping” Read News article for advice on different landscaping techniques Email friend for advice Visit Landscaping site to read reviews and compare Search “Landscaper near me” Call business Re-marketing Display Ads Understand the Customer Journey
  29. 29. Confidential & Proprietary Understand Display & Video Roughly 80% of our time is spent outside of search 96% of visitors don’t convert the first time they visit a site Source: thinkwithgoogle.com
  30. 30. Confidential & ProprietarySource: wordstream Be there with both paid and organic
  31. 31. Confidential & Proprietary “Advertisers that pause their search advertising campaigns sometimes cite concerns about how much of the traffic to the sites is truly incremental to clicks on natural search results.” Studies show search ads drive 89% incremental traffic on avg Be there with both paid and organic Source: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.
  32. 32. Confidential & Proprietary Google Adwords - Value Proposition 1 2 3 REACH RELEVANCY ROI
  33. 33. Confidential & Proprietary REACH 80% of people use search engines to find local information online -- and Google is the largest search engine in the world (100B+ searches every month) Target your ads so that whenever potential customers in your country, region, city, or local area are looking for business like yours, your business will show up next to their search results Source: Consumer Barometer – 2016 (US)
  34. 34. Confidential & Proprietary RELEVANCY AdWords is about reaching potential customers in your region, who are showing a clear interest in your products or services by searching for your selected keywords on Google. At the EXACT MOMENT they’re looking for you.
  35. 35. Confidential & Proprietary RETURN ON INVESTMENT Only pay when your ad is being clicked. Impressions are free Measure beyond the click Analytics
  36. 36. Confidential + ProprietarySource: Criteo State of Mobile Commerce Report Q2 2015 Non-Optimized Site Optimized Site Conversion Rate: 1.6% Conversion Rate: 3.4% Is Your Site Mobile Optimized?
  37. 37. Confidential & Proprietary How do we reach these constantly connected consumers?
  38. 38. Confidential & Proprietary Let’s go back.
  39. 39. Confidential & Proprietary Your Business
  40. 40. Confidential & Proprietary URL domain Your Business website content Problem with the Internet?
  41. 41. Confidential & Proprietary Your Business SEO SEM quality score website
  42. 42. Confidential & Proprietary Your Business website web 2.0
  43. 43. Confidential & Proprietary Your Business website web 2.0mobile 50%+ of all queries
  44. 44. Confidential & Proprietary Your Business website web 2.0mobile 50%+ of all queries
  45. 45. Confidential & Proprietary Your Business URL domain website content quality score SEO SEM web 2.0 mobile
  46. 46. Confidential & Proprietary What’s Next?
  47. 47. Confidential & Proprietary Search Video Mobile Offers Local Display 300 x 250 Site Social How to Manage Effectively at Scale?
  48. 48. Confidential & Proprietary PROBLEMS business owners face: time desire knowledge resources
  49. 49. Confidential & Proprietary
  50. 50. Confidential & Proprietary Key Takeaways ● The advertising landscape continues to change ● Search and mobile are critical in the Home Services field ● A cohesive advertising strategy is key (search, display, video, TM, etc.) ● Work with a Partner to get the most out of your advertising efforts
  51. 51. Confidential + Proprietary PUT YOUR DIGITAL MARKETING BACK TO WORK Schedule a 15 min intro to the Surefire Cloud After the call, you’ll receive...
  52. 52. Schedule a 15-minute introductory call to the Surefire Cloud ❏ Tuesday, November 7 ❏ Thursday, November 9 ❏ Please email me to schedule a call
  53. 53. Confidential & Proprietary Jessie Hochhalter Partner Enablement Thank You!
  54. 54. Hardworking marketing for hardworking people SurefireLocal.com marketing@surefirelocal.com @SurefireLocal

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