Google Partners Digital Bites 4th November 2016

Google Partners Digital BitesFriday the 4th November

Welcome Introductions

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 Panel 10:45am

1:1 Consultation and closing remarks 11:00am

15 Minute break for refreshments / networking 10.30am

Google Confidential and Proprietary

Micro-moments the new battleground for businesses Cameron Clark, Agency Development Manager, Google

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

What’s the latest trend with Mobile Search?

We don’t go online. We live online.

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + ConfidentialIt all comes down to the rise of smartphones

Source: Nielsen Online Ratings - Market Intelligence

We’re in the midst of a massive shift in consumer behavior

of time consuming media is spent online... every day 47%

would never leave home without their digital devices

Source: Emarketer Time Spent Comparative Estimates

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

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

YouTube

Search

Google Maps

46% Increase in unaided brand awareness

Most important attribute when selecting a brand

Succeeding in a Micro-Moment World

Be There

Be Useful

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

State of Union across Search, Display & YouTube

Growth trends in each channel

YouTube

Display

Search

AVERAGE TIME SPENT STREAMING PER PERSON ON

YOUTUBE/MONTH

MOBILE AD SPEND OUTLAYS TV FOR FIRST TIME

2.71bn

Mobile

OF TIME IS SPENT OUTSIDE SEARCH ACROSS WEBSITES, MOBILE, YOUTUBE, & GMAIL

YEAR ON YEAR INCREASE IN AUSTRALIA SEARCH

QUERIES

How channels feature across the customer journey Cu

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 ACTION AWARENESS

Drive Engagement YouTube TrueView Video Ads (skippable)

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

Helping You Succeed Online

REACH better qualified customers at scale

1B+ 1B+ 1B+ 1B+ 1B+ 1B+ 1B+

1B+ Google users Reach millions of people, across their entire day

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�

Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Australian consumers are always on

Source: Google Internal Data

After search and social, video is the 3rd most popular activity

15.0 M 15.5 M 18.1 M 10.8 M 11.6 M 9.6 M 10.5 M

18-24 25-34 35-44 45-54 55+

83% 87% 88% 85% 59%

Source: Nielsen Digital Ratings Monthly, February 2016, AU (Surfing - Includes Mobile App).

Aussie’s choose Online Video Content because it suits their lifestyle and needs

Source: ACMA OVC Survey 2014

IMPACT the purchase decision to win in the moments that matter

Sports is a male dominated

Gaming is for kids

Women are homemakers

Men buy cars

of sporting goods shoppers who

engaged with relevant YouTube content on mobile are female

of video game searchers on

mobile are 35+

of home-goods searchers on

mobile are male

of auto searchers on mobile

are female

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.

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

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

Conversion Rate

Decrease in CPAs

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)

Drive measurable RESULTS

Clicks

Signups

Purchase intent lift

View-through rate

Watch time

Favorability lift

Consideration life

Brand interest lift

Impressions

Unique users

Awareness lift

Ad recall lift

RESULTS (KPIs)

CONSIDERATION ACTION AWARENESS

Google is able to track and measure more than you think

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

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 Count Impression

or BILLED*

Benefits of working with a Premier Partner Agency

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.

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

Learn More:

●  Consumer Barometer ●  Google Trends ●  Think with Google

Additional resources to get started

Google Partners Digital Bites

Results Driven by Landing Pages and Point of Difference

Alexei Kouleshov

How to Generate Leads Online Quickly & Cost Effectively?

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?

Opportunity Knocking

But Not On Your Door

In Order To Success Online You Need To Be •  S •  M •  A •  R •  T

In Order To Success Online You Need To Be •  Strategy •  Message •  Advertise •  Results •  Test & Measure

What Would Another 10 Leads Per Month Mean To Your Business?

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

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

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

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

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

S.M.A.R.T – 5 Step Process •  Strategy •  Message •  Advertise •  Results •  Test & Measure

S.M.A.R.T Process Translates To •  Landing Pages •  Point of Difference/USP •  Google Adwords •  Goals/KPIs •  Google Analytics

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

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

Landing Pages - Automation •  Stick with templates •  Don’t get caught on design and look •  We prefer

•  ClickFunnels •  Leadpages •  Unbounce •  Proved Designs

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

Unique Selling Point (USP) •  Price Beat Guarantee •  Same Day Service •  Priority List •  Money Back Guarantee •  Value Based Upsell

ADVERTISING – Traffic (Adwords) •  Search – 85%

•  Point of difference •  Ad to stand out

•  Remarketing – 5% •  Ad criteria for returning visitor

•  Display – 10% •  Narrow targeting

parameters

Traffic Source Breakdown •  Search

•  Initial visit •  Highest conversion / engagement

•  Remarketing – 5% •  Upsell •  High Engagement

•  Display – 10% •  Initial Visit / Low Engagement •  Cheap Traffic

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

TEST & MEASURE – Google Analytics •  A/B Split Testing •  Setup goal(s) tracking •  Track key metrics

•  Visitors •  Traffic sources •  Audiences •  Conversion rates

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

Questions?

Need Help? •  Strategy •  Website/CRM setup •  Lead generation •  Google Adwords / Analytics •  Consulting

Expression of Interest

www.yews.com.au

Phone – 0414 986 919 Email – alexei@yews.com.au

Google Partners Digital Bites 4th November 2016

Marketing

Transcript of Google Partners Digital Bites 4th November 2016

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