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Online Dental Advertising Best Practices 2018
Transcript of Online Dental Advertising Best Practices 2018
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September 22nd, 2017
Online Dental Advertising Best Practices 2018
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Agenda● Welcome!
● Google Partnership
● SocialHi5 Background
● Dental Customer Story
● Winning the Undecided Dental Patient
● Bay Area Dental Trends
● Q&A
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Google Partnership
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SocialHi5 & Google: On Your Side
The Google Premier badge recognizes companies that excel with
Google products.
Agency Health Score: It shows that your business is healthy, your clients are happy,
and that you follow Google’s best practices.
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What does our partnership mean for SocialHi5?
Cutting Edge Products
Exclusive access to beta products and pilot programs
Optimal PerformanceDedicated team to provide
custom recommendations at the account level
GrowthTogether, we know what it
takes to win, and we can help exceed your goals
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Proprietary + ConfidentialGOOGLE AGENCY TEAM
● Technical troubleshooting● Tag implementation● Policy & trademark issues● Billing set-up or questions
● Merchant Center support● Google My Business● Analytics issues● 3rd party ad serving
SUPPORTING TEAMS
ERIC GEIBELAgency Development Manager
✔ New business development✔ Strategic growth planning✔ Sales training✔ Acquisition & pitch partnership
MARCO DELAROCHEAgency Account Strategist
✔ Existing business growth✔ Account strategy✔ Tailored optimization insights to meet client goals
ACCESS: Betas, industry insights, case studies, benchmarks, estimates, & exclusive trainings.
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SocialHi5 Background
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2012 2013 2014 2015 20
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Winning the Undecided Dental Patient
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We’re living in a world of moments
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150x So many moments!
consumers unlock their phones
per day
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87%of smartphone owners turn to search first in a moment of need
Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, US smartphone users 18+ = 1000, Responses = 14,840, Needs = 10,540
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Web Videos Images Shopping News More Search tools
mi·cro-mo·ment/ˈmīkrō/ /ˈmōmənt/
noun; plural noun: micro-moments
1. A moment when we act on a need – a need to learn something, do something, discover something or buy something.
2. An intent-rich moment when decisions are being made or preferences being shaped.
About 44,800,000 results (0.37 seconds)
define: micro-moment
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Micro-Moments: Moments That Truly Matter
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Be ThereBe UsefulBe QuickConnect the Dots
Getting Your Dental Practice Chosen
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WHO-IS-THE-RIGHT-DENTIST
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You get a shot at your competitor's customers
Many consumers aren’t brand committed
Being there drives brand awareness
Showing up gets your practice in the game
Showing up in mobile search ad results can increase unaided brand awareness by an impressive 6.9 percentage points, or 46%
of smartphone users have discovered a new company or product when conducting a search on their smartphones
smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it
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Own your business listing
business.google.com
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Provide Your Patients With Useful Information
Be ThereBe Useful
Be QuickConnect the Dots
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Insert Adidas YouTube channel Screen Shot
THIS-IS-AN-EMERGENCY-
MOMENTS
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of consumers say that regularly getting useful information from an advertiser is
the most important attribute when selecting a brand
of smartphone users have gone to a brand other than their intended onebecause the information provided
was useful
of smartphone users say they're more likely to buy from companies who
customize mobile information to their location
Without utility in the moment, not only will consumers move on, they actually might not ever come back
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I-WANT-THAT-LOOK-MOMENTS
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YouTube Director for Business App
Fast: +100 ready-to-go templates designed for businesses of all sizes
Easy: No video editing experience required. The app walks businesses through each shot and tells them what to shoot, say, and when
Free: Businesses can produce polished videos quickly—without spending a dime
With the YouTube Director for business app, small-to-medium sized businesses will get a free video ad creation app that is:
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Give Potential Patients Information Faster
Be ThereBe UsefulBe Quick
Connect the Dots
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If speed thrills, friction kills
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ACTION: Load like Lightning“This-is-the-one” moments
Find out how well a website works across mobile and desktop devices.
testmysite.thinkwithgoogle.com
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Dentists Need A Comprehensive Digital Strategy
Be ThereBe UsefulBe QuickConnect the Dots
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Measure more than just app
installs
Account for multi-device behavior
Make sure mobile gets
credit for call conversions
Connect the Dots
40%of smartphone users who research on their mobile
device go on to purchase on a desktop
Action: Measure Across Screens
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Connect the Dots
57%of people are more likely to visit a store when they use
mobile search to help make a decision
Measure how digital influences offline behaviors
Action: Measure Across Channels
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Bay Area Dental Trends
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‘Dentist’ Searches the last year in the Bay Area
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Source: Google internal data
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Source: Google internal data for Dentists & Dental Services | United States / San Francisco-Oakland-San Jose, CA (DMA Region). Time period: Q1 2017
Dentists & Dental Services Q2 Bay Area Searches
13% Search growth overall in Q217 compared to last year
58% Of searches came from Mobile
38% Of searches came from Computer
-14% Change in CPC compared to last year
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Source: Google internal data
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Cosmetic Dentistry Insights
1% Search growth overall in Q217 compared to last year
65% Of searches came from Mobile
30% Of searches came from Computer
-13% Change in CPC compared to last year
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Where are Searches coming from?
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Source: Google internal data
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Source: Google internal data for Dentists & Dental Services | United States / San Francisco-Oakland-San Jose, CA (DMA Region). Time period: Q1 2017
What is it going to cost?
CPC grew -14% YoY and was $3.39 in Q217
YoY growth
(Q217-Q216)
QoQ growth
(Q217-Q117)CPC(Q217)
Mobile -13% ▼ 6% ▲ $3.49
Tablet -20% ▼ 4% ▲ $2.69
Computer -19% ▼ 4% ▲ $3.25
Overall -14% ▼ 6% ▲ $3.39
Mobile Tablet Computer
2015 Q4 2016 Q2 2016 Q4 2017 Q2
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Source: Google internal data
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When are people looking for dentists?
Jan Feb Mar Apr Sep Oct Nov DecMay Jun Jul Aug
Queries
CPC
In the last 3 years, CPCs were in the range of $3.40 -$3.82 and peaked in Jun. Category searches have consistently peaked in Aug.
0 100
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Source: Google internal data
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When are people trying to look better?
Jan Feb Mar Apr Sep Oct Nov DecMay Jun Jul Aug
Queries
CPC
In the last 3 years, CPCs were in the range of $2.39-$2.9 and peaked in Jun. Category searches have consistently peaked in Jan.
0 100
$2.39 $2.90
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Source: Google internal data
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What devices should I target?
YoY query growth for Dentists & Dental Services by device in Q117 vs Q116
16% ▲ -7% ▼ 12% ▲
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What Searches are related?
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Q&A / Next Steps