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
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Micro-moments the new battleground for businesses Cameron Clark, Agency Development Manager, Google
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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.
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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
83%
Source: Emarketer Time Spent Comparative Estimates
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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
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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
73%
46% Increase in unaided brand awareness
Most important attribute when selecting a brand
Succeeding in a Micro-Moment World
Be There
Be Useful
90%
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
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Growth trends in each channel
YouTube
1
Display
2
Search
3
AVERAGE TIME SPENT STREAMING PER PERSON ON
YOUTUBE/MONTH
9h17m
MOBILE AD SPEND OUTLAYS TV FOR FIRST TIME
2.71bn
Mobile
4
OF TIME IS SPENT OUTSIDE SEARCH ACROSS WEBSITES, MOBILE, YOUTUBE, & GMAIL
79%
YEAR ON YEAR INCREASE IN AUSTRALIA SEARCH
QUERIES
26%
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How channels feature across the customer journey Cu
stom
er J
ourn
ey
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)
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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
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Helping You Succeed Online
1B+ 1B+ 1B+ 1B+ 1B+ 1B+ 1B+
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1B+ Google users Reach millions of people, across their entire day
Helping You Succeed Online
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�
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Australian consumers are always on
Source: Google Internal Data
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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%
2.2 M
2.7 M
2.9 M
2.6 M
2.7 M
Source: Nielsen Digital Ratings Monthly, February 2016, AU (Surfing - Includes Mobile App).
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Aussie’s choose Online Video Content because it suits their lifestyle and needs
Source: ACMA OVC Survey 2014
Helping You Succeed Online
IMPACT the purchase decision to win in the moments that matter
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Helping You Succeed Online
Sports is a male dominated
Gaming is for kids
Women are homemakers
Men buy cars
Helping You Succeed Online
60%+
of sporting goods shoppers who
engaged with relevant YouTube content on mobile are female
45%+
of video game searchers on
mobile are 35+
40%+
of home-goods searchers on
mobile are male
60%+
of auto searchers on mobile
are female
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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.
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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
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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
2x
Conversion Rate
60%
Decrease in CPAs
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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)
Helping You Succeed Online
Drive measurable RESULTS
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Clicks
Calls
Signups
Sales
Purchase intent lift
View-through rate
Watch time
Favorability lift
Consideration life
Brand interest lift
Views
Impressions
Unique users
Awareness lift
Ad recall lift
RESULTS (KPIs)
CONSIDERATION ACTION AWARENESS
Google is able to track and measure more than you think
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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
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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*
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Benefits of working with a Premier Partner Agency
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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.
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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
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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
Helping You Succeed Online
How to Generate Leads Online Quickly & Cost Effectively?
Helping You Succeed Online
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?
Helping You Succeed Online
Opportunity Knocking
Helping You Succeed Online
But Not On Your Door
Helping You Succeed Online
In Order To Success Online You Need To Be • S • M • A • R • T
Helping You Succeed Online
In Order To Success Online You Need To Be • Strategy • Message • Advertise • Results • Test & Measure
Helping You Succeed Online
What Would Another 10 Leads Per Month Mean To Your Business?
Helping You Succeed Online
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
Helping You Succeed Online
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
Helping You Succeed Online
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
Helping You Succeed Online
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
Helping You Succeed Online
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
Helping You Succeed Online
S.M.A.R.T – 5 Step Process • Strategy • Message • Advertise • Results • Test & Measure
Helping You Succeed Online
S.M.A.R.T Process Translates To • Landing Pages • Point of Difference/USP • Google Adwords • Goals/KPIs • Google Analytics
Helping You Succeed Online
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
Helping You Succeed Online
Helping You Succeed Online
Helping You Succeed Online
Helping You Succeed Online
Helping You Succeed Online
Helping You Succeed Online
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
Helping You Succeed Online
Landing Pages - Automation • Stick with templates • Don’t get caught on design and look • We prefer
• ClickFunnels • Leadpages • Unbounce • Proved Designs
Helping You Succeed Online
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
Helping You Succeed Online
Unique Selling Point (USP) • Price Beat Guarantee • Same Day Service • Priority List • Money Back Guarantee • Value Based Upsell
Helping You Succeed Online
ADVERTISING – Traffic (Adwords) • Search – 85%
• Point of difference • Ad to stand out
• Remarketing – 5% • Ad criteria for returning visitor
• Display – 10% • Narrow targeting
parameters
Helping You Succeed Online
Helping You Succeed Online
Helping You Succeed Online
Helping You Succeed Online
Traffic Source Breakdown • Search
• Initial visit • Highest conversion / engagement
• Remarketing – 5% • Upsell • High Engagement
• Display – 10% • Initial Visit / Low Engagement • Cheap Traffic
Helping You Succeed Online
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
Helping You Succeed Online
TEST & MEASURE – Google Analytics • A/B Split Testing • Setup goal(s) tracking • Track key metrics
• Visitors • Traffic sources • Audiences • Conversion rates
Helping You Succeed Online
Helping You Succeed Online
Helping You Succeed Online
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
Helping You Succeed Online
Questions?
Helping You Succeed Online
Need Help? • Strategy • Website/CRM setup • Lead generation • Google Adwords / Analytics • Consulting
Expression of Interest