2. BILL ROSSELL
Chief Sales Officer, 1SEO
Digital Agency

3. QUICK POLL
Is your marketing plan for
2022 finalized?

4. 4
AGENDA
MARKETING IDEAS & STRATEGIES FOR 2022
MARKETING CHANNELS FOR 2022
QUESTION & ANSWER

5. MARKETING
IDEAS & STRATEGIES

6. Log into one
reporting platform
Immediately see your
most important KPIs
Easily understand your
campaign performance & ROI
UNDERSTAND IT
IN A PERFECT WORLD
CLICK IT SEE IT

7. IN REALITY
Match up all of your
organic and paid results
Then calculate
ROAS & ROI
YOUR RESULTS
Go to Google Analytics
to check organic results
Then look at paid
In Google Ads
Then go back to
Search Console
Check ServiceTitan
Dashboard

8. We know everybody is doing: But who can say they’re doing:
Google Search Ads

9. Proprietary + Confidential
How do you connect with potential
customers when they aren’t searching for
your business/product/service?
96%
of time online is spent
outside search across
websites, mobile, YouTube,
Gmail + social networks
4%
of time online is
spent searching
proactively
(~3 minutes/hour)*
GOOGLE DISPLAY NETWORK
The Google Display Network is composed of
over 3 million publishers that choose to host
Google Display ads on their site.
The Google Display Network reaches
over 95% of global internet users.
Direct access to
Google’s network of
3M+ websites & apps
Exclusive access to
Google O&O properties
each with 1B+ users
Extended reach for
remarketing with access
to 3rd party exchanges

10. Proprietary + Confidential
REMARKETING
Re-engage with users who have
previously visited your website
96%
of people who visit a website leave
without completing the actions
marketers want them to take

11. Google and YouTube
are used together to
make informed
decisions.
55%
85%
of people in the US who use Google
search also use YouTube
of people search for a product on Google
& go to YouTube to learn more

12. of people say they typically
switch between online search
and video when researching
products to buy
ATTRIBUTION REPORTS
Understand how your viewers jump between
Search and YouTube before they decide to convert.

13. People often jump
between Search and
YouTube
higher lifts in purchase intent

14. more conversions per dollar are
driven by Video action campaigns
than other TrueView for action
campaigns

15. Use Google Ads conversion tracking and optimize to your desired
conversion event
Conversion tracking
Start with tCPA bidding and ensure a minimum of 15x budget to bid
ratio for tCPA campaigns and a minimum of 10x for Max Conversions
campaigns
Bid and budget
Start with custom audiences / remarketing audiences / similar audience /
customer match and enable audience expansion
Audience strategy
Add sitelink extensions OR run 5+ creative variants
Creative
Best practices for
video action
campaigns

16. Advertisers that follow best practices for their
Video action campaigns drive over
compared to when they do not follow best practices.
40% higher
conversion rate
50% higher conversions per dollar
Best practices for
video action
campaigns

17. Live action (i.e. real footage)
Live-action footage is part of
YouTube’s fabric and brands
commonly use studio- filmed ads.
Many brands recut TV
commercials to work on YouTube.
Animation +
voiceover
Animation with
voiceover
is commonly used to
explain the unique
features and benefits
of a product. This is
often an easy and
efficient way to
develop ads.
Filmed on phone
Raw, low-fi footage
can appear authentic;
selfie ads are an
emerging genre.
Built from Images
Assembling video ads from
images, text and stock assets
can be an efficient, and effective
way to build new creative and
quickly iterate over time.
YOUTUBE ADVERTISING

18. Attract - use tight framing and
memorable visual elements in your
video ads
Brand - introduce your company and
services in the first 5 seconds through
video & audio cues
Connect - functional messages leaning
into emotional levers, make people the
core story
Direct - showing offers and specific CTAs
to inspire sense of urgency
SHOW, DON’T TELL
WITH VIDEO CAMPAIGNS

19. WEBSITE VIDEO
• A website is 53 times more
likely to reach the 1st page of
Google if it includes video.
• Including a video on your
landing page can boost your
conversion rate by 80%
• Video increases organic search
traffic on a website by 157%

20. Video will continue to
be a crucial asset to
marketers in 2022.
59%
66%
prefer to watch a short video to
learn about a product or service
of non-video marketers expect to start
leveraging it this year

21. MOBILE-FIRST MINDSET
BUSINESSES
NEED TO BE:
ü Mobile
ü Social
ü Connected

22. CLIENT SUCCESS STORY

23. The Challenge
People freeze when it’s time to take the last step in a buying process. After all, there’s a reason
the customer journey is typically illustrated with a funnel! More often than not, especially when
it comes to service-based businesses who advertise online, people abandon brands for one of
two reasons:
• The company’s messaging stopped resonating (and they’re about to hire someone else).
• They hired someone else.
To mitigate the risk of the former, more preventable of these two scenarios, the 1SEO paid
search team understood that there was only one approach they needed to take: automate
wherever possible.
The Approach
• A/B Test Creatives with our library of headlines, descriptions and images
• Ensure Radiant sent the right signals to acquire higher converting customers
• Get ahead of the expected Q4 dip in business
• switch from static image ads to responsive display ads.
• Add depth to our targeting strategy by including Google’s in-market audiences
• Switch from manual CPC bidding to enhanced CPC maximize conversions automated
bidding
• This remarketing put Radiant in front of the individuals actively searching services similar to
theirs
251%
Increase in
Conversions
35%
Decrease in
Cost/Conversion
228%
Increase in
Phone Calls
A Tale of Two Funnels:
How 1SEO & Radiant Plumbing, Heating & Air Conditioning
Used AI to Maximize Retargeting ROI
Every home services provider that runs retargeting ads on Google
does the same two things: Target potential new customers who
have not yet converted with one campaign, and target people who
have converted but never hired said company with another
campaign. And all of them do so by focusing on behavior – which is
undoubtedly crucial to understand in order to find success online.
However, those who attain an even greater level of online visibility
do so by not only focusing on audience behavior, but also by
prioritizing their brand’s messaging.
Radiant Plumbing, Heating & Air Conditioning was (and still is) a
shining example of the latter of those two home services providers.
Here’s how 1SEO helped them get to be that way…
The Results
Essentially, our team automated everything that they could in the Google retargeting
campaigns they built for Radiant Plumbing, Heating & Air Conditioning.
Why? Because Google’s AI can test faster, target better, and bid more aggressively than people
can.
By leveraging Google’s machine learning capabilities, 1SEO far exceeded every expectation set
at the outset of this campaign.
159%
Increase in
Jobs Closed

25. MARKETING
CHANNELS

26. ORGANIC TRAFFIC
KEYWORD RANKINGS
CORE WEB VITALS
LINK BUILDING &
CITATIONS
CONTENT MARKETING
ORGANIC SEARCH

27. RETURN ON AD SPEND
CONVERSION RATE
COST PER CLICK
CLICK THRU RATE
IMPRESSION SHARE
QUALITY SCORE
PAID SEARCH

28. GOOGLE ADWORDS &
LOCAL SERVICES DASHBOARD

29. Proprietary + Confidential
MARRYING YOUR PAID &
ORGANIC STRATEGIES
Colored:
Position of tested brand
Organic
only
Anzeige
Anzeige
Ad
Ad
Ad
1. organic result
Paid
only
Anzeige
Anzeige
Ad - Position 1
Ad
Ad
Organic result
49 %
14 %
32 %
14 %
of all
clicks
32 %
of all
clicks
Paid and
organic
Ad - Position 1
Ad
Ad
1. organic result
49 %
of all
clicks
46 %
+

30. - Gain Insight to Better Strategize
- Improve Your Customer Service
- Rank Your Marketing Campaigns
- Optimize Lead Pipelines
- Understand Your Company’s ROI
YOUR DATA TELLS A STORY

31. FROM CONSIDERATION TO
TAKING ACTION

33. CHANGING THE
REPORTING GAME
● Local Climate Dynamic Integration
+ Artificial Intelligence
● Tracking & Reporting Automation
● Campaign Budget Optimization
● Real-time Analytics & ROI

34. The product
works but
don’t just take
our word for it.

35. CHANNELS TO CONSIDER
In 2022, be sure to consider…
ü Incorporating different
marketing channels
ü How your marketing
channels work together
ü How to incorporate better
reporting tools to track
your ROI

36. STRATEGIES TO REMEMBER
In 2022, be sure to incorporate…
ü Google Display Network
ü Remarketing
ü YouTube Ads
ü Branded Video Content
ü Attribution Reporting
ü Mobile-friendly marketing

37. QUICK POLL
Challenge Yourself: What new things are
you going to try in 2022?