Google Partners Digital Bites 4th November 2016

Google Partners Digital Bites
Friday 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 Panel10:45am
1:1 Consultation and closing remarks11:00am
15 Minute break for refreshments / networking10.30am

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
It 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 day47%
would never leave home without their
digital devices83%
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
Google
Display
YouTube
YouTube
Search
Search
Proprietary + Confidential
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

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%

How channels feature across the customer journey
CustomerJourney
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 ACTIONAWARENESS
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 M15.5 M18.1 M 10.8 M11.6 M 9.6 M10.5 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).

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

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

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
2x
Conversion
Rate
60%
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
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 ACTIONAWARENESS
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 CountImpression
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

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Google Partners Digital Bites 4th November 2016