• cinc & google partnership • covid19 consumer insights ......google my business lets you...
TRANSCRIPT
Agenda
• CINC & Google Partnership
• COVID19 Consumer Insights & Trends
• What CINC is Seeing
• Staying Relevant
• Key Takeaways
Guest Presenters for this EpisodeKristen FoxGoogle Strategic Account ManagerKristen has a diverse background in sales, marketing, and IT consulting. Kristen has worked with a myriad of clients during her 3+ years at Google. In her current role at Google, she works closely with Google's largest customers to ignite growth and build cohesive go to market strategies. Prior to joining Google, Kristen spent 5 years at The Walt Disney Company across mobile app marketing, sales, and brand management (including the rebranding of Disney Princess in 2015). She began her career as an IT Consultant with KPMG in NYC. On a personal note, Kristen and her husband welcomed identical twin girls in November. She is an avid gym-goer teaching spin and boot camp classes several times a week and loves a good craft beer or wine from Napa.
Meridith HallGoogle Account ManagerMeridith joined Google in early 2019 as an Account Manager, her role aims to help develop advertisers' product offering through strategic partnerships. Prior to joining Google, Meridith spent 5 years at Dealer.com, the largest automotive website provider in the country, where she managed a digital advertising territory. While there she became an expert on all-things digital including website and SEO best practices as well as how to advertise across search, display, YouTube, and shopping marketplace channels. When Meridith steps away from work, you can usually find her on a beach in Charleston, SC or at the driving range!
Partnership Goal: Create meaningful economic impact by helping small businesses
COVID19 Consumer Insights & Trends
Consumers are spending more time online, consuming media across multiple devices
● The average person has spent 36% more minutes streaming TV/movies over the past 4 weeks4
● Mobile data usage grew by more than 50 percent in March. Streaming boxes/sticks (+38%) and connected TVs (+37%) saw significant upticks1
● Consumers sheltering at home are spending 20% more time in Apps than they did a year ago2
1 - Comscore 2 - App Annie 3 - Comscore 4 - Nielsen via Morning Brew
Consumers are looking to companies for preparedness, presenting opportunities to build loyalty online
Consumers are looking to companies for preparedness
Foot traffic has quickly become web traffic as people shelter at home
Opportunity to build loyalty as consumer refresh their approach
● Consumers want relevant and up-to-date information as they navigate the dynamic environment 1
● Consumers are looking for assistive experiences from brands they do business with
● Increase in people looking for virtual tours
● 74% of U.S. Consumers said they will steer away from shopping centers2
● Customers are re-evaluating who to do business with based on the brand’s approach to COVID-19
1 - Think With Google 2 - eMarketer 3 - Criteo
And consumers want know about how you are being helpful
77% of buyers say
brands should talk about how the
brand is helpful in the new everyday
life
“Home is a sanctuary, a place of comfort & connection....We’re grateful many of you have invited us to be part of your journey home and we want to be with you on the path forward.”
“Home a word that takes on a whole new meaning. Home is our workplace, daycare, school, gym. Above all things home is a shelter… #StayHome”
“Tour homeswithout leaving yours...Even when you can't be there, Redfin can with real estate video tours.”“We’re bringing you the latest on how COVID-19 is impacting the real estate market.”
Interest in the Real Estate industry has surpassed YoY trends
2019
2020
January February March April May
Changes in customer research behavior as it pertains to the home buying process
+59%Interest in
Homes for Sale(2020 vs. 2019)
+88%Searches for
Virtual Tours(May vs. April 2020)
+174%Searches for
Mortgage related Queries
(May vs. April 2020)
Homes for Sale search begins to spike after the initial lockdown
Search volume begins to surge post COVID19 lockdown
Homes for Rent search queries continue to rise
Above pre-COVID19 levels
Mortgage search volume significantly higher than previous years
Significantly higher than previous years
Key Questions to Ask Yourself
● How are you adapting to shifting consumer trends?
● Are you showing up when people are looking?
● How are you effectively managing your marketing budget?
● How are you ensuring customers are aware of your properties and services in our new reality?
What CINC is Seeing
Traffic Spike Drives Cost Per Click Lower
Google Search Term: Homes For Sale
CINC Cost Per Click
Coupled with an Improvement in Conversion Rate
Google Search Term: Homes For Sale
CINC Conversion Rate
Improved the CINC Cost Per Lead
Google Search Term: Homes For Sale
CINC Cost Per Lead
More Traffic on Mobile
Google Search Term: Homes For Sale
CINC Cost Per Lead
More Leads - Better Leads
The CINC new lead quality score has jumped since the beginning of the year.
Staying Relevant
15% of the searches we see on Google.com are brand new, every single day
Smart Bidding for a dynamic market
Auction-time + proactive bidding
Proactively achieving a goal with every single auction, not just a batch of historical data.
Cross-signal for every conversion and auction
Measures and bids with all signals combined, then layers on proprietary signals.
Uses account-wide conversion data
Captures recent + aggregerated trends across all conversions, while still respecting goals.
Smart Creatives help you connect more in Search: Thousands of pre-search signals help deliver the right message, matching to more auctions than text ads alone
x Who they are
What they want
Where they are
We are all unique & all have different needs + wants
Meet Chad! ...& Bruce
Reaching people with what matters most: Bigger and more intuitive and relevant text Ads with Responsive Search Ads
Atlanta apartments Atlanta apartments
Keeping in touch with customers
• Remarketing Lists for Search Ads (RLSA) - Customize adtext for those who have already converted on your site; new offers, new services, etc.
• Sphere-of-Influence Remarketing - Customize banner ads that are seen only by current leads and/or site visitors
Manage your presence on Search and Maps – for free
Google My Business lets you engage with customers in the moments that matter with a Business Profile that shows who you are, what you do, and what you have to offer.
It helps you stand out, attract, and connect with new customers, and keep them coming back.
Key Takeaways
What are the implications & how can you make the best business decisions?
• Be current & adjust in real time: Focus on consumer categories which are continuing to see heightened interest, make sure product information is up to date across all channels and communications to ensure you’re striking the right tone during this time.
• Earning trust is your metric for success during this time: Drive awareness of alternate solutions like virtual tours so consumers remain safe during recommended social distancing periods.
• Connect with your customers & their needs: Craft messages that match the emotional tenor of your customers in this moment & highlight your unique offerings (like mortgage rates low)
Be There.
Be Useful.
Be Relevant.
1 - Budget activation helps you drive profitable growth
Gains from New Features
Ensure budgets can capture performance gains from
opting-into new features like Smart Bidding or Responsive
Search Ads.
Constrained budgets are sub-optimal and preclude advertisers from profitable growth
Query & Coverage Growth
Ensure budget have enough headroom to support expected query and coverage growth at the region, county, sector level.
2 - Drive Results with a Complete Google My Business Listing
Empty listing Complete listing
*Google/Ipsos Connect, “Benefits of a Complete Google My Business Listing”**Data from internal research
more likely to be considered reputable*2.7xmore clicks compared to an empty listing**7xmore likely to attract location visits*70%more likely to lead to a purchase*50%
3- Engage with CINC’s Remarketing & SOI Remarketing Program
3 Takeaways from Today
1. Lean in to the momentum with an adequate budget
2. Keep Google My Business current
3. Engage with CINC’s Remarketing & SOI Remarketing Program
Interested in Learning More About CINC + Google?
If you are currently not a CINC client, but would like to learn how the
CINC + Google Partnership can help your business please visit:
http://cincpro.com/webinar
Current CINC clients can email [email protected] for additional
assistance.