google socialhi5 g4 2017 event
TRANSCRIPT
Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
Agenda● Welcome!
● Google Partnership
● SocialHi5 Background
● Customer Story
● Winning the Undecided Dental Patient
● Bay Area Dental Trends
● Q&A
Proprietary + Confidential
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.
Proprietary + Confidential
What does our partnership mean for
SocialHi5?
Cutting Edge
ProductsExclusive 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
Proprietary + Confidential
GOOGLE 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 GEIBEL
Agency Development Manager
✔ New business development
✔ Strategic growth planning
✔ Sales training
✔ Acquisition & pitch partnership
MARCO DELAROCHE
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.
Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
SocialHi5 Background
Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
Winning the Undecided Dental
Patient
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
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
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
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 one because 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
ACTION: Load like Lightning“This-is-the-one” moments
Find out how well a website works across
mobile and desktop devices.
testmysite.thinkwithgoogle.com
Measure more
than just app
installs
Account for multi-
device behaviorMake 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
Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
Bay Area Dental Trends
Source: Google internal data
Proprietary + Confidential
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 Q3 Bay Area
Searches
11% Search growth overall in Q317 compared to last year
50% Of searches came from Mobile
46% Of searches came from Computer
-15% Change in CPC compared to last year
Source: Google internal data
Proprietary + Confidential
Cosmetic Dentistry Insights
3% Search growth overall in Q317 compared to last year
56% Of searches came from Mobile
39% Of searches came from Computer
20% Change in CPC compared to last year
Source: Google internal data
Proprietary + Confidential
Source: Google internal data for Dentists & Dental Services | United States / San Francisco-Oakland-San Jose, CA (DMA
Region). Time period: Q3 2017
What is it going to cost?
CPC grew -15% YoY in Q317
YoY
growth(Q317-Q316)
QoQ
growth (Q317-Q217)
CPC(Q317)
Mobile -14% ▼ -30% ▼ $1.61
Tablet 20% ▲ -25% ▼ $1.24
Computer -17% ▼ -6% ▼ $1.82
Overall -15% ▼ -24% ▼ $1.642016 Q1 2016 Q3 2017 Q1 2017 Q3
Source: Google internal data
Proprietary + Confidential
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
Source: Google internal data
Proprietary + Confidential
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
Source: Google internal data
Proprietary + Confidential
What devices should I target?
23% ▲ -10% ▼ 3% ▲