Brisbane Google Premier Connect for Practices by Practice Results

Practice Growth Solutions
by Practice Results
Google Premier Connect September 2019

Agenda
9:00 - Registration & Networking
9:30 - Welcome Message
9:35 - Marketing in the Age of Assistance by Rebecca Robson
10:20 - Break & Refreshments
10:30 - Practice Growth Solutions by Alexei Kouleshov
11:15 – Individual Consultations & Networking
11:45 - Event Concludes

Proprietary + Conﬁdential
Marketing
in the
Age of Assistance
SEPTEMBER 2019
Rebecca Robson, Agency Partner

Source: Unisys
vs
26 hrs 68 mins

Source: Unisys
vs
26 hrs 68 mins
#PRIORITIES

NEW-DAY-NEW-ME
MOMENTS
I-CAN-FIX-THIS
MOMENTS
WHERE-DO-I-EVEN-START
MOMENTS

Proprietary + ConﬁdentialSource: Google Data, US, Jan - Jun 2015 vs. Jan - Jun 2017.
+100%
best toothbrushes
+100%
best shower curtains
+300%
best travel pillow
+150%
best umbrellas
+110%
best olive oil

increase in mobile
searches for
“where to buy (product)”
85%
Source: Google Data, US, Jan - June 2017 vs. Jan - June 2015.
More than

increase in
same day shipping
searches
2x
Source: Google Data Jan - June 2017 vs. Jan - Jun 2015. US
increase in
travel searches for
‘today’ and ‘tonight’
150%
increase in
‘open now’ searches
3x

HELPFUL
PERSONAL
FRICTIONLESS

Photo search
Google Photos

assistance
/əˈsɪst(ə)ns/
noun
1. helping people to get things done.
2. MARKETING driving growth by anticipating and satisfying INTENT
throughout the consumer journey.
About 63,000,000 results (0.58 seconds)
define: assistance

RAM Trucks Maybelline Starbucks

BILLION+ USERS EACH

INTENT CONTEXT IDENTITY

SHOW UP WISE UP SPEED UP
ASSIST

SHOW UP

shine lawyers Brand
fair work australia Generic
fair work Brand
bankruptcy Generic
fair work commission Generic
fairwork Brand
conveyancing brisbane Generic
no win no fee lawyers Generic
personal injury lawyers Generic
conveyancing Generic
maurice blackburn Brand
family lawyers brisbane Generic
logan law Generic
fair work ombudsman Brand
sper qld Generic
slater and gordon Brand
no win no fee lawyers brisbane Generic
shine lawyers brisbane Brand
unfair dismissal qld Generic
family lawyers gold coast Generic
Legal
QLD
Last 6 months

dentist near me Generic
dental implants Generic
dentist Generic
emergency dentist brisbane Generic
emergency dentist Generic
dentists near me Generic
dentist brisbane Generic
dental implants brisbane Generic
orthodontist Generic
veneers Generic
veneers brisbane Generic
dentist toowoomba Generic
bulk billing dentist Generic
dentist townsville Generic
dentist north lakes Generic
smile dental Brand
cosmetic dentist brisbane Generic
wisdom teeth removal Generic
brisbane orthodontics Brand
cheap dentist brisbane Generic
Dentists &
Dental
Services
QLD
Last 6 months

family doctors plus Brand
garden city family doctors Brand
general practitioner Brand
mansfield family practice Generic
chapel hill family doctors Brand
dr joseph jabbour Generic
horizon family doctors Generic
underwood family doctors Brand
primary medical centre Generic
blue cross family doctors Brand
greenbank doctors Brand
pimpama family medical practice Brand
ocean wave medical Generic
bardon family doctors Brand
dr michael read southport Generic
teneriffe family doctors Brand
kenmore family medical practice Generic
murtagh general practice Generic
dr georgia hume Brand
general practitioner gp near me Generic
General
Health Care
Services
QLD
Last 6 months

physio near me Generic
physiotherapist Generic
physio Generic
physiotherapist near me Generic
physiotherapy Generic
chiropractor townsville Generic
physio north lakes Generic
arana hills physio Brand
gold coast physio Generic
occupational therapy Generic
physio brisbane Generic
north lakes physio Generic
occupational therapist Generic
speech therapy Generic
all sports physio Brand
physio one taringa Brand
speech pathology Generic
scarborough physio Generic
physio morningside Brand
active physio Brand
Physio
QLD
Last 6 months

Proprietary + ConﬁdentialProprietary + Conﬁdential
Let’s talk about Gerard...
“I’ve tried it all, it seems a bit
expensive.”
“My competitors Ads’ get
shown more”
“I need the phone to ring
more”
Owner
Medical Footcare

So what were we working with?

What did we do?

The Phone started to ring!
And then the funniest thing happened...

“I’m really happy to start
seeing some results”
“When the receptionist asks
they’re from Google!”
“Let’s put another $10
towards the budget”
A Very Happy Owner
Medical Footcare
And in just 14 days...

Get found when customers are searching for you
Google My Business
Make it easy to get in touch
Phone
number
Location for
directions
Opening
hours
Search is the #1 method of finding a
business’ phone number

Don’t tell people how good you are.
Get other people to do it for you.
• Encourage your customers to
give feedback
• Respond to reviews
Get found when customers are searching for you
Reviews

WISE UP

lift in purchase intent
37%
lift in people searching for Sonos
420%

80%
Paired custom intent
audiences with the TrueView
for action ad format.
Lowering costs (CPA) by

SPEED UP

Proprietary + ConﬁdentialSource: Google Data, Global, March 2016.
53%
of visits are abandoned
if a mobile site takes
longer than 3 secs to load
15sthe time it takes
for an average mobile
page to fully load

Page speed is now a
ranking factor for organic
mobile searches

ways to order a Domino’s pizza
15+
of orders are online,
more than half from mobile
60%

Age of
Assistance

VIDEO: Your Next
Growth Engine

YouTube is tons
of people eating
up tons of
different content...
_____+ hours of video uploaded every second
_____ people watching total of 1B hrs/day
Average viewer watches 1+ hr/day on mobile alone;
_____ of views occur on mobile
On an average day in the US, adults 18-49 years old
spend more time on YouTube than on any TV
network.
WHY YOUTUBE?
400
1.9B
60%

16.3M
YOUTUBE IS WHERE...
australian adults spent
an average of...
24h35m
per person every month on YouTube
June 2019
Source: Nielsen Digital Content Ratings, Video, July 2019 People 18+, Panel + Census
Audience

All viewers come to
the platform and
push play with the
same intention:
To watch great
video. Period
WHY YOUTUBE?

you can skip to
video in 5 sec
With the
skip button,
advertisers must
earn attention
WHY YOUTUBE?

How can Businesses
WIN on YouTube?

Fundamentals to realising the video opportunity
Optimize towards
success metrics
and measure to
prove it’s working.
Reach the right
people based
on their intent.
Win your audience’s
attention and give
them a way to take
action.

Reach the right
people based
on their intent.

YouTube has the viewership to
find new customers at scale.
AUDIENCE
1.9 Billion global monthly logged in users
watching over 1 hr per day on mobile
alone

And, YouTube has the
precision to reach
high-intent audiences,
not just everybody.
Women
18-34
People who just
searched for makeup tips
Beauty Mavens
AUDIENCE

These products are
using the incredibly
strong intent signals
from Search
from the rest of
Google
AUDIENCE

Using these signals, we’ve built new + improved audience types:
Life
Events
Affinity &
In-Market
Segments
Consumer
Patterns
AUDIENCE

AUDIENCE
Searched for “how to
serve a divorce Australia”
on Google.com
Watched a relationship
advice video on
youTube
Searched for local
divorce lawyers

Leveraging the Power of Search
Custom Intent Audiences
AUDIENCE

Conﬁdential + Proprietary
searches for your
product/service
clicks to
your website
assuming
20% CVR
conversions
on your website
unconverted
site visitors
untapped in-market consumers
assuming
10% CTR
Even strong Search campaigns miss many undecided shoppers

searches for your
product/service
clicks to
your website
assuming
20% CVR
conversions
on your website
untapped
in-market
consumers
assuming
10% CTR
The majority of
these people are
also reachable on
YouTube
unconverted
site visitors
Even strong Search campaigns miss many undecided shoppers

Lower CPA
vs.
Search
Law Partners uses YT4A
to drive incremental leads
to their acquisition funnel
+65%
Incremental
Conversions
30%+200
Incremental
Conversions
CASE STUDY
The challenge
Law Partners is an Australian law firm that uses
Offline media and Search to acquire leads for their
CTP Claim business. Search volume has always
been limited because of low awareness about
accident injury claims. They have never used
YouTube before.
The approach
Understanding the current limitation of search
volume we've proposed YT4A as an incremental
channel for lead acquisition.
We've implemented YT4A campaigns using
In-Market, Custom Intent and Remarketing.
The results so far...
YT4A campaigns have delivered +200 conversions,
65% incremental conversions over what search +
display could drive, with a 30% lower CPA* than
search campaigns, exceeding dramatically
expectations.
Based on account data from Feb 1st to Mar 25th / 2019

CREATIVE
Win your audience’s
attention and give
them a way to take
action.

YOU ARE EQUIPPED TO
ADVISE ON CREATIVE
BECAUSE
YOU ARE A CONSUMER
CREATIVE

comScore ARS Global Validation Summary, comScore, October 2010
Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017
50% Price promotion,
distribution, etc.35%Creative
49% Media36%Creative
2X increase in ROI for effective creative
Impact
on Sales:
% Sales
Contribution:
Increase
in ROI:
13%
Media
15%
Brand
We need a good video creative
Confidential & proprietary

Creative needs to thrive in this context
Viewers have a skip button
TrueView ads give viewers choice to skip after 5 seconds, which
rewards ads that capture attention right away.
Viewers can take action immediately
TrueView for action ads have a customizable button that lets
viewers click and take action. So, have a clear call-to-action.
Viewers have sight and sound
95% of YouTube video ads play in-view and with sound on.
BUY NOW
BUY NOW
Your brand
www.yourwebsite.com
[Your creative here]
your
icon
Skip ad
CREATIVE

TRADITIONAL STORY ARC EMERGING STORY ARC
Lead in
Build
Climax/Big reveal
Offer
Branding
Start high
Subtle brand cues
Unexpected shift
Multiple peaks
More story for
those who want it
CREATIVE

CREATIVE
Let’s apply this to Duracell…

Overstock.com created a multipurpose
video campaign to increase conversions
CASE STUDY
+80%
Increase in
conversion rate
cheap dining tables bedding furniture

Deliver video ads
perfectly tuned to your
target audience at scale
DIRECTOR MIX
Customize creative
Localize message
Maximize impact
89
CONFIDENTIAL

Campbell’s SoupTube
1.5 M
total views
55.6%
increase in Campbell’s
Simply Soup sales
Generated 1,700 customised
TrueView creative for different
audiences
24.7%
lift in ad recall
90
CONFIDENTIAL

MEASUREMENT
Optimize towards
success metrics
and measure to
prove it’s working.

Optimise your video campaigns to a target CPA with
new automated bidding
BUY NOW
a
d
ad
Target CPA bidding
+
*Target CPA bidding is
exclusively available
with the new TrueView
for Action video ad
format that drives
clicks & conversions.

MEASUREMENT
Brand Lift Survey to measure additional metrics

How can Businesses WIN on
YouTube?

Reach people
based on their searches,
intent, and habits on Google
Right message, right
format to drive action
Measure & Optimise to drive
results
1
2
3
BUY NOW
a
dad
Fundamentals to realising the video opportunity

THANK YOU

About us
Practice Results
Digital marketing company with offices in Brisbane and Melbourne specialising in
digital marketing, web development and consulting. This company evolved from Your Easy
Web Solutions.
Alexei Kouleshov
• Managing Director
• Entrepreneur
• Father of twin boy
• Blue belt in Brazilian Jiu Jitsu

What are you goals?
• Numbers of appointments per week
• Number of leads
• Reduce cost per lead
• Get the right kind of leads

Revenue Formula
L x CR x P x R = Revenue

Revenue Formula
100 x 20% x $1,000 x 1 = $20,000

What to improve
• Conversion rate
• Repetition
• Price
• Leads

Revenue Formula
100 x 30% x $1,000 x 1.1 = $33,000

Consumer Behaviour
• Know
– Brand
– What you do
• Like
– Research / Reviews
• Trust
– Enquiry
– Sale
– Referral

Small Dental Practice
Investment: $542.37
Leads: 40.5
Cost per lead: $13.39
Types of leads: General

Family Law Firm
Investment: $6,481.71
Leads: 74
Cost per lead: $87.59
Types of leads: 70% Women, 25+,
With Kids, Home Owner

Conversion Components
• Offers
• Call to action
• Customer Wants
• Sales Process

Offers
• Some Examples
– No upfront cost
– Price beat guarantee
– No win, no fee
– Special offer
– No hidden costs
– Free consultation
– % Discount
– Limited time offer

Call-to-action
• Process/Offer based
– Next Step
– Message to mechanism
• Relevant
– Connect problem to solution
• Example
– Call Us vs Call Now for Free Consultation!
– Request Appointment vs Book Appointment Online

Customer Wants
• Affordability
– Payment plans, rebates, health Insurance
• Convenience
– After hours, no obstacles (referral required), parking
• Utility
– Awards, certifications, credibility, testimonials
• Availability
– Book now schedule, same day emergency service

Sales Process
• Client
– Who are they?
• Actual Problem
– Conveyancing vs Buying a House
• Solution
– Outcome (Gain, Retain or Save)
– Right
– Timely

Remarketing
• Qualify
– Identify ideal and non-ideal customer profiles
– Turn engagement into audiences
• Attract
– Establish points of difference
– Create offers
• Convert
– Turn visitors into leads

Contact Details
Remarketing Audiences
• Those who visited your pricing page.
• Those who subscribed to your blog.
• Those who clicked through to your social accounts.
• Those who took a survey. Break up users into specific groups
based on answers given.
• Those who watched more than 30 seconds of your sales video.
• Those who followed certain steps in the sales funnels.

Contact Details
Using Remarketing
• Customer Journey
– Assist customer along their journey to solution
– Educating customer
• Assisting Other Marketing Processes
– CRM touchpoints, EDMs, Social Media
• Optimising Budget
– Build Audiences
– Drive Traffic

Marketing Funnel & Remarketing

Contact Details
Reviews
• 84% of consumers trust online reviews as much as a
personal recommendation
• 92% of consumers read online reviews before
visiting a business
• Online reviews impact 90% of purchasing decisions
• 74% of consumers say positive reviews make them
trust a local business more

Other Tips
• Notifications
– Autoresponse, What to expect next
• Live Chat
– Customer service
– Chat bot
– Social media
• Reviews

What Does an Agency Do?
• Strategy / Bridge
– Goal setting / Best approach
– Using various tactics
• Consulting
– Helping your team execute
• Campaign Management
– Executing and reporting
• Support

Where Businesses Struggle
• Marketing Focus
– Identifying what to market
• Websites
– Design vs Content battle
• Landing Pages
– Not sure what works and how to track performance
• Staying Current
– Executing new opportunities

What Businesses Need
• Direction
– Goal focused
• Websites
– Design vs Content battle
• Landing Pages
– Not sure what works and how to track performance
• Staying Current
– Executing new opportunities

Expressions of Interest Form
● Free Consultation
● Campaign Review
● Upcoming Events

Case Study
Doctors @ Manly Road

Case Study
• Who are they?
– General practitioners
– Some specialised doctors
• Goal
– Reach daily booking capacity
– Get weekend appointments
– Overbook certain days
• Budget
– $1500

Case Study - Process
• Identified Points of Difference
– Bulk-Billing weekend service
– On-site Pathology
– Walk-in Appointments
– Male & Female Doctors
• Defined User Behaviour
– Mobile users looking to call
– Younger market looking to book online

Case Study - Results
• Optimised Campaigns
– Ran experiments
– Higher CTR - better engagement
– Lower CPC
– Tracked conversions - optimised using Google Ad tools
• Monthly Results
– CPC $1.75
– CTR 16.63%
– 168 Conversions
– $5.91 Cost Per Conversion

Why Choose Us?
Results Based Approach
– Forecast / Goals
– Maximise outcome
Ongoing Support
– Dedicated Manager
– Strategy Execution and Reporting
Experience
– 12 Years Experience

Contact Details
Email: alexei@practiceresults.com.au
Phone: (07) 3810 2529

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