Google’s Jessie Hochhalter shares the latest trends and insights into how the homeowner journey is evolving. She reveals how to better reach people using ‘near me’ searches, ideas for finding keywords that are relevant to people searching for home services professionals in your region, and tips on generating high ROI on your Google ad spend. Watch this webinar on-demand at: http://sfsoc.us/2h1wXuW

1. Confidential + Proprietary
Jessie Hochhalter
Partner Enablement
and how to win today’s homeowner
Home Services Trends

2. 2
THE SUREFIRE LOCAL MARKETING CLOUD
THE ONLY HARD THING ABOUT IT IS HOW HARD IT WORKS

3. Confidential + Proprietary
Jessie Hochhalter
Jessie Hochhalter is on the Partner Enablement
team at Google. In her career, she has held roles
ranging from Digital Advertising Operations
Manager to Multimedia Advertising Director.
She has an MBA from California Lutheran
University, a BA in Philosophy from UC Berkeley
and a BS in Business from UC Berkeley’s Haas
School of Business.
She is very passionate about helping businesses
thrive in an ever-changing advertising landscape,
as well as music, fitness and pitbull rescue.
Global Programs Lead,
Partner Enablement

4. Confidential & Proprietary
We don’t go online. We live online.

5. Confidential & ProprietarySources: US Bureau of Labor Statistics, KPCB
% of Time Spent per Day per Activity
Use Digital Devices
5.6 hours/day
Sleep Do Other Things
We spend nearly ¼ of our time connected
9.9 hours of
screen time!
More than we
sleep!!!

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Profound Changes Across Industries...

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...Including Media!
Digital
2010 2018
17.1%
37.3% = $83B
% of Spend Across All Media (USA)
Source: eMarketer

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2013 Now 2019
Source: eMarketer
Mobile Ad Spend as a % of Digital Ad Spend (USA)
Mobile is the Main Driver

9. Mobile has changed the consumer journey
Immediacy
of action
Acting on any stimulus,
whenever we’re motivated to
High
expectations
for relevance and for
frictionless experiences
Unscripted
decisions
More loyalty to the
need in the moment vs. a brand

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Mobile: a way of life for consumers

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68%Mobile search share
Home Services has
Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016
survey was conducted online from Jan to Dec, with participants recruited from an online panel partner.

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Home Services Mobile Queries Exceeds Desktop late 2015
Source: Google Internal Data, 2017

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And Mobile search is
skyrocketing…
62%
YoY Growth
Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016
survey was conducted online from Jan to Dec, with participants recruited from an online panel partner.

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“Near Me” Search Trend
google.com/trends

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61%of people are using a
search engine to find
home services
providers
Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016
survey was conducted online from Jan to Dec, with participants recruited from an online panel partner.
New Clients

16. Confidential + Proprietary
avg. number of
businesses
considered for
transaction in last
12 months
1.2
of those people did
not have a company
in mind when
searching
67%
Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016
survey was conducted online from Jan to Dec, with participants recruited from an online panel partner.
New Clients

17. Confidential + Proprietary
of those surveyed who searched last week
have already made a purchasing decision
Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2016
survey was conducted online from Jan to Dec, with participants recruited from an online panel partner.
48%
New Clients

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HVAC Trends

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Roofing Search Trends

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Plumbing Search Trends

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Landscaping Search Trends

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ARE YOU THERE FOR NEW CUSTOMERS?

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PUT YOUR DIGITAL MARKETING
BACK TO WORK
Schedule a 15 min intro to
the Surefire Cloud
After the call, you’ll receive...

24. Schedule a 15-minute introductory
call to the Surefire Cloud
❏ Tuesday, November 7
❏ Thursday, November 9
❏ Please email me to schedule a call

25. Confidential + Proprietary
Proprietary + Confidential
Proprietary + Confidential
●
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●
●
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The 2017 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service
searching. The 2016 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner. A general
population sample of n=8,014 age 18+ were obtained for 2016, balanced by key demographics to the U.S. Census.
Source: The 2016 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local
product/service searching. The 2016 survey was conducted online from Jan to Dec, with participants recruited from an
online panel partner.

26. Confidential + Proprietary
Male
Born in 1948
Grew up in England
Married twice
Two children
Successful
Wealthy
Dog-lover

27. Confidential + Proprietary
Male
Born in 1948
Grew up in England
Married twice
Two children
Successful
Wealthy
Dog-lover
Prince
Charles
Ozzy
Osbourne

28. Confidential & Proprietary
Search
“What is
zeroscaping”
Read
News article for advice on
different landscaping
techniques
Email
friend for advice
Visit
Landscaping site
to read reviews
and compare
Search
“Landscaper
near me”
Call
business
Re-marketing
Display Ads
Understand the Customer Journey

29. Confidential & Proprietary
Understand Display & Video
Roughly 80% of
our time is spent
outside of search
96% of visitors
don’t convert the
first time they visit
a site
Source: thinkwithgoogle.com

30. Confidential & ProprietarySource: wordstream
Be there with both paid and organic

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“Advertisers that pause their search advertising campaigns
sometimes cite concerns about how much of the traffic to
the sites is truly incremental to clicks on natural
search results.”
Studies show search ads drive
89% incremental traffic on avg
Be there with both paid and organic
Source: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.

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Google Adwords - Value Proposition
1
2
3
REACH
RELEVANCY
ROI

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REACH
80% of people use search engines to find local
information online -- and Google is the largest
search engine in the world (100B+ searches
every month)
Target your ads so that whenever
potential customers in your
country, region, city, or local area
are looking for business like
yours, your business will show up
next to their search results
Source: Consumer Barometer – 2016 (US)

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RELEVANCY
AdWords is about reaching potential
customers in your region, who are
showing a clear interest in your
products or services by searching for
your selected keywords on Google.
At the EXACT MOMENT
they’re looking for you.

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RETURN ON
INVESTMENT
Only pay when your
ad is being clicked.
Impressions are free
Measure beyond the
click
Analytics

36. Confidential + ProprietarySource: Criteo State of Mobile Commerce Report Q2 2015
Non-Optimized Site Optimized Site
Conversion Rate: 1.6% Conversion Rate: 3.4%
Is Your Site Mobile Optimized?

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How do we
reach these
constantly
connected
consumers?

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Let’s
go back.

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Your Business

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URL
domain
Your Business
website
content
Problem with the Internet?

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Your Business
SEO
SEM
quality
score
website

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Your Business
website
web 2.0

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Your Business
website
web
2.0mobile
50%+ of all queries

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Your Business
website
web
2.0mobile
50%+ of all queries

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Your Business
URL
domain
website
content
quality
score
SEO SEM
web 2.0
mobile

46. Confidential & Proprietary
What’s Next?

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Search
Video
Mobile
Offers
Local
Display
300 x
250
Site Social
How to Manage Effectively at Scale?

48. Confidential & Proprietary
PROBLEMS
business owners face:
time
desire
knowledge
resources

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Key Takeaways
● The advertising landscape continues
to change
● Search and mobile are critical in the
Home Services field
● A cohesive advertising strategy is
key (search, display, video, TM, etc.)
● Work with a Partner to get the most
out of your advertising efforts

51. Confidential + Proprietary
PUT YOUR DIGITAL MARKETING
BACK TO WORK
Schedule a 15 min intro to
the Surefire Cloud
After the call, you’ll receive...

52. Schedule a 15-minute introductory
call to the Surefire Cloud
❏ Tuesday, November 7
❏ Thursday, November 9
❏ Please email me to schedule a call

53. Confidential & Proprietary
Jessie Hochhalter
Partner Enablement
Thank You!

54. Hardworking marketing
for hardworking people
SurefireLocal.com marketing@surefirelocal.com @SurefireLocal