online dental advertising best practices 2018

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September 22nd, 2017

Online Dental Advertising Best Practices 2018

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Agenda● Welcome!

● Google Partnership

● SocialHi5 Background

● Dental Customer Story

● Winning the Undecided Dental Patient

● Bay Area Dental Trends

● Q&A

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Google Partnership

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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.

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What does our partnership mean for SocialHi5?

Cutting Edge Products

Exclusive 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 + ConfidentialGOOGLE 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 GEIBELAgency Development Manager

✔ New business development✔ Strategic growth planning✔ Sales training✔ Acquisition & pitch partnership

MARCO DELAROCHEAgency Account Strategist

✔ Existing business growth✔ Account strategy✔ Tailored optimization insights to meet client goals

ACCESS: Betas, industry insights, case studies, benchmarks, estimates, & exclusive trainings.

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SocialHi5 Background

2012 2013 2014 2015 20

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Winning the Undecided Dental Patient

We’re living in a world of moments

150x So many moments!

consumers unlock their phones

per day

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

Micro-Moments: Moments That Truly Matter

Be ThereBe UsefulBe QuickConnect the Dots

Getting Your Dental Practice Chosen

WHO-IS-THE-RIGHT-DENTIST

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

Own your business listing

business.google.com

Provide Your Patients With Useful Information

Be ThereBe Useful

Be QuickConnect the Dots

Insert Adidas YouTube channel Screen Shot

THIS-IS-AN-EMERGENCY-

MOMENTS

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 onebecause 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

I-WANT-THAT-LOOK-MOMENTS

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YouTube Director for Business App

Fast: +100 ready-to-go templates designed for businesses of all sizes

Easy: No video editing experience required. The app walks businesses through each shot and tells them what to shoot, say, and when

Free: Businesses can produce polished videos quickly—without spending a dime

With the YouTube Director for business app, small-to-medium sized businesses will get a free video ad creation app that is:

Give Potential Patients Information Faster

Be ThereBe UsefulBe Quick

Connect the Dots

If speed thrills, friction kills

ACTION: Load like Lightning“This-is-the-one” moments

Find out how well a website works across mobile and desktop devices.

testmysite.thinkwithgoogle.com

Dentists Need A Comprehensive Digital Strategy

Be ThereBe UsefulBe QuickConnect the Dots

Measure more than just app

installs

Account for multi-device behavior

Make 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

Connect the Dots

57%of people are more likely to visit a store when they use

mobile search to help make a decision

Measure how digital influences offline behaviors

Action: Measure Across Channels

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Bay Area Dental Trends

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‘Dentist’ Searches the last year in the Bay Area

Source: Google internal data

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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 Q2 Bay Area Searches

13% Search growth overall in Q217 compared to last year

58% Of searches came from Mobile

38% Of searches came from Computer

-14% Change in CPC compared to last year

Source: Google internal data

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Cosmetic Dentistry Insights

1% Search growth overall in Q217 compared to last year

65% Of searches came from Mobile

30% Of searches came from Computer

-13% Change in CPC compared to last year

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Where are Searches coming from?

Source: Google internal data

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Source: Google internal data for Dentists & Dental Services | United States / San Francisco-Oakland-San Jose, CA (DMA Region). Time period: Q1 2017

What is it going to cost?

CPC grew -14% YoY and was $3.39 in Q217

YoY growth

(Q217-Q216)

QoQ growth

(Q217-Q117)CPC(Q217)

Mobile -13% ▼ 6% ▲ $3.49

Tablet -20% ▼ 4% ▲ $2.69

Computer -19% ▼ 4% ▲ $3.25

Overall -14% ▼ 6% ▲ $3.39

Mobile Tablet Computer

2015 Q4 2016 Q2 2016 Q4 2017 Q2

Source: Google internal data

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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

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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

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What devices should I target?

YoY query growth for Dentists & Dental Services by device in Q117 vs Q116

16% ▲ -7% ▼ 12% ▲

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What Searches are related?

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Q&A / Next Steps