google socialhi5 g4 2017 event

Confidential + ProprietaryConfidential + Proprietary

2018 Online Dental Advertising Best Practices

Proprietary + ConfidentialProprietary + Confidential

Proprietary + Confidential

Agenda● Welcome!

● Google Partnership

● SocialHi5 Background

● Customer Story

● Winning the Undecided Dental Patient

● Bay Area Dental Trends

● Q&A



Google Partnership


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.


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


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.



SocialHi5 Background

2012 2013 2014 2015 20



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 There

Be Useful

Be Quick

Connect 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

Provide Your Patients With Useful

Information

Be There

Be Useful

Be Quick

Connect 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 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

Give Potential Patients Information Faster

Be There

Be Useful

Be 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

https://testmysite.thinkwithgoogle.com/

Dentists Need A Comprehensive Digital

Strategy

Be There

Be Useful

Be Quick

Connect the Dots

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



Bay Area Dental Trends


‘Dentist’ Searches the last year in the Bay

Area

Source: Google internal data


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



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


Where are Searches coming from?



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



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



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



What devices should I target?

23% ▲ -10% ▼ 3% ▲


What Searches are related?



Q&A / Next Steps

google socialhi5 g4 2017 event

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