How To Grow Your Business with Google PRESENTED BY Clear Mind - PowerPoint PPT Presentation

Google Education Webinar Series How To Grow Your Business with Google PRESENTED BY Clear Mind Graphics, Xtropy & Google

Proprietary + Confidential Agenda Introductions ● How to Reach Your Customers Online ● Paid Search Fundamentals ● Opporuunities Outside of Paid Search ● Parunership Overview ● Next Steps // Q&A ● Proprietary + Confidential Proprietary + Confidential

Today’s Speakers Proprietary + Confidential Jim Hammerel Eric Geibel CEO, Xtropy Search Marketing New Client Education, Google ● Works with energy clients to communicate Works with Xtropy’s new-to-digital ● and engage with customer base clients ● Develops strategy and implements paid Creates and shares customized Media ● search campaigns to supporu client goals Plans based on Google data ● Founded Xtropy in 2004 Paru of a broader three person Google ● Team that supporus Xtropy

About Xtropy Search Marketing - 15+ years of experience as a digital marketing agency - Specializing in customer acquisition/lead generation - Millions of dollars of ad spend under management annually - Google Premier Partner - Supported by a dedicated team at Google

How to Reach Your Customers Online

Proprietary + Confidential Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential Connectivity has changed everything

Proprietary + Confidential Focus on the user, and all else will follow Increase in connectivity is having a dramatic impact on how customers behave.

Proprietary + Confidential Proprietary + Confidential Customers are... More Curious

Proprietary + Confidential Proprietary + Confidential Over the past 2 years... Searches for Videos with 'review' Watch time of 'does Users visit 2-4 'best' grew over in the title had over it work?' videos websites before grew by more than converuing 80 % 1100 % 49 % 50K of the time on mobile years of watch time on mobile Source: Google Data, US, Jan - June 2015 vs. Source: YouTube Data, US, Classification review Source: YouTube Data, US, Classification "does it Source: Q1 2016 Aggregated, anonymized data Jan - June 2017. Top 500 "best" search terms videos were based on public data such as work" videos were based on public data such as from Google Analytics for US Retailers headlines, tags, etc., and may not account for headlines, tags, etc., and may not account for every such video available on YouTube, July every such video available on YouTube, January - 2015 - June 2017 June 2015 & 2017 (e.g., Does It Work? Ice Cream Maker Machine Makes Real Food for Disney Frozen Queen Elsa & Anna Dolls, Press On EyeShadow | DOES IT WORK?!)

Proprietary + Confidential Proprietary + Confidential Customers are... More Curious More Demanding

Proprietary + Confidential 63 % Staruing in early 2017, search volume for local searches without ‘near me’ of people expect brands have outgrown comparable to provide personalized searches that included experiences based on 'near me.’ past interactions. Source: Google/Greenberg, Rising Expectations in Consumer Source: Google Data, US Jan - June 2017 Experiences, March 2017, U.S. (n of 1,501 consumers 18-54)

Proprietary + Confidential Proprietary + Confidential Customers are... More Curious More Impatient More Demanding

Proprietary + Confidential Over the past two years, Mobile searches for travel-related searches for “wait times” grew over 120% ‘tonight’ and ‘today’ have grown 150% Over last 2 years on mobile (for example, ‘fmights today’, ‘hotels tonight’) Source: Google Data Jan - June 2017 vs. Jan - Jun 2015. US Source: Google Data Jan - June 2017 vs. Jan - Jun 2015. US

Proprietary + Confidential Proprietary + Confidential Customers are... More Curious More Impatient Newly empowered customer More Demanding

Proprietary + Confidential 3 key principles in the Age of Assistance Be there Be valuable Be quick Be Valuable for your customers by offering by delivering on throughout the entire meaningful customer needs purchase journey experiences to reach in real-time by your customers leveraging the wherever they are power of machine learning Be There Be Quick

Proprietary + Confidential Proprietary + Confidential Be there Your customers constantly explore the expanding digital landscape; reach them across many touch points. Ensure that all these valuable interactions are tracked and valued properly.

I-WANT- I-WANT- I-WANT- I-WANT- I-WANT- TO-KNOW TO-GO TO-DO TO-BUY TO-KNOW

Proprietary + Confidential Proprietary + Confidential Be valuable Give them a unique, compelling experience with the right message, wherever they are across the web.

Proprietary + Confidential Proprietary + Confidential Be valuable Build content for real needs ● Connect online to real world ● Optimize for mobile ●

Proprietary + Confidential Proprietary + Confidential Be quick Your customers are constantly looking for new ways to enhance their lives. Utilizing the power of machine learning, automatically deliver on customer demands, creating more business with less effort.

Proprietary + Confidential The average load time for :06 :09 :00 :07 :08 :05 :03 :02 :01 :04 :14 :17 :10 :18 :16 :12 :19 :13 :15 :11 mobile sites is 19 seconds over 3G connections. Source: 1.Google/SOASTA Research, Global, 2017. 2. SOASTA, The State of Online Retail Performance, Global, April 2017

Proprietary + Confidential Proprietary + Confidential Be quick Staru by testing your website testmysite.thinkwithgoogle.com

Paid Search Fundamentals

Mobile vs. Desktop Search Results Query Shopping Ads (aka PLAs) Text Ads Organic Results

Why Pay for Ads if You Already Rank Organically? your customers expect to fjnd you (immediate traffjc) ❏ paid lets you control your message and landing page (and test!) ❏ paid lets you own and control more real estate on the results page ❏ paid + organic drives more traffjc ❏ paid + organic improves key brand health metrics ❏ paid search infmuences purchase ❏ paid search means custom tailored results for your audiences ❏

Paid + Organic Drives More Traffjc Exposure to paid + organic results almost doubled a user’s likelihood to visit a brand’s website Source: iProspect, Real Branding Implications of Digital Media, November 2010.

Keyword Match Types broad phrase (or modifjed broad) Narrowed target group Greatest coverage negative exact Exclude irrelevant search Very specifjc search query queries

How to Compete with Ad Rank QUALITY MAX AD Baseball Express X = Baseball gloves & mitts all brands. SCORE CPC RANK Rawlings, Wilson, TPX, Mizuno www.baseballexpress.com Get Baseball Equipment Here Great prices on a full line of Products Always available at great prices! www.grandslamoutlet.com Gloveslingers.com Get Baseball Equipment Here Professional baseball equipment Great prices on a full line of Products 2 x $2.00 = AR 4 For the Serious Baseball Always available at great prices! Enthusiast www.grandslamoutlet.com www.gloveslingers.com Glovesmith Elite series Baseball Express For the serious player 6 x $1.00 = AR 6 Baseball gloves & mitts all brands. Are you serious? Rawlings, Wilson, TPX, Mizuno www.glovesmith.com www.baseballexpress.com Glovemania Gloves Akadema Baseball Gloves at Great Prices Ads should be placed based on their relevance, not just how much glovemania.com the advertiser is willing to pay became the foundation of the AdWords engine that Google’s business is built upon.

Conversions Ability to track what happens afuer a customer clicks on your ads - whether they purchased a product, fjlled out a form, etc. Tracking the value of your conversion lets you see the total value driven by your advertising across different conversions, rather than simply the number of conversions that have happened. Advanced reporting Additional metrics allow you to track total Make more informed business conversion value generated by your decisions based on the actual revenue conversions, down to the keyword level. each click generates. Insights to guide optimization Options to add dynamic conversion values Identify which keywords, ad groups, and campaigns drive better ROI. Adjust your existing AdWords conversion tracking code to include a variable that stores and reports Smarter bidding the value of each conversion. Learn more here . Unlock the target return on ad spend (ROAS) flexible bid strategy to Set up Conversion Values within your Google automatically optimize your bids to Analytics account and import your transactions into maximize conversion value. AdWords. Learn more here .

Opporuunities Outside of Paid Search

Proprietary + Confidential Proprietary + Confidential Consumer journeys are becoming more complex, made up of multiple intent-rich moments . . . . . . that present an opporuunity for your business