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good morning everyone it's alright with everyone we're going to go ahead and get started first off my name is Eric I will I'm an agency development manager here at google I've been with google for about three years and I have the pleasure of working with social high five really the way in which I work with that is I help them to acquire new clients as well as you support them on all their existing clients and really partner with them and help them their clients be successful with google so I really appreciate you taking time out of your days I know that a lot of you have practices that you're leaving unattended for the morning so we want to be very respectful of your time as far as timing goes we will be having lunch later on today but you know if you could tip out or leave that's totally fine but again thank you very much for coming so that means said I was mentioned I'm Eric I'll just go around we'll just reach intros tomorrow everyone is crucial absolutely so my name is Marco and I work with Eric support dilemma here at Google as an account strategist and so I'm really focused on helping them to optimize their existing but their business whether that be strategic expansion for example of a practices opening up some new offices or if that's more about helping to optimize for results by trying out a different product mixes that kind of thing give you a little bit of info on my background as I had a google partner agency before i came to do both so now I've been with google for the better part of a year working with Derek and got here in social at five minutes with that I'll let them take it away and thank you Mon book hello everyone thank you for being the time again I'm chunker I'm the CEO of social life I um raman eyes out of this business five years before and we've been in the baby is Vince for the last 20 years companies and this is our first venture together for the past five years and my role in the company is too funny to get new businesses and phnom penh will make sure that the fans ever on both are happy with and on the run for again more than 25 years now hi thanks for your time Franco be here he looked closely with our crooked ethical on making sure that all the corns are kept in a proper place and if you get the result that we wanted it called are awake women so we focus on that to get quality please for you awesome right so I think it's really important I want to create a really solid agenda I've done a lot of these events are typically do about one of them for the week so I worked really closely to collaborate with Sean car Malcolm are in terms of creating content we thought it would be very useful so as far as the agenda that we have today is I know a lot of people are probably you know here unfamiliar google adwords so we really want to talk about what it needs to be a google partner and what our relationship actually it looks like from your perspective of social high-fiving google interacting then i want to talk about like why do so i mean i'm sure a lot of you guys are here you're probably looking to grow your businesses you're looking to find new patients new leads new people come in through through your doors so i want to talk about kind of how Google homes do that from there I'm going to transition things over to these social I five teams so they did do kind of a very in-depth background on who they are what services they offer and talk about some client success stories that they've had some of their clients i'm eating some of their clients and so I really understand the type of value that they drive for for their clients so we have some really cool testimonials as well as some statistics in terms of how many of their clients are utilizing google and the types of results that we've seen next week on ax are going to dive a little bit deeper and get a bit more details and talking about like today's digital audiences so i'm sure you know back in the old days when you're looking for something trying to find a new business bak trying to find a new dentist are you dr. whatever it may be typically the one resource that you would turn to which is yellow sorry to ask a friend now the world is completely different I'm completely digital so I want to talk about how you can reach today's digital audiences and how Google can help you that additionally once we kind of talked about that and dissected that we're going to dive much deeper into healthcare industry trends so a majority of you in the room are healthcare professionals so we want to talk about what Google is seeing in that industry specifically and how we relay that information to that to social high five to better improve any sort of advertising campaign whether it be through google whether it be through facebook whether it be through bing whatever it may be we want to make sure that they're aware of what's going on and how it's going to impact their customers following that we're going to have Q&A quite frankly I don't like saying hey we're going to have a Q&A we have a group here it's a very small group obviously what we want to do is we want this to be as educational as possible I'm sure some of you probably have no idea what google adwords was before your approach by by social high five i'm guessing you know maybe a cold call maybe they reached out to you so any question is a good question I like to keep these as interactive as possible so that any point in time you want it you want to talk have a question for me feel free to raise your hand happy to address it immediately rather than at the end but again we do have time for a Q&A and then we're going to have lunch so you see myself and you see Marco but also in the room 10 we have albert chen who's our agency lead at Google both Marco and I report to him he's been at Google for over 11 years and has spent about seven of those years working directly with agencies so he has a ton of experience in terms of working with ad agencies and what a good working relationship between Google and an ad agency looks like so who'll be here as well and then also you might see a couple of other folks from google drop by at the front desk there's my colleague shale he has the same MO as Marco and he works on works with me on some accounts in other areas Marco had mostly focus on the bay area but shale helps me covers other strategic regions across the u.s. seventies also very well equipped to handle any questions so if you see either any of us floating around and want to have a conversation over lunch that's really kind of the primary purpose of that and then if you have any google related questions at all things that are going on buses company you know we're more than happy to talk to you about that as well that's kind of the agenda that I had in mind seeing it this is a smaller group is there anything else that you'd like to cover anything that's fine for you guys as far as you know why you're here okay awesome behind I think good one people get the point sorry not on the high make you look a bit like awesome so we'll dive right into the agenda oh really what's what's important is we are working with social high five so Google basically has the opportunity to work with any advertising agency that we want right so there's millions of advertising agencies that are out there in the United States and it's difficult to find the right one so Google has what we should have established as a partner program so the partner program is a rigorous set of tests as well as us constantly analyzing our agency's clients account performance to ensure that our partners are implementing best practices as far as solutions go from a Google advertising perspective so ultimately you know what we want to do is we want to work with the best agencies and help them grow so we have two levels of Google partners so we have a standard little partner and then we have a Google premier partner so as you can see the premier badge is reserved only for agencies that surpassed our highest requirements so social high-five is a google premier partner as far as the percentage of our overall partners that have actually established themselves to be premier partners the threshold is about five percent of Google's partners our premier partners so we have a Google partners page portal where you can search and learn more about any of our Google partners that we work with and in order to receive a premier partnership badge there's three key requirements that they must hit so the first one is what we call agency health index so again that's us analyzing their overall client list and how well their compliance campaigns their advertising campaigns throughout words are performing as well as how many of our general best practices that they implement the second threshold is do they have a healthy book of business right so we want to see that their revenue and their overall spend with Google is increasing on a quarter-over-quarter basis what that tells us is they're adding new clients to their book as well as their clients are seeing results and are wanting to spend more so we have you can't reveal the amount as far as you know what that's been level with Google is but we have an internal threshold on a quarterly basis and social high five well exceeds that in order to be considered a premier partner that the third is basically certifications so we want to make sure that our partners are constantly educated at Google we really believe in implementing and creating new products that are going to work best for our users all the time so we consistently come out with with new solutions new types of targeting to reach new audiences because the type of technology and digital media is consistently changing and constantly on the move so we want to be able to adapt that so kind of the third piece is again that certification piece so they have to have X number of employees who are Google AdWords certified just at a rod level but then to go more specific in order to earn that from your partnership badge they have to earn specializations in various different fields so that if a client comes to them and says hey we'd like to implement a display campaign or we'd like to implement a gmail campaign Jim kept in that they have someone on their staff that's well equipped to do that so as far as kind of the kind of requirements to be a Google partner and a google premier partner are there any questions from audience yes how do you help in it yes so I mean there's there's two aspects of it right there's an overall revenue so how much are their clients spending with Google on a quarter-over-quarter basis so we look at it from both the dollar figure as well as a growth figure and then the second piece of it is that agency health index score that I mentioned so there's certain things that you should view within an adwords campaign that indicate whether it be implementing certain keywords or whether it's certain modifiers on those keywords or adding ad extensions or implementing remarketing for a campaign there's a lot of different things that we can check to basically say okay they're doing the right things for their clients to drive the right action in the right behaviors and then we can tie that together with their Google Analytics results of these campaigns and say okay and then we basically rate them on a scale of basically 0 to 1 and then based upon where they fall on that scale dictates what we consider their agency contacts without going into too much detail that's the pilot what's the length of time for a bit advertising company to from approaching to achieving from your status that's a great question so I mean a lot of times when and they'll get into this kind of it in terms of their journey in their growth with Google right so shanker is about you guys go into Google around 2013 right so you know when they started with Google 2013 they were an agency and then they became they went through the certification process became a became a Google partner we recognized them as a business that we wanted to work with when they first started working with us they just had one one one account wrap that basically handled a couple of strategic accounts on like a one-off basis and then as they grew we took note of that so we constantly every order we go through what's called an agency segmentation process to look at what agencies we want work with and so from there there's kind of various different levels of support that we have here at Google and so they kind of just climbed the hardware quarterly review yet and pretty much people can advance a throwing rate yeah some people going to be answered their own rate but also people can decline as well sure so in order to maintain that status it's really something that we value and so ultimately our job for marcona is for our from our foreign partners to grow so I have a couple of agencies that you know most of my agencies that I work with our Google partners my goal is to get them to be near Mars because that shows that hey we're helping them grow their business and be successful happening to Addison your partner program is actually quite new so social advice was actually one of our initial agencies identified as a premier partner so when you think about like how long have they their net at this level of agency they've actually probably been ready to be a premier partner for a bit of time now and it's just that Google is changing the way that we work with it you didn't know exactly so the week ended agencies that you meet a certain level of house band etc the service that we think they deserve so I think we are talking about four different levels here one is google then google's partners which are the agencies which help business dislike us dentists or imma natural medicine specialists and then we have our customers who observe services so you're talking about four different levels so I understood that you're talking about the relationship between Google and how you certify your partners yes so I would also like to know how the partners help the businesses like us to reach the fourth own which is that yeah that's that's that's attached to page yes that was how intense that might be a good point that we need to move on so it's so good here we go again we touched upon the partners in the premier partner I just want to show showcase at social high-five is in fact a Google premier partner and all these slides and all these decks will be made available to you after the presentation so sean curran kumar both have access to this so if you'd like a copy of the deck just let them know but really just kind of you know showing that the google premier badge recognizes company that excel the most with google products so diving into kind of the way in which we work we work together so it's actually a pretty pretty great setup that we have a social high five so again really my focus is on the business development side so I partner mainly with Shankar we have weekly calls in which he discusses you know clients that are on his radar clients that he's looking to bring on board and I support him in any way shape or form whether it be hopping on a call of potentially prospect talk to them a little bit more about our relationship whether it's hosting events such as today he really has direct access to us everybody better his clients have direct access to juwel as well as well as his potential future clients the one thing that is really important to point out is only premier partners could do events like this so only prettier partners have the ability to have no been at Google or have the ability for us to make a talk to one of their customers or one of their clients for most other partners it's be interacting directly to the agency and then the agency committed that potential customers so they really have a leg up on the competition so prior to joining the agency team here at Google I spent almost two years on our new business sales team so when my job on the new business sales team was was to find advertisers that had never advertised with Google and basically explained to them the reason why digital marketing is important and necessary for their business so essentially what i am doing today from the agency perspective it's just a much more scaled approach because in working with an agency they have more reach and one of the reasons why i really like it is it's much more relation relationship based in that i need to make the best recommendation the best suggestions for my agency's clients because then i'll lose the trust of our agency if their clients are not successful so any suggestion or recommendation that i put forward to Shankar mom kumar's what we believe is going to be best for their clients and it's been a very beneficial relationship this is actually the second event that we've hosted over the last six months here at Google we wanted today's event to be much more tailored to the health industry so we thought having a smaller group that can be more interactive would be much more effective our loss of that was much more high-level like what is google all that stuff and is geared towards any sort of businesses so again let's make sure this is an interactive as possible today and then all that Marco talked about his interaction and how he mostly works with von karman yeah and I think I went into that a little bit presentation but i do have weekly calls it prom tomorrow so kind of similar to the way that Eric partners with Sean car and we're very focused on I would say two areas number one scalable solutions that we can apply across the book and that normally has to do with an amazing google has made whether that be a new targeting feature or something that has changed and the experience of the AdWords platform or looking at specific accounts that are a high priority for example because they're expanding you know maybe they're looking to increase their budget by 50% within the next 30 days and that's something that you know I'm more than happy to work on and partner directly with the agency just be sure that we have the best guys you put together to maintain great efficiency and get that with the constables I think we can go on to something very important well after the data access yeah so what's really cool about working with having at work a bit working with an agency partner is you get access to solutions before the general partner so maybe by show of hands who here is actually tried average accountant at someone awesome so I'd say about a 30 so as all of you know Google AdWords it's a completely self service platform if you wanted to go in and you wanted to create a google adwords account you could do that and you can type in the types of keywords that you wanted when people search on Google to be found for obviously there's a lot that goes into it you have to know what the right bid is you have to know what type of targeting you want to set up you have to know a lot of types of modifiers that you want to write so that if people search and dentists near me or attend you know things things such as that you need to know how to set it up and obviously the self service platform what is pretty difficult to do on you prior to joining Google when I'm going through the interview process i try to set up camp and farm islands completely lost until i got properly trained over the course of a full month when i first started here so for me it's one of those experiences where a lot of people will be like well i tried google adwords it didn't work one of the things is you probably don't have the necessary experience in order to set campaigns up on your own and you probably have other stuff that's much more pressing to run your own business so that's why Google really believes the heart of our business is enough is not going to grow by self signups but by partnering with our agencies to help them scale believe find new clients that's really where we replacing our biggest bats as a company so in order for our agencies to be successful we want to give them the newest features and the newest products as soon as possible so because of the fact that social high five is a premier partner with Google we give them access to new betas before the general public has access to him often times it's nine to 12 months before a solution becomes publicly available that we can give those to our partners we can have them test them out with their clients and then provide feedback back to us so that we can make the product better and more effective for our users so Marco maybe you want to highlight some examples of some recent data that we build out and how are fine for you something yeah absolutely so I think they're given really great overview of the way that this kind of works for most strategic standpoint and once you start with the question for all of you how many of you know either in terms of age injector that for certain procedures there's a group of people or more likely to want that procedure or call in and ask for it to be any any age any gender okay the most you some idea that this support so one of the really cool new features which actually recently rolled out fully to google adwords but until maybe two or three months ago is one of these data features is actually to go after specific demographics in terms of a gender in your AdWords account and that can be bidding up and for example you know that people over 50 are more likely to want ental implants or if you know that you know self-conscious teenagers Invisalign they don't want to have the braces that you see all over the place or maybe young professions have that same desire so you can actually either isolated group and only target them or have ads directed for that group or you can bid up if it's something maybe again like implants where ultimate important thing is just are they searching for the right keywords but they're certain groups who are going to be more ready to go at MIT appointment what do you mean by these will big up so level set so for google adwords right you have a list of keywords that you're utilizing that you're running on when you're running an appetizer so the way in which it works when you search poop when you search on google you see what's called paid results so the top of the page so two or three a tad cycle app and then you'll have organic ads so what Google wants to do is we want to serve the most relevant data into our users so based on a web sites search engine optimization so it's called sul that's where they'll rank organic late on the page but what you can view as a business is you can control where your rank occurs so as far as what you can do is with AdWords the paid ads that are over the top of the Google search results are a combination of two things it's a combination of relevancy to the search that the users that the user has as well as the advertisers really miss to pay for that position so say for example to people are competing and they both want to bid the same amount so say for example there's a keyword that is water Mountain so it's really you know a place to go by water you know like the old days people may not have a Brita whatever may be say for example there's to advertisers that are bidding on that word both of them are bidding one dollar but one of the websites is more geared towards water not in view that person will have the higher will have the higher rank but say for example you want to really win what's called that auction and used a i'm going to bid two dollars what's going to end up happening is you're only going to pay one cent more than the other advertiser in order to be higher on the relevance does that help supplier five yet right so that's what maybe my dad's hairs and why is up just miss my family question so pediatric dentist time and so would who is looking for a dentist would would Google know that that Christmas awesome oh yes one's down sorry out so Google knows everything I hate to say it but we I mean most people equalised you know so we know what you knows our ceiling if you look on your phone right now I'm sure you probably never using an iOS device you're probably at least have three or four different Google applications I'm guessing most of you you've never been to do this office before all the Google Maps probably have gmail on your phone you may use google search tool on your phone might use wait it's another google 5 there's so many things so users what's considered constantly logged in because if you're getting emails on your phone you know what you're doing even where you're at so because of that we understand a user's behavior or other standard demographics so that's how for able to go about targeting so all the information that we're gathering that we provide we utilize back into advertising programs so that we serve the most relevant information to the right note it's not as know so within your AdWords campaign and basically say you have the ability basically mark are you wanna see sure so I think to some extent it's a matter of that's why you want have been the agency that knows what they're doing so the system will not automatically know that in this auction the fact that someone is a parent is a distinguishing feature what the system allows you to do is it exactly is to target so if you tell you no wrong tomorrow or his team hey you know we really want to specifically go after parents and especially I don't want to get too technical here too especially if you're using google display ads which are when you're on you know the wall street journal and you see those image ads pop up you could actually within that even only show ads to people who are parents as you know but it's that important but that's really who the key audiences but it's still up to the user whether that be the agency yourself the account managers to identify who the important people to target on and then what we've done is google and just give you out and prove that if we want to go under eric's somehow google knows who the parents yes exactly you can say a pop up an ad I want this ad only the top of the parents kids between for the boys will overheat number five not reuse my office if you want to come up here and there's a boss in the work we asked him to come today yeah not support so i have done google and out edwards several years ago maybe four or five and with the frustrating part being a small businessman is you may do that and get involved in it but there's it's really hard to know what that's really doing what's the ROI those those dollars i spent man just and it will be talking they will be talking about that level we're going to get it they have they actually have a tool that they feel internally that's really hope that's different than a lot of the agency that i work with that produces like a very easy to login dashboard so i'll have shanker and long Tamar talk about it but basically what they do is they tie in google analytics information as well as their own proprietary systems are not just looking at google but your overall visual marketing mix as a whole to understand what channel to invest in the one ring is is it's constantly one of the things is you can constantly have to be keeping track of it so it's really easy with reporters sent to you or you can just log into a portal and have access to all that good awesome so just touching one kind of wide google right so I touched phones earlier google has massive page so we have seven products that have over 1 billion users think about that that's a lot of people that utilize google so the google play store android devices gmail google maps youtube which a lot of people don't necessarily know is a google property google chrome and then google search so all seven of those properties of over a billion users each day so the scope is massive and we really have the ability to reach people across tons of different problems awesome um so just some stats to throw at you there's over a hundred billion searches per month worldwide with Google and fifteen percent of those are new surgeons I think that's really interesting and later on during the presentation when we get into health care trends we'll talk about one of those news searches that's really impacting businesses like yourselves and how basically us keeping track and monitoring what searches are occurring and conveying those two are partners allows you to be much more successful but it basically shows that you constantly have to be adapted because you know if you look at a hundred billion searches if 15 billion searches are new each month that's something you need to be away that's something that could impact your bottom line there's just something that I find very interesting fascinating just about consumer behavior and Google wants to be able to help you adapt to that so touch upon Google I said you know we have over you know a billion users on seven different products but we reach ninety-five percent of all US Internet users are reached through google um this sounds gone up from when I first started at Google it was 23rd 93% so now we're up to ninety five percent I don't know there's still some some people who are utilizing you know AOL thing what that stuff but we're going to get them to convert I recently got my dad finally amended is a AOL email via age of 69 and is now utilizing in gmail and he's now utilizing a gmail account so really proud of that so a couple of just stats about our properties just to speak to our reach so YouTube has more reach than cable TV amongst 18 to 34 year olds and we're also seeing that the fastest growing segment percentage over percentage in terms of people who are utilizing youtube or in the 55 to 64 year old demographic which to me is really fascinating I know a lot of my friends in San Francisco or are cutting the cord and not utilizing cable TV they're utilizing subscriptions such as YouTube Hulu al TV netflix and one thing that I found really interesting is I was watching a football game a couple of last week and CBS was going to advertisement for one of their view shows and typically has a network what they'll want you to do is I want you to tune in during the during the actual slot that the show is airing but as soon as they said when the show is premiering they also said the show will be available on CBS on demand and available for streaming so I just kind of spaced consumer behavior that people are using the web more than traditional forms of TV our display network which Marco briefly touch upon sure all of you guys spend time in front of a computer I'm sure you see better all the time I personally spend a lot of time on ESPN com New York Times Wall Street Journal those types of sites google has the ability at scale to serve ads across ninety-four percent of the web sites in the United States so if you're thinking you know hey I want to you know I find success you know advertising in the San Jose Mercury News which is a local paper if you want to be able to serve ads on the San Jose Mercury News website you can do that through google or you can do that directly with blab but what's great about doing it with google as you can serve on San Jose Mercury News and then any other website that has content that's relevant to your business so it basically provides you with scale so that's why it's really important for Google to consistently partner publishers and various different websites to ensure that our advertisers how it's called inventory available on their websites and the final piece is gmail I'm not sure how many gmail I love it maybes nothing else in my life but we have 1 billion users on gmail and one of the products that we recently rolled out about two years ago it was in beta when I first started working at Google was what's called gmail sponsored promotions so I'm sure if you use gmail your personal inbox you'll notice that we've sorted your inbox in the inbox social and promotions and so what we want to do is we want to serve targeted ads in that promotions tab that are most relevant to the types of emails that you're receiving so I shop a lot on nike com I really like switching up my workout shoes on a consistent basis make sure they stay fresh lot so recently reebok has been targeting me with one of their new products as well as with a special offer to try and incentivize me to leave from Nike to join Reebok and what they're doing is they're targeting me as a user who's receiving emails from nike com so let's say for example you want to steal competitors or you want to steal competition from your competitors and you're interested in running a program like this we knew what URL your competitor was serving emails from you can target those users and then layer it with the demographic targeting that that gentleman mentioned in serve as that way so really really cool soft and then one thing I just want to add to that as Eric gave a great description of gmail adds some of you may be thinking I loved email I know about the promotions I absolutely never look for certainly click on an ad and just because I know some of you are very very new to the advertising space I think that's a great time to point out one of the best things about AdWords is that you don't pay for anything unless someone actually clicks on the ad so that's true for Gmail that's true for search that's true for display Gavin for you to bits about to debut at least 30 seconds so just I don't I don't want to make this a sales presentation I wanted to be educational but I do think that's one of the most important pieces to note about that so you feel it would be thickened the sting on the ad and it is a click so you pay so two different things so you pay on a cost per click basis that's why a lot of people refer to as PPC pay per click marketing so with google you're only paying when someone actually take action and visits your website on the YouTube piece I'm sure a lot of you spend time on youtube at five seconds their personal watch out these five seconds of the video and then you could click out of the video yeah yeah so to add before the video that you want to watch and so what happens is once a user watches 30 seconds of the video that's when the advertiser gets charged but if any point in time between five and twenty nine seconds the person clicks that little xbox on the right hand side of the ad it's pretty does that make sense everyone cool um so one of the things that that's really important is we're in the midst of a massive shift in consumer behavior I personally when I wake up in the morning my cell phone is my alarm first thing I do when I get on when I my alarm goes off I immediately check my email I feel as though I'm like a lot of people and I do that as well as you know if I need directions somewhere to go I turn to my phone I quite frankly don't know what I can do without my phone and I find myself on my phone far too often that oftentimes I keep a backup charger in my back pocket during the day when i'm not near my desk to ensure that my phone stays plugged in the average consumer looks at their phone 150 plus times per day that is across the united states if you think about kind of the millennial generation i guarantee you it's probably closer to 300 or 400 times and those are going to be the type of patients who are now out in the workforce who are now looking to maybe separate and move away from their parents health coverage maybe they're looking for a new medical provider those are going to be the people who you really reach so it's really important to understand this shift in behavior that Mobile is ruling ruling the world it wouldn't surprise me if computers are gone within the next 10 years quite frankly so eighty-three percent of people would would never leave home without their digital devices that's definitely me so it's really important to note that and then we'll talk about how this shift in consumer behavior is impacting outside so tomorrow if you want to touch upon yes I'll be great yeah absolutely so this this kind of starts us off in this direction this micro Bowman's narrative which i think is something very important they could look and using go to inform the strategy we're advising people to take but also to you know educationally help our customers understand the way the world is changing and we can see this we don't go online we live online and I think if you're thinking about this in the context of dentistry it doesn't mean that I'm looking at my laptop and then 10 minutes driving something completely different time in a meeting and I'm walking to the gym I'm doing something else in my life because I still have like eric said I've got my mobile phone so I'm constantly online you know before I'm actually looking for in your dentist right now so if any of you want to give me your your pitch if you're in san francisco feel free to approach me afterwards you know I she had a tooth a monday morning retina think i have a filling the big is coming out a little bit and so as i'm at my desk I'm like really painful I've distracted my tube this hurting so I'm looking up on my phone where can I go I'm online in that moment and the whole days I'm riding back to the bus and thinking okay I'm gonna go to yell to make a dentist appointment I'm going to ask my friends about what dentist they recommend and look them up so I'm constantly online constantly connected um there's also points back this trillions of new searches are made every day so we're going to touch on this I think in more detail later when we shows the way that searches are all things that don't want to spend too much time on it now but if you think about it again that's why it's so important to have an agency that has access to google data because this is really observed the importance of this when you combine aggregate data from many small companies you know it may take you a long time to identify near me or emergency as the new modifier is producing a really really strong return for you but when we look at dentist as a whole whether it be in the united states are certain geo we can identify those friends that help them be taken advantage of and you can see that where are these searches happening as i pointed out i didn't even try to do this but you'll notice that when i'm looking for a dentist Graham I I'm always on my phone I've never on my desktop more than half of these searches are happening on mobile yeah I mean if you look at year-over-year searches I peril mobile phones it's crazy to see a kind of we're trying to see where we're heading by any question why are you putting this emphasis on saying that it is not on desktop and it's on mobile what's the significance of that it's just a consumer behavior shift and that you know computer the ability like if you think about my first my first experience with the cell phone was in 2002 my parents had left me had forgotten about me pick me up from school and so they decided okay it's time for Arafat's off the first cell phone i had was this big it was a nokia 881 20 and the cool thing about that phone was that it had the games of snake on I don't know how maybe you remember snake or had kids who had the game snake on it was a really cool game due to utilize that two eight six and nine keys and move around and try and catch little things the phone basically that the ability that you had with your phone was to make calls cool it had a game the phone was in black and white that's forward five years or fast forward three years blackberry comes out you have the ability to text so texting became really popular people are sending text messages down and then making phone calls you've got four words the iphone you have a display you have a touchscreen you have the ability to basically access the web on the palm of your hands you didn't have an ability to do that previously when you wanted to look something up on Google you had to sit in front of the computer those likely a desktop computer then you have laptops and you have tablets so basically because of the world that we're living in there's much more opportunity for your business to be prevalent and rough be prevalent and relevant to the searches we're not saying by any means of bandage Bostock we're just saying you need to have a desktop as well as a mobile strategy so we're just trying to provide you the educational aspect of where things are shifting and really where Google is placing our big bets and that's in mobile like all of our revenue growth is coming from mobile searches so I ever been inserted is Kenichi in print or Tesco different Beluga so that's a great question it really depends it really depends on the experience of your website that's what it comes down to so we recommend that all of our clients have you know a mobile-ready site and really the thing that's important for mobile is how fast is your website load on a phone so we could do an amazing job of driving mobile traffic to your website but I as a consumer I want my information fast if a website on my phone doesn't work with insects six seconds i'm peacing out' i'm done i'm going to go somewhere else so it is really important and it can't stress enough that we can put together the best advertising campaign of the world what if your website and your mobile site experience is not good and not conducive for your users then you're not going to see return family and actually as Google partners Rahman Shankar have access to mobile site audits we think this is so important at Google that we're encouraging our partners whenever we identify where they identified client sites that do not have that kind of experience on mobile whether it be the things don't look quite right driving even more importantly by far that they are taking 10 seconds to load or even frankly than five or six seconds too low then we'll actually jump in and say hey this is something that we need to look at and try to treat the one also any other questions they're all great questions by the way yeah things use my computer repairs but this is very interactive this is kind of stuff that more when I like a lot more supply I think we have a great video next of anyone nothing further all right do it well basically is it's a mobile video when we set up presentation you'll be able to watch it basically what reinforcing when I said first thing I Abner's when you wake up you turn the mobile that for a lot of people do so you'll be able to see the video later on and we can dive a little bit because it would see the sound but we're seeing us at one this one works everyone [Applause] [Music] [Music] [Music] [Music] [Music] [Music] [Music] so really what this video just be soup is the fact that there's so many as you saw there there's multiple different types to meet multiple different searches as well as multiple different formats for people to be able to discover to be able to discover you so really what we're trying to say is it's really important to say to me to be relevant at all those various different moments so I want to know I want to go I want to do I want to buy so I want to know about that sits in my area or I want to go make an appointment to fill it I want to do Invisalign treatment so all these different types of moments are constantly happening across desktop across tablet across search so it's really important that at all points of time you're able to be relevant for these various different micro-moments and we'll be working with the social high five team to ensure that your hat each one of these moments so just some really important things that we want to touch upon and Marco you take over here yeah so I think number one you see be there and you can see to your point you know we do not recommend that you turn away from desktop entirely by any means actually really what we like to promote it isn't always do some strategy that doesn't mean always hun to the same cost or with the same strategy there may be some terms where you're okay with being you know down at the bottom of the page just in case someone wants that option there may be other terms that you've identified as extremely valuable because you're only paying you know eight dollars per phone call when people happen to make this search and you always want to be number one right there but I think what's important is that you're always fair so if desktop ends up being better if mobile ends up being better then we can adjust strategy to promote more heavily but it's important to be there you see talk to your customers so that's about we mentioned the great targeting capabilities that Google has you know how cool is that that on the Google Display Network you can only show ads to parents but who knows the dental industry the best people who are working in that industry not us up here from no digital marketing so that goes to the fact that you want to be involved you I know these guys love working with clients who are involved or passionate and or interested and you know that's why we love working with them because you want to have that conversation winning mobile-centric searches again I don't want to dive too much into the specifics of strategies but we'll see different search terms even not just in terms of mobile traffic is increasing what types of searches happen on mobile what types of searches happen on desktop do vary when we think about micro-moments you know you're in might be in I have a two big moment or I'm getting married and my teeth aren't straight moment you know these are also moments that people are experiencing that are very very relevant to dentistry and that's where people are searching for those kinds of things may happen more on mobile or desktop and then answer tough questions I think that just goes to how do you you know gain all the information that you need by asking the right questions and it can be you know these guys with an agency asking you questions under state your business it can also sometimes be you having questions for us or then you know Eric and I talked about how much we appreciate when you guys have questions if something's not clear same thing as you're going forward get relationship with anyone not just a business relationship got to answer these four questions absolutely because no one can you could be a good area so if I just go out of Mike rejest to us at one factor there and I'm in the guests over if not it's not a problem so what it mean what if you have been differentiated strategy in different areas based on what how your customer fighting so if you're thinking that people in modesto not a few people on smartphones related mostly research on desktop you allocate a larger portion of your budget that you have for Adwords or desktop from courses noted so really it's about understanding your customers and learning feedback from them in terms of how they are initially finding it and applying that strategy Roger do the Edward a super in shape between mobile platforms yeah so you can say I just want to mobile at work so i just want those dictators and then you can also differentiate based on tablet and then do what you can do is I'm talking about is earlier you could bit differently on each platform so as a ver example you feel as though mobile customers would be more likely to come visit your practice so for me personally like if I were in your shoes and I had like an emergent a conversion that guy was running on a keyword emergency mental probably wouldn't do that on desktop because most likely people are kinetic desk top of their making that search but most likely they're going to be on their mobile phone when they're making that search so I do I that particle board as part of a little strategy that's not so we have computers we yeah so we leave your prime time I'm there how do you mind if I mean no way to know I mean honestly I don't really know that few people that's all here how it is quite quite frankly I so I mean we just kind of in your calling if you're calling my mobile computer a desktop so those are basically differentiate whether I hold and take tribal computer or the trunk filled your mind it was likely you're having a moment see I'm assuming you're not how you might not have your computer with you I don't care I know I love I know I i don't know i only have so if something happens me along on the road we have my cell phone on me I'm jogging my magic is doing further so are you then differentiating between iphones and other phones and are you also going into the next thing which is going to be the the Iowa because now people are getting on that so other than going to be differentiating again there we didn't within the types of models so with them hi boots bones the short answer is no the long answer is you have like an app just so I'm not giving you all to prevention science on it we don't want to go there um yep so what does Google Analytics have a way of knowing when people are looking for a on pediatric as how many of references to mobile versus absolutely so we'd be able to look at google analytics into society and then what I mean we're at eight series i look at it organically right to look at right now a big google analytics right now and then you an endless thorough analysis of ok right now organically how many people are buying me on their desk onto their laptops how many people are running on our mobile phones I'm sure there's only two probably be pretty pretty interesting but if you're not running any sort of AdWords campaign probably a large portion of okay so just understand how you're using organic but would be not a non-organic rate an organic way would be running an ad words and then you have to pay that someone clicks on that ad and they come to your site or you're running a hat on facebook someone clicks facebook at it comes to your phone say you're running not on the big so inorganica does anyone who just types in your URL or your searches for you and Google finds you on the SEO results that come to your website that's what we consider cool um so we've touched upon this in terms like being useful so awful I mean we've talked about mobile would be that death so go on lunch the bunch that punch that one and any further but really what we want to do is we want to connect online offline so how ways to track how the result of you know Google search did that person actually come in so we can track those such as adding call extensions to net so you're gonna hear your phone number built into your ad then we track as a result it seems a tea person called me came into practice so lots of ways where you can connect on how to use for information and then the final thing is I hope you won't have any probable as appetizers right so we want to start with business outcomes how KPIs have the whole screw your campaigns these guys do a great job of kind of establishing benchmarks the one thing that I always warn people though is google adwords it's not just a Jake like snap your fingers and your media that generate leads it's a process takes time to test it takes budget to test so the commitment to Google is definitely a commitment in terms of investing your time you know whether whether you you're on your own or whether you do it on with an agency you could have much faster results through working with an agency that picture you guys have tons other stuff again you know so they can they can help with the testing but really is about you know being accountable having goals ensuring that you're making progress towards those goals and setting realistic realistic expectations based upon what your abs but is based on understanding the environment and that's something that we can help you because of the factory of access to internal data these are times of returns that you expect receive as a result of running certain campaigns they're just brought up something really important there then she'll definitely get that question how about a mobile desktop of that we can track that it's not just about the percent of your traffic coming from there one again and the great thing about working with an agency is they'll also be able to track bike if you have a form bill what's behavior people filling out more forms like that's Papa calling more on mobile and that again that goes back to you know your business you know what's preferable if you want more calls you want more more bills that's not always the case that it's an example and one that you know pretty often we see so it doesn't stop with the visit and you know because I know that many of you are relatively new tab words I just wanted to share the bass player well energetic question