• cinc & google partnership • covid19 consumer insights ......google my business lets you...

Agenda

• CINC & Google Partnership

• COVID19 Consumer Insights & Trends

• What CINC is Seeing

• Staying Relevant

• Key Takeaways

Guest Presenters for this EpisodeKristen FoxGoogle Strategic Account ManagerKristen has a diverse background in sales, marketing, and IT consulting. Kristen has worked with a myriad of clients during her 3+ years at Google. In her current role at Google, she works closely with Google's largest customers to ignite growth and build cohesive go to market strategies. Prior to joining Google, Kristen spent 5 years at The Walt Disney Company across mobile app marketing, sales, and brand management (including the rebranding of Disney Princess in 2015). She began her career as an IT Consultant with KPMG in NYC. On a personal note, Kristen and her husband welcomed identical twin girls in November. She is an avid gym-goer teaching spin and boot camp classes several times a week and loves a good craft beer or wine from Napa.

Meridith HallGoogle Account ManagerMeridith joined Google in early 2019 as an Account Manager, her role aims to help develop advertisers' product offering through strategic partnerships. Prior to joining Google, Meridith spent 5 years at Dealer.com, the largest automotive website provider in the country, where she managed a digital advertising territory. While there she became an expert on all-things digital including website and SEO best practices as well as how to advertise across search, display, YouTube, and shopping marketplace channels. When Meridith steps away from work, you can usually find her on a beach in Charleston, SC or at the driving range!

Partnership Goal: Create meaningful economic impact by helping small businesses

COVID19 Consumer Insights & Trends

Consumers are spending more time online, consuming media across multiple devices

● The average person has spent 36% more minutes streaming TV/movies over the past 4 weeks4

● Mobile data usage grew by more than 50 percent in March. Streaming boxes/sticks (+38%) and connected TVs (+37%) saw significant upticks1

● Consumers sheltering at home are spending 20% more time in Apps than they did a year ago2

1 - Comscore 2 - App Annie 3 - Comscore 4 - Nielsen via Morning Brew

Consumers are looking to companies for preparedness, presenting opportunities to build loyalty online

Consumers are looking to companies for preparedness

Foot traffic has quickly become web traffic as people shelter at home

Opportunity to build loyalty as consumer refresh their approach

● Consumers want relevant and up-to-date information as they navigate the dynamic environment 1

● Consumers are looking for assistive experiences from brands they do business with

● Increase in people looking for virtual tours

● 74% of U.S. Consumers said they will steer away from shopping centers2

● Customers are re-evaluating who to do business with based on the brand’s approach to COVID-19

1 - Think With Google 2 - eMarketer 3 - Criteo

And consumers want know about how you are being helpful

77% of buyers say

brands should talk about how the

brand is helpful in the new everyday

life

“Home is a sanctuary, a place of comfort & connection....We’re grateful many of you have invited us to be part of your journey home and we want to be with you on the path forward.”

“Home a word that takes on a whole new meaning. Home is our workplace, daycare, school, gym. Above all things home is a shelter… #StayHome”

“Tour homeswithout leaving yours...Even when you can't be there, Redfin can with real estate video tours.”“We’re bringing you the latest on how COVID-19 is impacting the real estate market.”

Interest in the Real Estate industry has surpassed YoY trends

2019

2020

January February March April May

Changes in customer research behavior as it pertains to the home buying process

+59%Interest in

Homes for Sale(2020 vs. 2019)

+88%Searches for

Virtual Tours(May vs. April 2020)

+174%Searches for

Mortgage related Queries

(May vs. April 2020)

Homes for Sale search begins to spike after the initial lockdown

Search volume begins to surge post COVID19 lockdown

Homes for Rent search queries continue to rise

Above pre-COVID19 levels

Mortgage search volume significantly higher than previous years

Significantly higher than previous years

Key Questions to Ask Yourself

● How are you adapting to shifting consumer trends?

● Are you showing up when people are looking?

● How are you effectively managing your marketing budget?

● How are you ensuring customers are aware of your properties and services in our new reality?

What CINC is Seeing

Traffic Spike Drives Cost Per Click Lower

Google Search Term: Homes For Sale

CINC Cost Per Click

Coupled with an Improvement in Conversion Rate

Google Search Term: Homes For Sale

CINC Conversion Rate

Improved the CINC Cost Per Lead

Google Search Term: Homes For Sale

CINC Cost Per Lead

More Traffic on Mobile

Google Search Term: Homes For Sale

CINC Cost Per Lead

More Leads - Better Leads

The CINC new lead quality score has jumped since the beginning of the year.

Staying Relevant

15% of the searches we see on Google.com are brand new, every single day

Smart Bidding for a dynamic market

Auction-time + proactive bidding

Proactively achieving a goal with every single auction, not just a batch of historical data.

Cross-signal for every conversion and auction

Measures and bids with all signals combined, then layers on proprietary signals.

Uses account-wide conversion data

Captures recent + aggregerated trends across all conversions, while still respecting goals.

Smart Creatives help you connect more in Search: Thousands of pre-search signals help deliver the right message, matching to more auctions than text ads alone

x Who they are

What they want

Where they are

We are all unique & all have different needs + wants

Meet Chad! ...& Bruce

Reaching people with what matters most: Bigger and more intuitive and relevant text Ads with Responsive Search Ads

Atlanta apartments Atlanta apartments

Keeping in touch with customers

• Remarketing Lists for Search Ads (RLSA) - Customize adtext for those who have already converted on your site; new offers, new services, etc.

• Sphere-of-Influence Remarketing - Customize banner ads that are seen only by current leads and/or site visitors

Manage your presence on Search and Maps – for free

Google My Business lets you engage with customers in the moments that matter with a Business Profile that shows who you are, what you do, and what you have to offer.

It helps you stand out, attract, and connect with new customers, and keep them coming back.

Key Takeaways

What are the implications & how can you make the best business decisions?

• Be current & adjust in real time: Focus on consumer categories which are continuing to see heightened interest, make sure product information is up to date across all channels and communications to ensure you’re striking the right tone during this time.

• Earning trust is your metric for success during this time: Drive awareness of alternate solutions like virtual tours so consumers remain safe during recommended social distancing periods.

• Connect with your customers & their needs: Craft messages that match the emotional tenor of your customers in this moment & highlight your unique offerings (like mortgage rates low)

Be There.

Be Useful.

Be Relevant.

1 - Budget activation helps you drive profitable growth

Gains from New Features

Ensure budgets can capture performance gains from

opting-into new features like Smart Bidding or Responsive

Search Ads.

Constrained budgets are sub-optimal and preclude advertisers from profitable growth

Query & Coverage Growth

Ensure budget have enough headroom to support expected query and coverage growth at the region, county, sector level.

2 - Drive Results with a Complete Google My Business Listing

Empty listing Complete listing

*Google/Ipsos Connect, “Benefits of a Complete Google My Business Listing”**Data from internal research

more likely to be considered reputable*2.7xmore clicks compared to an empty listing**7xmore likely to attract location visits*70%more likely to lead to a purchase*50%

3- Engage with CINC’s Remarketing & SOI Remarketing Program

3 Takeaways from Today

1. Lean in to the momentum with an adequate budget

2. Keep Google My Business current

3. Engage with CINC’s Remarketing & SOI Remarketing Program

Interested in Learning More About CINC + Google?

If you are currently not a CINC client, but would like to learn how the

CINC + Google Partnership can help your business please visit:

http://cincpro.com/webinar

Current CINC clients can email support@cincpro.com for additional

assistance.