Post on 13-Dec-2014
description
@tozehnder #smxlondon
Tobias ZehnderCo-Founder, Webrepublic
Breathing new life into a tired paid search campaign.SMX London 2014
@tozehnder #smxlondonAdWords is more than this.
@tozehnder #smxlondonEFFICIENCY
time for a new
mindset
NEW POTENTIAL
@tozehnder #smxlondon
Attention – AwarenessDisplay ads and peripheral queries
Interest – ResearchGeneric | informational queries
Desire – ValidateRemarketing
Action – PullBrand | transactional & navigational queries
A
I
A
D
➼➼
most optimizehere
Don‘tforgetthese!
➼
NEED
FO
R A
TTR
IBU
TIO
N
@tozehnder #smxlondon
Language Timing Scripts
Stuff you can only do with PPC, but that is beyond direct performance.
Three steps towards a new mindset
@tozehnder #smxlondon
Power of LanguageChapter One
@tozehnder #smxlondon
How to advertise something with AdWords that people aren’t searching for?
@tozehnder #smxlondon
@tozehnder #smxlondon
[wether]
[gool]
[ness]
[amazin]
[definately]
[buisness]
[wierd]
[vacum]
[moonsoon]
[publically]
[facw]
Buisness?
Yu cant spel properlie wen hungrie.
Grab yourself a Snikkers
yourenotyouwhenyourehungry.com
peripheral queries
Credit to Google and AMV BBDO
@tozehnder #smxlondon
@tozehnder #smxlondon
1. Coherent storyfrom brand/idea, to keywords,
ad texts and landingpage
2. Awarenessis the main goal, only very small Call to Action
http://www.thinkwithgoogle.com/campaigns/snickers-google-misspellings.html
Take Away Snickers Case
@tozehnder #smxlondon
The other way around: from data to biz dev
Get product ideas fromSearch queries report
“brand” + (product ideas)“brand” + (location)
@tozehnder #smxlondon
The other way around: from data to biz dev
Get content ideas fromplacement report
@tozehnder #smxlondon
Power of TimingChapter Two
@tozehnder #smxlondon
@tozehnder #smxlondon
@tozehnder #smxlondon
Better picture with HDupc-cablecom.ch/tvSee more of the game than Al Ghamdi with HD by upc cablecom.
@tozehnder #smxlondon
«But @tozehnder, I don’t watch TV, how do I know what is going on in the world out there?»
Explore Google Trends
@tozehnder #smxlondon
«But @tozehnder, I don’t watch TV, how do I know what is going on in the world out there?»
Subscribe Trends
@tozehnder #smxlondon www.google.com/trends/subscriptions
Subscribe the trends you want to follow,then act quickly.
@tozehnder #smxlondon
Advertise your content, collect remarketing lists, reach new clients.
Two Step Marketing for sustainable results
1. User2. Browsing
and Researching3. Cookie 4. Remarketing
@tozehnder #smxlondon
Power of ScriptsChapter Three
@tozehnder #smxlondon
use the force
API
@tozehnder #smxlondon
How not to do it
(Yes, this is a screenshot from 2014)
@tozehnder #smxlondon
Triggering ads based on live weather data
https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather
@tozehnder #smxlondon
Scripts are located under Campaigns Bulk Operations
@tozehnder #smxlondon Overview of APIshttp://www.programmableweb.com/apis/directory
Other cool things based on Scripts
Work with locationand publictransport data
Optimize accountacross thewhole MCC
Feed stockprices live intoad texts
Automate reporting and monitoring
@tozehnder #smxlondon
Embrace the fullvalue of PPC
Wrapping up
@tozehnder #smxlondon
Combine PPC’s unique set of capabilitiesto go beyond the usual. Enjoy!
Expand into new keyword territories and use smart insights from your reports to boost your business.
Have fun in real timeLeverage AdWord’s advantage to go live fastand get in front of a large, relevant audience.
Discover your inner developer and use AdWords scripts to automate both creative and repetitive tasks.
@tozehnder #smxlondon
Thank you!
Let’s stay in contact.www.webrepublic.ch
@tozehnder #smxlondon
The Webrepublic
– Search Marketing, Digital Advertising and Strategy Consulting
– Wide range of clients, from local to global Fortune 500
– Team of 50+ experts
About me
– MA in Media Science and Linguistics
– Worked at Google
– Co-Founded Webrepublic in 2009
Subscribe to our newsletter
http://is.gd/webrepublican
Digital Agency based in Zurich, Switzerland