AdWords Unchained: New ideas, new strategies, new clients. #OMK13
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Transcript of AdWords Unchained: New ideas, new strategies, new clients. #OMK13
#omk13 @tozehnder
New ideas, new strategies, new clients.
AdWords Unchained
#omk13 @tozehnder
Think user perspective. This is how people start their research. Simple, yet powerful information.
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AdWords
AdWords organic
Competition grows as SERPs change.
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But when thinking about AdWords, a lot of folks go «same old, same old...» Getting started with AdWords is easy. Let‘s take it to the next level.
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Boring.
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Boring.
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Boring.
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Budget + Target + Language + Data + Optimization + Website + Organisation = more clients
My recipe for the better.
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AdWords done right is an adventure.
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Boldly go where no one has gone before.
#omk13 @tozehnder Unlock the creative potential!
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Remember: User journey is always multi-channel, multi device.
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How to advertise something people don‘t search for on Google.
Source: h*p://bit.ly/ZYgolg
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[wether]
[gool]
[ness]
[amazin]
[definately]
[buisness]
[wierd]
[vacum]
[moonsoon]
[publically]
[facw]
Buisness?
Yu cant spel properlie wen hungrie.
Grab yourself a Snikkers
yourenotyouwhenyourehungry.com
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Great campaigns need great landing pages.
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«... I‘ve got binders full of
women.»
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http://www.google.ch/"trends/explore
Check for your potential on
Google Trends (or on TV, on twitter, in the newspaper...)
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Bad referee?
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Better TV!
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A better picture with HD upc-cablecom.ch/tv See more of the game than the referee. Get upc cablecom HD.
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Conversions!
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Goal: Sell pizza Strategy: Targeting3 (Intention, Time, Device)
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1. Intention
«pizza» «pizzeria»
(Local stores?)
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2. Time
Before lunch, and late in the afternoon.
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3. Device
Mobile!
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Yeah! A smart mobile website.
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How do you call this thing?
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How the people call it
The company‘s language ≠
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Your clients are here!
„badezimmerteppich“ „duschmatte“
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#omk13 @tozehnder
upgraded sitelinks
product listing ads
00 dynamic remarketing
trueview ads
New AdWords features: It‘s getting more complex. (make sure to stay ahead of the curve!)
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use the force
API
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enhanced ad sitelinks product lis;ng ads 00 dynamic remarke;ng
trueview ads
review extensions
2011 2012 2013
enhanced campaigns
remarke;ng for search
youtube switzerland
google shopping
mobile app extensions
bid modifiers
hyperlocal ad extensions
sitelink scheduling
dynamic search ads
+1 within ads
AdWords Feature-Timeline
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The only way to survive in this new
Online Marketing World: Collaborate!
web devs
search analytics
IT social
classic advertising
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Think your idea rocks? Just do it!
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1. Respect the multi-channel world
2. Connect departments and stories
3. Work with data and language
4. Thanks!
#omk13 @tozehnder
Tobias Zehnder Partner / Head of Innovation at the Webrepublic @tozehnder