adwords unchained: new ideas, new strategies, new clients. #omk13
DESCRIPTION
I had the chance to kick off the search-track at the first edition of the Online Marketing Konferenz conference in Berne this August. My talk explores new ideas to take AdWords to the next level and unlock its creative potential. AdWords is an adventure, not just numbers and ROI. It rocks.TRANSCRIPT
#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.
#omk13 @tozehnder
AdWords
AdWords organic
Competition grows as SERPs change.
#omk13 @tozehnder
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.
#omk13 @tozehnder
Boring.
#omk13 @tozehnder
Boring.
#omk13 @tozehnder
Boring.
#omk13 @tozehnder
Budget + Target + Language + Data + Optimization + Website + Organisation = more clients
My recipe for the better.
#omk13 @tozehnder 10
AdWords done right is an adventure.
#omk13 @tozehnder
Boldly go where no one has gone before.
#omk13 @tozehnder Unlock the creative potential!
#omk13 @tozehnder
Remember: User journey is always multi-channel, multi device.
#omk13 @tozehnder
#omk13 @tozehnder
How to advertise something people don‘t search for on Google.
Source: h*p://bit.ly/ZYgolg
#omk13 @tozehnder
[wether]
[gool]
[ness]
[amazin]
[definately]
[buisness]
[wierd]
[vacum]
[moonsoon]
[publically]
[facw]
Buisness?
Yu cant spel properlie wen hungrie.
Grab yourself a Snikkers
yourenotyouwhenyourehungry.com
#omk13 @tozehnder
Great campaigns need great landing pages.
#omk13 @tozehnder
#omk13 @tozehnder
«... I‘ve got binders full of
women.»
#omk13 @tozehnder
#omk13 @tozehnder
http://www.google.ch/"trends/explore
Check for your potential on
Google Trends (or on TV, on twitter, in the newspaper...)
#omk13 @tozehnder
Bad referee?
#omk13 @tozehnder
Better TV!
#omk13 @tozehnder
A better picture with HD upc-cablecom.ch/tv See more of the game than the referee. Get upc cablecom HD.
#omk13 @tozehnder
Conversions!
#omk13 @tozehnder
Goal: Sell pizza Strategy: Targeting3 (Intention, Time, Device)
#omk13 @tozehnder
1. Intention
«pizza» «pizzeria»
(Local stores?)
#omk13 @tozehnder
2. Time
Before lunch, and late in the afternoon.
#omk13 @tozehnder
3. Device
Mobile!
#omk13 @tozehnder
Yeah! A smart mobile website.
#omk13 @tozehnder
How do you call this thing?
#omk13 @tozehnder
How the people call it
The company‘s language ≠
#omk13 @tozehnder
Your clients are here!
„badezimmerteppich“ „duschmatte“
#omk13 @tozehnder
#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!)
#omk13 @tozehnder
use the force
API
#omk13 @tozehnder
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
#omk13 @tozehnder
The only way to survive in this new
Online Marketing World: Collaborate!
web devs
search analytics
IT social
classic advertising
#omk13 @tozehnder
Think your idea rocks? Just do it!
#omk13 @tozehnder
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