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New ideas, new strategies, new clients.

AdWords Unchained

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Think user perspective. This is how people start their research. Simple, yet powerful information.

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AdWords

AdWords organic

Google

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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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!

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Tobias Zehnder Partner / Head of Innovation at the Webrepublic @tozehnder