1. #omk13 @tozehnder
New ideas, new strategies, new clients.
AdWords
Unchained

2. #omk13 @tozehnder
Think user perspective.
This is how people start their research. Simple, yet powerful information.

3. #omk13 @tozehnder
AdWords
AdWords
organic
Google
Competition grows as SERPs change.

4. #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.

5. #omk13 @tozehnder
Boring.

6. #omk13 @tozehnder
Boring.

7. #omk13 @tozehnder
Boring.

8. #omk13 @tozehnder
Budget
+ Target
+ Language
+ Data
+ Optimization
+Website
+ Organisation
= more clients
My recipe for
the better.

9. #omk13 @tozehnder10
AdWords done right is an adventure.

10. #omk13 @tozehnder
Boldly go where no one has gone before.

11. #omk13 @tozehnderUnlock the creative potential!

12. #omk13 @tozehnder
Remember: User journey is always multi-channel, multi device.

13. #omk13 @tozehnder

14. #omk13 @tozehnder
How to advertise something people
don‘t search for on Google.
Source:
h*p://bit.ly/ZYgolg

15. #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

16. #omk13 @tozehnder
Great campaigns need great landing pages.

17. #omk13 @tozehnder

18. #omk13 @tozehnder
«... I‘ve got
binders full of
women.»

19. #omk13 @tozehnder

20. #omk13 @tozehnder
http://www.google.ch/"
trends/explore
Check for
your
potential
on
Google
Trends
(or on TV,
on twitter,
in the
newspaper...)

21. #omk13 @tozehnder
Bad referee?

22. #omk13 @tozehnder
Better TV!

23. #omk13 @tozehnder
A better picture with HD
upc-cablecom.ch/tv
See more of the game than the
referee. Get upc cablecom HD.

24. #omk13 @tozehnder
Conversions!

25. #omk13 @tozehnder
Goal: Sell pizza
Strategy: Targeting3 (Intention,Time, Device)

26. #omk13 @tozehnder
1. Intention
«pizza»
«pizzeria»
(Local
stores?)

27. #omk13 @tozehnder
2. Time
Before
lunch,
and
late in
the
afternoon.

28. #omk13 @tozehnder
3. Device
Mobile!

29. #omk13 @tozehnder
Yeah! A smart mobile website.

30. #omk13 @tozehnder
How do you call this thing?

31. #omk13 @tozehnder
How the people
call it
The company‘s
language ≠

32. #omk13 @tozehnder
Your clients are
here!
„badezimmerteppich“ „duschmatte“

33. #omk13 @tozehnder

34. #omk13 @tozehnder
upgraded sitelinks
product listing ads
00dynamic remarketing
trueview ads
New AdWords features: It‘s getting more complex.
(make sure to stay ahead of the curve!)

35. #omk13 @tozehnder
use the force
API

36. #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

37. #omk13 @tozehnder
The only way to survive in this new
Online Marketing World: Collaborate!
web devs
search analytics
IT social
classic
advertising

38. #omk13 @tozehnder
Think your idea rocks?
Just do it!

39. #omk13 @tozehnder
1. Respect the multi-channel world
2. Connect departments and stories
3. Work with data and language
4. Thanks!

40. #omk13 @tozehnder
Tobias Zehnder
Partner / Head of Innovation at the Webrepublic
@tozehnder