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.

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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.

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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
00dynamic 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