Nick Beck, founding Director of Tug presents at Adtech London 2009 - Tactical Use Of PPC advertising, from Slumdog Millionaire to the travel downturn. http://www.tugsearch.co.uk/

1. Tactical use of pay per click advertising (PPC) from Slumdog Millionaire to the travel downturn Presented by Nick Beck, Managing Director Ad:tech September 23 rd 2009

2. 2 Networks for Displaying PPC Ads The Search Network The Content Network The Google content network comprises hundreds of thousands of high-quality websites, news pages and blogs that partner with Google to display targeted PPC ads. Serve ads on Relevant sites. Choose by theme, or specific sites.

3. Formats: more than just text ads Standard Banners on Content Network Standard text Ads on Search Network Standard text Ads on Content Network Local Business ad on Google Maps Mobile text Ads Click to play video Ads On Content Network

6. Take advantage of unexpected PR

8. Take advantage of an unexpected opportunity Travel City was the largest UK Florida package tour operator. It went bust when parent company XL filed for bankruptcy 13/09/08. Ocean Florida wanted to garner a big chunk of re-bookings for 2008 and 2009.

9. Take advantage of an unexpected opportunity Aggressive Tactical Advertising We created eye-catching PPC ads for Travel City- related searches and launched them the morning the story hit the press. Landing page for Travel City's former customers We helped them to build a page that explained consumer rights and offered helpful advice. The re-booking messaging promised to match or beat the cost of the original booking.

11. React to news & bring a new product to market

17. Tug Details Nick Beck Managing Director Tug 61 Charlotte Road Shoreditch, London EC2A 3QT T 0207 0336930 E [email_address]