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
![Page 1: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/1.jpg)
#omk13 @tozehnder
New ideas, new strategies, new clients.
AdWords Unchained
![Page 2: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/2.jpg)
#omk13 @tozehnder
Think user perspective. This is how people start their research. Simple, yet powerful information.
![Page 3: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/3.jpg)
#omk13 @tozehnder
AdWords
AdWords organic
Competition grows as SERPs change.
![Page 4: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/4.jpg)
#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.
![Page 5: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/5.jpg)
#omk13 @tozehnder
Boring.
![Page 6: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/6.jpg)
#omk13 @tozehnder
Boring.
![Page 7: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/7.jpg)
#omk13 @tozehnder
Boring.
![Page 8: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/8.jpg)
#omk13 @tozehnder
Budget + Target + Language + Data + Optimization + Website + Organisation = more clients
My recipe for the better.
![Page 9: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/9.jpg)
#omk13 @tozehnder 10
AdWords done right is an adventure.
![Page 10: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/10.jpg)
#omk13 @tozehnder
Boldly go where no one has gone before.
![Page 11: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/11.jpg)
#omk13 @tozehnder Unlock the creative potential!
![Page 12: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/12.jpg)
#omk13 @tozehnder
Remember: User journey is always multi-channel, multi device.
![Page 13: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/13.jpg)
#omk13 @tozehnder
![Page 14: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/14.jpg)
#omk13 @tozehnder
How to advertise something people don‘t search for on Google.
Source: h*p://bit.ly/ZYgolg
![Page 15: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/15.jpg)
#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
![Page 16: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/16.jpg)
#omk13 @tozehnder
Great campaigns need great landing pages.
![Page 17: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/17.jpg)
#omk13 @tozehnder
![Page 18: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/18.jpg)
#omk13 @tozehnder
«... I‘ve got binders full of
women.»
![Page 19: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/19.jpg)
#omk13 @tozehnder
![Page 20: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/20.jpg)
#omk13 @tozehnder
http://www.google.ch/"trends/explore
Check for your potential on
Google Trends (or on TV, on twitter, in the newspaper...)
![Page 21: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/21.jpg)
#omk13 @tozehnder
Bad referee?
![Page 22: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/22.jpg)
#omk13 @tozehnder
Better TV!
![Page 23: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/23.jpg)
#omk13 @tozehnder
A better picture with HD upc-cablecom.ch/tv See more of the game than the referee. Get upc cablecom HD.
![Page 24: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/24.jpg)
#omk13 @tozehnder
Conversions!
![Page 25: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/25.jpg)
#omk13 @tozehnder
Goal: Sell pizza Strategy: Targeting3 (Intention, Time, Device)
![Page 26: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/26.jpg)
#omk13 @tozehnder
1. Intention
«pizza» «pizzeria»
(Local stores?)
![Page 27: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/27.jpg)
#omk13 @tozehnder
2. Time
Before lunch, and late in the afternoon.
![Page 28: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/28.jpg)
#omk13 @tozehnder
3. Device
Mobile!
![Page 29: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/29.jpg)
#omk13 @tozehnder
Yeah! A smart mobile website.
![Page 30: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/30.jpg)
#omk13 @tozehnder
How do you call this thing?
![Page 31: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/31.jpg)
#omk13 @tozehnder
How the people call it
The company‘s language ≠
![Page 32: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/32.jpg)
#omk13 @tozehnder
Your clients are here!
„badezimmerteppich“ „duschmatte“
![Page 33: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/33.jpg)
#omk13 @tozehnder
![Page 34: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/34.jpg)
#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!)
![Page 35: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/35.jpg)
#omk13 @tozehnder
use the force
API
![Page 36: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/36.jpg)
#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
![Page 37: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/37.jpg)
#omk13 @tozehnder
The only way to survive in this new
Online Marketing World: Collaborate!
web devs
search analytics
IT social
classic advertising
![Page 38: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/38.jpg)
#omk13 @tozehnder
Think your idea rocks? Just do it!
![Page 39: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/39.jpg)
#omk13 @tozehnder
1. Respect the multi-channel world
2. Connect departments and stories
3. Work with data and language
4. Thanks!
![Page 40: AdWords Unchained: New ideas, new strategies, new clients. #OMK13](https://reader033.vdocuments.net/reader033/viewer/2022052410/554cf441b4c905a5138b4d0b/html5/thumbnails/40.jpg)
#omk13 @tozehnder
Tobias Zehnder Partner / Head of Innovation at the Webrepublic @tozehnder