Event #2 Change of Online Advertising - Tom Hanan

@tozehnder #smxlondon

Tobias ZehnderCo-Founder, Webrepublic

Breathing new life into a tired paid search campaign.SMX London 2014

@tozehnder #smxlondonAdWords is more than this.

@tozehnder #smxlondonEFFICIENCY

time for a new

mindset

NEW POTENTIAL


Attention – AwarenessDisplay ads and peripheral queries

Interest – ResearchGeneric | informational queries

Desire – ValidateRemarketing

Action – PullBrand | transactional & navigational queries

A

I

A

D

➼➼

most optimizehere

Don‘tforgetthese!

➼

NEED

FO

R A

TTR

IBU

TIO

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Language Timing Scripts

Stuff you can only do with PPC, but that is beyond direct performance.

Three steps towards a new mindset


Power of LanguageChapter One


How to advertise something with AdWords that people aren’t searching for?



[wether]

[gool]

[ness]

[amazin]

[definately]

[buisness]

[wierd]

[vacum]

[moonsoon]

[publically]

[facw]

Buisness?

Yu cant spel properlie wen hungrie.

Grab yourself a Snikkers

yourenotyouwhenyourehungry.com

peripheral queries

Credit to Google and AMV BBDO



1. Coherent storyfrom brand/idea, to keywords,

ad texts and landingpage

2. Awarenessis the main goal, only very small Call to Action

http://www.thinkwithgoogle.com/campaigns/snickers-google-misspellings.html

Take Away Snickers Case





The other way around: from data to biz dev

Get product ideas fromSearch queries report

“brand” + (product ideas)“brand” + (location)


The other way around: from data to biz dev

Get content ideas fromplacement report


Power of TimingChapter Two




Better picture with HDupc-cablecom.ch/tvSee more of the game than Al Ghamdi with HD by upc cablecom.


«But @tozehnder, I don’t watch TV, how do I know what is going on in the world out there?»

Explore Google Trends


«But @tozehnder, I don’t watch TV, how do I know what is going on in the world out there?»

Subscribe Trends

@tozehnder #smxlondon www.google.com/trends/subscriptions

Subscribe the trends you want to follow,then act quickly.

http://www.google.com/trends/subscriptions

http://www.google.com/trends/subscriptions


Advertise your content, collect remarketing lists, reach new clients.

Two Step Marketing for sustainable results

1. User2. Browsing

and Researching3. Cookie 4. Remarketing


Power of ScriptsChapter Three


use the force

API


How not to do it

(Yes, this is a screenshot from 2014)


Triggering ads based on live weather data

https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather


Scripts are located under Campaigns Bulk Operations

@tozehnder #smxlondon Overview of APIshttp://www.programmableweb.com/apis/directory

Other cool things based on Scripts

Work with locationand publictransport data

Optimize accountacross thewhole MCC

Feed stockprices live intoad texts

Automate reporting and monitoring


Embrace the fullvalue of PPC

Wrapping up


Combine PPC’s unique set of capabilitiesto go beyond the usual. Enjoy!

Expand into new keyword territories and use smart insights from your reports to boost your business.

Have fun in real timeLeverage AdWord’s advantage to go live fastand get in front of a large, relevant audience.

Discover your inner developer and use AdWords scripts to automate both creative and repetitive tasks.


Thank you!

Let’s stay in contact.www.webrepublic.ch

http://www.webrepublic.ch/


The Webrepublic

– Search Marketing, Digital Advertising and Strategy Consulting

– Wide range of clients, from local to global Fortune 500

– Team of 50+ experts

About me

– MA in Media Science and Linguistics

– Worked at Google

– Co-Founded Webrepublic in 2009

Subscribe to our newsletter

http://is.gd/webrepublican

Digital Agency based in Zurich, Switzerland



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Event #2 Change of Online Advertising - Tom Hanan