Neu bei Niuws

Niuws - Search Marketing

As of this August I’m taking over curation for the «Search Marketing» box in the news-app Niuws. That means I will be selecting the most important news about all things Google and search marketing once per day, so you don’t have to. Check out the box-preview here (yup, it’s in German).

Niuws is a Swiss startup that aims at reducing complexity in today’s news industry. More than 40 experts curate information about their industry on a daily basis. You can get the Niuws-app in the iTunes and Play stores.

To celebrate the start, I’ve compiled a list of the 10 most important search marketing articles of the past years, that have shaped my and our team’s work at Webrepublic.

Photo-Credit: @voellmy

The Twitter ad that saved my evening

I was attending the Mobile World Congress in Barcelona earlier this March. That’s 90’000 busy folks in 8 huge exhibition halls, lots of talks, exciting meetings and truckloads of new ideas. So when I was driving back from the congress venue in a packed bus and was browsing through my twitter timeline, I definitely felt a bit exhausted. But: I still needed to figure out where to grab something good to eat in this amazing city.

So, there I was, standing in this bus, when suddenly a tweet caught my attention: Estrella Damm, one of Spain’s most famous beers, was answering exactly the question I had in my mind: Where to go after the MWC?

It’s always cool to see how brands embrace the potential of creating integrated content experiences and how their content marketing creates value for their (potential) customers. In the spirit of sharing such examples, I decided to screenshot the whole experience so you have the full case and can follow each step. It’s actually a simple idea, but executed very well.

Hopefully when I’m in your city next time, I see your map in my timeline 🙂


Step 1: The Tweet

Estrella Damm has used keyword targeting to reach all twitter users in Barcelona who have either tweeted about #mwc15 or searched for this hashtag. They ran different promoted tweets, eg. this one that showed up in my timeline after Mark Zuckerberg’s keynote.
Estrella Twitter Ad


Step 2: The Landingpage

The landing-page is pretty straightforward. I like the WiFi-beer logo that for sure connected to the MWC’s theme of connectivity and mobile internet. Simple copy, clear value proposition – and three languages so nobody gets lost in translation. Of course there’s Google Analytics running on that page (but no remarketing tags).

Estrella MWC15 Guide - Landingpage

Step 3: The Map

So, this is the actual content: A pretty extensive map of recommended places all over Barcelona. There’s no actual information about each bar or restaurant – it’s really basic: Name and address. Any integration with Foursquare or Yelp would have definitely made sense, and also the page doesn’t render that well on mobile devices. This looks like a quick and dirty (“agile”) solution – but nevertheless, it worked and did the job.

Estrella MWC15 Guide - Map

Step 4 – optional, but highly recommended: The Bodega 1900

As my hotel was very close to one of the recommended places, I decided to put Estrella Damm’s recommendation to a test and visit the Bodega 1900. It turned out to be a very smart thing to do, as I’ve landed in a real gem of a bodega that is run by the same team as the famous El Bulli. So, if you ever visit Barcelona, I can highly recommend spending an evening there – just order the ‘Menu Surprise’ and enjoy the ride.

So, thank you Estrella Damm for promoting that tweet and helping me to find a great place after an exciting day at MWC. Cheers!

Online-Bewertungen – Die Infografik

Edit // We’ve also released an english version of this infographic, check it out: «Everything you need to know about Online Reviews»

Welche Rolle spielt Kundenfeedback auf Websites für Firmen und Konsumenten? Eine grosse! Für die Webrepublic haben wir untersucht, welchen Einfluss Online-Bewertungen auf das Kaufverhalten von Usern haben. Von Fake Reviews über die richtige Anzahl Sterne bis zu neuen Trends wie Video-Bewertungen haben wir alle Daten in einer grossen Infografik zusammengestellt. Enjoy!

Alle Zahlen und Infos auf dem Webrepublic Blog: Die Macht der Online-Bewertungen

Grosser Dank an Natalie und Simon für die Umsetzung und Begleitung des Projektes.


Infografik Die Macht der Online-Bewertungen

Infografik: Webrepublic, Digital Marketing 2014

Getting started with Twitter

Bill Fischer refers to twitter as “the single most effective learning aid” that he can recommend, and I absolutely agree with that. The way it allows you to tap into open conversations, learn new things from smart people and share (and also sharpen) your thoughts is quite unique and very powerful.

However, getting started might be a bit tricky.

This here is a little collection of tipps and information to provide a bit more context around twitter and hopefully helps you to get started.

Continue reading Getting started with Twitter

Funny, smart and very entertaining: #ExplainAFilmPlotBadly meme on twitter

Wizard of Oz synopsis
The one that started it all: Alice on a killing spree

In 1998, writer Rick Polito summed up the plot of Wizard of Oz for a TV magazine using a bit of a different angle on the classic movie:

«Transported to a surreal landscape, a young girl kills the first woman she meets, then teams up with three complete strangers to kill again.»

14 years later, that synopsis made it’s round on the web and went viral thanks to someone posting it on reddit in 2012. It became so popular that Polito thought it would “follow him to the grave“. He might actually be right – then the meme just came back on Twitter and is more popular than ever. Just that know everybody is contributing their own quirky synopses at the rate of more than 200’000 tweets per day.

Here are some of my favourites, curated for your pleasure:

Want to see more? Explore the meme on twitter.

Tangible data: The 3D Reporting

How do you create something tangible out of digital data? This is a question I’ve addressed in a collaboration with architect Yves Seiler (of werkfeld) and software engineer Danilo Bargen (of Webrepublic).

The idea was to make advertising performance visible by turning it into a 3d-printed object. You can check out the results for yourself thanks to this cool short portrait by Jeremy Tai Abbett and his team.

Get creative with AdWords – SMX London

My talk at this year’s SMX in London focussed on how to teach an old dog some new tricks: AdWords is now around since more than 10 years, and while many companies have figured out how to unlock this channel’s potential for ecommerce, many have left its creative potential untapped.

This presentation shows how to find new keywords territories, generate awareness in a creative, innovative way and automate some tasks to go beyond the usual.

You can check out the presentation below or also read a bit more about it in this post. Enjoy!

No, Twitter is not dead.

Happy Birds

Yesterday, The Atlantic proclaimed the death of twitter and ran a eulogy for the «beloved social publishing platform».  In the article, Adrienne LaFrance and Robinson Meyer try to find out when exactly twitter lost its cool and supposedly stopped being the great platform it once was.

I strongly disagree with the article, and here’s why.

Continue reading No, Twitter is not dead.

Webrepublic-Portrait in der NZZ

Webrepublic / NZZ

Von Bannern, Suchmaschinen, Daten und Sprache: Die NZZ hat die Webrepublic besucht und in einem schönen Portrait zusammengefasst, wohin wir uns in den ersten vier Jahren entwickelt haben.

NZZ: Mehr als blinkende Banner

Als spannender Vergleich dazu liest sich unser Portrait von 2010 im Startwerk-Blog, ganze 5 Monate nach dem Start. Abgesehen von der Anzahl Mitarbeiter und einem gewachsenen Service-Portfolio haben sich die Grundsätze nicht verändert: Proaktive Betreuung der Kunden, Fokus auf Analyse und Statistik und eine grosse Flexibilität in der Entwicklung.

Webrepublic Gründer 2010 Die richtigen Worte finden für Google

Google Attribution Event in Amsterdam #googleattribution

I have been invited to talk at Google’s Attribution Event yesterday in the new Amsterdam office. Oliver and his team did an amazing job in organizing an inspiring day and it was a very humbling experience to talk on the same stage as industry experts Ian Carrington (Performance Director North & Central Europe / Google), Gabriel Hughes (VP Web Analytics / Elsevier) and Bas Geenen (E-Commerce Manager / Sundio Group). Bas provided a very insightful look into how a group like Sundio tackles attribution in a very smart and thoughtful way and uses it to optimize marketing budgets across channels.

My talk focussed on some of the key issues that I value as important when we talk about attribution and try to be less wrong:

  • To be less wrong, we have to move away from the idea of an absolute truth in online marketing measurability. An important first step is to know the limits of the tools we use.
  • We then have to explore the world beyond the last click to learn more about how users interact with our channels
  • Mind the gravity of preconceived information: We see “absolute” numbers everywhere we look – in the AdWords interface, in Google Analytics, in MailChimp Reports, in the spreadsheets we share with our colleagues etc. Preconceived information has a very strong gravitational force and we need to constantly challenge ourselves to remember that this is not the absolute, technical truth.
  • Attribution also has an impact on your organization: To succeed with attribution means to also anticipate political risks associated with shifting the way you measure and report performance, in order to then leverage the insights of this new mindset. This holds especially true if your team’s compensation is linked to the last-click model.

Here’s my slide deck. I slightly edited it to include some of the content that I only talked about but wasn’t written on the slides.