Every day thousands of Germans are desperately searching on Google for an inspiration on what to cook.

The most common search phrases are sentences like "What do I cook", "What do I cook tomorrow" etc. counting 1,250 searches per minute in Germany.

MAGGI uses this Google search data and connects it with the MAGGI recipe database.

Instead of just a link or an advertising copy the MAGGI recipe database then creates a recipe that is fully displayed in Google Adwords as the very first answer to someone’s search.

Google’s search data on the most frequent asked cooking questions, e.g. "What do I cook tonight/tomorrow/for dinner" etc. was collected and answered directly from MAGGI´s recipe database. The recipe text was then generated and interpreted to fit to the format and limitations of Google Adwords.

With just one Adword Recipe for one single cooking search phrase in Germany, we succeeded to generate 49,500 impressions a month.

So each additional Adword Recipe for a frequent search phrase helps thousands of people every day with their desperate search, proving that MAGGI is the No. 1 German food brand when it comes to smart and everyday cooking solutions.

MAGGI Adwords Recipes uses data and its possibilities in a whole new way:

The data of the MAGGI recipe database is directly connected to Google Adwords in response to the Google search data.

By entering a question on what to cook, people no longer receive an advertising copy in Google Adwords but instead a full recipe.

The market of brands offering recipes and everyday cooking solutions is tough.

So we searched for a way to use data to put MAGGI first in line when it comes to online research on cooking solutions.

Google offers a wide range of data connected to search phrases.

We therefore identified the most common search phrases on what to cook and checked them as Adwords Banners.

In a next step we used the Google search data and connected it with the MAGGI recipe database.

The result: Complete recipes fully displayed directly in Google Adwords as perfect answers to people’s search phrases on what to cook. We thereby created customized solutions for the target group within an existing environment and format without requiring them to change their behavior.

When you ask a question in real life, you are used to get one exact answer.

When you type a question into a search engine online, you get as many answers as the engine connects to your question.

Not the best way to get an exact answer.

Even worse when you are really hungry…

Our specific aim was to offer people in search of recipes the fastest answer possible and at the same time reminding them of MAGGI as Germany's No.1 food brand when it comes to smart and everyday cooking solutions.