© 2011 Net Media Planet

Using Paid Search to build your international business

Sri Sharma, Managing DirectorOctober 2011

© 2011 Net Media Planet

Award-winning paid search agency helping ambitious clients maximise the potential of their

online marketing

Net Media PlanetThe PPC People

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A sample of our clientsWe have a wide portfolio of clients across multiple industries and geographies

© 2011 Net Media Planet4

“UK disposable income drops 7.9% year on year”

Source: Asda Income Tracker (September 2011)

“UK Economy slowed to 0.2% growth”

Source: ONS, GDP (Q2 2011)

“UK economy represents 2.98% of the World economy”

Source: EconomyWatch (2010)

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Ecommerce Sales in Western Europe are rising faster than in the UK

5

B2C Ecommerce Sales in Western Europe*

Source: eMarketing (July 2011), *France, Germany, Italy, Spain in Billions

© 2011 Net Media Planet

CustomerCompetitorsRegulatory & complianceOperations

International expansion challenges

x no. of Markets

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Drive incremental international revenue

Build the international expansion business case

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Simplify your choice of global advertising platforms

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Google own 90% of the search market globally

Source: StatsCounter Global Stats, iResearch via Econsultancy (July 2010), Lenta.ru, Nielson online (May 2010) via Searchblog.asia

Global Search Engine market share

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Google own 98% of the mobile search market globally

Source: StatsCounter Global Stats (July 2010) via Econsultancy,

Global Mobile Search Engine market share

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Facebook dominates the global social network market

Source: Vincos.it (June 2011)

Social map of the world

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Localise your marketing

© 2011 Net Media Planet

On-site localisation improves conversion rate

13

Source: Net Media Planet clients

Conversion Rate

Indexed

English language site in £

Local language

bridge page with English

site

Localised site &

currency

1.0 1.2x 1.7x

© 2011 Net Media Planet

© 2011 Net Media Planet15

“Autumn collection out

now”

“Fall collection out now”

+ 25% CR

Source: Net Media Planet (Retail)

Message localisation Even across English speaking

countries

© 2011 Net Media Planet

Localisation in Germany

KeywordRich Germanic vocabulary - ensure the long tail is covered

MessagingGerman culture of quality - descriptive messaging encourages trustGerman culture of planning - promotions messaging scheduling

On-siteGerman culture of quality - rich descriptive content encourages trustConcerns of online fraud - provide payment methods including Giropay, direct bank transfer, cash on delivery

© 2011 Net Media Planet

Drive incremental revenue

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Source: Net Media Planet (Retail Client)

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Successful strategyTargeting Expats

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Non UK revenue grew from 2% to 6% in 2 yearsBusiness case proven to launch German brand and website

Results...

© 2011 Net Media Planet

Build the international expansion business case

© 2011 Net Media Planet

P&O Ferries DE

Objectives in 2005:

Gain strategic insightsExpand brand awarenessImprove direct response

© 2011 Net Media Planet

Non-branded Paid Search strategy

© 2011 Net Media Planet

Brand awareness grew through Paid Search

Brand impressions over time

2005 2006 2007 2008 2009 2010 2011

Brand impression

s

Years

© 2011 Net Media Planet

Top 3 Takeaways...

Take an incremental approach Localise your marketingCall on experts to support your strategy

© 2011 Net Media Planet

Thank youContact:

sri@netmediaplanet.com

0203 008 8321

Twitter: @netmediaplanet @srisharma

Blog: netmediaplanet.com/blog

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