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How to Recover from the Holidays Faster Than Your Competition

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Plunging Into New Markets: Social, Mobile, and International PPC

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Presenters

• Tait Lawton– Founder at Nanjing Marketing Group

– Guest Blogger on PPC Hero

– @TaitLawton

• Eric Couch– Senior Account Manager at Hanapin Marketing

– Blogger on PPC Hero

– @ecouch11

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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China is big! (In case you didn’t know…)

USA – 250M Internet Users China – 600M+ Internet Users

Sources: http://commons.wikimedia.org/wiki/File:USA_Flag_Map.png and http://commons.wikimedia.org/wiki/File:Flag-map_of_the_People%27s_Republic_of_China.svg

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And the world is even bigger!

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But foreign places are confusing!

WTF!!

Source: http://bitsandpieces.us/2014/06/03/wall-outlets-from-around-the-world/

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And the competition is fierce!

OMG!!

Source: http://www.mlnariklaw.com/blog/law/tag/chinese-customs/

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How do I even get started?

• Where can I advertise?

• How do I translate my site?

• And who the heck is that guy?! (In other words, what if I don’t understand local culture well enough?)

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3 Keys to Marketing Success Abroad

1. Promotions (bring people to your website)

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3 Keys to Marketing Success Abroad

1. Promotions (bring people to your website)

2. Content (allow people to learn about your product, brand)

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3 Keys to Marketing Success Abroad

1. Promotions (bring people to your website)

2. Content (allow people to learn about your product, brand)

3. Communication (provide support and human connection)

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Example – www.Enerac.com

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Example – www.Enerac.com

• Sells gas analyzers.

• American business, English-language website. (Typical for us).

• Considering PPC marketing in China.

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China search: Baidu #1, Qihoo #2

Which search engine should we use?

• Baidu has ~55% market share.

• Qihoo (360) has ~30% market share.

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China search: Sogou #3

• Sogou has ~13% market share.

• Google’s market share in China reported at <1%.

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China search: e-commerce & mobile

• Searchers may go directly to Taobao when they intend to purchase B2C.

• Mobile search competition hot.

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Enerac – Baidu first

• For most cases, we go Baidu first.

• Baidu has highest search volumes.

• Fits our experience.

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Enerac – Baidu is Competitive!

Many competitors!

Shaded areasshow PPC ads.

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“Are Baidu and other SEs like Google?”

The good news – much is the same.

1. Campaignstructure

Source: http://www.ppchero.com/it-might-be-time-to-revisit-your-accounts-structure/

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“Are Baidu and other SEs like Google?”

2. Compete to show on SERPs.

Source: http://www.nanjingmarketinggroup.com/blog/baidu/anatomy-baidu-search-results-page

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PPC marketing fundamentals apply

PPC marketing fundamentals are the same everywhere:1. Research first.2. Analyze from keyword to purchase.3. Maintain search ‘scent’.4. Etc.

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Much is different too…

Baidu CTRs can be sky high.

• 1%?• 3%?• 10%?• 30%?• It’s all normal!

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Much is different too…

Other ad formats – in-ad-image

Source: http://www.nanjingmarketinggroup.com/blog/baidu/anatomy-baidu-search-results-page

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Much is different too…

Trust symbols

Source: http://www.nanjingmarketinggroup.com/blog/baidu/anatomy-baidu-search-results-page

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Much is different too…

Other adproducts– ‘Brand Zone’

Source: http://www.nanjingmarketinggroup.com/blog/baidu/anatomy-baidu-search-results-page

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Setup Takes Longer

• Google setup = quick & easy.

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Setup Takes Longer

• Google setup = quick & easy.• Baidu setup is a bit tougher• Some paperwork• A week or two

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3 More Baidu Recommendations

1) Use Google Analytics and Baidu Tongji.

Why?• Admit it, you love Google Analytics.• Baidu Tongji allows simpler

integration.

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3 More Baidu Recommendations

2)　Watch out for reseller problems.

• Baidu’s min. deposit is 5,000 CNY. • You should have access to the

account.• You should have invoices.• They should know how to work

with foreign companies.

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3 More Baidu Recommendations

3) Don’t assume what a PPC expert is abroad. In China, I see 3 types:

1. Marketers (Like HeroConf nerds.)2. Technicians.3. Salespeople.

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Content Creation

Two common questions:1. How should we translate content?2. Should we make a landing page, full

website, something else…?

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Translation tips…

Don’t think aboutGoogle translate!

Ex: “What To DoWhen Your DisplayCampaign LosesVolume”

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Translation tips…

Becomes:

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Translation tips…

Reasonable quality levels:1. Have a freelance translator create

understandable content.

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Translation tips…

Reasonable quality levels:1. Have a freelance translator create

understandable content.2. Have a small team create

publishable-quality content.

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Translation tips…

Reasonable quality levels:1. Have a freelance translator create

understandable content.2. Have a small team create

publishable-quality content.3. Have a marketing/writing team

create persuasive content.

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Which content to create?

Landing pages still work!

Source: http://cn.gkfx.com/lp/forex_benefits

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Which content to create?

Landing page benefits:• Great for testing.• Higher conversion rate (sometimes).• Cheaper than translating full

website.• Underused in some niches.

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Which content to create?

A full website

Source: http://www.toshiba.com.cn/index.html

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Which content to create?

Benefits of a full website:1. Provide comprehensive info.2. Best for inbound marketing.

But is most expensive option.

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Which content to create?

Translate some content.Like the products relevant to the Chinese market.

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Which content to create?

Create some content.• Like the homepage.• Or new landing page.• Or a FAQ based on

Chinese inquiries.

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Which content to create?

Omit some content.• Like products not supported in

China.• Or US-specific regulations.

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Communication

Don’t forget…

you’ll need to be able to speak to your customers in their language too.

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Customer Support #1 Tip

And the advice most-ignored by Western companies is… (drum role)

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Top Customer Support Tip

And the advice most-ignored by Western companies is… (drum role)

Add real-time customer support to your site!

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Enerac – Customer Support

Enerac alreadydoes this.

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Sales / Customer Support Tips

Real-time customer support:1. Is expected.2. Helps with trust.3. Is a great way to get more

feedback.

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Live Poll Question #3

#3 – Poll: Which International regions are you or your clients planning to enter?

a) Chinab) Other Asian countriesc) Europed) Africae) South America

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Advertising Abroad

So you’re not interested in advertising in China?

Then what about advertising in…

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Advertising Abroad

Australia?

Then you should probably use Google.

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Advertising Abroad

Canada?

Then you should probably use Google.

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Advertising Abroad

The EU & United Kingdom?

Then you should probably use Google.

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Advertising Abroad

South America?

Then you should probably use Google.

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Advertising Abroad – The Point

Google is the market leader across the globe. On both Desktop…

Source: netmarketshare.com, September 2014.

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Advertising Abroad – The Point

… and in Mobile.

Source: netmarketshare.com, September 2014.

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Advertising Abroad – The Point

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Advertising Abroad – The Point

Basically, if you’re familiar with AdWords, you already have the tools to advertise internationally via Campaign-level geotargeting.

Just not in China.

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Advertising Abroad - Tips

Just two points to remember:

1. You’re responsible for translating your ad copy.

2. Your keywords need to be translated as well.

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Advertising Abroad - Tips

And not just translated by Google Translate.

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What Not to Do

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Why Go Mobile?

Speaking at SMX West last week Google’s Matt Cutts said that he “wouldn’t be surprised” if mobile search exceeded desktop queries this year.

- Search Engine Land, 3/17/14

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Why Go Mobile?

Everyone is predicting that Mobile search traffic will outpace Desktop traffic globally this year or the next.

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Like These Guys

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And These Guys

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Or These Guys

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Why Go Mobile?

They’re also predicting the same thing of Mobile ad spend.

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Why Go Mobile?

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Why Go Mobile?

Users are using Mobile devices more than ever- even if you’re not advertising to them…

(And you should.)

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Why Go Mobile?

… You still need to account for their mobile experience on your website.

A visitor won’t make the distinction between a bad mobile experience and your brand as whole. A bad experience is a bad experience, period.

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Mobile Site Speed

Check your site speed on mobile devices.

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Mobile Site Speed

“Intuit presented findings at Velocity 2013 from their recent effort to reduce page load time from 15 seconds to 2 seconds. During that effort, they observed a dramatic increase in conversions for every second shaved off their page load time, in a stair step that decreased with increasing speed. Specifically:

+3% conversions for every second reduced from 15 seconds to 7 seconds+2% conversions for every second reduced from seconds 7 to 5+1% conversions for every second reduced from seconds 4 to 2.”

Source: http://moz.com/blog/how-to-improve-your-conversion-rates-with-a-faster-website

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What Can You Do?

Have a slow site?

Try the Google Developers’ PageSpeed Insights Tool: https://developers.google.com/speed/pagespeed/insights/

It gives you actionable recommendations to improve site load times and site experience for both mobile and desktop users.

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PageSpeed Insights

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Mobile Summary

General Best Practices:• Use of mobile-specific landing pages.• Utilizing PageSpeed Insights to improve mobile

experience.• Mobile-preferred ads indicating mobile-friendly site

(increases CTR%).

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Don’t Forget

And be prepared for the impending mobile ad update.

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Why Go Mobile, Intl. Edition

These tips are doubly important for other countries, where mobile search as a whole has surpassed desktop due to easier availability of mobile devices.

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Why Go Mobile, Intl. Edition

Source: statcounter.com, Device Usage Comparison by Country, 6/2014 – 8/2014

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Why Go Social?

“Social-media advertising spend will grow rapidly through 2018. It's up 40% this year and will top $8.5 billion, growing to nearly $14 billion in 2018, a five-year compound annual growth rate (CAGR) of 18%.” Source: http://www.businessinsider.com/social-media-advertising-spending-growth-2014-9

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Why Go Social?

Advertising on Social Networks has exploded, because the ROI (and targeting capabilities) have improved dramatically over the years.

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Why Go Social?

I won’t go in to all the details…

(Especially because I just did a month ago.) http://www.ppchero.com/webinar-recording-six-things-you-didnt-know-you-could-do-with-social-advertising/

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Why Go Social?

But you can try Facebook and do:• Custom Audiences• Lookalike Audiences• New & Improved Sidebar Ads• Page Post Ads, including link and video posts.

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Why Go Social?

Or you can try Twitter and do:• Promoted Accounts• Promoted Tweets• Promoted Trends• Twitter Cards, including Lead Gen-focused

variants.

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Why Go Social?

Or you can try LinkedIn and do:• B2B-focused targeting on decision-makers.• Targeting by industry, job title, experience, and

more.

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Why Go Social?

Or you can try Pinterest and do:• … whatever Pinterest winds up doing. I don’t

know. It’s still in beta.

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Why Go Social, Intl. Edition

Or you can try doing Social Advertising internationally and target networks you probably haven’t even heard of.

(I’ll leave this one to Tait.)

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Live Poll Question #4

Would you like help with your PPC accounts and management?

I’m interested in:

a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend).

b.) Free keyword research report for Baidu advertising by Nanjing Marketing Group (20 keywords).

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint/

• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketingcom