Advanced International PPCONE SIZE DOESN’T FIT ALL

Maddie Cary | @MaddieMarketerDirector of Paid Search | Point It

• Director of Paid Search at Point It

• Oversee $35M+ in Yearly Media

• Global SEM Program Lead• 20 Account Managers• 30 Languages• 60 Markets

• 2015 US Search Award “Young Search Professional”

@MaddieMarketer

WHO AM I?

@MaddieMarketer

Today, you’re going to walk away with

WHERE

should you do

international PPC?

WHAT

do international consumers

expect?

WHEN

do international consumers convert?

HOW

can you create a

successful international

PPC program?

@MaddieMarketer

WHERESHOULD YOU DO INTERNATIONAL PPC?

May feel like you’re doingthis with a globe…

@MaddieMarketer

There are a lot of options!

• Geo• LanguageTargeting

• Google• Bing• International Publishers

Naver, Baidu, Yandex, Yahoo JP ,etc

Publisher

• PPC• Social• Display

Channel

• Text Ads• Shopping (PLA)• Dynamic Product Ads (DPA)

Tactic

Can’t approach INTL PPC like it’s US with a *language twist*

@MaddieMarketer

But what you must remember isONE SIZE DOESN’T FIT ALL

PRINCIPLE #1

Keywords ≠ just words you translate

Keywords = INTENT

Keywords tell you something about your

audience and shouldn’t be treated as 1:1 between

any language

PRINCIPLE #2

Localization ≠ Translation

Whenever possible, use native language speakers to

review copy

Consider regional dialects, flow of text, respecting

culture, nuance, & slang

If you can’t attain trust, you won’t drive conversions

PRINCIPLE #3

INTL ≠ your US model

Different business groups per market often doesn’t

scale, Lose communication, knowledge sharing, & agility

Every market = unique performance =

unique goals

@MaddieMarketer

Let’s ask ourselves some questions

YES!

@MaddieMarketer

Considering INTL?Maybe you’d like to use

PPC to determine if you should expand

into a market

Can’t do itCan’t deliver, can’t sell –

some sort of roadblock? INTL PPC likely not the

right fit for you

Can you provide products/services in that market?

MAYBE NOAlright!

Focus on a lower-funnel, high intent

keyword strategy to achieve the best ROI/CPA

YES!

@MaddieMarketer

“I have one landing page for all global traffic…but it’s

in English”

Welp, that’s not going to

work everywhere…

“I don’t want to build them until I know where

I want to target”

OK, I get that. Let’s keep trying to

figure that out

Do you have localized landing experiences?

SORT OF? NOIdeally, you have LPs or

separate sites per geo & language

???

?

@MaddieMarketer

Is your brand already well know internationally?

• Search interest trend charts (since 2004)• Interest by geo (Country, Region, City)• Related searches, top queries, and rising queries

@MaddieMarketer

What engines can you launch in & continually optimize?

Search Engine Country Market ShareEngine vs. Google Difficulty Local Required?

Russia MEDIUM NO

South Korea HARD PREFERRED

Japan MEDIUM NO

China VERY HARD MUST HAVE

China VERY HARD MUST HAVE

China VERY HARD MUST HAVE

Czech Republic MEDIUM NO

57% 26%

56% 35%

52% 48%

80% >5%

9% >5%

6% >5%

38% 55%

Don’t waste time here! Low population + usage

@MaddieMarketer

Where is your key audience located?

@MaddieMarketer

Where is your key audience located?

@MaddieMarketer

Where is your key audience located?

@MaddieMarketer

WHATDO INTERNATIONAL CONSUMERS EXPECT?

Don’t run PPC that makes international searchers react like this:

@MaddieMarketer

You need to know your audience

@MaddieMarketer

How do they prefer to pay?

Each country’s population has a preferred way to pay

• US• Canada• UK

• China• Taiwan• Italy • Brazil

• LATAM• CEE

• Russia• CZ• Canada

• US• UK

• Korea• APAC

Credit Cards

Cash / COD

Installments

In-Store

PayPal

Mobile e-Payments

@MaddieMarketer

What kind of shipping do they expect?

Do searchers look for…

24 Hour turn-around?Free Shipping?

Minimum purchase amount?

What does the market’s

penetration look like?

@MaddieMarketer

Which devices do they expect to find you on?

@MaddieMarketer

Which devices do they expect to find you on?

@MaddieMarketer

Which devices do they expect to find you on?

I know we’re all sick of the word mobileBut in many countries, mobile devices

are the main way they get online. They aren’t using desktop or laptop devices

@MaddieMarketer

WHENDO INTERNATIONAL CONSUMERS CONVERT?

@MaddieMarketer

Don’t miss key conversion windows!

Not every country goes wild over Black Friday

But there are important online holidays & seasonal periods

to mark on your PPC calendar!

@MaddieMarketer

Holiday Season• Singles’ Day (early November)

China

• Buen Fin (mid-November)Mexico

• Click Frenzy (mid-November)AU & NZ

• Black Friday/Cyber Monday US, CA, UK, AU, FR, DE

• Cyber Monday (mid-December)Japan

• Boxing Day (Dec 26th)UK, CA, AU, some Western EU

@MaddieMarketer

Holiday SeasonPeople are online holiday shopping earlier every year!

Don’t wait until right before Black Friday/Cyber Monday to start messaging for holiday

Also be ready for online shopping conversion drop off after shipping windows close and people move to offline to get gifts

on time for Christmas

@MaddieMarketer

Back to SchoolJanuary

CA

March

USEurope

AU/NZ

MY

IN JP

June July - Sept Nov - Dec

BR

@MaddieMarketer

Differences by Hemisphere

Mon, 10AMPhiladelphia, PA, US

SPRING

Tues, 3AMSydney, AUAUTUMN

Don’t forget to factor in

hemisphere differences when

considering time of day,

promo times, and even

seasonal ad messaging!Northern Hemisphere Southern Hemisphere

@MaddieMarketer

HOWCAN YOU CREATE A SUCCESSFUL INTERNATIONAL PPC PROGRAM?

@MaddieMarketer

Where are you starting from?

Starting from scratch!

Got an INTL PPC program,

but need to centralize

@MaddieMarketer

GO GLOBAL!Launch a Rest of World campaign

with just your Brand keywords

• Exclude markets/regions more prone to “junk” traffic (Middle East, some of Central Eastern Europe, Africa, India)

• Keep budgets low

• Add negatives regularly

• Collect initial data, then pull geos from Dimensions reort

Starting From Scratch?

@MaddieMarketer

Need to Centralize?Decentralized Model

US UKBusiness Group

PPC Team PPC Team

PPC Team PPC Team

@MaddieMarketer

Need to Centralize?Decentralized Model

USBusiness Group

x 10 MORE

CA UK AU FR DE JP SG

x 10 MORE

THIS MODEL DOESN’T SCALE.

IT DOESN’T SUPPORT GROWTH

@MaddieMarketer

Need to Centralize?Decentralized Model

US CA UK AU FR DE JP SG

This model isn’t impossible, but it’s much more difficult to manage & grow

• Communication siloed

• Knowledge & best practice sharing limited or non-existent

• Agile deployment challenging

• No centralized owner of goals and global results monitoring

@MaddieMarketer

Need to Centralize?Centralized Model

US CA UK AU FR DE JP SG

• Shared goals & mission

• Shared learnings & best practices

• Shared international PPC knowledge!

= scalable, efficient revenue growth!

@MaddieMarketer

LIGHTNING ROUND!INTERNATIONAL PPC TIPS & TRICKSTOP 10 MARKETS/REGIONS

@MaddieMarketer

• One of the easiest global expansions you can do

• More tolerant of American websites & content

• While they do their research online, prefer to buy in brick & mortar stores

• Canadians love (and demand) free shipping

• Also very in tune with US online shopping holidays & deals

• Canada is bilingual country!• 57% English• 22% Canadian French (different from France!)• 2% Chinese• Up to 20% are bilingual in English + French

Canada (CA)

@MaddieMarketer

• Just because English speaking doesn’t mean easy win -- very competitive in all sectors of online marketing, especially PPC

• One of the most active e-commerce markets globally

• Most comfortable with online grocery shopping

• Biggest mistake is thinking US English = UK English. Be especially careful with your ad copy, landing page copy, and building keyword lists with words that don’t register with British

• Google will often roll out algorithm changes or SERP testing to the UK before or following the US, so keep an eye on that!

United Kingdom (UK)

@MaddieMarketer

• One of the most mature online markets global

• Germany, Austria, Switzerland ≠ same!

• Germans value quality over low or perceived “cheap” prices

• Make your landing experience feel as “German” as possible, with German domain & content

• Germans don’t use the word “mobile” or “phone”, but most commonly use “handy”

Germany (DE)

@MaddieMarketer

• French want the lowest price – where they find it not crucial to them

• Very prideful of their language and not likely to use English

• Set apart from rest of Europe by importance they place on product pictures

• French also more likely to use longer search queries

France (FR)

@MaddieMarketer

• Ireland ≠ UK! +4-8% traffic by expanding targeting

• Swiss aren’t price sensitive, skew more affluent

• Dutch care deeply about saving money

• Netherlands & Belgium are a lingual stew

• Be wary of referring to all of Netherland as Holland (some regions are offended or don’t identify)

Western + Northern Europe

@MaddieMarketer

• Latin American Spanish ≠ European Spanish

• Spain is one of the most mature mobile markets in the world, with an above 85% mobile penetration

• Scandinavians top video & mobile users

• Italians identify with classy, sophisticated brands and also prefer formal language in copy

• Italians also use internet mostly in afternoon & evenings

Western + Northern Europe

@MaddieMarketer

• Sophisticated web users, competitive search landscape

• One of highest mobile using countries

• Vast distances between areas, therefore second in per capita e-commerce spending

• Used to buying foreign brands, loyal to Aussie/Kiwi brands

• Price sensitive, but often buy “local” for a little more $

Australia (AU)

@MaddieMarketer

• Used to busier advertising layouts and ad formats

• Trust is critical, especially since Japanese very loyal to Japanese brands

• Big time video consumers

• Mobile shopping happens during commuting hours

• Japanese has 4 character sets – searches frequently mingle EN & JP keyword hybridization important

Japan (JP)

@MaddieMarketer

• Similar stages of economic development

• Currency issues in conversion against dollars

• Marketplaces drive most of e-commerce traffic

• Test careful geo-targeting around metropolitan cities

• Local payment types especially important

• Rapid mobile traffic growth as smartphone penetration increases exponentially

BRIC (Brazil, Russia, India, China)

@MaddieMarketer

SO MUCH INFORMATION!

GAH!

International PPC still make you feel like this?

That’s ok! Come chat with me! PLUS check out my session recap blog post:

bit.ly/intl-ppc

@MaddieMarketer

THANK YOU

Maddie Cary | @MaddieMarketerDirector of Paid Search | Point It