Katy Tonkin @KatyTonkinINTL PPC Director

Worldwide Reach: The Impact of International PPC

Michael Stricker @RadioMSMktg. Director

PPC Director at

6 Years in PPC

20 Person Team

$40M in Media

60 Countries

@KatyTonkin

30 Languages

#heroconf #INTLPPC

Michael StrickerU.S. Marketing Director, SEMrush

• Leading competitive research tool for digital marketing • Agency, consulting and web design studio experience • 100s of successful digital marketing campaigns • 1,000,000s of impressions for web-based businesses • Strategize, plan and act to achieve business goals • Speaker: ClickZ Live, HEROconf, Etail, SMX East. • Author: blogs CIO.com, Business2Community,

SEMrush.com Publications Philadelphia Inquirer and Philly Ad News.

#heroconf

What We’re Talking About

• Most Common INTL PPC Mistakes• INTL PPC Principles• How to Start / What to Do• Tidbits & Tested Tactics

Common INTL PPC Mistakes

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Principles of International PPC

“An experience is what you get when you didn’t get what you wanted.”

- Randy Pausch

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• Keywords = intent• Keywords = “abbreviated thoughts”• Keywords ≠ 1:1 between any language

“Think of keywords as "language codes" that represent a particular category or concept just in that one language.”

– Andy Atkins-Kruger

Principle: Keywords ≠ Words to Translate

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• Perform keyword research using local search data• Observe competitors’ ad text • Monitor shifts and trends

Principle: Keywords ≠ Words to Translate

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Principle: Localization

YOUR BRAND

100% Necessary!

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• Need keyword tool? - Try SEMRush solution -semrush.com More than keyword tool. Indepthanalysis!

Xenophobia = fear of outsidersFear = death of conversion

Do not try to impose one nation’s keywords and advertising phrases on another. It is not transferrable.

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Principle: Localization Beyond Landing Pages

Localize all pages and elements that are encountered by prospects at any stage of the funnel:

• Landing Pages and split tests • Contact Forms • Success pages and Email confirmations • Ratings, Reviews, Testimonials• Trust Pages: About Us, Contact Us, Bios, Guarantees,

Warranties, Privacy Policies, Terms of Use• Forms (Purchase, Payment Methods, Shipping Options) • Receipts, Invoices, Notices • Instructions, Directions, Tutorials • Webinars, Blog Posts, Whitepapers, ebooks, Videos

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Country Business Group #1 Business Group #2US PPC Team PPC TeamUK PPC Team PPC Team

Principle: Program Structure

This doesn’t look too bad, right?• Likely 2 or even 4 teams running SEM for a mid-size business• Some intra-country communication• Maybe some best practice sharing between US & UK, but likely

operating primarily in country silos• Reporting & event tracking possibly done separately

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Country Business Group #1 Business Group #2US PPC Team PPC TeamUK PPC Team PPC Team

Canada PPC Team PPC TeamAustralia PPC Team PPC Team

Japan PPC Team PPC TeamGermany PPC Team PPC TeamFrance PPC Team PPC Team

Italy PPC Team PPC TeamSingapore PPC Team PPC Team

Brazil PPC Team PPC TeamChina PPC Team PPC Team

Principle: Program Structure

THIS DOESN’T SCALE!Communication, Sharing Best Practice, & Agile Deployment

Almost Impossible

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Central Team w/Local Insight, Input, Oversight

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• Every Market = Unique Performance = Unique Goals• Align goals w/a market’s trust & awareness• Awareness & engagement metrics need to be part of

your optimization strategy in new markets!

Principle: Defining Goals & What To Measure

Impressions Click Thru Rate

Unique Page Views Time on Site

Hard to convince boss or client to invest in awareness metrics? Propose bootstrapping expansions by finding incremental pockets of profit or

efficiencies, then invest in markets where awareness is primary metric.

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• Segment by region, geo, incomes to conserve spend to people who can and do buy, not simply curious or studying English

• Deny Ad Impressions to people interested in your target location… otherwise, disaster. High, unexpected non-converting traffic from: India for UK-targeted campaigns Traffic from Indonesia or China when targeting Hong Kong or Singapore. Also applies to Remarketing.

Principle: Targeting. Segmentation is Queen

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Principle: Targeting. Segmentation is Queen

X

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• Split Budgets cloud results and defy analysis. Do not split spend on multiple locations!

• Launch separate, nationally-targeted campaigns. Track separately.

• If a lead-gen, trial or freemium model, track Conversions and Cost Per Conversion. In some regions, many clicks result, but never return revenue.

Principle: Targeting. Segmentation is Queen

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Camp. Lang Settings =Matches

Keywords

Keywords =Localized

Ads =Match LP Language

Conv = Landing

Page

Principle: Targeting. Language & Hybridization

• Depends on country, but we see users hybridize queries in language associated with vertical or product, then transact more exclusively in their native language.

• Example: Japanese modify, assimilate terms over time.

Hybridization: When Searchers CombineLanguages When Querying

Test Dual Language Targeting

Perfect, Clean, Tidy World: Language Flow Looks Like This…

That All Sounds Nice, BUT... How Do I Start?

“Start by doing what’s necessary; then do what’s possible; and suddenly you’re doing the impossible.”

- Francis of Assisi

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• Step 1: Define WHO & WHERE Your Customer Is

• Step 2: Find out WHAT They’re Doing & WHEN to Reach Them

• Step 3: Define HOW You’ll Measure Success

#INTLPPC 3 Step Program

PPC often defines the “Who” while discovering the “Where”. Treat your 1st “Who” as a hypotheses.

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WHERE: Google Analytics

Use Advanced GA Segments

for Device Data

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Google Trends

Also pull regional, related searches, topics, & kind

of search performed

SHAMELESS PLUG: Stay Tuned! More

Tidbits Coming…

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Mobile is Different in Every Market

http://think.withgoogle.com/mobileplanet/en/

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Global Search Engine SOV

62.30%19.82%

8.11%

7.68%

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Americas, Africa, Western/Central Europe, APAC

Google, Bing/Yahoo!

Eastern Europe

Google, Yandex, Seznam

Asia

Baidu, Yahoo! Japan, Google, Daum, Sogou,

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Search Engines by Region

EASIER HARDER

35Naver75%

Daum15%

Google10%

• Google “owns” 75% of top 30 internet using countries!• If you have limited resources, start there.• Bing/Google parity makes it easier to expand into Bing

How Do I Prioritize “Harder” Engines?

Yahoo! Japan60%

Google40%

Baidu60%

36030%

Sogou10%

Yandex60%

Google40%

4 Countries Google isn’t the Top Dog

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In-House Resources• PRO: This it the ultimate luxury for most of us! Mostly seen at big brands w/established INTL presence. • CON: Cost is high, requires most commitment, if someone leaves…then you’re without a resource.• You need to staff people trained in marketing, PPC, localization, etc. Not just someone w/native lang skills.

Loc Agency – Retainer• PRO: You have an agency on retainer – pick up the phone and you get your loc.• CON: Lack of control deters most + cost can be comparable to staffing. Must have good SLAs in SOWs!

Loc Agency – Project Based• PRO: As needed, pay-only-for-what-you-want, while still using specialized loc talent• CON: Cost still high for new advertisers/brands

Individual Contracts w/Native Speakers• PRO: Balances time-to-market turn around & cost for handful of markets• CON: You Have to Manage + You Can’t Review if it’s Correct

Google Translate & Other Free Tools• PRO: It’s Free & It Can Help w/KWs• CON: For Your Ads or Content…Seriously. Don’t Do This. Please.

How Should I Handle Localization?

ALWAYS Have Native Speaker

Review Externally Facing Copy.

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Here’s Your #INTLPPC Action Plan

Set ‘Er Live!

Define ExpansionsMarket(s), Product(s),

etc.

Build & LocHighly Targeted

Campaigns, Testing Relevant Languages,

Devices, Day-parts, etc.

Define Success Criteria

Collect & Analyze Data

Adapt, Learn, Expand

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Shameless Plug: #ppcchat

#chickenandwaffles

Tidbits & Tested Tactics

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World Wide Internet Stats

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World Wide Internet Stats

Gray = where Google does NOT rule…

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World Wide Internet Stats

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World Wide Internet Stats

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World Wide Internet Stats

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World Wide Internet Stats

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World Wide Internet Stats106M 45M

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• Canada isn’t just “US North”• This is the EASIEST global expansion you can do• They are generally used to tolerating American

websites, content, and companies• Canadians LOVE free shipping!• 2 languages – English & Canadian French. Also a

Chinese & Japanese presence around major cities.

Canada

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• Ireland ≠ UK! + 4-8% traffic by expanding targeting• Germany, Austria, Switzerland ≠ same • Germans value trust symbols & quality• Be as “German” as possible!• Swiss aren’t as price sensitive• Dutch love saving money• Netherlands and Belgium are a lingual stew

Western & Northern Europe

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• French want lowest price – where is not as important• French are prideful of their “Frenchness” • Italians like classy, sophisticated brands & prefer

formal language• Latin American Spanish ≠ European Spanish• Spain currently has 23% unemployment rate• Scandinavians top video consumers & mobile users• More mobile phones than people in Scandinavia!

Western & Northern Europe

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• Sophisticated web users• One of highest mobile using countries • Vast distances, 2nd per capita Ecommerce spending• Typically see higher CPCs• Used to buying from foreign brands, but loyal to

Aussie/Kiwi brands• Price sensitive, but often buy “local” for a little more $• Australia’s economy might be headed into recession

Australia

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• Trust is critical • Busier advertising• Japanese are very loyal to Japanese brands• Big video consumers• Mobile shopping happens during commuting hours• Japanese has 4 character sets – searches frequently

mingle EN & JP – keyword hybridization important • Yahoo! Japan ≠ Yahoo/Bing

Japan

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Brazil, Russia, India, China• Similar stages of economic development • Currency issues in conversion against dollars• Marketplaces drive most of ecommerce traffic• Test careful geo-targeting around metropolitan cities• B2B: always test English campaigns• Local payment types especially important• Rapid mobile traffic growth as smartphone penetration

increases exponentially

PPC in…the BRIC

Thank You!

Questions?