Download to read offline
Uploaded bysemrush_webinars
International PPC impact - michael stricker - katy tonkin - hero conference 2015
The document discusses the principles and strategies for managing international pay-per-click (PPC) advertising, focusing on the importance of keyword research, localization, and the unique characteristics of different markets. It highlights common mistakes made in international PPC and emphasizes the need for targeted communication and separate campaigns tailored to specific regions. Additionally, it offers insights into varying internet usage and search engine preferences across global markets.
More Related Content
Similar to International PPC impact - michael stricker - katy tonkin - hero conference 2015
![[Webinar] Going Global: Expanding into International PPC](https://cdn.slidesharecdn.com/ss_thumbnails/point-it-webinar-going-global-final-160926214131-thumbnail.jpg?width=640&height=640&fit=bounds)
International PPC impact - michael stricker - katy tonkin - hero conference 2015
- 1. Katy Tonkin @KatyTonkin PPCDirector Worldwide Reach: the Impact of International PPC Michael Stricker @RadioMS Mktg. Director
- 2. Worldwide Reach: the Impactof International PPC Your heroic presenters…
- 3. 3 Why You’re Looking At My Face PPC Director at 5 Years in PPC 20 Person Team $40M in Media 60 Countries T: @KatyTonkin 30 Languages
- 4. Michael Stricker U.S. MarketingDirector, 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 PhillyAd News. #heroconf
- 5. What we’re talkingabout… • 4 Principles for International PPC • Most Common Mistakes • Global Search Engines • Tidbits & Tested Tactics across regions
- 6. “An experience iswhat you get for not having it in the first place.” ~ Randy Pausch
- 7.
- 8. 8 • 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
- 9. 9 • Perform keywordresearch using local search data • Observe competitors’ad text • Monitor shifts and trends Principle: Keywords ≠ Words to Translate
- 10. 10 • Use native-languagespeakers • Regionalize Dialects • Natural-sounding, flowing text • Respect culture – day of week, day parts • Nuance & Slang (colloquialisms) • Attain Trust or NO CONVERSION Principle: Localization is not Translation
- 11. 11 Country Business Group#1 Business Group #2 US PPC Team PPC Team UK PPC Team PPC Team Principle: Program Structure This doesn’t look too bad, does it? • Likely 2 or even 4 teams running SEM for a mid-size business • One team in US, on team in UK • Likely seeing intra-country communication • Maybe some best practice sharing between US & UK, but likely operating primarily in country silos
- 12. 12 Country Business Group#1 Business Group #2 US PPC Team PPC Team UK PPC Team PPC Team Canada PPC Team PPC Team Australia PPC Team PPC Team Japan PPC Team PPC Team Germany PPC Team PPC Team France PPC Team PPC Team Italy PPC Team PPC Team Singapore PPC Team PPC Team Brazil PPC Team PPC Team China PPC Team PPC Team Principle: Program Structure THIS DOESN’T SCALE! Communication, Sharing Best Practice, & agile deployment almost impossible
- 13. 13 • Every Market= Unique Performance = Unique Goals • Goals need to align w/a market’s trust your brands • 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.
- 14.
- 15. “Risk Comes FromNOT Knowing What You’re Doing.” Warren Buffett
- 16. 16 What Not To Do in International PPC
- 17.
- 18.
- 19.
- 20.
- 21.
- 22.
- 23.
- 24. 24 World Wide Internet Stats
- 25. 25 World Wide Internet Stats Gray = where Google does NOT rule…
- 26. 26 World Wide Internet Stats
- 27. 27 World Wide Internet Stats
- 28. 28 World Wide Internet Stats
- 29. 29 World Wide Internet Stats
- 30. 30 World Wide Internet Stats 106M 45M
- 31. 31 World Regions Population 2014 Internet Users 12/2013 Internet Users 6/2014 Internet Penetration Growth 2000-2014 Users % Africa 1,125,721,038 4,514,400 297,885,898 26.5 % 6,498.6 % 9.8 % Asia 3,996,408,007 114,304,000 1,386,188,112 34.7 % 1,112.7 % 45.7 % Europe 825,824,883 105,096,093 582,441,059 70.5 % 454.2 % 19.2 % Middle East 231,588,580 3,284,800 111,809,510 48.3 % 3,303.8 % 3.7 % NA 353,860,227 108,096,800 310,322,257 87.7 % 187.1 % 10.2 % LATAM 612,279,181 18,068,919 320,312,562 52.3 % 1,672.7 % 10.5 % APAC 36,724,649 7,620,480 26,789,942 72.9 % 251.6 % 0.9 % World Wide Internet Stats
- 32. 32 World Wide Search Engine Market Share 62.30% 19.82% 8.11% 7.68%
- 33. 33 Americas,Africa, Western/Central Europe, APAC Google, Bing/Yahoo! EasternEurope Google, Yandex, Seznam Asia Baidu, Yahoo! Japan, Google, Daum, Sogou, 360 Search Engines by Region EASIER HARDER
- 34. 34 Naver 75% Daum 15% Google 10% • 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? Yahoo! Japan 60% Google 40% Baidu 60% 360 30% Sogou 10% Yandex 60% Google 40% 4 Countries Google isn’t the Top Dog
- 35. Tidbits & TestedTactics across Regions
- 36. “The Most EffectiveWay To Do It Is…To Do It.” Amelia Earhart
- 37. 37 Regional Tips & Learnings
- 38. 38 • Canada isn’tjust “US North” • This is the EASIEST global expansion you can do • They are generally used to toleratingAmerican websites, content, and companies • Canadians LOVE free shipping! • 2 languages – English & Canadian French. Canada
- 39.
- 40. 40 • 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
- 41. 41 • French wantlowest price – where is not as important • French are prideful of their “Frenchness” • Italians like classy, sophisticated brands & prefer formal language • LatinAmerican 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
- 42. 42 • Sophisticated webusers • 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
- 43. 43 • Trust iscritical • 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/Bing dominant Japan
- 44. 44 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
- 45.
- 46.
- 47. 47 Online Payment Types – Preferences Canada Norway Denmark Mexico Brazil UK Sweden Japan China Finland France Germany Brazil Global Payments, Cybersource, Digital River all have good resourcesfor more research, often by vertical and specific card type
- 48.
- 49. 49 • Need keywordtool? - Try SEMRush solution - semrush.com More than keyword tool. Indepth analysis! Xenophobia = fear of outsiders Fear = death of conversion Do not try to impose one nation’s keywords and advertising phrases on another. It is not transferrable.
- 50. 50 • Segment byregion, 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. Targeting is paramount Segmentation is Queen
- 51. 51 Targeting is paramount Segmentation is Queen X
- 52. 52 • Split Budgetscloud 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. Targeting is paramount Segmentation is Queen
- 53. 53 • Should includewhen you’re advertising in market • Always include the accent-free version, too! • Ad copy should contain proper umlaut, accent, etc. Accents
- 54. 54 Campaign Setting Matches Keywords Keywords Localized Ads Match LP Language Landing Page Language Targeting & Hybridization • Hybridization= when searchers combine languages when querying. • Depends on country, but we see users hybridize queries in language associatedwith vertical or product, then transact more exclusivelyin their native language. Japanese modify,assimilate terms over time. • Try testingthis with dual language targeting.
- 55. 55 Beyond Landing Pages to Conversion 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
- 56.
- 57.