Worldwide Reach: The Impact of International PPC

Transcription

1 Worldwide Reach: The Impact of International PPC Katy INTL PPC Director Michael Mktg. Director

2 #heroconf 6 Years in PPC 20 Person Team PPC Director at $40M in Media 30 Languages 60 Countries

3 #heroconf Michael Stricker U.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.

4 What We re Talking About Most Common INTL PPC Mistakes INTL PPC Principles How to Start / What to Do Tidbits & Tested Tactics

5 Common INTL PPC Mistakes

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14 Principles of International PPC An experience is what you get when you didn t get what you wanted. - Randy Pausch

15 Principle: Keywords Words to Translate 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 15

16 Principle: Keywords Words to Translate Perform keyword research using local search data Observe competitors ad text Monitor shifts and trends 16

17 Principle: Localization YOUR BRAND 100% Necessary! 17

18 Xenophobia = fear of outsiders Fear = death of conversion Need keyword tool? - Try SEMRush solution - semrush.com More than keyword tool. Indepth analysis! Do not try to impose one nation s keywords and advertising phrases on another. It is not transferrable. 18

19 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 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 19

20 Principle: Program Structure Country Business Group #1 Business Group #2 US PPC Team PPC Team UK PPC Team PPC Team 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 20

21 Principle: Program Structure Country Business Group #1 Business Group #2 US PPC Team PPC Team UK PPC Team PPC Team Canada PPC Team PPC Team THIS DOESN T SCALE! Australia PPC Team PPC Team Communication, Sharing Best Practice, & Agile Deployment Almost Impossible 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 21

22 Central Team w/local Insight, Input, Oversight 22

23 Principle: Defining Goals & What To Measure 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! 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. 23

24 Principle: Targeting. Segmentation is Queen 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. 24

25 Principle: Targeting. Segmentation is Queen X 25

26 Principle: Targeting. Segmentation is Queen 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. 26

27 Principle: Targeting. Language & Hybridization Perfect, Clean, Tidy World: Language Flow Looks Like This Camp. Lang Settings = Matches Keywords Keywords = Localized Ads = Match LP Language Conv = Landing Page Hybridization: When Searchers Combine Languages When Querying Depends on country, but we see users hybridize queries in language associated with vertical or product, then transact more Test exclusively Dual in their native language. Language Example: Japanese modify, assimilate terms over time. Targeting 27

28 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

29 #INTLPPC 3 Step Program Step 1: Define WHO & WHERE Your Customer Is PPC often defines the Who while discovering the Where. Treat your 1 st Who as a hypotheses. Step 2: Find out WHAT They re Doing & WHEN to Reach Them Step 3: Define HOW You ll Measure Success 29

30 WHERE: Google Analytics Use Advanced GA Segments for Device Data 30

31 Google Trends Also pull regional, related searches, topics, & kind of search performed SHAMELESS PLUG: Stay Tuned! More Tidbits Coming 31

32 Mobile is Different in Every Market 32

33 Global Search Engine SOV 8.11% 7.68% 19.82% 62.30% 33

34 Search Engines by Region Americas, Africa, Western/Central Europe, APAC Google, Bing/Yahoo! Eastern Europe Google, Yandex, Seznam Asia EASIER Baidu, Yahoo! Japan, Google, Daum, Sogou, 360 HARDER 34

35 How Do I Prioritize Harder Engines? 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 4 Countries Google isn t the Top Dog Sogou 10% Google 10% Google 40% Daum 15% Google 40% % Baidu 60% Yandex 60% Yahoo! Japan 60% Naver 75% 35

36 How Should I Handle Localization? 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. Native Must have Speaker 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. ALWAYS Have Review Externally Facing Copy. 36

37 Here s Your #INTLPPC Action Plan Define Expansions Market(s), Product(s), etc. Define Success Criteria Build & Loc Highly Targeted Campaigns, Testing Relevant Languages, Devices, Day-parts, etc. Set Er Live! Collect & Analyze Data Adapt, Learn, Expand 37

38 Shameless Plug: #ppcchat #chickenandwaffles 38

39 Tidbits & Tested Tactics

40 World Wide Internet Stats 40

41 World Wide Internet Stats Gray = where Google does NOT rule 41

42 World Wide Internet Stats 42

43 World Wide Internet Stats 43

44 World Wide Internet Stats 44

45 World Wide Internet Stats 45

46 World Wide Internet Stats 106M 45M 46

47 Canada 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. 47

48 Western & Northern Europe 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 48

49 Western & Northern Europe 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! 49

50 Australia Sophisticated web users One of highest mobile using countries Vast distances, 2 nd 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 50

51 Japan 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 51

52 PPC in the BRIC 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 52

53 Thank You!

54 Questions?