Advanced International PPC - One Size Doesn't Fit All - HeroConf 2016
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Transcript of Advanced International PPC - One Size Doesn't Fit All - HeroConf 2016
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