International PPC: How To Grow 30% Month Over Month

International PPC

@DuaneBrown #StateOfSearch

Duane Brown


• Managed over 150 AdWords accounts in 10 years

• Lived in Toronto, Melbourne, Sydney, London and Vancouver

• Covered Americas, EMEA & APAC• ASOS, BBDO, Jack Wills, Telstra,

startups and now Unbounce• Traveled to 90+ Cities & 39

Countries on 6 Continents

Agenda


• Who Can Use This• Why Do Internationals• Problem• Opportunity

• Solutions• Where are are today• Translation• Tips & Tricks

Why Go International?


Customer Demand


Problem


Problem


AdWords Account: UK

CampaignsCampaigns

Ad GroupsAd Groups

Ads & KeywordsAds & Keywords

Problem


AdWords Account: UK, Canada, USA, Brazil, Australia & New Zealand

CampaignsCampaigns

Ad GroupsAd Groups


Problem #1


Wrong Strategy

Problem #2


Budget and converting customers

Opportunity


Opportunity


Change Strategy

Opportunity


Unlock Unmet Demand

Solution


Solution


AdWords Account: UK, Canada, USA, Brazil, Australia & New Zealand

CampaignsCampaigns

Ad GroupsAd Groups


Solution


AdWords Account: UK

CampaignsCampaigns

Ad GroupsAd Groups


AdWords Account: USA

Campaigns

Ad Groups

Ads & Keywords

AdWords Account: CAD

One Size To Rule Them All


ConversionRate

HIGHERROI

PaidSearch

RMKT

In-Market

DSK

SimilarAudiences

KCTAffinity

Placements

Topics

YouTube


One More Thing…


Solution


Global Account(s)

• Non-Top 15 Countries

• Focus on brand & competitor• Generics keywords

Solution


Global Account(s)

• Up and Coming Markets?

• AdWords User + Geo report

Where We Are Today


AdWords Account: UK

CampaignsCampaigns

Ad GroupsAd Groups


AdWords Account: GEA

Campaigns

Ad Groups

Ads & Keywords

AdWords Account: GSA

Translation


Double Localization


Everyone Speaks English Right?


Country / Languages 1st 2rd 3rd

USA English Spanish Chinese

England English Polish Punjabi

Germany German English French or Latin

Canada English French Spanish

Luxembourg Luxembourgish French German

US English Globally


UK English vs US English• In regions like Hong Kong

& Australia; UK English is acceptable

• In Philippines or India US English is preferred

• In Canada, We like Canadian English


Translations

≠

Localization

Story Time


Cookies

Localization Gone Wrong


Cookies Biscuits

Localization: House


Tenancy DepositBondSecurity Deposit

Localization Terms


Country/Term

HouseDeposit Tops Sweat

BottomsFrenchFries

PotatoChips

Canada Security Deposit Tank Tops Sweatpants French Fries PotatoChips

UnitedKingdom Bond Tanks Trackie

(bottoms) Chips Crisps

Australia Tenancy Deposit Singles Sweatsor

Tracky Hot Chips PotatoChips

Double Localization


• Take English Ads and Keywords

Double Localization


• Ask a coworkers or a “translation” agency to localize for a local market

Double Localization


• Take the new copy you’ve and take it to another agency or coworker to translate back to English

Double Localization


• What does that new English ad or keyword say?

Double Localization


• Was it the intend you had in mind?

Double Localization


• If not, start the process over again… or get a new translation agency?

Double Localization


- Take English Ads and Keywords

- Ask a coworkers or a “translation” agency to localize for a local market

- Take the new copy you’ve and take it to another agency or coworker to translate back to English

Double Localization


- What does that new English ad or keyword say?

- Was it the intend you had in mind?

- Maybe it’s time for a new translation agency?

Tips and Tricks


Google Showing Your Ads


Target All Languages


Holiday’s Around The World

@DuaneBrown #StateOfSearch• Google Marketers Almanac = www.thinkwithgoogle.com/marketers-almanac/

Singles’ Day: ChinaDouble 12: China (Cyber Monday)

Cyber Monday: Japan (December)

Buen Fin: Mexico

Lunar New Year: Hong Kong (Feb)

Click Frenzy: Oz & New Zealand

Local Time/ Country


• What time it is in each country?

• Set AdWord accounts to local time zone.

• Set global accounts to your HQ or office time zone.

Do Local Search


China Russia South Korea

The End <> Questions?


International PPC: How To Grow 30% Month Over Month

Marketing

Transcript of International PPC: How To Grow 30% Month Over Month