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GLOBAL DOMINATION THROUGH PPC: What You MUST Know to Succeed Internationally
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GLOBAL DOMINATION THROUGH PPC: What You MUST Know to Succeed Internationally

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Presentation from Lionbridge & Acquisio Webinar: ...

Presentation from Lionbridge & Acquisio Webinar:

Looking to maximize the performance of your clients' international PPC campaigns, but not sure how to make it happen?

Learn about a surefire strategy in this webinar, “Global Domination through PPC: What you MUST know to succeed internationally.” Hosted by Acquisio, with special guests Nathalie Molina and Gal Steinberg from globalization firm Lionbridge and Pat Mcmanus of Smart Destinations, this pre-recorded webinar will teach you:

How to increase PPC conversions using localized ad text, landing pages, and websites

How to rebuild your keywords to target international markets

Why machine translation can actually harm your PPC campaigns

How to easily scale multiple international PPC campaigns using local experts

More in: Business , Technology
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  • 1. Global Domination through PPC:
    What you MUST know to succeed internationally
    Nathalie MolinaSr. Director, Strategic Development
    Lionbridge
    Gal SteinbergSr. Director, Solutions Marketing
    Lionbridge
    Pat McManusPPC ManagerSmartDestinations
  • 2. Being successful globally means you must become an expert locally
  • 3. The International Campaign Challenge
    Text Ads
    Landing Pages
    Inaccurate
    Getting it done in local offices is slow and not practical
    Inconsistent
    Expensive
    Multi-LingualPPC
    I used machine translation, that resulted in low click through and conversions
    Poor Results
    We find it challenging to identify the right content for international campaigns
    Not Global
    Not Scalable
    Not Local
  • 4. Methods for Executing Multi-Lingual PPC
  • 5. Translation is NOTthe answer
    “I never think of a term in another language, translate it to my language and then search on it”
    “I pick a term in my own language, and it is probably not even related to the keyword derived from translation”
  • 6. Translation Vs. Localization of Keywords
  • 7. Examples:
    In Mexico, searchers are less likely to use “debt” (“deuda”), but instead use “prestamo,” which means loan
    Scooter in Italy is “motorino” but users are more likely to search for “Vespa”
  • 8. What to do?
    Rebuild your keywords locally
    Think about how people search for your product or service in-market
    Consider local exceptions:
    Synonyms
    Slang
    Brands
    Negatives
    Typos
  • 9. Negatives
    What if your product name is similar to a local celebrity name? a local brand?
    Conduct local negatives research
  • 10. Text Ads
    Text ads have to be “Transcreated”
    Example: When Electrolux translated their ad from Swedish to English
  • 11. Give it a try
    Select Sample
    Select 2 to 3 campaigns and markets
    Select 3 to 4 ad groups in each campaign
    Performance Metrics
    Baseline performance in traffic, conversions and sales revenue
    Quantify pilot success based on measured improvements
    A/B Test
    Tag “before” keywords
    Compare to truly localized keywords on the same data range
  • 12. Case Study
  • 13. Background
    Smart Destinations
    The premier provider of unlimited admission sightseeing passes in 14 major North American travel destinations
    Prior state
    Expert translation of keyword campaigns into Spanish
    Unsatisfactory results – Low traffic & low click-through rate
    3 ad-groups selected for trial
    English to Spanish
    New York - attractions, tours, visits
    How we solved the problem
    Conducted local research
    Determined people actually search for those destinations
    Rebuilt the keywords
  • 14. Clicks - Localized Keywords vs. Translated
  • 15. Gain in Impressions & Clicks
  • 16. About Lionbridge
  • 17. Lionbridge Snapshot
  • 18. To Learn More
    Follow us on Twitter:
    Nathalie Molina @globalmisfit
    Gal Steinberg @gswave
    Email us:
    Nathalie.Molina@lionbridge.com
    Gal.steinberg@lionbridge.com
    Read our blog:
    blog.lionbridge.com/marketing
    Download out eBook
    blog.lionbridge.com/marketing