Lessons Learned from Launching
PPC Campaigns in Europe, Asia &
Latin America
International Search Summit @ SMX
Advanced 20...
Marc Bitanga
Manager, Customer Acquisition
@MarcBitanga
Speaker
•  Launched international PPC campaigns
for Hootsuite & Ri...
Top Brands Trust Hootsuite
175+COUNTRIES
15 LANGUAGES
90+ SOCIAL NETWORKS &
INTEGRATIONS747 OF FORTUNE
1000 COMPANIES
9+ MILLION USERS
1200+ ENTERPRI...
Lessons Learned Going Global
Who’s Going to Manage
Your Campaigns? Your 5
Resourcing Options
Five International PPC Resourcing Options
In-House:
Machine
Language
In-House:
Outsourced
Translations
Agency: “Big
Agency...
Pros
•  Quick initial go-to-market
Cons
•  Doesn’t factor cultural nuances
•  A lot can be lost in translation
•  Doesn’t ...
Pros
•  Better than using machine translations
Cons
•  Translations not localization
•  Translators aren’t marketers
•  Di...
Pros
•  Agency can help identify opportunities
•  Improves scalability
•  More accurate localization; including cultural
n...
Pros
•  More accurate localization; including
cultural nuances
•  Agency can help identify opportunities
•  Improved knowl...
Pros
•  You know your product the best
•  More accurate localization
•  Improved knowledge sharing
•  Less costly
Cons
•  ...
Language & Culture: Things We
Learned
•  Spanish is 2nd most spoken
non-English language in US
•  Spanish can cover Spain &
most of Latin America
•  Many Asia-P...
•  98.5% of residents are
Japanese origin; little cultural
diversity
•  Unique cultural perspective
•  Localize with a nat...
•  Baidu searchers in China
search through all the search
results and read descriptions
•  Could be because they trust
Goo...
US English vs. UK English
•  In some regions such as Hong
Kong & Australia, UK English is
acceptable
•  In other countries...
•  In some countries many
English speaking
expatriates are in senior,
decision-making roles
•  Create campaigns with
expat...
Not just bilingual; a mix of English & their local language in the same
phrase. For example, Germany…
Some Cultures Mix En...
Digital Marketing: Things We
Learned
Keywords Should Change. But Campaign Structure &
Strategy Shouldn’t.
•  English-only campaigns
targeting multiple nations
= incremental conversions
•  Target multiple countries
per language
T...
•  Google Search & Facebook
have high penetration in
many nations; very
dominant ad networks
•  Very few “secret” local-on...
•  In Latin America we found
most users clicked on our
logo rather than the CTA!
•  Replicating your US landing
pages glob...
Parting Tips…
+tools +plus
One of our former Italian PPC specialists bid on these keywords.
Agency Onboarding: They Need to Know Your Pr...
First 3-months are very telling when
working with an international agency.
Either your agency will “get it” or they
won’t....
•  Get used to off-hour emails &
communications to keep things going
•  Either early morning hours or staying
later to supp...
Thank You!
Marc Bitanga
@MarcBitanga
International PPC Lessons Learned Launching Campaigns in Europe, Asia & Latin America
International PPC Lessons Learned Launching Campaigns in Europe, Asia & Latin America
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International PPC Lessons Learned Launching Campaigns in Europe, Asia & Latin America

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International PPC Lessons Learned Launching Campaigns in Europe, Asia & Latin America

  1. 1. Lessons Learned from Launching PPC Campaigns in Europe, Asia & Latin America International Search Summit @ SMX Advanced 2014 Manager, Customer Acquisition @MarcBitanga Marc Bitanga
  2. 2. Marc Bitanga Manager, Customer Acquisition @MarcBitanga Speaker •  Launched international PPC campaigns for Hootsuite & Ritchie Bros. Auctioneers •  International SEO for EA Sports FIFA websites. •  International SEO for Suite101.com (German, French, Spanish websites)
  3. 3. Top Brands Trust Hootsuite
  4. 4. 175+COUNTRIES 15 LANGUAGES 90+ SOCIAL NETWORKS & INTEGRATIONS747 OF FORTUNE 1000 COMPANIES 9+ MILLION USERS 1200+ ENTERPRISE CUSTOMERS
  5. 5. Lessons Learned Going Global
  6. 6. Who’s Going to Manage Your Campaigns? Your 5 Resourcing Options
  7. 7. Five International PPC Resourcing Options In-House: Machine Language In-House: Outsourced Translations Agency: “Big Agency Model” Agency: Centralized In-House: Fully Staffed Not Recommended Limited Potential Costly & Requires Active Management Great Option The Dream
  8. 8. Pros •  Quick initial go-to-market Cons •  Doesn’t factor cultural nuances •  A lot can be lost in translation •  Doesn’t help with ad copy localization •  Good luck performing keyword cleaning for negatives #1 – In-House: Machine Language Translations
  9. 9. Pros •  Better than using machine translations Cons •  Translations not localization •  Translators aren’t marketers •  Difficult to coordinate ad copy localization (character counts) •  Good luck performing keyword cleaning for negatives #2 – In-House: Outsourced Translation of Keyword Research & Ad Copy
  10. 10. Pros •  Agency can help identify opportunities •  Improves scalability •  More accurate localization; including cultural nuances Cons •  Hard to find an agency that will take your business; slim profit margins •  Requires a solid account director •  Prone to communication issues •  Some big agencies aren’t PPC experts #3 – Agency Support: “Big Agency” Hub & Spoke Model Account Director Spanish Office Italian Office German Office Dutch Office French Office
  11. 11. Pros •  More accurate localization; including cultural nuances •  Agency can help identify opportunities •  Improved knowledge sharing & responsiveness •  Less costly Cons •  Niche expertise; experts in PPC, but may not be experts in other media •  Very few agencies support this model #4 – Agency Support: Centralized Model Single Agency, One Office Spanish Specialist Italian Specialist German Specialist Dutch Specialist French Specialist
  12. 12. Pros •  You know your product the best •  More accurate localization •  Improved knowledge sharing •  Less costly Cons •  Difficult to recruit •  Minor cons… #5 – In-House: Fully Staffed In-House Team Spanish Specialist Italian Specialist German Specialist Dutch Specialist French Specialist
  13. 13. Language & Culture: Things We Learned
  14. 14. •  Spanish is 2nd most spoken non-English language in US •  Spanish can cover Spain & most of Latin America •  Many Asia-Pacific countries have English as a second language Spanish & English Can Cover a Lot of Ground Source: Pew Research
  15. 15. •  98.5% of residents are Japanese origin; little cultural diversity •  Unique cultural perspective •  Localize with a native speaker; not just someone who learned Japanese Japan is Unique: Low Immigration + Unique Culture Source: Game Industry
  16. 16. •  Baidu searchers in China search through all the search results and read descriptions •  Could be because they trust Google results over Baidu •  Potentially impacts SEM ad copy; it matters Baidu Searchers Behave Differently Source: SEL
  17. 17. US English vs. UK English •  In some regions such as Hong Kong & Australia, UK English is acceptable •  In other countries such as the Philippines they prefer US English Don’t Assume US English is the Norm Globally
  18. 18. •  In some countries many English speaking expatriates are in senior, decision-making roles •  Create campaigns with expats in mind for countries like Hong Kong, Philippines, Singapore, Malaysia, Thailand Don’t Forget About Expats in Asia-Pacific!
  19. 19. Not just bilingual; a mix of English & their local language in the same phrase. For example, Germany… Some Cultures Mix English with Their Local Language “web-based” “free”
  20. 20. Digital Marketing: Things We Learned
  21. 21. Keywords Should Change. But Campaign Structure & Strategy Shouldn’t.
  22. 22. •  English-only campaigns targeting multiple nations = incremental conversions •  Target multiple countries per language Target Multiple Countries with Languages, Even English English Target: Europe Spanish Target: Spain French Target: France, Belgium, Switzerland German Target: Germany, Belgium, Switzerland, Austria
  23. 23. •  Google Search & Facebook have high penetration in many nations; very dominant ad networks •  Very few “secret” local-only ad platforms •  Japan, China & Russia are exceptions Google AdWords & Facebook PPC Dominate Many Nations Source: We Are Social Facebook: 50% Penetration in W. Europe Google: 93% European Market Share Source: FairSearch.org
  24. 24. •  In Latin America we found most users clicked on our logo rather than the CTA! •  Replicating your US landing pages globally is a good first step •  But you’ll need to pivot quickly to succeed Landing Pages: Be Prepared to Pivot Quickly Spanish Landing Page Heat Map ?
  25. 25. Parting Tips…
  26. 26. +tools +plus One of our former Italian PPC specialists bid on these keywords. Agency Onboarding: They Need to Know Your Products
  27. 27. First 3-months are very telling when working with an international agency. Either your agency will “get it” or they won’t. •  Ensure flexible “out” clauses in your contracts •  Build in performance criteria bonuses in compensation Agencies: Performance & Flexibility in Contracts
  28. 28. •  Get used to off-hour emails & communications to keep things going •  Either early morning hours or staying later to support your agency/teams •  Use project communication tools like Basecamp to consolidate communications & files Forget 9 to 5 Hours: What it’s Like to go Global
  29. 29. Thank You! Marc Bitanga @MarcBitanga

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