Driving international business through paid search marketing 051011

Using Paid Search to build your international business
Sri Sharma, Managing Director
October 2011

Net Media Planet
The PPC People
Award-winning paid search agency helping ambitious clients maximise the potential of their online marketing

A sample of our clients
We have a wide portfolio of clients across multiple industries and geographies

4
“UK disposable income drops 7.9% year on year”Source: Asda Income Tracker (September 2011)
“UK Economy slowed to 0.2% growth”Source: ONS, GDP (Q2 2011)
“UK economy represents 2.98% of the World economy”Source: EconomyWatch (2010)

Ecommerce Sales in Western Europe are rising faster than in the UK
5
B2C Ecommerce Sales in Western Europe*
Source: eMarketing (July 2011), *France, Germany, Italy, Spain in Billions

Customer
Competitors
Regulatory & compliance
Operations
International expansion challenges
x no. of Markets

Drive incremental international revenue
Build the international expansion business case

Simplify your choice of global advertising platforms

Google own 90% of the search market globally
Global Search Engine market share
Source: StatsCounter Global Stats, iResearch via Econsultancy (July 2010), Lenta.ru, Nielson online (May 2010) via Searchblog.asia

Google own 98% of the mobile search market globally
Global Mobile Search Engine market share
Source: StatsCounter Global Stats (July 2010) via Econsultancy,

Facebook dominates the global social network market
Social map of the world
Source: Vincos.it (June 2011)

Localise your marketing

On-site localisation improves conversion rate
13
Conversion Rate
Indexed
1.0
1.2x
1.7x
English language
site in £
Local language bridge page with English site
Localised site & currency
Source: Net Media Planet clients

15
+ 25%
CR
“Autumn collection out now”
“Fall collection out now”
Message localisation
Even across English speaking countries
Source: Net Media Planet (Retail)

Localisation in Germany
Keyword
Rich Germanic vocabulary - ensure the long tail is covered
Messaging
German culture of quality - descriptive messaging encourages trust
German culture of planning - promotions messaging scheduling
On-site
German culture of quality - rich descriptive content encourages trust
Concerns of online fraud - provide payment methods including Giropay, direct bank transfer, cash on delivery

Drive incremental revenue

Source: Net Media Planet (Retail Client)

Successful strategy
Targeting Expats

Results...
Non UK revenue grew from 2% to 6% in 2 years
Business case proven to launch German brand and website

Build the international expansion business case

P&O Ferries DE
Objectives in 2005:
Gain strategic insights
Expand brand awareness
Improve direct response

Non-branded Paid Search strategy

Brand awareness grew through Paid Search
Brand impressions over time
Brand impressions
Years

Top 3 Takeaways...
Take an incremental approach
Localise your marketing
Call on experts to support your strategy

Thank you
Contact:
sri@netmediaplanet.com
0203 008 8321
Twitter:
@netmediaplanet @srisharma
Blog:
netmediaplanet.com/blog
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Driving international business through paid search marketing 051011

by Net Media Planet on Oct 05, 2011

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Driving international business through paid search marketing 051011 — Presentation Transcript