International PPC (course extract)

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I do the 'International PPC' training in the International SEO School in Barcelona. As we did a "Hangout" on State of Search (Bas's blog), I prepared this extract from the training material. It shows one of the classic challenges for any International campaigns in Paid search (or other online media really). There is also a walk-through of the exercices that build upon each other. Enjoy!

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International PPC (course extract)

  1. 1. International PPC International PPC Anders Hjorth
  2. 2. International PPC Anders Hjorth
  3. 3. Some challenges in International PPC• Direction (objectives, budgets)• Learning or Earning?• Central vs Local• Managing the locals• Aggregate reporting International PPC Anders Hjorth
  4. 4. Centralised or Local International PPC Anders Hjorth
  5. 5. Austria German, Hungarian, Slovenian, CroatianBaltics Lithuanian, Latvia, EstonianBelgium Dutch, French, GermanBulgaria BulgarianCroatia CroatianCzech Republic CzechDenmark Danish, GermanFinland Finnish, SwedishFrance FrenchGermany German, Turkish CyrillicGreece Greek, TurkishHungary HungarianIceland IcelandicIreland Irish, English LatinItaly Italian, German, FrenchLuxembourg French, German, LuxembourgishNetherlands Dutch, West FrisianNorway Norwegian, Northern SamiPoland Polish, German GreekPortugal Portuguese, MirandeseRussia RussianSerbia SerbianSpain Spanish, Catalan/Valencian, Galician, Basque, Astur-Leonese, Aragonese, Occitan, PortugueseSlovakia SlovenianSweden Swedish, SamiSwitzerland German, French, Italian, RomanshUkraine Ukranian, RussianUnited Kingdom English, Welsh, Irish, Ulster Scots, Scots, Scottish Gaelic, Cornish http://en.wikipedia.org/wiki/European_languages International PPC Anders Hjorth
  6. 6. Tactical ChallengesUser constraints LP/Web readinessLanguage preferences LocalisationCultural dimension Geo targetingBrand strength Local knowledgeCompetition IP addresses International PPC Anders Hjorth
  7. 7. Ideally, you would have 1 integral, multilingual, multicultural team for your international Search campaigns …and it would be very expensive International PPC Anders Hjorth
  8. 8. Agency Organisation for International Projects• Ideally, no part of the management process of a Search campaign should be subcontracted to external agencies or individuals.• International project organisation: • 1 project director • 1 account manager (ppc) per country • 1 SEO consultant SEO per language • Experts can be attached to the project at specific stages and on specific missions (landing page/usability expert, editor trainer, server migrations, …) European account director Landing page expert United Kingdom Germany France Paid Search AM Paid Search AM Paid Search AM SEO consultant SEO consultant SEO consultant International PPC Anders Hjorth
  9. 9. Paid Search LanguagesCategorisation & FrançaisAccount structure Keywords & Ads English Europe Deutsch Español Brand strength Dansk & competition 9 International PPC Anders Hjorth
  10. 10. Paid Search Language Doing market research setting up categories,Categorisation & themes and reportingAccount structure structures is a central task Search Strategy Targeting Categories Editorial line 10 International PPC Anders Hjorth
  11. 11. Paid Search Languages Français English Keywords & Ads Europe Deutsch Español Brand strength Dansk & competition Individual keywords Match case Ads Brand / Generic arbitrage 11 Refresh frequency International PPC Anders Hjorth
  12. 12. Sample exercise: Central or Local • In the list of PPC campaign management tasks, which ones should be central and which ones should be local. • Some could be either • Group 1 • Group 2 • 10 minutes discussion • 5 minutes debate in order to agree • Keep this data for later!! International PPC12 Anders Hjorth
  13. 13. Exercise: central or localSEM requirement A Central task? A Local task? Could be either?Search StrategyBrand monitoringCompetitor benchmarkAccount set-upQuality assuranceReportingLanding page testingAd copy testingInvoicingCPA campaignsVisibility campaignsBid managementTracking and analytics toolsVertical knowledgeContact with the enginesTraffickingClient relationshipManaging expectationsSemi-automated reportingBudgeting International PPC Anders Hjorth
  14. 14. Exercices build on each other Account Search set-up Strategy Brand Contacts monitoring w/ Engines Budgeting Competitor Benchmark Vertical Bid Tracking Trafficking Knowledge management Client & analyticsRelationship tools Reporting Ad copy Managing Bid testing Expectations management Quality Invoicing Assurance Landing page testing Central Local International PPC 14 Anders Hjorth
  15. 15. Exercice build-up WEEK 1 WEEK 2 WEEK 3 Launch WEEK 4 2 MTH ANNIVERSARY| | | | | | | | | | | | | | | | | | | | Search Strategy Brand Contacts w/ Ad copy monitoring Engines testing Budgeting Reporting Competitor Trafficking Benchmark Bid Tracking management Landing Client & analytics Invoicing pageRelationship tools Quality testing Managing Bid Assurance Account management ExpectationsVertical set-upKnowledge International PPC 15 Anders Hjorth
  16. 16. Exercice build-up WEEK 1 WEEK 2 WEEK 3 WEEK 4 2 MTH ANNIVERSARY | | | | | | | | | | | | | | | | | | | | Search Strategy Brand Contacts monitoring w/ Launch Engines Budgeting ReportingCentral Competitor Trafficking Benchmark Bid Tracking management Client & analytics Invoicing Relationship tools Managing Expectations Ad copy testingEither Landing page Account Bid set-up management testing Quality Vertical Assurance KnowledgeLocal International PPC 16 Anders Hjorth
  17. 17. AM PS IT L F Account Management PPC Specialist Developer Local/Linguist Finance, legal Roles Launch Search Strategy Brand Contacts monitoring w/ Engines Budgeting ReportingCentral Competitor Trafficking Benchmark Campaign Tracking Optimisation Client & analytics (CPA / Invoicing Relationship tools visibility) Managing Expectations Ad copy testingEither Landing page Account Bid set-up management testing Quality Vertical Assurance KnowledgeLocal International PPC 17 Anders Hjorth
  18. 18. Session Recap: Central or Local• What tasks are best performed centrally• What tasks are best performed locally• How to make central and local work together International PPC Anders Hjorth
  19. 19. Native teams, local knowledge, central control & unified technology and reporting International PPC Anders Hjorth
  20. 20. International PPC 3-day course Day 1: Strategy & Timelines Strategic choices Setting priorities Time lines Day 2: Preparing for Success Organisation Working with partners Optimisation Day 3: Best practice & Expansion best practice ppc non-search ppc International PPC Anders Hjorth
  21. 21. Questions? International SEO School: www.internationalseoschool.com Catch-up blog and Speaker history www.innovell.comMy next course dates BDBL MEDIA – my French agency :• 5-7 February www.bdbl-media.fr• 19-21 March My twitter handle: @soanders• 9-11 April Occasional blogging, ex: www.multilingual-search.com International PPC Anders Hjorth
  22. 22. Would you recommend this course?“Yes - Chance to meet with experts from different horizons who share theirexperience, offering a richer perspective. The setting encouragescommunication between the attendees; interactive sessions” Student in 2012“Good selection of material, covering all major aspects of paid search. Usefulpractical exercises, especially those incorporating PPC tools.” Student in 2012 International PPC Anders Hjorth

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