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Advanced International PPC - One Size Doesn't Fit All - HeroConf 2016
- 1. Advanced International PPC ONE SIZE DOESN’T FIT ALL Maddie Cary | @MaddieMarketer Director of Paid Search | Point It
- 2. • Director of Paid Search at Point It • Oversee $35M+ in Yearly Media • Global SEM Program Lead • 20 Account Managers • 30 Languages • 60 Markets • 2015 US Search Award “Young Search Professional” @MaddieMarketer
- 3. @MaddieMarketer Today, you’re going to walk away with WHERE should you do international PPC? WHAT do international consumers expect? WHEN do international consumers convert? HOW can you create a successful international PPC program?
- 4. @MaddieMarketer WHERE SHOULD YOU DO INTERNATIONAL PPC?
- 5. May feel like you’re doing this with a globe… @MaddieMarketer There are a lot of options! • Geo • LanguageTargeting • Google • Bing • International Publishers Naver, Baidu, Yandex, Yahoo JP ,etc Publisher • PPC • Social • Display Channel • Text Ads • Shopping (PLA) • Dynamic Product Ads (DPA) Tactic
- 6. Can’t approach INTL PPC like it’s US with a *language twist* @MaddieMarketer But what you must remember is ONE SIZE DOESN’T FIT ALL PRINCIPLE #1 Keywords ≠ just words you translate Keywords = INTENT Keywords tell you something about your audience and shouldn’t be treated as 1:1 between any language PRINCIPLE #2 Localization ≠ Translation Whenever possible, use native language speakers to review copy Consider regional dialects, flow of text, respecting culture, nuance, & slang If you can’t attain trust, you won’t drive conversions PRINCIPLE #3 INTL ≠ your US model Different business groups per market often doesn’t scale, Lose communication, knowledge sharing, & agility Every market = unique performance = unique goals
- 7. @MaddieMarketer Let’s ask ourselves some questions
- 8. YES! @MaddieMarketer Considering INTL? Maybe you’d like to use PPC to determine if you should expand into a market Can’t do it Can’t deliver, can’t sell – some sort of roadblock? INTL PPC likely not the right fit for you MAYBE NO Alright! Focus on a lower-funnel, high intent keyword strategy to achieve the best ROI/CPA
- 9. YES! @MaddieMarketer “I have one landing page for all global traffic…but it’s in English” Welp, that’s not going to work everywhere… “I don’t want to build them until I know where I want to target” OK, I get that. Let’s keep trying to figure that out SORT OF? NO Ideally, you have LPs or separate sites per geo & language ? ?? ?
- 10. @MaddieMarketer • Search interest trend charts (since 2004) • Interest by geo (Country, Region, City) • Related searches, top queries, and rising queries
- 11. @MaddieMarketer Search Engine Country Market Share Engine vs. Google Difficulty Local Required? Russia MEDIUM NO South Korea HARD PREFERRED Japan MEDIUM NO China VERY HARD MUST HAVE China VERY HARD MUST HAVE China VERY HARD MUST HAVE Czech Republic MEDIUM NO 57% 26% 56% 35% 52% 48% 80% >5% 9% >5% 6% >5% 38% 55% Don’t waste time here! Low population + usage
- 12. @MaddieMarketer
- 13. @MaddieMarketer
- 14. @MaddieMarketer
- 15. @MaddieMarketer WHAT DO INTERNATIONAL CONSUMERS EXPECT?
- 16. Don’t run PPC that makes international searchers react like this: @MaddieMarketer You need to know your audience
- 17. @MaddieMarketer Each country’s population has a preferred way to pay • US • Canada • UK • China • Taiwan • Italy • Brazil • LATAM • CEE • Russia • CZ • Canada • US • UK • Korea • APAC Credit Cards Cash / COD Installments In-Store PayPal Mobile e-Payments
- 18. @MaddieMarketer Do searchers look for… 24 Hour turn-around? Free Shipping? Minimum purchase amount? What does the market’s penetration look like?
- 19. @MaddieMarketer
- 20. @MaddieMarketer
- 21. @MaddieMarketer I know we’re all sick of the word mobile But in many countries, mobile devices are the main way they get online. They aren’t using desktop or laptop devices
- 22. @MaddieMarketer WHEN DO INTERNATIONAL CONSUMERS CONVERT?
- 23. @MaddieMarketer Don’t miss key conversion windows! Not every country goes wild over Black Friday But there are important online holidays & seasonal periods to mark on your PPC calendar!
- 24. @MaddieMarketer Holiday Season • Singles’ Day (early November) China • Buen Fin (mid-November) Mexico • Click Frenzy (mid-November) AU & NZ • Black Friday/Cyber Monday US, CA, UK, AU, FR, DE • Cyber Monday (mid-December) Japan • Boxing Day (Dec 26th) UK, CA, AU, some Western EU
- 25. @MaddieMarketer Holiday Season People are online holiday shopping earlier every year! Don’t wait until right before Black Friday/Cyber Monday to start messaging for holiday Also be ready for online shopping conversion drop off after shipping windows close and people move to offline to get gifts on time for Christmas
- 26. @MaddieMarketer Back to School January CA March US Europe AU/NZ MY IN JP June July - Sept Nov - Dec BR
- 27. @MaddieMarketer Differences by Hemisphere Mon, 10AM Philadelphia, PA, US SPRING Tues, 3AM Sydney, AU AUTUMN Don’t forget to factor in hemisphere differences when considering time of day, promo times, and even seasonal ad messaging! Northern Hemisphere Southern Hemisphere
- 28. @MaddieMarketer HOW CAN YOU CREATE A SUCCESSFUL INTERNATIONAL PPC PROGRAM?
- 29. @MaddieMarketer Where are you starting from? Starting from scratch! Got an INTL PPC program, but need to centralize
- 30. @MaddieMarketer GO GLOBAL! Launch a Rest of World campaign with just your Brand keywords • Exclude markets/regions more prone to “junk” traffic (Middle East, some of Central Eastern Europe, Africa, India) • Keep budgets low • Add negatives regularly • Collect initial data, then pull geos from Dimensions reort Starting From Scratch?
- 31. @MaddieMarketer Need to Centralize? Decentralized Model US UKBusiness Group PPC Team PPC Team PPC Team PPC Team
- 32. @MaddieMarketer Need to Centralize? Decentralized Model USBusiness Group x 10 MORE CA UK AU FR DE JP SG x 10 MORE THIS MODEL DOESN’T SCALE. IT DOESN’T SUPPORT GROWTH
- 33. @MaddieMarketer Need to Centralize? Decentralized Model US CA UK AU FR DE JP SG This model isn’t impossible, but it’s much more difficult to manage & grow • Communication siloed • Knowledge & best practice sharing limited or non-existent • Agile deployment challenging • No centralized owner of goals and global results monitoring
- 34. @MaddieMarketer Need to Centralize? Centralized Model US CA UK AU FR DE JP SG • Shared goals & mission • Shared learnings & best practices • Shared international PPC knowledge! = scalable, efficient revenue growth!
- 35. @MaddieMarketer LIGHTNING ROUND! INTERNATIONAL PPC TIPS & TRICKS TOP 10 MARKETS/REGIONS
- 36. @MaddieMarketer • One of the easiest global expansions you can do • More tolerant of American websites & content • While they do their research online, prefer to buy in brick & mortar stores • Canadians love (and demand) free shipping • Also very in tune with US online shopping holidays & deals • Canada is bilingual country! • 57% English • 22% Canadian French (different from France!) • 2% Chinese • Up to 20% are bilingual in English + French Canada (CA)
- 37. @MaddieMarketer • Just because English speaking doesn’t mean easy win -- very competitive in all sectors of online marketing, especially PPC • One of the most active e-commerce markets globally • Most comfortable with online grocery shopping • Biggest mistake is thinking US English = UK English. Be especially careful with your ad copy, landing page copy, and building keyword lists with words that don’t register with British • Google will often roll out algorithm changes or SERP testing to the UK before or following the US, so keep an eye on that! United Kingdom (UK)
- 38. @MaddieMarketer • One of the most mature online markets global • Germany, Austria, Switzerland ≠ same! • Germans value quality over low or perceived “cheap” prices • Make your landing experience feel as “German” as possible, with German domain & content • Germans don’t use the word “mobile” or “phone”, but most commonly use “handy” Germany (DE)
- 39. @MaddieMarketer • French want the lowest price – where they find it not crucial to them • Very prideful of their language and not likely to use English • Set apart from rest of Europe by importance they place on product pictures • French also more likely to use longer search queries France (FR)
- 40. @MaddieMarketer • Ireland ≠ UK! +4-8% traffic by expanding targeting • Swiss aren’t price sensitive, skew more affluent • Dutch care deeply about saving money • Netherlands & Belgium are a lingual stew • Be wary of referring to all of Netherland as Holland (some regions are offended or don’t identify) Western + Northern Europe
- 41. @MaddieMarketer • Latin American Spanish ≠ European Spanish • Spain is one of the most mature mobile markets in the world, with an above 85% mobile penetration • Scandinavians top video & mobile users • Italians identify with classy, sophisticated brands and also prefer formal language in copy • Italians also use internet mostly in afternoon & evenings Western + Northern Europe
- 42. @MaddieMarketer • Sophisticated web users, competitive search landscape • One of highest mobile using countries • Vast distances between areas, therefore second in per capita e- commerce spending • Used to buying foreign brands, loyal to Aussie/Kiwi brands • Price sensitive, but often buy “local” for a little more $ Australia (AU)
- 43. @MaddieMarketer • Used to busier advertising layouts and ad formats • Trust is critical, especially since Japanese very loyal to Japanese brands • Big time video consumers • Mobile shopping happens during commuting hours • Japanese has 4 character sets – searches frequently mingle EN & JP keyword hybridization important Japan (JP)
- 44. @MaddieMarketer • Similar stages of economic development • Currency issues in conversion against dollars • Marketplaces drive most of e-commerce traffic • Test careful geo-targeting around metropolitan cities • Local payment types especially important • Rapid mobile traffic growth as smartphone penetration increases exponentially BRIC (Brazil, Russia, India, China)
- 46. still make you feel like this? That’s ok! Come chat with me! PLUS check out my session recap blog post: @MaddieMarketer
- 47. THANK YOU Maddie Cary | @MaddieMarketer Director of Paid Search | Point It