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#SMX #22B @KatyTonkin
#SMX #22B @KatyTonkin
Hi! I’m Katy Tonkin!
• VP of Digital Strategy at Point It
• Passion for International PPC
• Love to ...
#SMX #22B @KatyTonkin#SMX #22B @KatyTonkin
#SMX #22B @KatyTonkin
Global Search Engines
#SMX #22B @KatyTonkin
Why Should You Care?
24% of population lives in Countries where Google isn’t the Top Dog
#SMX #22B @KatyTonkin
Match Types in International Engines
#SMX #22B @KatyTonkin
#SMX #22B @KatyTonkin
Baidu Match Types
Match
Type
Function Sample Keyword What Will Show Parity to
Google?
Exact
If ads &...
#SMX #22B @KatyTonkin
Yandex Match Types
Operator Function Sample Keyword What Will Show
Parity to
Google?
+
“Fix” preposi...
#SMX #22B @KatyTonkin
Naver Match Types
#SMX #22B @KatyTonkin
#SMX #22B @KatyTonkin
International PPC Problems
#SMX #22B @KatyTonkin
#SMX #22B @KatyTonkin
What About That Battle?
#SMX #22B @KatyTonkin
#SMX #22B @KatyTonkin
§  Naver
Exact match only
§  Baidu
Same keyword w/multiple
match types can’t be in
same ad group
§...
#SMX #22B @KatyTonkin
What Did We Find?
What about Google, Bing, & Yahoo?
#SMX #22B @KatyTonkin
#SMX #22B @KatyTonkin
Query Length by Language + Match Type
-
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
PT JP DE EN FR IT RU
Bro...
#SMX #22B @KatyTonkin
% of Times a Query Triggered an Impr by Match Type
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
7...
#SMX #22B @KatyTonkin
ROI by Match Type + Language
DE EN FR IT JP PT RU
Broad Exact Phrase
#SMX #22B @KatyTonkin
Why Did I Just Show You All That?
#SMX #22B @KatyTonkin
#SMX #22B @KatyTonkin
#SMX #22B @KatyTonkin
#SMX #22B @KatyTonkin
§  Looked and felt
really good
§  No significant
impact to CPC,
Revenue, or ROI
We’ve Tested Match...
#SMX #22B @KatyTonkin
§  Segment Structure into Match Type
Specific Campaigns When…
§  Need control over budget & other ...
#SMX #22B @KatyTonkin
Otherwise…
#SMX #22B @KatyTonkin
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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Battle of the Match Types The International Angle By Katy Tonkin

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Battle Of The Match Types. PRESENTATION: Battle of the Match Types - The International Angle By Katy Tonkin - Given by Katy Tonkin, @katytonkin, Director of International Paid Search - Point It. #SMX #22B

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Battle of the Match Types The International Angle By Katy Tonkin

  1. 1. #SMX #22B @KatyTonkin
  2. 2. #SMX #22B @KatyTonkin Hi! I’m Katy Tonkin! • VP of Digital Strategy at Point It • Passion for International PPC • Love to cook & read crappy books on my Kindle while on airplanes • Hate email chains more than 4 emails long – pick up the damn phone • Really dislike bio slides • Might have a potty mouth (sorry)
  3. 3. #SMX #22B @KatyTonkin#SMX #22B @KatyTonkin
  4. 4. #SMX #22B @KatyTonkin Global Search Engines
  5. 5. #SMX #22B @KatyTonkin Why Should You Care? 24% of population lives in Countries where Google isn’t the Top Dog
  6. 6. #SMX #22B @KatyTonkin Match Types in International Engines #SMX #22B @KatyTonkin
  7. 7. #SMX #22B @KatyTonkin Baidu Match Types Match Type Function Sample Keyword What Will Show Parity to Google? Exact If ads & landing pages are extremely relevant, the exact keyword group will appear above the organic results on the left. Exact Match Exact Match Phrase- Core Ads appear on exact phrase, even if they include one or more words before or after it, additional word in the middle of your keyword and words in any order, exclude one or more words before or after it or word in the middle of your keyword “{new iphone}” New iphone shanghai new iphone New red iphone Special edition iphone Phrase Match with varying modifiersPhrase- Synonym Ads appear on exact phrase, even if they include one or more words before or after it, additional word in the middle of your keyword and words in any order “new iphone” New iphone shanghai new iphone New red iphone Phrase- Exact Ads appear on exact phrase, even if they include one or more words before or after it “[new iphone]” New iphone shanghai new iphone Broad Ads appear on the right of search results and compete with ‘right match’ ads for position. Broad Match Broad Match
  8. 8. #SMX #22B @KatyTonkin Yandex Match Types Operator Function Sample Keyword What Will Show Parity to Google? + “Fix” prepositions, conjunctions, & pronouns which wouldn’t normally show in Yandex Home +in Seattle Home in Seattle Seattle Home in Wallingford Not in Google/ Bing ! Fix word New! York! Hotel! New York Hotel Cheap Hotel in New York City Modified Broad Match “ “ Show only words in between “ “ in any order, but no words between them “winter coat” Winter coat Coat winter Phrase, MBM, & Exact mind melded - Exclude specific words Date idea –cheap Date idea Bad date idea Negative Keywords [ ] Fix Word Order Cell phone Buy cell phone Cell phone accessories Phrase Match
  9. 9. #SMX #22B @KatyTonkin Naver Match Types #SMX #22B @KatyTonkin
  10. 10. #SMX #22B @KatyTonkin International PPC Problems #SMX #22B @KatyTonkin
  11. 11. #SMX #22B @KatyTonkin What About That Battle? #SMX #22B @KatyTonkin
  12. 12. #SMX #22B @KatyTonkin §  Naver Exact match only §  Baidu Same keyword w/multiple match types can’t be in same ad group §  Yandex Segmentation only for budget management International Engine Battle Segmentation Wins (by default)
  13. 13. #SMX #22B @KatyTonkin What Did We Find? What about Google, Bing, & Yahoo? #SMX #22B @KatyTonkin
  14. 14. #SMX #22B @KatyTonkin Query Length by Language + Match Type - 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 PT JP DE EN FR IT RU Broad Broad Match Modifier Phrase * *Japanese Characters
  15. 15. #SMX #22B @KatyTonkin % of Times a Query Triggered an Impr by Match Type 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% FR PT IT JP EN DE RU Broad Broad Match Modifier Phrase Exact
  16. 16. #SMX #22B @KatyTonkin ROI by Match Type + Language DE EN FR IT JP PT RU Broad Exact Phrase
  17. 17. #SMX #22B @KatyTonkin Why Did I Just Show You All That?
  18. 18. #SMX #22B @KatyTonkin
  19. 19. #SMX #22B @KatyTonkin
  20. 20. #SMX #22B @KatyTonkin
  21. 21. #SMX #22B @KatyTonkin §  Looked and felt really good §  No significant impact to CPC, Revenue, or ROI We’ve Tested Match Type Segmentation
  22. 22. #SMX #22B @KatyTonkin §  Segment Structure into Match Type Specific Campaigns When… §  Need control over budget & other settings §  Segment Structure into Match Type Specific Ad Groups When... §  Need to leverage modifiers or ad group settings The Final Word
  23. 23. #SMX #22B @KatyTonkin Otherwise…
  24. 24. #SMX #22B @KatyTonkin THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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