GLOBAL DOMINATION THROUGH PPC: What You MUST Know to Succeed Internationally

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Presentation from Lionbridge & Acquisio Webinar:

Looking to maximize the performance of your clients' international PPC campaigns, but not sure how to make it happen?

Learn about a surefire strategy in this webinar, “Global Domination through PPC: What you MUST know to succeed internationally.” Hosted by Acquisio, with special guests Nathalie Molina and Gal Steinberg from globalization firm Lionbridge and Pat Mcmanus of Smart Destinations, this pre-recorded webinar will teach you:

How to increase PPC conversions using localized ad text, landing pages, and websites

How to rebuild your keywords to target international markets

Why machine translation can actually harm your PPC campaigns

How to easily scale multiple international PPC campaigns using local experts

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GLOBAL DOMINATION THROUGH PPC: What You MUST Know to Succeed Internationally

  1. 1. Global Domination through PPC:<br />What you MUST know to succeed internationally<br />Nathalie MolinaSr. Director, Strategic Development<br />Lionbridge<br />Gal SteinbergSr. Director, Solutions Marketing<br />Lionbridge<br />Pat McManusPPC ManagerSmartDestinations<br />
  2. 2. Being successful globally means you must become an expert locally<br />
  3. 3. The International Campaign Challenge<br />Text Ads<br />Landing Pages<br />Inaccurate<br />Getting it done in local offices is slow and not practical<br />Inconsistent<br />Expensive<br />Multi-LingualPPC<br />I used machine translation, that resulted in low click through and conversions<br />Poor Results<br />We find it challenging to identify the right content for international campaigns<br />Not Global<br />Not Scalable<br />Not Local<br />
  4. 4. Methods for Executing Multi-Lingual PPC<br />
  5. 5. Translation is NOTthe answer<br />“I never think of a term in another language, translate it to my language and then search on it”<br />“I pick a term in my own language, and it is probably not even related to the keyword derived from translation”<br />
  6. 6. Translation Vs. Localization of Keywords<br />
  7. 7. Examples:<br />In Mexico, searchers are less likely to use “debt” (“deuda”), but instead use “prestamo,” which means loan<br />Scooter in Italy is “motorino” but users are more likely to search for “Vespa”<br />
  8. 8. What to do?<br />Rebuild your keywords locally<br />Think about how people search for your product or service in-market<br />Consider local exceptions:<br />Synonyms<br />Slang<br />Brands<br />Negatives<br />Typos<br />
  9. 9. Negatives<br />What if your product name is similar to a local celebrity name? a local brand?<br />Conduct local negatives research<br />
  10. 10. Text Ads<br />Text ads have to be “Transcreated”<br />Example: When Electrolux translated their ad from Swedish to English<br />
  11. 11. Give it a try<br />Select Sample<br />Select 2 to 3 campaigns and markets<br />Select 3 to 4 ad groups in each campaign<br />Performance Metrics<br />Baseline performance in traffic, conversions and sales revenue<br />Quantify pilot success based on measured improvements<br />A/B Test<br />Tag “before” keywords<br />Compare to truly localized keywords on the same data range<br />
  12. 12. Case Study<br />
  13. 13. Background<br />Smart Destinations<br />The premier provider of unlimited admission sightseeing passes in 14 major North American travel destinations<br />Prior state<br />Expert translation of keyword campaigns into Spanish <br />Unsatisfactory results – Low traffic & low click-through rate<br />3 ad-groups selected for trial<br />English to Spanish<br />New York - attractions, tours, visits<br />How we solved the problem<br />Conducted local research<br />Determined people actually search for those destinations<br />Rebuilt the keywords<br />
  14. 14. Clicks - Localized Keywords vs. Translated<br />
  15. 15. Gain in Impressions & Clicks<br />
  16. 16. About Lionbridge<br />
  17. 17. Lionbridge Snapshot<br />
  18. 18. To Learn More<br />Follow us on Twitter:<br />Nathalie Molina @globalmisfit<br />Gal Steinberg @gswave<br />Email us:<br />Nathalie.Molina@lionbridge.com<br />Gal.steinberg@lionbridge.com<br />Read our blog:<br />blog.lionbridge.com/marketing<br />Download out eBook<br />blog.lionbridge.com/marketing<br />

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