Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Driving international business through paid search marketing 051011

1,601 views

Published on

Find out how your can take your business into new international markets using paid search marketing.

Published in: Business, Technology
  • Be the first to comment

Driving international business through paid search marketing 051011

  1. 1. Using Paid Search to build your international business<br />Sri Sharma, Managing Director<br />October 2011<br />
  2. 2. Net Media Planet<br />The PPC People<br />Award-winning paid search agency helping ambitious clients maximise the potential of their online marketing<br />
  3. 3. A sample of our clients<br />We have a wide portfolio of clients across multiple industries and geographies <br />
  4. 4. 4<br />“UK disposable income drops 7.9% year on year”Source: Asda Income Tracker (September 2011)<br />“UK Economy slowed to 0.2% growth”Source: ONS, GDP (Q2 2011)<br />“UK economy represents 2.98% of the World economy”Source: EconomyWatch (2010)<br />
  5. 5. Ecommerce Sales in Western Europe are rising faster than in the UK<br />5<br />B2C Ecommerce Sales in Western Europe* <br />Source: eMarketing (July 2011), *France, Germany, Italy, Spain in Billions<br />
  6. 6. Customer<br />Competitors<br />Regulatory & compliance<br />Operations<br />International expansion challenges<br /> x no. of Markets<br />
  7. 7. Drive incremental international revenue<br />Build the international expansion business case<br />
  8. 8. Simplify your choice of global advertising platforms<br />
  9. 9. Google own 90% of the search market globally<br />Global Search Engine market share<br />Source: StatsCounter Global Stats, iResearch via Econsultancy (July 2010), Lenta.ru, Nielson online (May 2010) via Searchblog.asia<br />
  10. 10. Google own 98% of the mobile search market globally<br />Global Mobile Search Engine market share<br />Source: StatsCounter Global Stats (July 2010) via Econsultancy,<br />
  11. 11. Facebook dominates the global social network market<br />Social map of the world<br />Source: Vincos.it (June 2011)<br />
  12. 12. Localise your marketing<br />
  13. 13. On-site localisation improves conversion rate<br />13<br />Conversion Rate <br />Indexed<br />1.0<br />1.2x<br />1.7x<br />English language <br />site in £<br />Local language bridge page with English site<br />Localised site & currency<br />Source: Net Media Planet clients<br />
  14. 14.
  15. 15. 15<br />+ 25% <br /> CR<br />“Autumn collection out now”<br />“Fall collection out now”<br />Message localisation<br /> Even across English speaking countries<br />Source: Net Media Planet (Retail)<br />
  16. 16. Localisation in Germany<br />Keyword<br />Rich Germanic vocabulary - ensure the long tail is covered<br />Messaging<br />German culture of quality - descriptive messaging encourages trust<br />German culture of planning - promotions messaging scheduling<br />On-site<br />German culture of quality - rich descriptive content encourages trust<br />Concerns of online fraud - provide payment methods including Giropay, direct bank transfer, cash on delivery<br />
  17. 17. Drive incremental revenue<br />
  18. 18. Source: Net Media Planet (Retail Client)<br />
  19. 19. Successful strategy<br />Targeting Expats<br />
  20. 20. Results...<br />Non UK revenue grew from 2% to 6% in 2 years<br />Business case proven to launch German brand and website<br />
  21. 21. Build the international expansion business case <br />
  22. 22. P&O Ferries DE<br />Objectives in 2005:<br />Gain strategic insights<br />Expand brand awareness<br />Improve direct response<br />
  23. 23. Non-branded Paid Search strategy<br />
  24. 24. Brand awareness grew through Paid Search<br />Brand impressions over time<br />Brand impressions<br />Years<br />
  25. 25. Top 3 Takeaways...<br />Take an incremental approach <br />Localise your marketing<br />Call on experts to support your strategy<br />
  26. 26. Thank you<br />Contact: <br />sri@netmediaplanet.com <br />0203 008 8321<br />Twitter: <br />@netmediaplanet @srisharma<br />Blog: <br />netmediaplanet.com/blog <br />What topic would you like covered at the next seminar?<br />

×