Tomáš Bártek's company VašeČočky.cz is present in 13 European countries. The average cost per click (CPC) is high at $4.9, making it difficult to compete. However, targeting specific languages in certain foreign markets, like using English keywords and ads in Spain, led to success with lower CPC and higher conversion rates than the average. This approach of language targeting showed that exploring new methods can uncover opportunities where typical high market CPC does not apply, allowing for more sales with less spending.

1. PPC
on foreign markets
Tomáš Bártek
(VašeČočky.cz)
in cooperation with

2. Present in
13 countries of Europe

3. CPC 4.9 $
3.6 position
in cooperation with

4. How can we compete
on markets with such
a high CPC??
in cooperation with

5. Source: United Nations report Trends in International Migrant Stock: The 2013 Revision
Country Number of immigrants
Percentage of total number
of immigrants in the world
Immigrants as percentage
of national population
United States 45,785,090 19.8 14.3
Russia 11,048,064 4.8 7.7
Germany 9,845,244 4.3 11.9
Saudi Arabia 9,060,433 3.9 31.4
United Arab Emirates 7,826,981 3.4 83.7
United Kingdom 7,824,131 3.4 12.4
France 7,439,086 3.2 11.6
Canada 7,284,069 3.1 20.7
Australia 6,468,640 2.8 27.7
Spain 6,466,605 2.8 13.8
in cooperation with

6. OREnglish
All languages
Arabic
Bulgarian
Catalan
Chinese (simplified)
Chinese (traditional)
Croatian
Czech
Danish
English
Estonian
Filipino
Finnish
German
Greek
Hebrew
Hindi
Hungarian
Icelandic
Indonesian
Italian
Japanese
Korean
Latvian
Lithuanian
Malay
Norwegian
Persian
Polish
Portuguese
Romanian
Russian
Serbian
Slovak
Slovenian
Spanish
Swedish
Thai
Turkish
Ukrainian
Urdu
Vietnamese
in cooperation with

7. Impr. CTR Avg. CPC Avg. Pos. Conversions Conv. rate
English 3 449 835 0,58% 2,18 $ 4,6 1570 7,90%
Other languages 223 155 5,29% 1,17 $ 1,8 965 8,17%
1. Language targeting in the UK
Success
in cooperation with

8. Source: Special Eurobarometer 386
in cooperation with

9. Impr. CTR Avg. CPC Avg. Pos. Conversions
Contact Lenses 54425 3,76% 21,84 1,6 163
Contact lenses ES 650176 2,37% 26,54 3,6 718
2. English keywords and ads in Spain
Success
in cooperation with

10. 2. Continued
Success only in ES and FR
Failure in DE with Turkish ads
Result: Further language targeting was stopped
in cooperation with

11. Lessons learned
Think creatively and always try new methods
You might discover a new playground where market CPC
does not apply
Thus, end up with more transactions for less money spent
in cooperation with

12. Thank you for listening
Tomáš Bártek
tomas.bartek@maternia.cz
in cooperation with