[Webinar] Going Global: Expanding into International PPC

@MaddieMarketer | #GlobalPPC
Going Global
Expanding into International PPC
Maddie Cary | Director of Paid Search
Point It Digital Marketing 07.06.2016

@MaddieMarketer | #GlobalPPC@MaddieMarketer | #GlobalPPC2
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About Point It
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Our Services

@MaddieMarketer | #GlobalPPC@MaddieMarketer | #GlobalPPC
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About the Presenter
5
Maddie Cary
Director of Paid Search
@MaddieMarketer
Maddie Cary is the Director of Paid Search at Point It. Her role
involves overseeing and developing an amazing team of PPC
account managers, while also running the global SEM program
for Point It’s largest client.
In 2015, she won the US Search Award for “Young Search
Professional”, as well as was acknowledged as a “Rising Star in
PPC” by both SearchEngineLand & PPC Hero. You can also find
her speaking & learning at great conferences like SMX,
HeroConf, & PubCon, or writing posts for the Wordstream blog.
Outside of PPC, her biggest loves are her family, friends, and her
idol, Queen Beyoncé

@MaddieMarketer | #GlobalPPC@MaddieMarketer | #GlobalPPC6
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?

WHERE
SHOULD YOU DO INTERNATIONAL PPC?

May feel like you’re doing
this with a globe…
•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
There are a lot of options!

Can’t approach INTL PPC like it’s US with a *language twist*
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
But ONE SIZE DOESN’T FIT ALL

Let’s ask ourselves some questions

YES!
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

YES!
“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
?
??
?

• Search interest trend charts (since 2004)
• Interest by geo (Country, Region, City)
• Related searches, top queries, and rising queries

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
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

WHAT
DO INTERNATIONAL CONSUMERS EXPECT?

Don’t run PPC that makes
international searchers react like this:
You need to know your audience

Each country’s population has a preferred way to pay
• US
• Canada
• UK
• China
• Taiwan
• Italy
• Brazil
• LATAM
• CEE
• Russia
• CZ
• CA
• US
• UK
• Korea
• APAC
Credit Cards Cash / COD Installments In-Store PayPal Mobile
e-Payments

Do searchers look for…
24 Hour turn-around?
Free Shipping?
Minimum purchase amount?
What does the market’s
penetration look like?

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

WHEN
DO INTERNATIONAL CONSUMERS CONVERT?

Not every country goes wild over
Black Friday
But there are important
online holidays & seasonal periods
to mark on your PPC calendar!
Don’t miss key conversion windows!

• 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
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
Holiday Season

January
CA
March
US
Europe
AU/NZ
MY
IN
JP
June July - Sept Nov - Dec
BR
Back to School

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
Differences by Hemisphere

HOW
CAN YOU CREATE A SUCCESSFUL
INTERNATIONAL PPC PROGRAM?

Starting from
scratch!
Got an INTL
PPC program,
but need to centralize
Where are you starting from?

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 CEE, Africa, India)
• Keep budgets low
• Add negatives regularly
• Collect initial data, then pull geos
from Dimensions report
Starting from scratch?

Decentralized Model
US UKBusiness Group
PPC Team PPC Team
PPC Team PPC Team
Need to Centralize?

Decentralized Model
US
Business Group
x 10 MORE
CA UK AU FR DE JP SG
x 10 MORE
THIS MODEL
DOESN’T SCALE.
IT DOESN’T SUPPORT GROWTH
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
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!
Need to Centralize?

LIGHTNING ROUND!
INTERNATIONAL PPC TIPS & TRICKS
TOP 10 MARKETS/REGIONS

• 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)

• 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)

• 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)

• 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)

• 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

• 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

• 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)

• 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)

• 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)

SO MUCH
INFORMATION!
GAH!

still make you feel like this?
That’s ok!
Check out my webinar recap blog post:

Questions?
A link to view a recorded version of the webinar will be emailed
within 48 hoursi
WHAT’S NEXT: Facebook Ad Updates: First you’ll be shocked, then you’ll be inspired
http://pointit.co/mythsdisplay

[Webinar] Going Global: Expanding into International PPC

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