Getting Global Paid Search Right: Scale, Strategy, & Success

GETTING GLOBAL
PAID SEARCH RIGHT

CatalystDigital.Com
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CatalystDigital.Com
YOUR SPEAKERS
MODERATOR SPEAKERS
Meghan Lavin
Partner, Director of Marketing
Catalyst
Jim Kensicki
Managing Director, Search & Social
Catalyst
Cara deBeer
Partner, Paid Search Director

www.CatalystDigital.com
Organic Search | Paid Search | Paid Social Advertising
Ecommerce Marketing & Amazon Advertising | eShelf
WHAT WE DO
Business Results.
Powered by Advanced Marketing Strategy.

THE FORRESTER WAVE™: PERFORMANCE MARKETING AGENCIES, Q3 2019
Highest score possible in ten criteria,
including global execution
STRONG PERFORMER

GETTING GLOBAL PAID SEARCH RIGHT
STANDARDIZE: Pick an operating model that best
allows you to standardize global paid search & in-
market support while centralizing technology, process,
& measurement
COMMUNICATE: Leverage technology to
communicate fluidly & in real-time with stakeholders &
partners
LOCALIZE: Create audience-first and localized
strategies to account for nuances in language, culture,
& legislate
AUTOMATE: Automate as much as possible to fuel
scale & efficiency

GETTING GLOBAL PAID SEARCH RIGHT:
STANDARDIZE

CHOOSING AN OPERATING MODEL FOR SUCCESS
CENTRALIZED MODEL HUB & SPOKE MODEL HYBRID MODEL

Stakeholder Location(s):
Washington, DC
Markets: US, AU, NZ, SG,
MY and HK (all English)
Investment: Global budget
managed centrally with
majority of investment in US
market
CENTRALIZED MODEL

Atlanta, London, Singapore
Markets: US, Americas,
EMEA, APAC (English &
Local Language)
Investment: Global budget
managed centrally with high
involvement from regional
stakeholders
HUB & SPOKE MODEL

Cupertino, London, Tokyo
Markets: US, CA, MX, DE,
FR, ES, UK, JP
Investment: Global
budget managed centrally
with high involvement from
Tokyo stakeholders
HYBRID MODEL

ADDITIONAL MARKET CONSIDERATIONS
CURRENCY
Investment in some of the predominant search engines in
APAC will require prepayment and/or purchase of media in
local currency
IN-MARKET REQUIREMENTS
In addition to currency requirements, some engines also
require investment be made from within the market itself
requiring a local entity to act as an agent
LANGUAGE SUPPORT
Many search engines outside of the US do not make an
English version of the UI available; with limited phone
support
TECHNOLOGY REQUIREMENTS
Technology resources to adapt systems to work with non-
Google/Bing APIs and tagging will be required

ESTABLISHING & COMMUNICATING STANDARDS
Global SEM Playbook to establish
guidelines, budgets, and strategies
that work in multiple geographies
• Objectives & Strategy
• Audience First Approach
• Testing Framework & Methodology
• Channel Integration
• Measurement & Data Collection
• Glossary

COMMUNICATE

LEVERAGE PEOPLE & TECHNOLOGY FOR REAL-TIME COMMUNICATION
Collaboration &
Storage
Process
Tracking
Real-Time
Communication
Project
Management
Measurement &
Reporting

USING DATA TO COMMUNICATE

LOCALIZE

HOW TO BALANCE MULTI-MARKET PROGRAMS?
You need an approach that's consistent,
but not cookie cutter.

INFORMING STRATEGIES WITHIN EACH MARKET AND ACROSS THE GLOBE
Objectives
Online
Offline
Landscape
Analysis
Differences by
Geo
Competitor
Brand
Awareness
Levels
Audiences
Behavior
Device
Usage
Demographics
MEDIA PLANNING APPROACH

FOR EXAMPLE...

UNIQUE LEGISLATION, CULTURAL, LOCAL, OR SEARCH ENGINE DIFFERENCES
GLOBAL TEAM - STRATEGY
• Corporate goals
• Standardize and scale
• Coordinate information across
markets
IN MARKET TEAM - EXECUTION
• Performance insights & optimization
• Translation
• Local events
PERSONA CREATION
• Demographic
• Shopping Motivators
• Audience Interests
• Online Behaviors
SEARCH ENGINE
• Google only for European
markets
• Google, Bing for US
PRIVACY LAWS – GDPR
• Address at local level
• Comply with cookie windows
• Vet partners - only work with
companies who give assurances of
data privacy
Global Strategy
Locally Tailored

INFORMING STRATEGY GLOBALLY & LOCALLY
CURRENT STATE GOAL TARGET EXECUTIONMARKET
GERMANY
Low brand awareness
Flagship store in Berlin
Increase ecomm to establish a
stronger presence in Germany
Live on brand, but growth
comes from non-brand to
build awareness to targeted
audiences and competitive
conquesting
Middle/Upper-Middle class:
Demo include top 10% HHI,
women, education levels
Behavior: Willing to pay a
premium for quality
US
High brand awareness
Stores within 30 miles
Drive in-store traffic visits for
loyalists and entice new users
via ecomm deals
Keep brand at 100%,
work to expand market
footprint by going after
non-brand with
behavioral/audience
targeting
premium for quality
UK
Medium brand awareness
Stores in major cities
Use brand to drive new users
into stores to create loyalists,
and build a robust ecomm trade
with users who are outside
major cities
Live on brand, audience
targeting overlay on non-
brand and
competitive conquesting
terms
premium for quality

AUTOMATE

Accountability
Using Technology
We used a weighted scoring
system to quickly identify
areas of opportunity within
an account and then track
movement over time.

LEVERAGE DATA & TECHNOLOGY FOR INVESTMENT AND PLANNING
Intelligent
Investing
Use technology to find
pockets of opportunity
allowing you to shift
investment and tactics in
real-time.

CASE STUDY: FROM A FRAGMENTED APPROACH TO A CONSOLIDATED STRATEGY
Consolidated 100+
accounts across 30
countries into a single
bid management
platform
Optimized paid search
campaigns, achieving
close to a 7X return on
ad spend
Configured dashboards
that enabled 100+ users
to automate access to
ongoing search insights
30 100+7X
https://www.catalystdigital.com/digital-marketing-case-studies

MORE THOUGHT-LEADERSHIP
WEBINAR: 5 WAYS TO
MASTER ENTERPRISE
SEARCH MARKETING
Recording:
https://www.catalystdigital.com/compa
ny/digital-marketing-webinars/

MORE THOUGHT-LEADERSHIP
ORIGINAL RESEARCH:
In partnership with ClickZ, our new report
“Know your Audience: Understanding Today's
Online Shoppers” explores multi-channel
discovery, research, comparison, and
purchasing behavior of today’s online
shoppers.
https://www.catalystdigital.com/new-whitepaper-
understanding-todays-online-shoppers/

QUESTIONS?
Q&A
info@catalystdigital.com

THANK YOU
CatalystDigital.com | info@CatalystDigital.com | 617-663-1247

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