Expanding into international PPC or seeking new ways to optimize your international online advertising presence, this session recaps features available for Bing & Google paid ads and compares US vs worldwide campaign structure while explaining quick wins and best practices. Winner, “most actionable session”!

1. Katy Tonkin @KatyTonkin
PPC Director
Worldwide Reach:
the Impact of International PPC
Michael Stricker @RadioMS
Mktg. Director

2. Worldwide Reach:
the Impact of
International PPC
Your heroic presenters…

3. 3
Why
You’re
Looking
At
My
Face
PPC Director at
5 Years in PPC
20 Person Team
$40M in Media
60 Countries
T: @KatyTonkin
30 Languages

4. Michael Stricker
U.S. Marketing Director, SEMrush
• Leading competitive research tool for digital marketing
• Agency, consulting and web design studio experience
• 100s of successful digital marketing campaigns
• 1,000,000s of impressions for web-based businesses
• Strategize, plan and act to achieve business goals
• Speaker: ClickZ Live, HEROconf, Etail, SMX East.
• Author: blogs CIO.com, Business2Community, SEMrush.com
Publications Philadelphia Inquirer and PhillyAd News.
#heroconf

5. What we’re talking about…
• 4 Principles for International PPC
• Most Common Mistakes
• Global Search Engines
• Tidbits & Tested Tactics
across regions

6. “An experience is what you get for
not having it in the first place.”
~ Randy Pausch

7. Principles of International PPC

8. 8
• Keywords = intent
• Keywords = “abbreviated thoughts”
• Keywords ≠ 1:1 between any language
“Think of keywords as "language codes" that represent a particular
category or concept just in that one language.”
– Andy Atkins-Kruger
Principle:
Keywords
≠
Words
to
Translate

9. 9
• Perform keyword research using local search data
• Observe competitors’ad text
• Monitor shifts and trends
Principle:
Keywords
≠
Words
to
Translate

10. 10
• Use native-language speakers
• Regionalize Dialects
• Natural-sounding, flowing text
• Respect culture – day of week, day parts
• Nuance & Slang (colloquialisms)
• Attain Trust or NO CONVERSION
Principle:
Localization
is
not
Translation

11. 11
Country Business Group #1 Business Group #2
US PPC Team PPC Team
UK PPC Team PPC Team
Principle:
Program
Structure
This doesn’t look too bad, does it?
• Likely 2 or even 4 teams running SEM for a mid-size business
• One team in US, on team in UK
• Likely seeing intra-country communication
• Maybe some best practice sharing between US & UK, but likely operating
primarily in country silos

12. 12
Country Business Group #1 Business Group #2
US PPC Team PPC Team
UK PPC Team PPC Team
Canada PPC Team PPC Team
Australia PPC Team PPC Team
Japan PPC Team PPC Team
Germany PPC Team PPC Team
France PPC Team PPC Team
Italy PPC Team PPC Team
Singapore PPC Team PPC Team
Brazil PPC Team PPC Team
China PPC Team PPC Team
Principle:
Program
Structure
THIS DOESN’T SCALE!
Communication, Sharing Best
Practice, & agile deployment
almost impossible

13. 13
• Every Market = Unique Performance = Unique Goals
• Goals need to align w/a market’s trust your brands
• Awareness & engagement metrics need to be part of your
optimization strategy in new markets!
Principle:
Defining
Goals
&
What
To
Measure
Impressions
Click Thru
Rate
Unique Page
Views
Time on Site
Hard to convince boss or client to invest in awareness metrics?
Propose bootstrapping expansions by finding incremental pockets of profit or
efficiencies, then invest in markets where awareness is primary metric.

14. Most Common Mistakes

15. “Risk Comes From NOT Knowing What You’re
Doing.”
Warren Buffett

16. 16
What
Not
To
Do
in
International
PPC

17. 17

18. 18

19. 19

20. 20

21. 21

22. 22

23. Global Search Engines

24. 24
World
Wide
Internet
Stats

25. 25
World
Wide
Internet
Stats
Gray = where Google does NOT rule…

26. 26
World
Wide
Internet
Stats

27. 27
World
Wide
Internet
Stats

28. 28
World
Wide
Internet
Stats

29. 29
World
Wide
Internet
Stats

30. 30
World
Wide
Internet
Stats
106M 45M

31. 31
World
Regions
Population
2014
Internet
Users
12/2013
Internet
Users
6/2014
Internet
Penetration
Growth
2000-­2014
Users %
Africa 1,125,721,038 4,514,400 297,885,898 26.5 % 6,498.6 % 9.8 %
Asia 3,996,408,007 114,304,000 1,386,188,112 34.7 % 1,112.7 % 45.7 %
Europe 825,824,883 105,096,093 582,441,059 70.5 % 454.2 % 19.2 %
Middle East 231,588,580 3,284,800 111,809,510 48.3 % 3,303.8 % 3.7 %
NA 353,860,227 108,096,800 310,322,257 87.7 % 187.1 % 10.2 %
LATAM 612,279,181 18,068,919 320,312,562 52.3 % 1,672.7 % 10.5 %
APAC 36,724,649 7,620,480 26,789,942 72.9 % 251.6 % 0.9 %
World
Wide
Internet
Stats

32. 32
World
Wide
Search
Engine
Market
Share
62.30%
19.82%
8.11%
7.68%

33. 33
Americas,Africa,
Western/Central Europe,
APAC
Google, Bing/Yahoo!
Eastern Europe
Google, Yandex, Seznam
Asia
Baidu, Yahoo! Japan,
Google, Daum, Sogou,
360
Search
Engines
by
Region
EASIER HARDER

34. 34
Naver
75%
Daum
15%
Google
10%
• Google “owns” 75% of top 30 internet using countries! If
you have limited resources, start there.
• Bing/Google parity makes it easier to expand into Bing
How
Do
I
Prioritize?
Yahoo!
Japan
60%
Google
40%
Baidu
60%
360
30%
Sogou
10%
Yandex
60%
Google
40%
4 Countries Google isn’t the Top Dog

35. Tidbits & Tested Tactics
across Regions

36. “The Most Effective Way To Do It Is…To Do It.”
Amelia Earhart

37. 37
Regional
Tips
&
Learnings

38. 38
• Canada isn’t just “US North”
• This is the EASIEST global expansion you can do
• They are generally used to toleratingAmerican websites,
content, and companies
• Canadians LOVE free shipping!
• 2 languages – English & Canadian French.
Canada

39. 39
Canada
Bilingual

40. 40
• Ireland ≠ UK! + 4-8% traffic by expanding targeting
• Germany, Austria, Switzerland ≠ same
• Germans value trust symbols & quality
• Be as “German” as possible!
• Swiss aren’t as price sensitive
• Dutch love saving money
• Netherlands and Belgium are a lingual stew
Western
&
Northern
Europe

41. 41
• French want lowest price – where is not as important
• French are prideful of their “Frenchness”
• Italians like classy, sophisticated brands & prefer formal
language
• LatinAmerican Spanish ≠ European Spanish
• Spain currently has 23% unemployment rate
• Scandinavians top video consumers & mobile users
• More mobile phones than people in Scandinavia!
Western
&
Northern
Europe

42. 42
• Sophisticated web users
• One of highest mobile using countries
• Vast distances, 2nd per capita Ecommerce spending
• Typically see higher CPCs
• Used to buying from foreign brands, but loyal to
Aussie/Kiwi brands
• Price sensitive, but often buy “local” for a little more $
• Australia’s economy might be headed into recession
Australia

43. 43
• Trust is critical
• Busier advertising
• Japanese are very loyal to Japanese brands
• Big video consumers
• Mobile shopping happens during commuting hours
• Japanese has 4 character sets – searches frequently mingle
EN & JP – keyword hybridization important
• Yahoo/Bing dominant
Japan

44. 44
Brazil, Russia, India, China
• Similar stages of economic development
• Currency issues in conversion against dollars
• Marketplaces drive most of ecommerce traffic
• Test careful geo-targeting around metropolitan cities
• B2B: always test English campaigns
• Local payment types especially important
• Rapid mobile traffic growth as smartphone penetration
increases exponentially
PPC
in…the
BRIC

45. Mistrakes

46. 46

47. 47
Online
Payment
Types
– Preferences
Canada
Norway
Denmark
Mexico
Brazil
UK
Sweden
Japan
China
Finland
France
Germany
Brazil
Global Payments, Cybersource, Digital River all have good resourcesfor
more research, often by vertical and specific card type

48. 48
Localization
YOUR BRAND
100%
Necessary!

49. 49
• Need keyword tool? - Try SEMRush solution -
semrush.com More than keyword tool. Indepth analysis!
Xenophobia
=
fear
of
outsiders
Fear
=
death
of
conversion
Do
not
try
to
impose
one
nation’s
keywords
and
advertising
phrases
on
another.
It
is
not
transferrable.

50. 50
• Segment by region, geo, incomes to conserve spend to
people who can and do buy, not simply curious or studying
English
• Deny Ad Impressions to people interested in your target
location… otherwise, disaster.
High, unexpected non-converting traffic from:
India for UK-targeted campaigns
Traffic from Indonesia or China when targeting Hong
Kong or Singapore. Also applies to Remarketing.
Targeting
is
paramount
Segmentation
is
Queen

51. 51
Targeting
is
paramount
Segmentation
is
Queen
X

52. 52
• Split Budgets cloud results and defy Analysis.
Do not split spend on multiple locations. Launch separate,
nationally-targeted campaigns. Track separately.
• If a lead-gen, trial or freemium model, track Conversions
and Cost Per Conversion. In some regions, many clicks
result, but never return revenue.
Targeting
is
paramount
Segmentation
is
Queen

53. 53
• Should include when you’re advertising in market
• Always include the accent-free version, too!
• Ad copy should contain proper umlaut, accent, etc.
Accents

54. 54
Campaign
Setting
Matches
Keywords
Keywords
Localized
Ads
Match LP
Language
Landing
Page
Language
Targeting
&
Hybridization
• Hybridization= when searchers combine languages when querying.
• Depends on country, but we see users hybridize queries in language
associatedwith vertical or product, then transact more exclusivelyin their
native language. Japanese modify,assimilate terms over time.
• Try testingthis with dual language targeting.

55. 55
Beyond
Landing
Pages
to
Conversion
Localize all pages and elements that are encountered by prospects at any stage
of the funnel:
• Landing Pages and split tests
• Contact Forms
• Success pages and Email confirmations
• Ratings, Reviews, Testimonials
• Trust Pages: About Us, Contact Us, Bios, Guarantees,Warranties,Privacy
Policies,Terms of Use
• Forms (Purchase, Payment Methods, Shipping Options)
• Receipts, Invoices,Notices
• Instructions,Directions,Tutorials
• Webinars, Blog Posts, Whitepapers, ebooks, Videos

56. Questions?

57. Thank You!
Michael Stricker
@radioms
http://semrush.com