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International PPC

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International PPC by Duane Brown

Veröffentlicht in: Marketing
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International PPC

  1. 1. International PPC @DuaneBrown #StateOfSearch
  2. 2. Duane Brown @DuaneBrown #StateOfSearch • Managed over 150 AdWords accounts in 10 years • Lived in Toronto, Melbourne, Sydney, London and Vancouver • Covered Americas, EMEA & APAC • ASOS, BBDO, Jack Wills, Telstra, startups and now Unbounce • Traveled to 90+ Cities & 39 Countries on 6 Continents
  3. 3. Agenda @DuaneBrown #StateOfSearch • Who Can Use This • Why Do Internationals • Problem • Opportunity • Solutions • Where are we today • Translation • Tips & Tricks
  4. 4. @DuaneBrown #StateOfSearch
  5. 5. Why Go International? @DuaneBrown #StateOfSearch
  6. 6. @DuaneBrown #StateOfSearch
  7. 7. Customer Demand @DuaneBrown #StateOfSearch
  8. 8. @DuaneBrown #StateOfSearch
  9. 9. @DuaneBrown #StateOfSearch
  10. 10. Problem @DuaneBrown #StateOfSearch
  11. 11. Problem @DuaneBrown #StateOfSearch AdWords Account: UK CampaignsCampaigns Ad GroupsAd Groups Ads & KeywordsAds & Keywords
  12. 12. Problem @DuaneBrown #StateOfSearch AdWords Account: UK, Canada, USA, Brazil, Australia & New Zealand CampaignsCampaigns Ad GroupsAd Groups Ads & KeywordsAds & Keywords
  13. 13. Problem #1 @DuaneBrown #StateOfSearch Wrong Strategy
  14. 14. Problem #2 @DuaneBrown #StateOfSearch Budget and converting customers
  15. 15. Opportunity @DuaneBrown #StateOfSearch
  16. 16. Opportunity @DuaneBrown #StateOfSearch Change Strategy
  17. 17. Opportunity @DuaneBrown #StateOfSearch Unlock Unmet Demand
  18. 18. Solution @DuaneBrown #StateOfSearch
  19. 19. Solution @DuaneBrown #StateOfSearch AdWords Account: UK, Canada, USA, Brazil, Australia & New Zealand CampaignsCampaigns Ad GroupsAd Groups Ads & KeywordsAds & Keywords
  20. 20. Solution @DuaneBrown #StateOfSearch AdWords Account: UK CampaignsCampaigns Ad GroupsAd Groups Ads & KeywordsAds & Keywords AdWords Account: USA Campaigns Ad Groups Ads & Keywords AdWords Account: CAD
  21. 21. One Size To Rule Them All @DuaneBrown #StateOfSearch
  22. 22. Conversion Rate HIGHER ROI Paid Search RMKT In- Market DSK Similar Audiences KCT Affinity Placements Topics YouTube @DuaneBrown #StateOfSearch
  23. 23. One More Thing… @DuaneBrown #StateOfSearch
  24. 24. Solution @DuaneBrown #StateOfSearch Global Account(s) • Non-Top 15 Countries • Focus on brand & competitor • Generic keywords
  25. 25. Solution @DuaneBrown #StateOfSearch Global Account(s) • Up and Coming Markets? • AdWords User + Geo report
  26. 26. Where We Are Today @DuaneBrown #StateOfSearch AdWords Account: UK CampaignsCampaigns Ad GroupsAd Groups Ads & KeywordsAds & Keywords AdWords Account: GEA Campaigns Ad Groups Ads & Keywords AdWords Account: GSA
  27. 27. Translation @DuaneBrown #StateOfSearch
  28. 28. Double Localization @DuaneBrown #StateOfSearch
  29. 29. Everyone Speaks English Right? @DuaneBrown #StateOfSearch Country / Languages 1st 2rd 3rd USA English Spanish Chinese England English Polish Punjabi Germany German English French or Latin Canada English French Spanish Luxembourg Luxembourgish French German
  30. 30. US English Globally @DuaneBrown #StateOfSearch UK English vs US English • In regions like Hong Kong & Australia; UK English is acceptable • In Philippines or India US English is preferred • In Canada, We like Canadian English
  31. 31. @DuaneBrown #StateOfSearch Translations ≠ Localization
  32. 32. Story Time @DuaneBrown #StateOfSearch Cookies
  33. 33. Localization Gone Wrong @DuaneBrown #StateOfSearch Cookies Biscuits
  34. 34. Localization: House @DuaneBrown #StateOfSearch Tenancy DepositBondSecurity Deposit
  35. 35. Localization Terms @DuaneBrown #StateOfSearch Country/ Term House Deposit Tops Sweat Bottoms French Fries Potato Chips Canada Security Deposit Tank Tops Sweatpants French Fries Potato Chips United Kingdom Bond Tanks Trackie (bottoms) Chips Crisps Australia Tenancy Deposit Singles Sweats or Tracky Hot Chips Potato Chips
  36. 36. Double Localization @DuaneBrown #StateOfSearch • Take English Ads and Keywords
  37. 37. Double Localization @DuaneBrown #StateOfSearch • Ask coworkers or a “translation” agency to localize for a local market
  38. 38. Double Localization @DuaneBrown #StateOfSearch • Take the new copy you’ve and take it to another agency or coworker to translate back to English
  39. 39. Double Localization @DuaneBrown #StateOfSearch • What does that new English ad or keyword say?
  40. 40. Double Localization @DuaneBrown #StateOfSearch • Was it the intent you had in mind?
  41. 41. Double Localization @DuaneBrown #StateOfSearch • If not, start the process over again… or get a new translation agency?
  42. 42. Double Localization @DuaneBrown #StateOfSearch - Take English Ads and Keywords - Ask coworkers or a “translation” agency to localize for a local market - Take the new copy you’ve and take it to another agency or coworker to translate back to English
  43. 43. Double Localization @DuaneBrown #StateOfSearch - What does that new English ad or keyword say? - Was it the intent you had in mind? - Maybe it’s time for a new translation agency?
  44. 44. Tips and Tricks @DuaneBrown #StateOfSearch
  45. 45. Google Showing Your Ads @DuaneBrown #StateOfSearch
  46. 46. Target All Languages @DuaneBrown #StateOfSearch
  47. 47. Holidays Around The World @DuaneBrown #StateOfSearch • Google Marketers Almanac = www.thinkwithgoogle.com/marketers-almanac/ Singles’ Day: China Double 12: China (Cyber Monday) Cyber Monday: Japan (December) Buen Fin: Mexico Lunar New Year: Hong Kong (Feb) Click Frenzy: Oz & New Zealand
  48. 48. Local Time/ Country @DuaneBrown #StateOfSearch • What time it is in each country? • Set AdWord accounts to local time zone. • Set global accounts to your HQ or office time zone.
  49. 49. Do Local Search @DuaneBrown #StateOfSearch China Russia South Korea
  50. 50. The End <> Questions? @DuaneBrown #StateOfSearch

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