international ppc, the final frontier; dfwsem state of search 2015

#StateOfSearch #DFWSEM @ChristiJOlson

Voyages of the Starship Enterprise PPCA JOURNEY INTO INTERNATIONAL PAID SEARCH

State of Search 2015Christi Olson


Christi Olson, Captain P.P.C.• Founder iSEM Consulting • 10+ years marketing management• $100M+ annual PPC spend• Smart enough to not wear a Red Uniform

Professional Experience:

ScalabilityChallenges

Global Market ShareDifferences between SE’s


PLAN FOR SUCCES…


THINK IN TERMS OF SCALABILITY


DOES YOUR EXISTING STRUCTURE WORK?


THINK ABOUT LANGUAGE & MARKET LEVEL EXPANSIONS…


DOES YOUR EXISTING STRUCTURE WORK?

United States

Sales Training

Sales Training

Keywords Ads

Automotive Sales

Training

Keywords Ads

Closing Sales

Closing Techniques

Keywords Ads

Closing Methods

Keywords Ads

Negotiation

Negotiation Skills

Keywords Ads

Handling Objections

Keywords Ads


HOW. DO YOU. SCALE. GLOBAL COVERAGE?


TEAM MANAGEMENT - CENTRALIZED


TEAM MANAGEMENT - LOCALIZED

LATAM

EMEA

APAC

NA


CHOOSE A TEAM STRUCTURE THAT WORKS FOR THE SIZE OF YOUR ORGANIZATION AND THE INTERNATIONAL SCOPE


TEAM MANAGEMENT - HYBRID

LATAM

EUROPE

APAC

NA

ME + Africa

Challenges in International Search


CHALLENGE: TRANSLATION vs LOCALIZATION


CHALLENGE: YOUR SITE IS ONLY IN ENGLISH


GO BEYOND BASIC TRANSLATION

75%

Prefer Native Language

SitesData: 2014 Common Sense Advisory Survey 10 non-anglophone countries


ARE YOU MISSING SALES/LEADS?

55%

Only Purchase On Native Language

Siteshttp://www.clickz.com/clickz/column/2403681/choosing-the-right-localization-

partner


CHALLENGE: TRANSLATION vs LOCALIZATION


CHALLENGE: TRANSLATION vs LOCALIZATIONLocalization Services

Not all localization is created equal

FR-FR vs CA-FR vs CH-FR vs BE-FR

Still have to vet copy with a native speaker Think that the character limit is tough when you speak the language? Think again!


CHALLENGE: TRANSLATION vs LOCALIZATIONLocalization Service Limitations:

5 – 7 days turn around (standard) 3 – 5 days rush (2x costs)

Localization Cost:Minimum per Request CostMinimum Cost per LanguagePer Keyword/Word Unit Rate“Project Management Fee”


CHALLENGE: KEYWORDS ≠ TRANSLATED WORDS ≠ 1:1 relationship in translating keywords

“Think of keywords as "language codes" that represent a particular category or concept just in that one language.”

– Andy Atkins-Kruger


CHALLENGE: TRANSLATION vs LOCALIZATIONKey Lessons:

Create a translation repository for core terms / phrases

Find ways to “automate” with localized content

Create a feedback loop for translation issues

Ask how currency and dates are formatted by country


CHALLENGE: PAYMENT TYPES ACCEPTED WHY IS YOUR CVR SO LOW?

Brazil = Lay-away Payment Plans

Egypt = C.O.D


CHALLENGE: CURRENCY ISSUES


CHALLENGE: CURRENCY ISSUESHow do you handle non-USD transactions?How do you handle FX rate fluctuations?How does FX rate fluctuations impact reporting?Does your tool provider have a built in solution?


CHALLENGE: CURRENCY ISSUES

$ ¥ £ € ₡ ₦ ₱ ₮ Q: A Microsoft Surface is $1,500.

Assuming that the value is “1500” in other currencies, how do you write it across the globe?


CHALLENGE: HOW TO WRITING $ AMOUNTS$1,500 or $1500£1,500 incl. VAT1.500€ CHF 1.500 ink MwSt.1.500,00 kr1 500,00 ₽

Do you include or exclude taxes?


CHALLENGE: MOBILE


CHALLENGE: MOBILE Call Back Technology In

Countries With Higher Cost Cellular Services Can Significantly Affect

Revenue/Leads

@PPCKirk & @MichaelSchott


CHALLENGE: MOBILE Type of phone plans

Speed of mobile networks

Advanced or Limited?

THE GLOBAL LANDSCAPE

GOOGLE “OWNS” 75% OF SEARCH GLOBALLY


COUNTRIES WHERE GOOGLE ISN’T #1

DIFFERENCES IN INTERNATIONAL SEARCH

STEPPING OUTSIDE OF GOOGLE & BING


YANDEX.Direct


YANDEX.DirectAccount Structure Similar to

AdwordsAd Copy

Title = 33 charactersDescription = 75 characters

KeywordsNegatives at Ad GroupMatch Types?!?!?!?


YANDEXMatch Types


NAVER


NAVERClick Choice Ads

Ad Groups Only1000 KWDs/Ad GroupAd Copy applied at KWD

Each KWD get its own adExact Match OnlyNo Spaces in KWDs


NAVERClick Choice AdsBrand Search Ads

Minimum Ad SpendBrand ONLY KWDs30 KWDs Max / 25 Characters No Spaces in KWDs

1. Main Image2. Title & Description3. Additional Information 4. Detailed Images


NAVERClick Choice AdsBrand Search AdsShopping BoxUI 100% Korean!


BAIDU


BAIDU -> Tuiguang Similar to AdWords

Structure Rules (QS, Ranking, DKI,

Extensions, Remarketing) Tools

Traditional & Simplified Chinese


CLASSIC TEAM STRUCTURE


BAIDU -> Tuiguang Match Types

BroadExactNegatives

[Phrase-Core > Phrase-Synonym > Phrase-Exact]


BAIDU -> Tuiguang How Ads Display is Different

Mainline: 3 – 8 Ads Right Rail: Up to 8 Ads Bottom: Up to 3 Ads

Advanced Styled Ads w/Images


Yahoo JAPANYahoo! Japan ≠ Yahoo/BingYahoo! Japan ≠ Yahoo/Google


Yahoo JAPANThink of Ads in BYTES not

charactersKatakana = double byte

symbols

UI is in English!


YOUR MISSION PLAN Develop LOCALIZED content (on site, in ads!) Decide how to handle CURRENCY/FX

Product Pricing, Payment Types, Reporting, Optimization Determine Support Structure (Centralized/Localized/Hybrid)

Create Scalable Account Hierarchy Localize Keywords & Ad Copy

CREATE REPEATABLE SCALABLE PROCESSES


WE MADE IT TO THE END!

THANK YOU!

EXTRA FUNNIES IN CASE WE HAVE TIME

OR WHY YOU SHOULD ALWAYS REVIEW AD COPY & MESSAGING WITH A LOCAL

EPIC LOCALIZATION ERRORS IN HISTORY In which markets was the Chevy NOVA a flop?

Bonus Point: Why?

EPIC LOCALIZATION ERRORS IN HISTORYIn which markets was the Chevy NOVA a flop?

In Spanish No Va means “It Won’t Go”

EPIC LOCALIZATION ERRORS IN HISTORYWhich brand accidently translated their slogan in China to “Eat Your Fingers Off”

Finger Licking Good

EPIC LOCALIZATION ERRORS IN HISTORYParker Pens Spanish translation meant a little more…

EPIC LOCALIZATION ERRORS IN HISTORYParker Pens Spanish translation meant a little more…

It won’t leak in your pocket and [impregnate you/get you pregnant]

EPIC LOCALIZATION ERRORS IN HISTORYCoors, Turn it Loose:

Spanish Translation:¡¡Suéltate con Coors!!

“Get Diarrhea”

EPIC LOCALIZATION ERRORS IN HISTORYCome Alive! You’re the Pepsi generation.

In Japan…

Pepsi, Brings your Ancestors back from the grave

EPIC LOCALIZATION ERRORS IN HISTORY

In Africa, they use images of what the product is on the label

Disclaimer: Not made from real babies!

international ppc, the final frontier; dfwsem state of search 2015

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