#StateOfSearch #DFWSEM @ChristiJOlson
Voyages of the Starship Enterprise PPCA JOURNEY INTO INTERNATIONAL PAID SEARCH
State of Search 2015Christi Olson
#StateOfSearch #DFWSEM @ChristiJOlson
#StateOfSearch #DFWSEM @ChristiJOlson
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
#StateOfSearch #DFWSEM @ChristiJOlson
PLAN FOR SUCCES…
#StateOfSearch #DFWSEM @ChristiJOlson
THINK IN TERMS OF SCALABILITY
#StateOfSearch #DFWSEM @ChristiJOlson
DOES YOUR EXISTING STRUCTURE WORK?
#StateOfSearch #DFWSEM @ChristiJOlson
THINK ABOUT LANGUAGE & MARKET LEVEL EXPANSIONS…
#StateOfSearch #DFWSEM @ChristiJOlson
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
#StateOfSearch #DFWSEM @ChristiJOlson
HOW. DO YOU. SCALE. GLOBAL COVERAGE?
#StateOfSearch #DFWSEM @ChristiJOlson
TEAM MANAGEMENT - CENTRALIZED
#StateOfSearch #DFWSEM @ChristiJOlson
TEAM MANAGEMENT - LOCALIZED
LATAM
EMEA
APAC
NA
#StateOfSearch #DFWSEM @ChristiJOlson
CHOOSE A TEAM STRUCTURE THAT WORKS FOR THE SIZE OF YOUR ORGANIZATION AND THE INTERNATIONAL SCOPE
#StateOfSearch #DFWSEM @ChristiJOlson
TEAM MANAGEMENT - HYBRID
LATAM
EUROPE
APAC
NA
ME + Africa
Challenges in International Search
#StateOfSearch #DFWSEM @ChristiJOlson
CHALLENGE: TRANSLATION vs LOCALIZATION
#StateOfSearch #DFWSEM @ChristiJOlson
CHALLENGE: YOUR SITE IS ONLY IN ENGLISH
#StateOfSearch #DFWSEM @ChristiJOlson
GO BEYOND BASIC TRANSLATION
75%
Prefer Native Language
SitesData: 2014 Common Sense Advisory Survey 10 non-anglophone countries
#StateOfSearch #DFWSEM @ChristiJOlson
ARE YOU MISSING SALES/LEADS?
55%
Only Purchase On Native Language
Siteshttp://www.clickz.com/clickz/column/2403681/choosing-the-right-localization-
partner
#StateOfSearch #DFWSEM @ChristiJOlson
CHALLENGE: TRANSLATION vs LOCALIZATION
#StateOfSearch #DFWSEM @ChristiJOlson
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!
#StateOfSearch #DFWSEM @ChristiJOlson
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”
#StateOfSearch #DFWSEM @ChristiJOlson
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
#StateOfSearch #DFWSEM @ChristiJOlson
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
#StateOfSearch #DFWSEM @ChristiJOlson
CHALLENGE: PAYMENT TYPES ACCEPTED WHY IS YOUR CVR SO LOW?
Brazil = Lay-away Payment Plans
Egypt = C.O.D
#StateOfSearch #DFWSEM @ChristiJOlson
CHALLENGE: CURRENCY ISSUES
#StateOfSearch #DFWSEM @ChristiJOlson
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?
#StateOfSearch #DFWSEM @ChristiJOlson
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?
#StateOfSearch #DFWSEM @ChristiJOlson
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?
#StateOfSearch #DFWSEM @ChristiJOlson
CHALLENGE: MOBILE
#StateOfSearch #DFWSEM @ChristiJOlson
CHALLENGE: MOBILE Call Back Technology In
Countries With Higher Cost Cellular Services Can Significantly Affect
Revenue/Leads
@PPCKirk & @MichaelSchott
#StateOfSearch #DFWSEM @ChristiJOlson
CHALLENGE: MOBILE Type of phone plans
Speed of mobile networks
Advanced or Limited?
THE GLOBAL LANDSCAPE
GOOGLE “OWNS” 75% OF SEARCH GLOBALLY
#StateOfSearch #DFWSEM @ChristiJOlson
#StateOfSearch #DFWSEM @ChristiJOlson
#StateOfSearch #DFWSEM @ChristiJOlson
COUNTRIES WHERE GOOGLE ISN’T #1
DIFFERENCES IN INTERNATIONAL SEARCH
STEPPING OUTSIDE OF GOOGLE & BING
#StateOfSearch #DFWSEM @ChristiJOlson
YANDEX.Direct
#StateOfSearch #DFWSEM @ChristiJOlson
YANDEX.DirectAccount Structure Similar to
AdwordsAd Copy
Title = 33 charactersDescription = 75 characters
KeywordsNegatives at Ad GroupMatch Types?!?!?!?
#StateOfSearch #DFWSEM @ChristiJOlson
YANDEXMatch Types
#StateOfSearch #DFWSEM @ChristiJOlson
NAVER
#StateOfSearch #DFWSEM @ChristiJOlson
NAVERClick Choice Ads
Ad Groups Only1000 KWDs/Ad GroupAd Copy applied at KWD
Each KWD get its own adExact Match OnlyNo Spaces in KWDs
#StateOfSearch #DFWSEM @ChristiJOlson
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
#StateOfSearch #DFWSEM @ChristiJOlson
NAVERClick Choice AdsBrand Search AdsShopping BoxUI 100% Korean!
#StateOfSearch #DFWSEM @ChristiJOlson
BAIDU
#StateOfSearch #DFWSEM @ChristiJOlson
BAIDU -> Tuiguang Similar to AdWords
Structure Rules (QS, Ranking, DKI,
Extensions, Remarketing) Tools
Traditional & Simplified Chinese
#StateOfSearch #DFWSEM @ChristiJOlson
CLASSIC TEAM STRUCTURE
#StateOfSearch #DFWSEM @ChristiJOlson
BAIDU -> Tuiguang Match Types
BroadExactNegatives
[Phrase-Core > Phrase-Synonym > Phrase-Exact]
#StateOfSearch #DFWSEM @ChristiJOlson
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
#StateOfSearch #DFWSEM @ChristiJOlson
Yahoo JAPANYahoo! Japan ≠ Yahoo/BingYahoo! Japan ≠ Yahoo/Google
#StateOfSearch #DFWSEM @ChristiJOlson
Yahoo JAPANThink of Ads in BYTES not
charactersKatakana = double byte
symbols
UI is in English!
#StateOfSearch #DFWSEM @ChristiJOlson
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
#StateOfSearch #DFWSEM @ChristiJOlson
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!