International PPC

@DuaneBrown #StateOfSearch

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

Agenda

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• Who Can Use This• Why Do Internationals• Problem• Opportunity

• Solutions• Where are we today• Translation• Tips & Tricks

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Why Go International?

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Customer Demand

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Problem

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Problem

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AdWords Account: UK

CampaignsCampaigns

Ad GroupsAd Groups

Ads & KeywordsAds & Keywords

Problem

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AdWords Account: UK, Canada, USA, Brazil, Australia & New Zealand

CampaignsCampaigns

Ad GroupsAd Groups

Ads & KeywordsAds & Keywords

Problem #1

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Wrong Strategy

Problem #2

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Budget and converting customers

Opportunity

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Opportunity

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Change Strategy

Opportunity

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Unlock Unmet Demand

Solution

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Solution

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AdWords Account: UK, Canada, USA, Brazil, Australia & New Zealand

CampaignsCampaigns

Ad GroupsAd Groups

Ads & KeywordsAds & Keywords

Solution

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AdWords Account: UK

CampaignsCampaigns

Ad GroupsAd Groups

Ads & KeywordsAds & Keywords

AdWords Account: USA

Campaigns

Ad Groups

Ads & Keywords

AdWords Account: CAD

One Size To Rule Them All

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ConversionRate

HIGHERROI

PaidSearch

RMKT

In-Market

DSK

SimilarAudiences

KCTAffinity

Placements

Topics

YouTube

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One More Thing…

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Solution

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Global Account(s)

• Non-Top 15 Countries

• Focus on brand & competitor

• Generic keywords

Solution

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Global Account(s)

• Up and Coming Markets?

• AdWords User + Geo report

Where We Are Today

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AdWords Account: UK

CampaignsCampaigns

Ad GroupsAd Groups

Ads & KeywordsAds & Keywords

AdWords Account: GEA

Campaigns

Ad Groups

Ads & Keywords

AdWords Account: GSA

Translation

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Double Localization

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Everyone Speaks English Right?

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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

US English Globally

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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

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Translations

≠

Localization

Story Time

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Cookies

Localization Gone Wrong

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Cookies Biscuits

Localization: House

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Tenancy DepositBondSecurity Deposit

Localization Terms

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Country/Term

HouseDeposit Tops Sweat

BottomsFrenchFries

PotatoChips

Canada Security Deposit Tank Tops Sweatpants French Fries PotatoChips

UnitedKingdom Bond Tanks Trackie

(bottoms) Chips Crisps

Australia Tenancy Deposit Singles Sweatsor

Tracky Hot Chips PotatoChips

Double Localization

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• Take English Ads and Keywords

Double Localization

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• Ask coworkers or a “translation” agency to localize for a local market

Double Localization

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• Take the new copy you’ve and take it to another agency or coworker to translate back to English

Double Localization

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• What does that new English ad or keyword say?

Double Localization

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• Was it the intent you had in mind?

Double Localization

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• If not, start the process over again… or get a new translation agency?

Double Localization

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- 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

Double Localization

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- 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?

Tips and Tricks

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Google Showing Your Ads

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Target All Languages

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Holidays Around The World

@DuaneBrown #StateOfSearch• Google Marketers Almanac = www.thinkwithgoogle.com/marketers-almanac/

Singles’ Day: ChinaDouble 12: China (Cyber Monday)

Cyber Monday: Japan (December)

Buen Fin: Mexico

Lunar New Year: Hong Kong (Feb)

Click Frenzy: Oz & New Zealand

Local Time/ Country

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• What time it is in each country?

• Set AdWord accounts to local time zone.

• Set global accounts to your HQ or office time zone.

Do Local Search

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China Russia South Korea

The End <> Questions?

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