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. Agenda
@DuaneBrown #StateOfSearch
• Who Can Use This
• Why Do Internationals
• Problem
• Opportunity
• Solutions
• Where are we today
• Translation
• Tips & Tricks
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
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. 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
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
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. 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.
50. The End <> Questions?
@DuaneBrown #StateOfSearch
Notes de l'éditeur
My Bio
Agenda
Before I begin I want to frame this problem because if we all look out a window and see something different, then you might not think this talk will be geared towards you. Coming from B2C and now working in B2B, this talk on international PPC and how to grow you brand can work for each sector as long as you have global appeal and want to make more money.
In 2016, with 3.4 billion people accessing the internet every day, internationalization is more important than ever: consumers are borderless and “always on.”
In 2015, ecommerce retail sales reached $2 trillion and its growth was three times faster than that of brick-and-mortar retail.
Brands will start off in one country and because of wanting to make their life easy…
They will keep the one AdWords account that they were using to promote the company and add in the next countries they want to expand their business in. Unbounce was like this as well… we had the top 15 countries we do business in all in one AdWords account.
Having only one AdWords account meant we couldn’t understand the local differences for our brand and product in each country. It always meant learning two hard lessons …
1) We focused on the wrong strategy. I find most brands who build their accounts and campaigns this way are looking to make their lives easier.
2) Our budget was getting used up in EMEA and APAC before we got to USA and thus missing out on converting customers
My first step to fix this was change our strategy…and regarding paid media with the business and company.
…and unlock unmet demand in our AdWords accounts
Instead of having a standard single AdWords accounts..we gave each country their own AdWords account. Which looked like this….
Our account structure looks more something like this. This meant giving each country their own AdWords account and budget for testing. Over the next 3 months I broke out each country into their own AdWords account and started to understand how each market was unique & different: ads, keywords, conversion times, devices. I rather spend my running my search machine to grow our business then build customer reports to understand how multiple countries in one AdWords accounts performing.
One size never fit all in market not today and not 100 years ago. The subtle differences in each market is what makes our jobs fun and exciting.
Google Opportunities .. knowing what ads, keywords and content is working in each market is key to profitable growth.
Launching a global accounts.The trick that has maintained our growth and something I don’t see a lot of brands do is have a global AdWords account. At the end of the summer I added a 16th AdWords account targeted all countries outside of our top 15 countries across all languages. This 16th account is what really helped maintain our 30% growth rate. Focusing on just brand terms and then growing the profitable account to include our main generic terms
The global account also helped my company understand which are our up and coming countries we should keep an eye on, which are the counties that show an increase in revenue, high MRR and a low churn rate.
This meant figuring out what keywords I could grow in each market and be profitable in. I could also start to localize each AdWords account with ads and keywords in the native language for each country. Localization wasn’t easy but once we put a process in place, we started to reap the benefits of local ads with lower CPCs and CPAs for each paying customer I signed up.
