Does your ppc speak european?

Does your PPC speak
European?
Gianluca Binelli
Founder | Booster Box | @ktzstyle

Agenda
What we are discussing today
● What does European even mean?
● 5 Tactics:
○ Language Targeting
○ Currency Implications
○ Structure and Survive
○ Ad Testing in real life
○ Our BFF: the Search Term Report
Unless else specified images in this presentation are taken from pixabay.com
@ktzstyle

Who am I?
● 6.5y at Google
● Google Online Marketing (B2B in
EMEA)
● Advisor for Google Capital
● Booster Box
● Probably lowest amount of Twitter
followers than everyone else in this
room
@ktzstyle

What does European even mean?
Source: Yahoo Answers
@ktzstyle

Europe is crowded
Source: Wikipedia
Europe USA
742M
324M
Population by Region Another relaxing morning of
commuting
Multiple data point to a solid finding
@ktzstyle

and it is fragmented ...
● 50 Countries
● 24 Official Languages
● 11 Currencies
Source: Wikipedia
@ktzstyle

...very fragmented
Source: Plugsocketmuseum.nl
we cannot even agree on sockets
@ktzstyle

...but as an aggregate it is worth it
Source: WorldBank
GDP by time
@ktzstyle

...also from the agency side
Source: emarketer
Western Europe
Media Ad Spending
is almost
50%
North America
@ktzstyle

and it is (sometime) cheaper than US
Source: wordstream, economist @ktzstyle

There are 3 kinds of people in the world
People who already have a
Pan-European PPC Operation
People who do not have yet a
Pan-European PPC Operation
People who do have any
PPC Operation
@ktzstyle

What we are not discussing today
1. Planning and Goal Setting (How to identify the right market?)
2. What people want in different countries?
3. When are the seasonality peaks?
4. Setting up the team (Local vs Central)
5. Localization vs Translation
Interested about these questions?
Check out this great preso from Maddie Cary
@ktzstyle

5 Tactics to set up a Pan-EU Operation
1. Language Targeting
2. Currency Implications
3. Structure and Survive
4. Ad Testing in real life
5. Our BFF: the Search Term Report
@ktzstyle

Language Targeting
● Unlock less competitive traffic
● Deploy one simple tactic: secondary
language campaign
● Why? 3 reasons:
○ Language Minorities
○ Polyglotism
○ Migration Trends
Discover new portions of traffic with less competition
@ktzstyle

Reason #1: Language Minorities
Languages are not delimited by borders
● The EU has +60 indigenous regional
and minority languages, spoken
regularly by up to 40 million people.
● There are language minorities across
Europe and autonomous
communities (eg Catalan in Spain)
Source: wikipedia
@ktzstyle

Do you like coffee?
Yeah. We want
these beans too
The spillover effect of language minorities
@ktzstyle

Question: What is the most common mother
tongue in Europe?

Who wins the popularity contest?
Source: europa.eu, wikipedia
Funny fact: R
Pearson = .76
and at football? Germany
@ktzstyle

Question: What is the most widely spoken
language in Europe?

The most popular language: English (38%)
Source: europa.eu
Reason #2: Polyglotism
@ktzstyle

Reason #2: Polyglotism
Source: europa.eu
54% of Europeans can hold a conversation in at least one additional language,
(25%) two additional languages and (10%) in three languages
● Only 39% of Europeans are
saying they can communicate
online (Email, Twitter, FB) in a
foreign language.
● 26% of Europeans can do that in
English
@ktzstyle

So can we just keep it in English?
As an initial trial it could work, but conversion rate would probably increase with
localized version
Source: europa.eu
● 90% of European internet users
prefer to surf the internet in their
own language
● 44% feel they are missing
interesting information because web
pages are not in a language that
they understand.
@ktzstyle

● Migration is one of the key
components of population change
in Europe
● Both Intra EU Migrations and
Extra EU Migration
● 18.5 million persons who had
been born in a different EU
Member State from the one
where they were resident.
Reason #3: Migration
@ktzstyleSource: europa.eu

Conclusion: secondary languages
● Languages are not delimited by
borders
● 26% can hold a conversation in
English
● People move a lot in Europe (Intra-
Extra)
Example: Turkish speakers in Germany
@ktzstyle

What languages to target?
Guidelines looking at generic traffic volumes
What about my business? Look
also in your Google Analytics >
Audience > Language
@ktzstyle

What do we need to set it up
We need to localize 4 elements
● Keywords
○ Remember the negative keywords (typically the shared negative list)
● Ads
○ Do we need a local domain extension? Let SEO Decide and use Display URL
in the Ads
○ Even if the language is the same we can let the user know that we are
shipping to her country (eg works particularly well when you target autonomous
communities). Tip? Use Geo Ad Customizer
@ktzstyle

What do we need to set it up
We need to localize 4 elements
● Landing Pages & Funnel
○ Remember to update Pricing, Shipping Options and to use international
Payments methods. You might even want to include in your costs International
Shipping Insurance.
● Customer Service
○ Remember to clarify Your Hours of Operation within your Time Zone and to
switch on International Phone Numbers (or add your country code)
@ktzstyle

Oh Snap! I do not have localize assets
We can start in a scrappy manner
● Start with what we have (eg we have
campaigns in English, we can scale to IE,
UK)
● Countries where English is a secondary
language
● Create a Pan-European campaign in
English (good discovery campaign, then
localize)
Same Sunset: Scrappy vs Epic
@ktzstyle

How to set up language targeting?
● Case 1: The keys for a new market at
home - Create a Secondary Language
Campaign in a Domestic Market
● Example: UK Business can create
campaigns targeting Polish speakers in
the UK.
● Action: Create a new campaign
targeting the same market
(Geo: UK, Language:
Polish)
@ktzstyle

● Case 2: You found “more of your
tribe” abroad - Use your Primary
Language Campaign Abroad
● Example: UK Business create
campaigns targeting English
Speakers in Spain
● Action: Copy the existing campaign
and target the new market (Geo: ES,
Language:
English)
@ktzstyle

● Case 3: You already have an
international operation - Scale Up
● Example: Spanish Business operating
in France can scale to North Africa
● Action: Use all your Primary
Languages Campaigns in other
countries where that language is
spoken as secondary language, by
copying the existing campaign and
target new geographies
@ktzstyle

Currency Variations
Many currency = Many variations
@ktzstyleSource: google finance

Currency variations
● Retail Price
● Delivery Cost
● Bids and Budget
Fluctuations impact 3 elements
@ktzstyle

Bids and Budget
● Focus on big fluctuation (eg Brexit):
○ This is what probably most advertisers do
○ Do not panic (“I am going to open an account in a new currency!” is panic)
● Check currency variations periodically for reporting & budgeting purposes
(eg Weekly, Monthly,...)
● Include the currency fluctuations in your bidding system
(Daily or multiple times per day) Check this script from Brainlabs
Taking in consideration currency we could do 3 things (from High to Low Priority):
@ktzstyle

How to pick a currency
● Local or Home Currency: Example: US Advertiser (USD) targeting France (EURO) on
an industry where competition bid in EURO
○ Local Currency: If account is set in EURO then: Reporting/Budgeting
challenge
○ Home Currency: If account is set in USD then: Bidding challenge
● If you are lucky enough to have found cheap targeting method (around $0.01): you
could take advantage of other currencies (eg if you bid in Romanian Leu)
@ktzstyleSource: google finance

What structure should I pick?
● Forget to separate: We need (at least) new separate
campaign (there are no reason to use international bids
modifiers)
● Forget to take in consideration that we are serving
multiple Time Zones, that we have Multiple Budgets
and Multiple Currencies
Errors to avoid when picking a new structure
@ktzstyle

What is the ideal structure?
Type PRO CON
In the existing
account(s)
Simple and easy
to control budget
allocation at
product line /
category level
Only works with
(relatively) simple
structures
One account for
each language
group
Easier to scale
intra-language
learnings
Confusing if the
language groups have
different market
condition (eg CPCs ES
vs LATAM)
One account for
each country
You could use
different
Currency (if you
really really want
it) & Time Zones
A lot of work to scale
cross country learnings
Where ideal means “as painless as possible”
@ktzstyle

How to survive
● Campaign Name
○ Type of Campaign | SubType | Country | Language
● AdGroup Name
○ Match Type | Keyword in English | Variation
● Shared Negative Lists
○ Brand protection
Define a structure and naming convention and stick to it
Eg. when you can
translate the word X in
english in 2 variations
in French and you still
want to keep a 1:1
structure
@ktzstyle

Bonus tips #1
Take in account different
holidays
(eg in Israel weekends are
Friday to Saturday)
when setting daily bidding
Sunday is the new Monday in Tel Aviv
@ktzstyle

Bonus tips #2
Additional Character Limit
Google AdWords allows using
additional characters on the Title
and Description for ads targeting
Eastern European (eg RU) and
Asian Countries (eg JP)
details
@ktzstyle

Bonus tips #3
● Take into account different
demographics
● Low internet penetration: check
ad scheduling
(Workplace = the internet access)
● Device usage
(Mobile Only markets)
@ktzstyle

Bonus tips #4
● Identify incremental portions
of traffic with Greeklish
● = Greek language written
using the Latin alphabet:
○ English: Good Morning
○ Greek: Καλημέρα
○ Greeklish: Kalimera
@ktzstyle

Ad Testing
Challenges with international Ad Testing
● Challenge #1: How do you know
that what works in a market would
work everywhere?
● Challenge #2: How to make sure
to reflect the key messages in the
localization?
● Challenge #3: How to maintain a
consistent product positioning?
@ktzstyle

Ad Testing: Challenge #1
How do you know that what works in a market would work elsewhere?
Let’s say we found that saying “Start Today!” increase CTR by 10% vs the
existing ad “Start Now!” in UK. Can we scale it to Europe?
● Option 1: We just roll it out and pray for the best
● Option 2: We replicate the test until we have a statistically significant result at
Regional level
● Option 3: We test it everywhere until we are sure it works in every single
country
@ktzstyle

We replicate the test until we have a statistically significant result? How
to select the sample
● Option 2 a): Divide the countries by tiers (for revenue contribution) and
replicate the testing in each tier
● Option 2 b): Divide the countries by cultural similarities (eg German speaking,
Nordics, France-Italy-Spain, etc..) and replicate the testing in each tier
● Option 2 c): We test it everywhere as a limited portion of traffic (eg 5% of
traffic)
@ktzstyle

What if you still get inconsistent results
Country Winning Copy
UK Start Today!
FR Start Now
PL Start Today!
DE Start Today!
ES Not a relevant difference
@ktzstyle

Summary
● Use multiple markets in your advantage
● Big = Fast
You would reach conclusions in less time in bigger countries
● Avoid Overload
Avoid concentrating too many tests in the same countries (prioritize for non urgent
test smaller countries)
● Be Your Travel Personality
Far from home sometimes you can dare to be someone else: dare to test new
products, new pricing methods, new product positioning.
@ktzstyle

How to make sure to reflect the key messages in the localization?
In general for localizing you have 3 options:
● Option 1: Machine based (eg Google Translate)
● Option 2: Contractor
● Option 3: PPC Specialist with Language Skill
SPEND TIME
EXPLAINING WHY AND
WHAT YOU ARE
TESTING
@ktzstyle

How to maintain a consistent product positioning?
Once a quarter stop testing and do a
“meditation week of realignment”
where you scale everywhere the
learnings you developed
(Ads and KWs)
Stop the engine
@ktzstyle

Search terms reports are daunting
When you are running it across multiple languages
First we setup (even a basic) automation
● Define what is a good / bad keyword
● Example of thresholds:
○ IF Impressions > 1000 and CTR >1% and CR >3% and Conversions > 5 in
the last 30 days = THEN Good Performance
○ IF Cost > 100$ and Conversions = 0 in the last 30 days = THEN Poor
Performance
● Automate the STR (example: Script from Google Developers)
@ktzstyle

Extinguish the fire
Poorly Performing Keyword? you do not need to know what it means to
exclude it
@ktzstyle

Process for scaling up
Good Performing Keywords and Negative Root need localization
STR
Google
Sheet
Good
KWs
Bad
KWs
Exclude
Evaluate
Google
Sheet
RULES
CAN WE ALSO
EXCLUDE THE
ROOT KW?
DO WE HAVE
A LANGUAGE
SPECIALIST?
YES
NO
=
GOOGLETRANSLATE
(text, [source_language,
target_language])
=
GOOGLETRANSLATE
(text, [source_language,
target_language])
DO WE HAVE
A LANGUAGE
SPECIALIST?
YES
NO
EMAIL ALERT
CAN WE ADD
AS POSITIVE
KW?
EMAIL ALERT
@ktzstyle

Agenda
What we discussed today
● What does European even mean?
● 5 Tactics:
○ Language Targeting
○ Currency Implications
○ Structure and Survive
○ Ad Testing in real life
○ Our BFF: the Search Term Report
Unless else specified images in this presentation are taken from pixabay.com
@ktzstyle

binelli@boosterboxdigital.com
Gianluca Binelli
Founder | Booster Box | @ktzstyle

Does your ppc speak european?

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