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International PPC
@DuaneBrown #StateOfSearch
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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
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Agenda
@DuaneBrown #StateOfSearch
• Who Can Use This• Why Do Internationals• Problem• Opportunity
• Solutions• Where are are today• Translation• Tips & Tricks
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@DuaneBrown #StateOfSearch
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Why Go International?
@DuaneBrown #StateOfSearch
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@DuaneBrown #StateOfSearch
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Customer Demand
@DuaneBrown #StateOfSearch
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@DuaneBrown #StateOfSearch
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@DuaneBrown #StateOfSearch
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Problem
@DuaneBrown #StateOfSearch
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Problem
@DuaneBrown #StateOfSearch
AdWords Account: UK
CampaignsCampaigns
Ad GroupsAd Groups
Ads & KeywordsAds & Keywords
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Problem
@DuaneBrown #StateOfSearch
AdWords Account: UK, Canada, USA, Brazil, Australia & New Zealand
CampaignsCampaigns
Ad GroupsAd Groups
Ads & KeywordsAds & Keywords
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Problem #1
@DuaneBrown #StateOfSearch
Wrong Strategy
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Problem #2
@DuaneBrown #StateOfSearch
Budget and converting customers
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Opportunity
@DuaneBrown #StateOfSearch
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Opportunity
@DuaneBrown #StateOfSearch
Change Strategy
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Opportunity
@DuaneBrown #StateOfSearch
Unlock Unmet Demand
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Solution
@DuaneBrown #StateOfSearch
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Solution
@DuaneBrown #StateOfSearch
AdWords Account: UK, Canada, USA, Brazil, Australia & New Zealand
CampaignsCampaigns
Ad GroupsAd Groups
Ads & KeywordsAds & Keywords
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Solution
@DuaneBrown #StateOfSearch
AdWords Account: UK
CampaignsCampaigns
Ad GroupsAd Groups
Ads & KeywordsAds & Keywords
AdWords Account: USA
Campaigns
Ad Groups
Ads & Keywords
AdWords Account: CAD
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One Size To Rule Them All
@DuaneBrown #StateOfSearch
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ConversionRate
HIGHERROI
PaidSearch
RMKT
In-Market
DSK
SimilarAudiences
KCTAffinity
Placements
Topics
YouTube
@DuaneBrown #StateOfSearch
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One More Thing…
@DuaneBrown #StateOfSearch
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Solution
@DuaneBrown #StateOfSearch
Global Account(s)
• Non-Top 15 Countries
• Focus on brand & competitor• Generics keywords
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Solution
@DuaneBrown #StateOfSearch
Global Account(s)
• Up and Coming Markets?
• AdWords User + Geo report
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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
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Translation
@DuaneBrown #StateOfSearch
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Double Localization
@DuaneBrown #StateOfSearch
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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
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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
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@DuaneBrown #StateOfSearch
Translations
≠
Localization
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Story Time
@DuaneBrown #StateOfSearch
Cookies
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Localization Gone Wrong
@DuaneBrown #StateOfSearch
Cookies Biscuits
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Localization: House
@DuaneBrown #StateOfSearch
Tenancy DepositBondSecurity Deposit
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Localization Terms
@DuaneBrown #StateOfSearch
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
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Double Localization
@DuaneBrown #StateOfSearch
• Take English Ads and Keywords
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Double Localization
@DuaneBrown #StateOfSearch
• Ask a coworkers or a “translation” agency to localize for a local market
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Double Localization
@DuaneBrown #StateOfSearch
• Take the new copy you’ve and take it to another agency or coworker to translate back to English
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Double Localization
@DuaneBrown #StateOfSearch
• What does that new English ad or keyword say?
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Double Localization
@DuaneBrown #StateOfSearch
• Was it the intend you had in mind?
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Double Localization
@DuaneBrown #StateOfSearch
• If not, start the process over again… or get a new translation agency?
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Double Localization
@DuaneBrown #StateOfSearch
- Take English Ads and Keywords
- Ask a 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
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Double Localization
@DuaneBrown #StateOfSearch
- What does that new English ad or keyword say?
- Was it the intend you had in mind?
- Maybe it’s time for a new translation agency?
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Tips and Tricks
@DuaneBrown #StateOfSearch
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Google Showing Your Ads
@DuaneBrown #StateOfSearch
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Target All Languages
@DuaneBrown #StateOfSearch
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Holiday’s 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
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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.
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Do Local Search
@DuaneBrown #StateOfSearch
China Russia South Korea
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The End <> Questions?
@DuaneBrown #StateOfSearch