driving international business through paid search marketing 051011

© 2011 Net Media Planet

Using Paid Search to build your international business

Sri Sharma, Managing DirectorOctober 2011


Award-winning paid search agency helping ambitious clients maximise the potential of their

online marketing

Net Media PlanetThe PPC People


A sample of our clientsWe have a wide portfolio of clients across multiple industries and geographies

© 2011 Net Media Planet4

“UK disposable income drops 7.9% year on year”

Source: Asda Income Tracker (September 2011)

“UK Economy slowed to 0.2% growth”

Source: ONS, GDP (Q2 2011)

“UK economy represents 2.98% of the World economy”

Source: EconomyWatch (2010)


Ecommerce Sales in Western Europe are rising faster than in the UK

5

B2C Ecommerce Sales in Western Europe*

Source: eMarketing (July 2011), *France, Germany, Italy, Spain in Billions


CustomerCompetitorsRegulatory & complianceOperations

International expansion challenges

x no. of Markets


Drive incremental international revenue

Build the international expansion business case


Simplify your choice of global advertising platforms


Google own 90% of the search market globally

Source: StatsCounter Global Stats, iResearch via Econsultancy (July 2010), Lenta.ru, Nielson online (May 2010) via Searchblog.asia

Global Search Engine market share


Google own 98% of the mobile search market globally

Source: StatsCounter Global Stats (July 2010) via Econsultancy,

Global Mobile Search Engine market share


Facebook dominates the global social network market

Source: Vincos.it (June 2011)

Social map of the world


Localise your marketing


On-site localisation improves conversion rate

13

Source: Net Media Planet clients

Conversion Rate

Indexed

English language site in £

Local language

bridge page with English

site

Localised site &

currency

1.0 1.2x 1.7x

© 2011 Net Media Planet15

“Autumn collection out

now”

“Fall collection out now”

+ 25% CR

Source: Net Media Planet (Retail)

Message localisation Even across English speaking

countries


Localisation in Germany

KeywordRich Germanic vocabulary - ensure the long tail is covered

MessagingGerman culture of quality - descriptive messaging encourages trustGerman culture of planning - promotions messaging scheduling

On-siteGerman culture of quality - rich descriptive content encourages trustConcerns of online fraud - provide payment methods including Giropay, direct bank transfer, cash on delivery


Drive incremental revenue


Source: Net Media Planet (Retail Client)


Successful strategyTargeting Expats


Non UK revenue grew from 2% to 6% in 2 yearsBusiness case proven to launch German brand and website

Results...


Build the international expansion business case


P&O Ferries DE

Objectives in 2005:

Gain strategic insightsExpand brand awarenessImprove direct response


Non-branded Paid Search strategy


Brand awareness grew through Paid Search

Brand impressions over time

2005 2006 2007 2008 2009 2010 2011

Brand impression

s

Years


Top 3 Takeaways...

Take an incremental approach Localise your marketingCall on experts to support your strategy


Thank youContact:

[email protected]

0203 008 8321

Twitter: @netmediaplanet @srisharma

Blog: netmediaplanet.com/blog

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