international biddable media
TRANSCRIPT
© Search Laboratory Ltd 2015. All rights reserved.Leeds T: +44 113 212 1211London T: +44 207 147 9980
International Biddable Media
Email:
Tel:
Web: www.searchlaboratory.com
Twitter: @searchlabs
Contact details
Pete WhitmarshHead of Paid Media
Former professional poker player
BSc Mathematics
Picture of presenter
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Biddable media?
Paid search
Display
Social
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Paid Search
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Why use paid search?Immediate exposure
Verify the need for SEO
Great platform for testing
Relatively low cost
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Average click costs
Austra
liaBra
zil
Franc
e
German
yInd
ia
Indon
esia
Japa
nKor
ea
Mexico
Russia
Saudi
Arabia UK
USA0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
CPC (normalised)
Source: Wordstream#SLIDMC
Before even entering a market…Learn which search engines you need to be on
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Before even entering a market…Do some searches
Work out the competition
Use search volume data to verify the opportunity
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Which markets to enterA
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Which markets to enterA
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Why don’t people buy from foreign countries?
Australia Brazil China France Germany India Indonesia Japan South Korea Mexico RussiaUnited Kingdom USA0%
10%
20%
30%
40%
50%
60%
What would prevent people from making purchases online from foreign countries?
It has never occurred to me I assume it's more expensiveI assume returns would be difficult / costly
Source: Consumer Barometer
Where to start…
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Keyword localisationDo not just try and translate keywords
People search in different ways
Direct translation will lead to you missing loads of terms
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rental cacar rentalrent a carrent carhired carcar rentalrent carcar rental agencycar rentalcar rentalcar rental
Get the keywords right
mietwagen
autovermietungauto mietenleihwagenmietautoautoverleihpkw mietenautovermieterauto verleihpkw vermietung
pkw verleih
Translate
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Get the keywords rightKeywords can be ambiguous!
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Ads
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Cultural considerationsDifferent cultures respond very differently to different messages
Get 50% off – buy now! Designed
and manufactured in the UK!Great gifts
for Christmas!
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Display & Social
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Why use display advertising?Build a brand
New product launch
Visual / interactive
Target a specific subset of people
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Considerations
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AudiencesYour audience may be totally different
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Data
May be more limited data in other countries
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Publisher websitesNeed to build whitelists / blacklists for each country
Review placements individually
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Your brandYou may be perceived differently overseas
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Website considerations
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Devices
Australia Brazil China FranceGermany India Indonesia Japan Korea Mexico Russia UK USA0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Smartphone penetration vs purchases on smartphone
Penetration Purchased
Source: Our Mobile Planet
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Landing pagesMore than just translation needed– Fields in forms– Correct payment
options– Images– Seasonality– General layout and
busyness
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Website localisation
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Website localisation
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Where it goes wrong
“Finger lickin’ good”
“Turn it Loose”
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A lot of people get this wrong
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SummaryThere are a lot of ways to get this wrong
Be very careful
Start with baby steps and grow from there
Don’t be afraid to try
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Questions
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