plunging into new markets: social, mobile, and international ppc
DESCRIPTION
Google AdWords is the leading PPC network on the web, however there are some great alternatives out there to plunge your ad dollars into. Have you considered international PPC or trying out advertising on social media like Twitter and Facebook? Discover how you could get into other markets, why you should consider them, and the difference in advertising in other countries versus the United States. In the presentation, experts from Nanjing Marketing Group and Hanapin Marketing discuss best practices and tactics for international, social, and mobile PPC. You’ll get expert-level PPC tips like: *How to set-up advertising accounts in other markets *Best practices for advertising on mobile, social, and international platforms *Difference of advertising on social and mobile in US versus internationalTRANSCRIPT
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Plunging Into New Markets: Social, Mobile, and International PPC
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Presenters
• Tait Lawton– Founder at Nanjing Marketing Group
– Guest Blogger on PPC Hero
– @TaitLawton
• Eric Couch– Senior Account Manager at Hanapin Marketing
– Blogger on PPC Hero
– @ecouch11
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Live Poll Question #2
How do you manage your account(s)?#thinkppc
a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.
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China is big! (In case you didn’t know…)
USA – 250M Internet Users China – 600M+ Internet Users
Sources: http://commons.wikimedia.org/wiki/File:USA_Flag_Map.png and http://commons.wikimedia.org/wiki/File:Flag-map_of_the_People%27s_Republic_of_China.svg
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And the world is even bigger!
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But foreign places are confusing!
WTF!!
Source: http://bitsandpieces.us/2014/06/03/wall-outlets-from-around-the-world/
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And the competition is fierce!
OMG!!
Source: http://www.mlnariklaw.com/blog/law/tag/chinese-customs/
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How do I even get started?
• Where can I advertise?
• How do I translate my site?
• And who the heck is that guy?! (In other words, what if I don’t understand local culture well enough?)
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3 Keys to Marketing Success Abroad
1. Promotions (bring people to your website)
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3 Keys to Marketing Success Abroad
1. Promotions (bring people to your website)
2. Content (allow people to learn about your product, brand)
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3 Keys to Marketing Success Abroad
1. Promotions (bring people to your website)
2. Content (allow people to learn about your product, brand)
3. Communication (provide support and human connection)
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Example – www.Enerac.com
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Example – www.Enerac.com
• Sells gas analyzers.
• American business, English-language website. (Typical for us).
• Considering PPC marketing in China.
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China search: Baidu #1, Qihoo #2
Which search engine should we use?
• Baidu has ~55% market share.
• Qihoo (360) has ~30% market share.
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China search: Sogou #3
• Sogou has ~13% market share.
• Google’s market share in China reported at <1%.
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China search: e-commerce & mobile
• Searchers may go directly to Taobao when they intend to purchase B2C.
• Mobile search competition hot.
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Enerac – Baidu first
• For most cases, we go Baidu first.
• Baidu has highest search volumes.
• Fits our experience.
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Enerac – Baidu is Competitive!
Many competitors!
Shaded areasshow PPC ads.
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“Are Baidu and other SEs like Google?”
The good news – much is the same.
1. Campaignstructure
Source: http://www.ppchero.com/it-might-be-time-to-revisit-your-accounts-structure/
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“Are Baidu and other SEs like Google?”
2. Compete to show on SERPs.
Source: http://www.nanjingmarketinggroup.com/blog/baidu/anatomy-baidu-search-results-page
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PPC marketing fundamentals apply
PPC marketing fundamentals are the same everywhere:1. Research first.2. Analyze from keyword to purchase.3. Maintain search ‘scent’.4. Etc.
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Much is different too…
Baidu CTRs can be sky high.
• 1%?• 3%?• 10%?• 30%?• It’s all normal!
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Much is different too…
Other ad formats – in-ad-image
Source: http://www.nanjingmarketinggroup.com/blog/baidu/anatomy-baidu-search-results-page
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Much is different too…
Trust symbols
Source: http://www.nanjingmarketinggroup.com/blog/baidu/anatomy-baidu-search-results-page
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Much is different too…
Other adproducts– ‘Brand Zone’
Source: http://www.nanjingmarketinggroup.com/blog/baidu/anatomy-baidu-search-results-page
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Setup Takes Longer
• Google setup = quick & easy.
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Setup Takes Longer
• Google setup = quick & easy.• Baidu setup is a bit tougher• Some paperwork• A week or two
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3 More Baidu Recommendations
1) Use Google Analytics and Baidu Tongji.
Why?• Admit it, you love Google Analytics.• Baidu Tongji allows simpler
integration.
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3 More Baidu Recommendations
2) Watch out for reseller problems.
• Baidu’s min. deposit is 5,000 CNY. • You should have access to the
account.• You should have invoices.• They should know how to work
with foreign companies.
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3 More Baidu Recommendations
3) Don’t assume what a PPC expert is abroad. In China, I see 3 types:
1. Marketers (Like HeroConf nerds.)2. Technicians.3. Salespeople.
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Content Creation
Two common questions:1. How should we translate content?2. Should we make a landing page, full
website, something else…?
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Translation tips…
Don’t think aboutGoogle translate!
Ex: “What To DoWhen Your DisplayCampaign LosesVolume”
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Translation tips…
Becomes:
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Translation tips…
Reasonable quality levels:1. Have a freelance translator create
understandable content.
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Translation tips…
Reasonable quality levels:1. Have a freelance translator create
understandable content.2. Have a small team create
publishable-quality content.
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Translation tips…
Reasonable quality levels:1. Have a freelance translator create
understandable content.2. Have a small team create
publishable-quality content.3. Have a marketing/writing team
create persuasive content.
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Which content to create?
Landing pages still work!
Source: http://cn.gkfx.com/lp/forex_benefits
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Which content to create?
Landing page benefits:• Great for testing.• Higher conversion rate (sometimes).• Cheaper than translating full
website.• Underused in some niches.
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Which content to create?
A full website
Source: http://www.toshiba.com.cn/index.html
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Which content to create?
Benefits of a full website:1. Provide comprehensive info.2. Best for inbound marketing.
But is most expensive option.
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Which content to create?
Translate some content.Like the products relevant to the Chinese market.
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Which content to create?
Create some content.• Like the homepage.• Or new landing page.• Or a FAQ based on
Chinese inquiries.
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Which content to create?
Omit some content.• Like products not supported in
China.• Or US-specific regulations.
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Communication
Don’t forget…
you’ll need to be able to speak to your customers in their language too.
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Customer Support #1 Tip
And the advice most-ignored by Western companies is… (drum role)
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Top Customer Support Tip
And the advice most-ignored by Western companies is… (drum role)
Add real-time customer support to your site!
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Enerac – Customer Support
Enerac alreadydoes this.
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Sales / Customer Support Tips
Real-time customer support:1. Is expected.2. Helps with trust.3. Is a great way to get more
feedback.
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Live Poll Question #3
#3 – Poll: Which International regions are you or your clients planning to enter?
a) Chinab) Other Asian countriesc) Europed) Africae) South America
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Advertising Abroad
So you’re not interested in advertising in China?
Then what about advertising in…
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Advertising Abroad
Australia?
Then you should probably use Google.
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Advertising Abroad
Canada?
Then you should probably use Google.
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Advertising Abroad
The EU & United Kingdom?
Then you should probably use Google.
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Advertising Abroad
South America?
Then you should probably use Google.
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Advertising Abroad – The Point
Google is the market leader across the globe. On both Desktop…
Source: netmarketshare.com, September 2014.
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Advertising Abroad – The Point
… and in Mobile.
Source: netmarketshare.com, September 2014.
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Advertising Abroad – The Point
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Advertising Abroad – The Point
Basically, if you’re familiar with AdWords, you already have the tools to advertise internationally via Campaign-level geotargeting.
Just not in China.
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Advertising Abroad - Tips
Just two points to remember:
1. You’re responsible for translating your ad copy.
2. Your keywords need to be translated as well.
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Advertising Abroad - Tips
And not just translated by Google Translate.
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What Not to Do
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Why Go Mobile?
Speaking at SMX West last week Google’s Matt Cutts said that he “wouldn’t be surprised” if mobile search exceeded desktop queries this year.
- Search Engine Land, 3/17/14
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Why Go Mobile?
Everyone is predicting that Mobile search traffic will outpace Desktop traffic globally this year or the next.
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Like These Guys
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And These Guys
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Or These Guys
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Why Go Mobile?
They’re also predicting the same thing of Mobile ad spend.
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Why Go Mobile?
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Why Go Mobile?
Users are using Mobile devices more than ever- even if you’re not advertising to them…
(And you should.)
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Why Go Mobile?
… You still need to account for their mobile experience on your website.
A visitor won’t make the distinction between a bad mobile experience and your brand as whole. A bad experience is a bad experience, period.
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Mobile Site Speed
Check your site speed on mobile devices.
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Mobile Site Speed
“Intuit presented findings at Velocity 2013 from their recent effort to reduce page load time from 15 seconds to 2 seconds. During that effort, they observed a dramatic increase in conversions for every second shaved off their page load time, in a stair step that decreased with increasing speed. Specifically:
+3% conversions for every second reduced from 15 seconds to 7 seconds+2% conversions for every second reduced from seconds 7 to 5+1% conversions for every second reduced from seconds 4 to 2.”
Source: http://moz.com/blog/how-to-improve-your-conversion-rates-with-a-faster-website
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What Can You Do?
Have a slow site?
Try the Google Developers’ PageSpeed Insights Tool: https://developers.google.com/speed/pagespeed/insights/
It gives you actionable recommendations to improve site load times and site experience for both mobile and desktop users.
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PageSpeed Insights
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Mobile Summary
General Best Practices:• Use of mobile-specific landing pages.• Utilizing PageSpeed Insights to improve mobile
experience.• Mobile-preferred ads indicating mobile-friendly site
(increases CTR%).
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Don’t Forget
And be prepared for the impending mobile ad update.
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Why Go Mobile, Intl. Edition
These tips are doubly important for other countries, where mobile search as a whole has surpassed desktop due to easier availability of mobile devices.
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Why Go Mobile, Intl. Edition
Source: statcounter.com, Device Usage Comparison by Country, 6/2014 – 8/2014
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Why Go Social?
“Social-media advertising spend will grow rapidly through 2018. It's up 40% this year and will top $8.5 billion, growing to nearly $14 billion in 2018, a five-year compound annual growth rate (CAGR) of 18%.” Source: http://www.businessinsider.com/social-media-advertising-spending-growth-2014-9
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Why Go Social?
Advertising on Social Networks has exploded, because the ROI (and targeting capabilities) have improved dramatically over the years.
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Why Go Social?
I won’t go in to all the details…
(Especially because I just did a month ago.) http://www.ppchero.com/webinar-recording-six-things-you-didnt-know-you-could-do-with-social-advertising/
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Why Go Social?
But you can try Facebook and do:• Custom Audiences• Lookalike Audiences• New & Improved Sidebar Ads• Page Post Ads, including link and video posts.
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Why Go Social?
Or you can try Twitter and do:• Promoted Accounts• Promoted Tweets• Promoted Trends• Twitter Cards, including Lead Gen-focused
variants.
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Why Go Social?
Or you can try LinkedIn and do:• B2B-focused targeting on decision-makers.• Targeting by industry, job title, experience, and
more.
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Why Go Social?
Or you can try Pinterest and do:• … whatever Pinterest winds up doing. I don’t
know. It’s still in beta.
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Why Go Social, Intl. Edition
Or you can try doing Social Advertising internationally and target networks you probably haven’t even heard of.
(I’ll leave this one to Tait.)
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Live Poll Question #4
Would you like help with your PPC accounts and management?
I’m interested in:
a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend).
b.) Free keyword research report for Baidu advertising by Nanjing Marketing Group (20 keywords).
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Live Q&A Time!
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Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint/
• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketingcom