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How to Recover from the Holidays Faster Than Your Competition
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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