International Pay Per Click

This week Melissa Mackey (@Mel66) guest hosted with a great question set titled “International Pay Per Click.” The following is the transcribed Streamcap from the live chat:

Q1: Do you run PPC campaigns in just English, or multiple/native languages?

  • Multiple languages and multiple englishes. – Heather Cooan (@HeatherCooan)
  • Most of mine are English and Spanish. – Steve Cameron (@adventcom)
  • The only non US country I have ever advertised in is Canada. And we did it only in English. Not French. – Virgil Alonso (@IsidoreV3)
    • Should use French too in Canada. Many people might have that as browser setting but understand English. – Jeremy Brown
      • Well what territories do the majority speak french because I wouldn’t run a French campaign in B.C. – Virgil Alonso
        • Just set your language browser settings to English and French for all of Canada. Can run English ads. – Jeremy Brown
  • Depends on the campaign, goals, etc. – Jeremy Brown (@JBGuru)
  • I run PPC campaigns in just English, but I’m interested in starting international campaigns. – Jonathan Levey (@jlevey)
  • Just in English. I feel if I’d need to know the language fluently to create grammatically funcational ads. – Gil Hong (@ghong_ssm)
  • Multiple languages, for anything other than English we contract native speakers to assist. – Bethan Bey (@Bethany_Bey)
  • English first when we can duplicate a campaign currently trageting another country and when desling with budget restrictions. English 2nd when we can tailor ads slightly to the native language to increase interest. – James Svoboda (@Realicity)
  • Multiple (sometimes all) languages. If people search in English, I don’t care what their browser setting is. – Aaron Levy (@bigalittlea)

Q2: If you use native language, how do you translate and vet ad copy & keywords?

  • Client resources mostly. We have some languages covered internally, but not a ton. – Jeremy Brown
    • Same here. We mostly have to rely on clients for non-English ads/KWs. – Melissa Mackey
  • Google Translate… lol JK. but using the SQR helps to see what foregin queries people are typing in. – Gil Hong
  • The most successful way I’ve found is by contracting with smaller agencies in those native markets for translations/insights. – Heather Cooan
  • With AdWords help, but cautiously. Team wrote French ads with cliquez ici as the CTA. That’s “click here”. – Aaron Levy
  • Utilize the client’s international teams. – Robert Brady (@robert_brady)
  • Keywords much easier than ad copy and landing pages. – Steven Cameron
  • Client’s internal resource if available. Find a solid translation service if not. – James Svoboda
  • I had someone tell me they double-check targeted keywords for proper translation by doing an image search. – Alma Smith (@Alma_Smith)
  • I think translation by someone who understands the language and understands PPC is the ideal scenario. – Gareth Westhead (@misterwesthead)
    • That is a great scenario. Just finding people who understand PPC in English is hard enough. – James Svoboda
  • I am curious to how some of you are finding creditable foreign agencies/ gauge quality? – Sterling Green (@sterlinggreen)
    • I’ve had lots of issues with agencies, and have had to bring in native speakers from the agency to QA their work. – Sarah Conway (@dothesethings)
  • I question point of running campaigns in a language the site doesn’t offer. – Steve Cameron

Q3: How do you manage/optimize ad copy tests, keyword research, etc. in multiple languages?

  • Take lessons from high-volume market (usually the US) and apply elsewhere. Not ideal, but generally works. – Jeremy Brown
  • The same way we do in English, just with a different customer mind-set and translation/market insight help. – Heather Cooan
  • Analysis is the easy part as the data is all presented in the same numerical values. – James Svoboda
  • Fortunately numbers are universal. – Robert Brady
  • building a database with ‘dimension’ labels to analyse copy performance by geos. V useful, and can be backloaded w/ data. – Sarah Conway
  • I would do it by a large geographic area first, like country and then separate it into languages for like keywords. – Virgil Alonso

Q4: What differences do you notice in your SQRs across countries & languages? Types of queries, languages used, etc.?

  • Depending on language there is a huge difference in longtail vs. head terms. – Heather Cooan
  • No matter the language, people suck at spelling. – Robert Brady
  • Often there’s not an equivalent word in other languages – direct translation prob doesn’t mean the same thing. – Aaron Levy
  • A number of spanish searchers search in english for core keywords but settings are spanish – imagine same for others. – Steve Cameron
  • If you’re targeting setting is on “People searching about my location” you could instantly be taking a trip around the world! – Gil Hong
  • We see a lot of English queries originating from non-English countries. – Melissa Mackey
  • Browser settings aren’t the be-all, end-all. If focused on growth, look at making language settings more broad. – Jeremy Brown

Q5: What about campaign structure? Do you go by country, major area (e.g. EMEA, APJ, etc.), or more granular?

  • I tend to go broad and refine based on data unless there is something specific to more granular geos that needs to be in copy. – Heather Cooan
    • That’s what we do too: start broad, refine as needed. – Melissa Mackey
  • Got to be on a case by case basis. Whatever optimisaiton of an account requires. – James Clayton (@jamesclayts)
  • Generally depends on volume. High-volume gets own campaign. Low-volume get grouped. With Enhanced Campaigns, you can group together and set different bids by geo. – Jeremy Brown
  • If my accounts had an international campaign structure, I would organize them by country. – Jonathan Levey
  • By country – for scheduling as well as language. – Steve Cameron
  • Country campaigns. Mostly due to timezone/business hours, combining launguages and splitting keywords and ads based on language. – James Svoboda
  • In Canada we combined a bunch of the provinces together to get a total population size that would look good for data. – Virgil Alonso
  • Google is actually fairly helpful here in terms of market research from their international teams/strategists. – Heather Cooan
  • Country/region. Group “smaller” countries (Eastern Europe, EU, Africa etc.) & keep big ones separate. – Aaron Levy

Q6: Are your landing pages all written in English, or do you create microsites in native? Why?

  • You have to have the LP in the target language IMHO. – Steve Cameron
  • My current client has microsites for each language. – Robert Brady
  • Gotta create sites in targeted languages. This is a deal breaker for me based on previous. – Heather Cooan
  • Mostly English, but sometimes clients have pages in other languages. – Jeremy Brown
  • I think if you can support the conversion in native/other lang then you have the LP target that lang. If you cannot support the conversion in another lang – why are you targeting it w/ PPC? – Carrie Hill (@CarrieHill)
  • I would not launch multinational/native language campaigns unless I had landing pages targeting the same languages. – Jonathan Levey
  • Landing pages are great for having the native language as well as a design for their culture. Definitely reduce your bounces. – Sterling Green
  • Microsites/LPs in other languages are challenging because of regional/cultural differences in vocab, speech, etc. Can’t please all. – Neil Sorenson (@iNeils)
  • must be aware of cultural issues when working globally, can be very different interpretation of colors, dress code, humor, etc. – Peter Thistle (@PeterThistle)
  • International advertising isn’t just ads. It’s a complete business portfolio expansion, which means full opperations expansion. – Heather Cooan
  • Don’t forget that other countries have different rules, too. For example, UK has a cookie consent law. Need to address those issues. – Rehan Zaidi (@RehanZaidi)
    • Yes and Brazilian customers expect to be able to use multiple credit cards for single purchases. – Heather Cooan
  • Q6.1: If you use native languages on the website, how do you handle customer service / lead followup?
    • Have an honest conversation with the client about customer service capabilities. Otherwise it’s becomes a conversion issue. – James Svoboda
    • My client has staff that speak all the languages we target. Otherwise it wouldn’t work well. – Robert Brady

Q7: When you launch internationally, do you start with an entire account, or one campaign at a time? Why?

  • Start with search only. No display or else. – Jeroen Maljers (@jeroenmaljers)
  • Campaign at a time. Too many “WTF is happening to conversion rates” scenarios can happen. Take it slow and do it right. – James Svoboda
  • Depends on the account, but usually one campaign at a time depending on targets/goals/value. – Gil Hong
  • One Campaign first. Damage control. – Tyler Purcell (@tylerpurcell)
  • If launching internationally, I’d start with one campaign/country at a time so that I can analyze efficiently. – Jonathan Levey
  • Start with your best then go from there. – Jeremy Brown
  • I just roll them all out with low budgets and conservative settings. Takes less time & you never know what will/will not convert. – Jessica Fisher (@jessicamfisher)
  • Not whole account, but not just 1 campaign either. A few campaigns to start, because each could work/fail differently. – Rehan Zaidi
  • I’d suggest starting in mostly English speaking country (uk) to start when going international. Easier than Japan. – James Svoboda
  • Baseline a market you know well first. – Peter Thistle
  • Start with 10-20 keywords, run for 2 weeks, check auction details and then research the competitors keywords in the source code. – Jeroen Maljers

Q8: How do Enhanced Campaign modifiers fit into your international strategy?

  • If ads the same, you can be more confident with your grouping since you can at least use bid modifiers per country. – Jeremy Brown
  • Currently, they don’t. Very low value with tablets for our clients. – Gil Hong
  • Ugh, right now they don’t! In some countries there are no computers just mobile devices. I need the old device targets! – Heather Cooan
  • I don’t believe in Location bid modifiers just like I stopped beliving in the Tooth Fairy when I was wise enough. – James Svoboda

Resources

More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.

Participants

Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Melissa Mackey (@Mel66)
• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Aaron Levy (@bigalittlea)
• Alma Smith (@Alma_Smith)
• Bethan Bey (@Bethany_Bey)
• Carrie Hill (@CarrieHill)
• Gareth Westhead (@misterwesthead)
• Gil Hong (@ghong_ssm)
• Heather Cooan (@HeatherCooan)
• James Clayton (@jamesclayts)
• Jeremy Brown (@JBGuru)
• Jeroen Maljers (@jeroenmaljers)
• Jessica Fisher (@jessicamfisher)
• Jonathan Levey (@jlevey)
• Neil Sorenson (@iNeils)
• Peter Thistle (@PeterThistle)
• Rehan Zaidi (@RehanZaidi)
• Robert Brady (@robert_brady)
• Sarah Conway (@dothesethings)
• Sterling Green (@sterlinggreen)
• Steve Cameron (@adventcom)
• Tyler Purcell (@tylerpurcell)
• Virgil Alonso (@IsidoreV3)
 

Streamcaps, Only Available in English

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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