Mistakes I've Made Running International PPC Campaigns

Presented at the International Search Summit in November 2023.

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There are a lot of different elements you need to take into consideration when running international PPC campaigns, many of which do not exist when running national campaigns.

In this talk, Sophie covers four big mistakes she made when first running international PPC campaigns, how you can avoid doing the same, and what she did to fix them. She also guides you on how to deal with making mistakes and finding effective solutions. After all, we all make mistakes; it is how we handle them that makes us become better PPC Specialists!

Transcript

1. COVER SLIDE
2. Have you ever made a BIG mistake during your PPC career?
3. I have.
4. More than once.
5. More than twice.
6. 1. Worldwide targeted campaigns 2. Translations 3. Post lead/sale capabilities
7. 1. Worldwide targeted campaigns 2. Translations 3. Post lead/sale capabilities
8. Mistake 1 Running a Worldwide Campaign
10. The budget was eaten up by a handful of countries.
11. Some countries were not getting any Impressions at all.
12. The campaign CTR was low but for some countries it’s really strong
13. Some countries were converting, whilst others weren’t.
14. Some countries converted, but had poor quality leads/sales values.
15. v
16. How can you optimise a campaign when every country in it behaves differently?
17. 1. Worked out what countries we actually wanted to target
18. Google - Market Finder
20. 2. Research - what do they value, what do they need, who are the market leaders, what is happening economically?
21. 3. Built country specific campaigns
22. • Budget • Ad copy and assets • Keyword lists • Landing page
23. If a country is worth targeting, it is worth putting the effort in to do so effectively.
24. Mistake 2 Underestimating the importance of language
26. Very hard.
27. Issues with character limits.
28. Ad copy and landing pages being in different languages.
29. How to optimise keywords and negative keywords?
30. How to test and tweak ad copy?
31. Questionable translations.
32. • Poor user experience • Campaigns I couldn’t optimise • No conversions • No confidence
34. A translation partnership
35. • Understand nuances • Consistently available • Work with character limits
36. If necessary, seek alternative options.
37. Mistake 3 Not considering post lead/sale capabilities
40. Leads were going to a non German speaking sales team
41. The sales cycle was much slower than in the US
42. Office hours were not matching up
43. Difference in preferred payment methods
44. Customer support could not deliver a high-quality service
45. Support documents, technical guides and troubleshooters were all in English.
47. • Staff • Internal process • Resources • Infrastructure
48. The business did not have the post-lead capabilities.
49. Value.
50. Where and who can we provide a high-quality service to?
51. • Multilingual sales team • Can support be 24/7 • Content creation • Review nurturing process
52. • Delivery • Returns • Consumer rights • Payment methods
53. French and Spanish speaking team members = pivot to target France and Spain.
54. Try again.
55. If a country is worth targeting, it is worth putting the effort in to do so effectively.
56. Is the business ready?
57. Summary
58. Summary 1 Give each country with the attention it deserves
59. Summary 1 2 Give each country with the attention it deserves Translations are not ‘set and forget’
60. Summary 1 2 3 Give each country with the attention it deserves Translations are not ‘set and forget’ Look at the post lead/sale capabilities
61. Thank you! X: marketingsoph LI: sophielogan