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COVER SLIDE

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Have you ever made a BIG mistake during your PPC career?

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I have.

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More than once.

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More than twice.

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1. Worldwide targeted campaigns 2. Translations 3. Post lead/sale capabilities

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1. Worldwide targeted campaigns 2. Translations 3. Post lead/sale capabilities

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Mistake 1 Running a Worldwide Campaign

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The budget was eaten up by a handful of countries.

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Some countries were not getting any Impressions at all.

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The campaign CTR was low but for some countries it’s really strong

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Some countries were converting, whilst others weren’t.

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Some countries converted, but had poor quality leads/sales values.

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v

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How can you optimise a campaign when every country in it behaves differently?

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1. Worked out what countries we actually wanted to target

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Google - Market Finder

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2. Research - what do they value, what do they need, who are the market leaders, what is happening economically?

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3. Built country specific campaigns

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● Budget ● Ad copy and assets ● Keyword lists ● Landing page

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If a country is worth targeting, it is worth putting the effort in to do so effectively.

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Mistake 2 Underestimating the importance of language

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Very hard.

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Issues with character limits.

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Ad copy and landing pages being in different languages.

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How to optimise keywords and negative keywords?

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How to test and tweak ad copy?

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Questionable translations.

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● Poor user experience ● Campaigns I couldn’t optimise ● No conversions ● No confidence

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A translation partnership

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● Understand nuances ● Consistently available ● Work with character limits

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If necessary, seek alternative options.

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Mistake 3 Not considering post lead/sale capabilities

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Leads were going to a non German speaking sales team

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The sales cycle was much slower than in the US

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Office hours were not matching up

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Difference in preferred payment methods

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Customer support could not deliver a high-quality service

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Support documents, technical guides and troubleshooters were all in English.

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● Staff ● Internal process ● Resources ● Infrastructure

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The business did not have the post-lead capabilities.

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Value.

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Where and who can we provide a high-quality service to?

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● Multilingual sales team ● Can support be 24/7 ● Content creation ● Review nurturing process

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● Delivery ● Returns ● Consumer rights ● Payment methods

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French and Spanish speaking team members = pivot to target France and Spain.

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Try again.

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If a country is worth targeting, it is worth putting the effort in to do so effectively.

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Is the business ready?

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Summary

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Summary 1 Give each country with the attention it deserves

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Summary 1 2 Give each country with the attention it deserves Translations are not ‘set and forget’

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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

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Thank you! X: marketingsoph LI: sophielogan