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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