international ppc (course extract)

International PPCAnders Hjorth

International PPC


Some challenges in International PPC

• Direction (objectives, budgets)

• Learning or Earning?

• Central vs Local

• Managing the locals

• Aggregate reporting


Centralised or Local


http://en.wikipedia.org/wiki/European_languages

Latin

Cyrillic

Greek

Austria German, Hungarian, Slovenian, Croatian

Baltics Lithuanian, Latvia, Estonian

Belgium Dutch, French, German

Bulgaria Bulgarian

Croatia Croatian

Czech Republic Czech

Denmark Danish, German

Finland Finnish, Swedish

France French

Germany German, Turkish

Greece Greek, Turkish

Hungary Hungarian

Iceland Icelandic

Ireland Irish, English

Italy Italian, German, French

Luxembourg French, German, Luxembourgish

Netherlands Dutch, West Frisian

Norway Norwegian, Northern Sami

Poland Polish, German

Portugal Portuguese, Mirandese

Russia Russian

Serbia Serbian

Spain Spanish, Catalan/Valencian, Galician, Basque, Astur-Leonese, Aragonese, Occitan, Portuguese

Slovakia Slovenian

Sweden Swedish, Sami

Switzerland German, French, Italian, Romansh

Ukraine Ukranian, Russian

United Kingdom English, Welsh, Irish, Ulster Scots, Scots, Scottish Gaelic, Cornish


Tactical Challenges

User constraints

Language preferences

Cultural dimension

Brand strength

Competition

LP/Web readiness

Localisation

Geo targeting

Local knowledge

IP addresses


Ideally, you would have 1 integral, multilingual, multiculturalteam for your international Search campaigns

…and it would be very expensive


Agency Organisation for International Projects

• Ideally, no part of the management process of a Search campaign should besubcontracted to external agencies or individuals.

• International project organisation:• 1 project director

• 1 account manager (ppc) per country

• 1 SEO consultant SEO per language

• Experts can be attached to the project at specific stages and on specific missions (landing page/usability expert, editor trainer, server migrations, …)

European accountdirector

United KingdomPaid Search AMSEO consultant

GermanyPaid Search AMSEO consultant

FrancePaid Search AMSEO consultant

Landing page expert


9

Paid Search Languages

Categorisation & Account structure Keywords & Ads

Brand strength& competition

FrançaisEnglish

Dansk

Europe

Deutsch Español


10

Paid Search Language

Categorisation & Account structure

Doing market researchsetting up categories,themes and reportingstructures is a central

task

Search StrategyTargetingCategoriesEditorial line


11

Paid Search Languages

Keywords & Ads

Brand strength& competition

FrançaisEnglish

Dansk

Europe

Deutsch Español

Individual keywordsMatch caseAdsBrand / Generic arbitrageRefresh frequency


Sample exercise: Central or Local

• In the list of PPC campaign management tasks, whichones should be central and which ones should be local.

• Some could be either

• Group 1

• Group 2

• 10 minutes discussion

• 5 minutes debate in order to agree

• Keep this data for later!!

12


Exercise: central or localSEM requirement A Central task? A Local task? Could be either?

Search Strategy

Brand monitoring

Competitor benchmark

Account set-up

Quality assurance

Reporting

Landing page testing

Ad copy testing

Invoicing

CPA campaigns

Visibility campaigns

Bid management

Tracking and analytics tools

Vertical knowledge

Contact with the engines

Trafficking

Client relationship

Managing expectations

Semi-automated reporting

Budgeting


Exercices build on each other

14

SearchStrategy

Budgeting

ClientRelationship

ManagingExpectations

VerticalKnowledge

Brandmonitoring

CompetitorBenchmark

Contactsw/

Engines

Tracking& analytics

tools

Accountset-up

TraffickingBid

management

QualityAssurance

Bidmanagement

Reporting

Invoicing

Ad copytesting

Landing page

testing

Central Local


Exercice build-up

15

WEEK 1 WEEK 2 WEEK 3 WEEK 4 2 MTH ANNIVERSARY

| | | | | | | | | | | | | | | | | | | |

Launch

SearchStrategy

Budgeting

ClientRelationship


VerticalKnowledge

Brandmonitoring

CompetitorBenchmark

Contactsw/

Engines

Tracking& analytics

tools

Accountset-up

Trafficking

Bidmanagement

QualityAssurance

Bidmanagement

Reporting

Invoicing

Ad copytesting

Landing page

testing


Exercice build-up

16

Cen

tral

Eith

erLo

cal

WEEK 1 WEEK 2 WEEK 3 WEEK 4 2 MTH ANNIVERSARY

| | | | | | | | | | | | | | | | | | | |

Launch

SearchStrategy

Budgeting

ClientRelationship


VerticalKnowledge

Brandmonitoring

CompetitorBenchmark

Contactsw/

Engines

Tracking& analytics

tools

Accountset-up

Trafficking

Bidmanagement

QualityAssurance

Bidmanagement

Reporting

Invoicing

Ad copytesting

Landing page

testing


Roles

17

Cen

tral

Eith

erLo

cal

Launch

SearchStrategy

Budgeting

ClientRelationship


VerticalKnowledge

Brandmonitoring

CompetitorBenchmark

Contactsw/

Engines

Tracking& analytics

tools

Accountset-up

Trafficking

Bidmanagement

CampaignOptimisation

(CPA / visibility)

Reporting

QualityAssurance

Invoicing

Ad copytesting

Landing page

testing

AMAccount

Management

PSPPC Specialist

ITDeveloper

LLocal/Linguist

FFinance, legal


Session Recap: Central or Local

• What tasks are best performed centrally

• What tasks are best performed locally

• How to make central and local work together


Native teams, local knowledge, central control & unifiedtechnology and reporting


Day 1: Strategy & Timelines

Day 2: Preparing for Success

Day 3: Best practice & Expansion

Strategic choicesSetting prioritiesTime lines

OrganisationWorking with partnersOptimisation

best practice ppcnon-search ppc

International PPC 3-day course


International SEO School:www.internationalseoschool.com

Catch-up blog and Speaker historywww.innovell.com

BDBL MEDIA – my French agency : www.bdbl-media.fr

My twitter handle: @soanders

Occasional blogging, ex: www.multilingual-search.com

My next course dates

• 5-7 February

• 19-21 March

• 9-11 April

Questions?

http://www.internationalseoschool.com/

http://www.innovell.com/

http://www.bdbl-media.fr/



http://www.twitter.com/soanders

http://www.twitter.com/soanders

http://www.multilingual-search.com/




Would you recommend this course?

“Yes - Chance to meet with experts from different horizons who share their experience, offering a richer perspective. The setting encourages communication between the attendees; interactive sessions”

“Good selection of material, covering all major aspects of paid search. Useful practical exercises, especially those incorporating PPC tools.”

Student in 2012

Student in 2012

international ppc (course extract)

Business

international projectsideally

international search

german finlandfinnish

german portugalportuguese

central vs localmanaging

french luxembourgfrench

local task

country1 seo consultant