Paid Search is a vital part of the online marketing mix for many organisations, especially those targeting multiple languages and regions. In an interview before her paid search session at the International Search Summit London on 22nd October, Tor Crockatt, Product Marketing Director at Bing Ads, shares her key tips for international PPC and explains why mobile needs to be a part of any global strategy.
You’ve been working in International Paid Search for some time, what are the biggest changes you’ve seen in the past year or so?
The shift to mobile both in traffic and attention in the industry. Bing Ads in the UK have seen mobile volume up 2.5X and tablet 4X in the past year. Taking the time to analyse performance and optimize by ‘device slice’ is really worth the effort. We are hearing great feedback on the performance of tablet traffic for example. It is worth testing different tactics by device, as users’ contexts and tasks are different across devices. That’s why we are passionate about keeping the option to optimise ads separately.
What do you think are the biggest mistakes brands make when it comes to international PPC?
Translating and then simply plugging and playing the same way in each country. Some people translate but fail to localise – by this I mean using vocabulary that resonates locally (‘vacation’ vs. ‘holiday’ for example) or using local pricing both in the ad and on the site.
What are the fundamentals to creating a successful international campaign?
Understand the range of vocabulary your customers speak. This can only really be done by using a native speaker and then having them explore the terminology that your customers use by thinking like them. Native speakers will not only be able to translate, but will be able to evolve keyword research tactics based on observing what works. This allows you to optimise earlier in the process. Then it is simply test, test, test.
Are there any examples of brands doing it well when it comes to international paid? What can we learn from them?
The ones that come to mind for me are Booking.com, Amazon and Trip Advisor. They all have significant international presence, and have actively invested in their international paid search teams. It shows – they operate at scale with extremely successful campaigns, and are early adopters in every market on Bing Ads.
Why attend the International Search Summit?
It is THE International voice in search
To hear from Tor and a range of other international search marketing specialists, book your place at the International Search Summit London. We can even offer you a 15% discount – just register with the code ISSCC15.