From building ineffective campaign structures, choosing poor budget allocations and using awful ad copy translations, I’ve made these mistakes so that you don’t have to! There are a lot of different elements you need to take into consideration when running International campaigns, many of which don't exist when running National campaigns. This talk will cover 4 big mistakes I made when first running International PPC campaigns, how you can avoid doing the same and what I did to fix them. It will also guide you on how to deal with making mistakes and finding effective solutions. We all make mistakes, it's how we handle them which makes us become better PPC specialists!

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