International Paid Search

Case study: retail

About International Paid Search

Managing successful international PPC campaigns is challenging. Developing and implementing strategies for creative items, campaign structure, bidding, budgeting, and performance monitoring and reporting becomes more complex when you have to add multiple languages, keywords, currencies, and cultures into the mix. Successful international PPC efforts need flexible bid management, budgeting, and reporting tools, as well as well-structured campaigns, accurate performance tracking, and timely response to market shifts. Our bid management and reporting tools: Work in all languages and currencies supported by the search engines Automatically update currency values based on dynamic exchange rates Create standard reports regardless of language, currency, or preferred metrics Automatically translate reports among different areas to fit specific preferences. For example, if someone on a companys marketing team in Germany wanted to compare their results with Italy, our reports can give them Italys results in German currency, language and preferred metrics for easy analysis.

Also, the relationships we have with the search engines and localization experts ensure that nothing is lost in translation.

International Paid Search in Action

A leading luxury retailer and long-standing IMPAQT client wanted to expand its PPC into eight new markets within the EU. Their goal was to build a successful holiday campaign in these regions within four short months all on a limited budget.

What We Did
1. We started with a test for branded PPC in English and in each countrys native language. We also expanded into non-branded campaigns at a later date. We allocated the same spend to each account to develop a baseline of performance. 2. We then analyzed each individual campaign and benchmarked them across all other EU campaigns to find the top performers. 3. We recommended that the client only fund branded terms for low-performing campaigns to allocate more budget to non-branded terms in high-performing campaigns. 4. We used the budget from non-branded campaigns in low-performing markets for the two highest-performing campaigns, Germany and Italy. Through this we were able to further increase brand awareness and conversions in these regions.

Case study: retail

How It Worked
The information from the test showed us exactly where to allocate the most budget during the holiday season. Our efforts led to the following results: Increase for Non-Branded Native Language Campaigns:

Italy Germany

Exact Match Campaign Impression Levels 128% 77%

Phrase Match Campaign Impression Levels 2322% 2398%

Exact Match Campaign Clicks 179% 113%

Phrase Match Campaigns Clicks 2634% 1334%

Increase for Branded Campaigns in Both Languages:

Italy Germany

Exact Match Revenue 117% 163%

Phrase Match Revenue 77% 741%

Exact Match Orders 128% 143%

Phrase Match Orders 179% 450%

Exact Match ROI 90% 42%

Phrase Match ROI 14% 162%