Presentation from Lionbridge & Acquisio Webinar: Looking to maximize the performance of your clients' international PPC campaigns, but not sure how to make it happen? Learn about a surefire strategy in this webinar, “Global Domination through PPC: What you MUST know to succeed internationally.” Hosted by Acquisio, with special guests Nathalie Molina and Gal Steinberg from globalization firm Lionbridge and Pat Mcmanus of Smart Destinations, this pre-recorded webinar will teach you: How to increase PPC conversions using localized ad text, landing pages, and websites How to rebuild your keywords to target international markets Why machine translation can actually harm your PPC campaigns How to easily scale multiple international PPC campaigns using local experts

1. Global Domination through PPC: What you MUST know to succeed internationally Nathalie MolinaSr. Director, Strategic Development Lionbridge Gal SteinbergSr. Director, Solutions Marketing Lionbridge Pat McManusPPC ManagerSmartDestinations

2. Being successful globally means you must become an expert locally

3. The International Campaign Challenge Text Ads Landing Pages Inaccurate Getting it done in local offices is slow and not practical Inconsistent Expensive Multi-LingualPPC I used machine translation, that resulted in low click through and conversions Poor Results We find it challenging to identify the right content for international campaigns Not Global Not Scalable Not Local

4. Methods for Executing Multi-Lingual PPC

5. Translation is NOTthe answer “I never think of a term in another language, translate it to my language and then search on it” “I pick a term in my own language, and it is probably not even related to the keyword derived from translation”

6. Translation Vs. Localization of Keywords

7. Examples: In Mexico, searchers are less likely to use “debt” (“deuda”), but instead use “prestamo,” which means loan Scooter in Italy is “motorino” but users are more likely to search for “Vespa”

8. What to do? Rebuild your keywords locally Think about how people search for your product or service in-market Consider local exceptions: Synonyms Slang Brands Negatives Typos

9. Negatives What if your product name is similar to a local celebrity name? a local brand? Conduct local negatives research

10. Text Ads Text ads have to be “Transcreated” Example: When Electrolux translated their ad from Swedish to English

11. Give it a try Select Sample Select 2 to 3 campaigns and markets Select 3 to 4 ad groups in each campaign Performance Metrics Baseline performance in traffic, conversions and sales revenue Quantify pilot success based on measured improvements A/B Test Tag “before” keywords Compare to truly localized keywords on the same data range

12. Case Study

13. Background Smart Destinations The premier provider of unlimited admission sightseeing passes in 14 major North American travel destinations Prior state Expert translation of keyword campaigns into Spanish Unsatisfactory results – Low traffic & low click-through rate 3 ad-groups selected for trial English to Spanish New York - attractions, tours, visits How we solved the problem Conducted local research Determined people actually search for those destinations Rebuilt the keywords

14. Clicks - Localized Keywords vs. Translated

15. Gain in Impressions & Clicks

16. About Lionbridge

17. Lionbridge Snapshot

18. To Learn More Follow us on Twitter: Nathalie Molina @globalmisfit Gal Steinberg @gswave Email us: Nathalie.Molina@lionbridge.com Gal.steinberg@lionbridge.com Read our blog: blog.lionbridge.com/marketing Download out eBook blog.lionbridge.com/marketing