International Paid Search

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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 company's marketing team in Germany wanted to compare their results with Italy, our reports can give them Italy's 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

We started with a test for branded PPC in English and in each country's 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.
We then analyzed each individual campaign and benchmarked them across all other EU campaigns to find the top performers.
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.
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.

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: