T: @DuaneBrown

How To Run Paid Search Globally With A Nimble Team


Normally I tell clients, bosses and people I talk with at conferences that I spend 80% of my time focused on 80% of my paid search business because that’s where I can have the biggest impact. I can see the largest return for my efforts in terms of new customers coming in and increasing profitable revenue.

It’s a common knowledge that I always advise clients to look at the top 10 countries that produce 80% of their revenue and make sure each country has their own AdWords account. Your company could have 15 countries that make up 80% of your revenue but I’d not go beyond that amount as it becomes a lot of work for one person to manage.

I actually even gave a talk about unlocking unmet demand in your AdWords account a few months ago at a conference. The reason you want to give each top tier country their own AdWords account is fourfolds:

  • Organization of information is cleaner across your accounts by country
  • Learning what keywords & ad text is working for each country. One size doesn’t fit all
  • Spotting trends in data is a lot easier by country in AdWords & Google Analytics (GA)
  • Growth isn’t an issue as you’ve room to grow each country like its own mini-business

A bonus is when you hire a person or two to join your team, you can give each person a set of countries to manage  and not worry about having to break out each county at that point. If you did, you’d lose all that account history (and quality score potentially) you’ve build up because you didn’t plan for the future.

Now what I’m about to say goes against everything I just said above because you’re not dealing with 80% of your business, you’re dealing with the other 20%. Unless money is unlimited where you work. You need to consolidate resources and make a Global Adwords Account targeting non-top 10 countries.

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Can India Become A Great Power like China?


3 years ago I wrote a short piece on Brazil’s super power status and how they are the country to watch out for. Since that time China has been seeing a weakened economy with a forecasted  GDP growth of 6.8% this year and 6.3% in 2016. Russia has extremely high unemployment and tons of political issues it’s dealing with, not to mention everything to do with Ukraine.

India has its own challenges going on and despite those challenges around investments and current tax laws. Many German tech companies is it’s a better investment than the other BRIC countries. BRIC comprises four countries — Brazil, Russia, India and China. GDP growth is looking to 7.5% over 2015 & 21016 in India.

What’s driving this growth are automotive, telecom, civil aviation and airports, transportation infrastructure, water, renewable energy, heavy engineering and media & entertainment. Not to forget financial services, which gives many people access to money which they didn’t have before.

When dig into these sectors you see Uber’s biggest competitor in India is Ola, which raised $400M with a goal to cover 200 cities in India alone. That’s an ambitious goal but one that they have the advantage of understanding the local market and something Uber will have a hard time learning. We’re not in silicon valley anymore.

With challenges around education and access to the Internet, you see fashion retailers like Myntra close their site and focus 100% on their mobile business. Some might say this is taking mobile first to the extreme but when the majority of your target market doesn’t have a computer and only accesses the Internet on their mobile phone, it makes complete sense. Similar to m-banking that is huge in many parts of Africa. Or read  Jason Del Rey’s piece on India Tech Startups: Seven Things That Blew My Mind. Adding fuel to the fire.

If India isn’t on your radar as market to show your products too… you’re missing out. Everyone from Google to Facebook to Amazing has or plans to open an office there and for good reason. Intelligent and educated people who want to do the work. India is going to be an even bigger country over the next couple years..even beyond the 1.2 billion people who call it home now.

Global Study: The Connected Commerce Survey 2015


DigitasLBi’s 2015 Connected Commerce study of retail trends reveals a significant rise in the use of connected devices. Consumers now use a total of 5 devices before making a purchase; a significant increase from the 2.8 devices reported in 2014.

This global reports shows not just a shift but a change in habits across 17 participating countries include Australia, Belgium, China, Denmark, Dubai, France, Germany, Hong Kong, Italy, India, Japan, the Netherlands, Singapore, Spain, Sweden, the United Kingdom and the United States.

Check out  the Connected Commerce Survey 2015 report or hit up Slideshare.

PwC Global Shoppers Report: Learn How 19 Countries Use Mobile To Shop

PCW Total Retail Survey 2015

What do thousands of shoppers around the world reveal about their shopping habits. PricewaterhouseCoopers (PwC) released their Total Retail, which has surveyed 19,000+ online shoppers in 19 different countries around the world on 6 continents. The reports shows how mobile is and isn’t changing retail and what the future of commerce, online & in-store, may look like.

 Yet, just 29% of our survey respondents overall currently envision using their smart phone as their “main tool” for purchasing (see figure 8 on page 16) and, despite the extraordinary global penetration of mobile phones and devices shown in figure 5 below, only 3% of our respondents chose them as their “preferred” payment method. Moreover, more than half of our 19,000- plus respondents have never used a mobile phone or tablet to shop (52% and 54%, respectively).

Mobile Phone Shopping

Seoul Metro Digital View Stations

2014-11-08 14.21.43

Daum’s interactive HD touchscreens can be found in major subway stations around Seoul, Korea. Since 2010, all Seoul Metro stations feature the world’s largest digital signage service, which are 46″ touchscreen kiosk featuring a combination of advertising, transit information and local area maps. Similar to the digital screens in Kuala Lampur.

What’s interesting about these ones is the three screens:

Small Screen: Used for advertising & ordering items mainly.

Middle Screen: You’ll find local maps, transit information, basketball & sports video replays and tourist information at the touch of a button. It’s interactive, so you can find information you need about the area if you’re lost in Seoul, which is pretty hard to do.

Large Billboard: Mainstream advertising for major movies, car and TV shows I found.

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