T: @DuaneBrown

How To Run Paid Search Globally With A Nimble Team

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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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Unlocking Unmet Demand In Your AdWords Account

I gave a talk at Conversion Road Trip NYC 1st June, 2015. I talked about unlocking unmet demand in your AdWords account and making sure you capture all the customers you could for each market.

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Lets say you want to quit your job tomorrow and start a business renting designer jeans to the middle class based on a monthly subscription fee… or maybe a one off cost for the weekend.

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You setup your AdWord account and have the perfect ad copy, keywords and account settings. You put in your budget for each campaign and just before you launch you add in your location targeting.

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What I see clients do from Toronto to London and back to Vancouver is put everything major English speaking country under each campaign. The challenge is you’ve countries fighting for budget and no one country can truly max out their budget and capture all the leads or customers for that market.

Oz & NZ start spending their budget and then the UK and by the time you start spending money in USA, you’ve spent almost half your campaign budget, which doesn’t leave a lot of room for USA.

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Global Study: The Connected Commerce Survey 2015

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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.

Blog Post Series: Building A Profitable Performance Campaign

While traveling around Asia from October until 9th December, I launched a blog post series on how to create a profitable performance campaign. I picked this topic because after being in this industry for 10 years and working across North America, Australia and Europe, it’s still the basics (to intermediate) items I see a lot of people get wrong. Plus talking to my Google CSRs, seems to be their issue to.

If you’re reading beyond this paragraph then please make sure you’ve the following done already:

  • Review account structure and that you’re using negative keywords ruthlessly
  • Is your AdWords account and Google Analytics (GA) linked?
    • Check that your YouTube account, G+ Profile and other analytics package are synced up with GA or your main analytics package. You’ll be surprised how often this isn’t the case
  • Review the account, campaign and adgroup settings on your account(s)
  • Make sure all your URLs are live (no 404 page error or broken links)
  • Have seasonal stock running? That should be turned off!
  • Double check your match type and location targeting
  • Don’t mistakenly have display campaigns active do you?

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DOOH On Kuala Lumpur’s Railway

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After spending 3 days in Kuala Lumpur and taking both their monorail and commuter rail system, it was great to see how they use DOOH screens on the latter:

  • Communicate station information
  • Tell you where you’re on your journey
  • Show ads for local brands and events
  • Tourist information: beware of pickpockets

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