4. 4
Three Broad Strategies
Global Command & Control
Regional Hub
Local Partner
5. 5
Global Command & Control
Centralized team, usually run out of Corporate HQ
Usually very highly skilled in SEM tradecraft
Very engaged and data driven
6. 6
Regional Hub
Decentralized, using regional teams
Generally more integrated into regional marketing strategies
Balancing global data needs with local realities; may also have
local partner
7. 7
Local Partner
Direct relationship between HQ and local market partner
HQ knows what they dont know
Local market differences are prioritized over global
needs
8. 8
Customer Strategies
Brand
KPIs
Conversion
Global Command & Control
Regional Hubs
Local Partners
Strategy
= 1 Customer; size of bubble indicative of size of spend
9. 9
Potential Tradeoffs
Global Command & Control
Regional Hub
Local Partner
Global Reporting Consolidation
Coordination Costs
Localized KPI Performance
Localization Success
Translation Accuracy
Understanding of Search Engine
Use of Bid Management Platform
= Positive
= Negative
= Neutral
10. 10
Trends
11. 11
International Market Support
Alternative Search Engines are making it easier to do business
outside local markets
Dedicated teams/services for non-local market clients
Support in English and help getting you started
Baidu International Services - http://is.baidu.com
Yandex International Business Development -
http://advertising.yandex.com
Varying degrees of success but improving
12. 12
Large Conversion Focused Budgets
Seeing large conversion focused budgets moving to Global Command
& Control
Enterprise class bid management platforms are supporting
change
World class SEM leaders are usually driving the change
internally
Global accountability and transparency; budgets move to highest
ROI
13. 13
Complicated Global Scenarios
Drive for global accountability creates friction
Awareness of individual and team motivations are important
Reducing complexity reduces costs and performance; balance
tradeoffs
Communication and relationships are key to success; cant be built
from a distance
14. 14
Thank You!
Preston Carey
Director, Business [email protected]
