Scaling International Performance with Google and Tinuiti
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Tinuiti is an award-winning performance marketing agency that manages over $2B in media for its clients annually. The document discusses Tinuiti's international growth framework and tools it uses to help clients scale internationally with Google. It provides an overview of key industry trends such as increased online activity globally and the benefits of pursuing international growth. The framework involves understanding where clients are in their global journey, using insights tools to research new markets, and addressing operational challenges as clients expand their footprint.
Scaling International Performance with Google and Tinuiti
- 1. Scaling International Performance with Google & Tinuiti Guiding Your Brand to Increased Conversions Abroad
- 2. Today’s Focus ● Welcome ● The International Growth Opportunity ● International Growth Framework ● Agency Case Study ● Summary & Q&A 2
- 3. Housekeeping ● Be present - avoid digital distraction ● Be on mute, until you wish to speak Use headphones with a mic ● Be polite and respectful Don’t talk over each other Use the Chat Box Use a “virtual hand raise” ● Be seen, bandwidth permitting - visual contact is preferred
- 4. Tinuiti is the largest independent performance marketing agency across the Triopoly. Employees Media managed Award-winning culture* $2B #1 700+ 4 *AdAge Best Places to Work 2019-2021
- 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 6. Our Speakers JASON VITELLI Sr. Manager, Paid Search NATALIA RENNA Sr. Manager, Paid Search COURTNEY O’DONNELL Senior Director, Shopping & Feed
- 7. Matt Herrick Head of Agency International Growth Program
- 8. The Export Landscape in 2021 Google 8
- 9. 5% 62% 4.8B
- 10. of clicks for U.S. business advertising on Google came from places outside of the U.S. 35%
- 11. “We have experienced 10 years of change crammed into 6 months.” -Jason Spero, VP Performance Media @ Google
- 13. Consumers are spending more time online, consuming media across multiple devices Media consumption is increasing; from news to VOD streaming more minutes streaming TV/movies over the past 4 weeks4 The average person has spent 36% People are spending more time online; usage is increasing across multiple devices: +50% Mobile data usage +48% +44% +38% Gaming consoles Smart speakers Streaming boxes/sticks +37% Connected TVs 1 - Comscore 2 - App Annie 3 - Comscore 4 - Nielsen via Morning Brew
- 14. Industry Trends: B2B Buying in 2021 Findings from Google + Ipsos B2B COVID Survey Wave 3, December 2020 Digital channels rise to the top of planned increased investment areas Virtual Events: 68% of B2B marketers plan to increase budgets by 10% or more Driven by demand and proven impact, virtual events are here to stay 46% of buyers plan to attend more virtual events in 2021 72% of marketers say virtual events drive ROI greater than or equal to in-person events 84% of marketers say at least half of 2021 events will be virtual
- 15. Picture by Pexels.com The Surge in Consumer Online Activity Has Caused Brands to Follow Consumers Online at an Astonishing Pace. Brands, Stationary Retailers, & New Players Are All Online and Vying for Consumer Attention. Picture by Pexels.com
- 16. While disruption and fierce competition is certainly nothing new for retailers, the pace and intensity of coronavirus-related change is unprecedented “ “ Source: McKinsey, Periscope Retail Reimagined, August 2020
- 17. What is the benefit of going global? Growth Economies of Scale Diversification Competition Knowledge and Experience gain
- 19. What benefit do consumers have from internationalisation? Availability Offer Trust *Service, terms of payment or price Source: Google Consumer Barometer
- 20. Proprietary + Confidential Tinuiti is a premium Google export partner. They have exclusive access to Google data, tools, and resources
- 22. 60% of exporters say that obtaining Market Insights is by far the most critical hurdle to crafting their strategy. Source: Google International Growth Services Survey.
- 23. Tinuiti’s global flywheel Understand the international nuances of our clients’ verticals through insight tools and experts Develop a strategic approach to establish international goals that are separate from clients’ domestic goals Align with key partners to deliver outstanding results by adapting and optimizing throughout the campaign Synthesize, share result to refine our approach and continue to expand. Provide measurement capabilities and data taxonomy that aligns with our clients’ specific needs Become an indispensable part of clients’ international success helping their brand become sticky in the expanded region
- 24. What stage is our client in their global journey? Client Needs Analysis START HERE B) Footprint Expansion 1 or more sites in local language 1 or more local language campaign A) Grow existing markets Multiple sites in local language Multiple local language campaign Present a strategic roadmap for expansion Optimize localized campaigns Localize the campaigns and plan by country Audit strategic approach with international scorecard Use tools to identify expansion opportunities Recommend partners to help overcome operational hurdles Provide a market opportunity analysis Provide a gap analysis. Assess operational hurdles. C) New to Market Exploration Only 1 site in local language Only 1 language campaign Present a strategic roadmap for expansion Assist in finding market opportunities and appetite for expansion Provide a market opportunity analysis Understand clients goals and identify operational hurdles DETERMINE CLIENT SCENARIO AND PROCEED
- 25. Tinuiti drove over $100MM in Google international spend LY 25 $10MM + $1MM to $10MM $100K to $1MM Spend Per Top Countries
- 26. Suite of tools & resources to capture the latest consumer and industry insights to build effective strategies 26 Google Trends Stay on top of market trends Shopping Insights Know what shoppers want Market Explorer Market analysis & Opportunity Identification Find My Audience Understand how to reach your audience Market Finder Your audience’s demographics Google Trends Stay on top of market trends Learn more Learn more Learn more Learn more Learn more
- 27. Market Explorer provides market prioritization and deep dives using Google and third party data
- 28. It provides demographic insights to drive planning and optimization decisions
- 29. As well as competitive and seasonality insights HIGHLIGHTS TO WATCH OUT FOR: LOW HANGING FRUIT: Months with exceptionally high interest but average/low cost. GROWTH: Positive YoY development for interest. Negative YoY development for cost. SEASONALITY: (Un)expected peaks in clicks and interest. Monthly auction metrics performance for the past 4 years.
- 30. As your global footprint grows, the operational challenges increase PERFORMANCE US only US > Canada US > non-US English speaking countries (UK, Ireland, Australia) US > France & Germany of exporting customers face at least one serious operational issue¹ 83%
- 31. Different cultures have different purchasing preferences are more likely to buy if the product information is in German, over a product without information in German Source: Can’t Read, Won’t Buy. CSA Research, 2020 Global Consumer Pulse Research, Accenture, 2016 GWI/Google, “B2B Path to Purchase,” 2020 Euromonitor International 2019 of users in the Netherlands said they would abandon cart if their preferred payment method is not available of Indian business decision- makers said live demos helped them make a purchase of customers in France report free shipping as the most valuable motivator when shopping 79% 43% 51% 78%
- 32. Helps provide strategic insights, thought leadership, and solutions to help businesses grow and thrive in a global economy. Together, we can make customer experience even better, which will ultimately boost performance & conversions. Google’s Global Business Solutions PAYMENTS CUSTOMER EXPERIENCE LOGISTICS LOCALIZATION
- 33. Why it matters WIN NEW CUSTOMERS INCREASE CUSTOMER LIFETIME VALUE IMPROVE MARKETING PERFORMANCE
- 34. Best practices BE TRANSPARENT & UPFRONT WITH DELIVERY EXPECTATIONS ESTABLISH A COMMAND CENTER PRIORITIZE FOCUS ON CRITICAL CUSTOMERS & PRODUCTS REVIEW & ASSIST CRITICAL SUPPLIERS CHECK YOUR CONTRACTS FOR FORCE MAJEURE 34 LOGISTICS of global shoppers prioritize a simple & reliable returns process when shopping online 57% Source: https://www.statista.com/statistics/294171/online-and-in-store-purchase-and-shipping-preference-north-america/
- 35. Most consumers are willing to shop cross border as long as there is transparency ● Communicate how duties and taxes are calculated early and often ● Tell consumers if you remain unaffected or are affected by recent events ● Promote country specific inventory ● Ensure FAQs on stock, delivery times, and taxation
- 36. Contact rates spike post-sales for support around returns, issues with products, or delayed delivery. 26% 31% 55% 26% 34% 54% 25% 35% 60% BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE
- 37. Best practices USE PROACTIVE CUSTOMER MESSAGING RELATED TO REFUND/CANCELLATION POLICIES, DELAYS, ETC PRIORITIZE CRITICAL CUSTOMER SUPPORT WORKFLOWS ENABLE AND EFFECTIVELY MANAGE REMOTE SUPPORT TEAMS TO PROVIDE A SEAMLESS EXPERIENCE 37 CUSTOMER EXPERIENCE of first-time shoppers won’t buy again after a poor returns experience 31% Source: https://www.invespcro.com/blog/ecommerce-product-return-rate-statistics/
- 38. Completed purchases are dependent on a positive customer experience 60% of global consumers have stopped doing business with a brand due to a single poor customer service experience.¹ 55% of consumers will abandon a transaction if answers aren’t quick 2 64% of customers expect to receive real-time assistance.3 As a global merchant, every interaction is critical to influencing choice of brand and loyalty Failing to support consumers at the right moment can result in missed conversions Companies need to be able to keep up with consumer demand across different channels to be there in those moments that matter (1) Microsoft, State of Global Customer Service Report (2) Forrester.com, Contact Centers Must Go Digital Or Die (3) Zendesk, The Omnichannel Customer Service Gap
- 39. Best practices ENGAGE PROACTIVELY WITH CUSTOMERS TO REDUCE THE IMPACT OF REFUNDS OR EXCESSIVE CHARGEBACK REQUESTS UNDERSTAND THE CHARGEBACK RULES FROM THE DOMESTIC & INTERNATIONAL CREDIT CARD SCHEMES YOU USE SPEAK TO YOUR PAYMENT PROCESSORS UNDERSTAND THE REFUND EXPECTATIONS BY MARKET TO BETTER SERVE YOUR CUSTOMERS 39 PAYMENTS
- 40. Payment elements that affect conversions across countries OFFER USERS PREFERRED FORM OF PAYMENT PROVIDE SECURE CHECKOUT MAKE IT EASY & FAST
- 41. Payment options need to be localized for geo locations Large portions of payments physically cannot be completed with the current systems setup in LATAM. Payment partners must be setup to allow for local payments to be processed internationally.
- 42. Best practices ENSURE ALL URGENT MESSAGING IS IN THE LOCAL LANGUAGE FLAG HIGH VISIBILITY CONTENT TO TRANSLATION TEAMS MONITOR YOUR ANALYTICS DATA AND YOUR SOCIAL CHANNELS REGULARLY 42 LOCALIZATION of shoppers are more likely to buy if promotional material is in their own language 82% Source: https://insights.csa-research.com/reportaction/8057/Marketing
- 43. International campaigns need a customized strategy, not a copy paste approach Take the Extra Step ● While it may be tempting to apply the same strategies used in the US to international markets, the front end efficiencies will be offset by lower CVRs 43 Localization ● Develops brand trust at country level ● Provides a better shopping experience for customers ● Avoids language specific errors that online translators may miss
- 44. Elevate Planning & Optimization Decisions Based on Global Consumer Insights
- 45. Case study Localized Approach Drives Conversion Growth for B2B SaaS Client A B2B SaaS client was challenged with scaling international search volume and achieving comparable conversion rates compared to English language paid search campaigns CHALLENGE SOLUTION SUMMARY ● In partnership with Google, localized keyword translations by native speakers were activated across international campaigns. Culturally-relevant keyword opportunities were identified which led to a significant boost in incremental search volume ● Ad Copy and landing page localization provided more compelling and relevant content leading to significantly higher conversion rates ● Incorporating seasonality research and trends into daily budgets and automated bidding solutions led to substantial improvement in cost per acquisition Conversion Rate Cost Per Conversion +196% RESULTS -30% 45
- 46. Take the next step for international expansion Email: hello@tinuiti.com
- 47. Q&A
- 48. Thank you!
- 49. LOCALIZATION PAYMENTS LOGISTICS CX SOLUTIONS E2E PARTNERS Google’s Global Partner Ecosystem