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

21. International Growth
Framework
Tinuiti
21

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