DECODING EMEA

Taking a “Glocalized” Approach to PPC Growth

WHAT WE DID

YOY RESULTS:

TESTIMONIAL

HOW WE THINK ABOUT CULTURE

People tend to unconsciously group neighboring countries into one cohesive, homogeneous entity. However, countless cultural nuances exist within continents, regions, states, provinces, and even individual neighborhoods. Language, food, humor, music, art, religion, basic values - these are just a few facets that vary widely between nations. The propensity to characterize distant locations in only the broadest terms can trip up marketers who are unable to recognize how different people behave online, including how they make a purchase.

CASE STUDY

© NetElixir 2018

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TEAM

Udayan Bose
CEO

Sudharshan Ardha
Account Manager

Jericho Cruzado
Senior Paid Search Analyst

Srinivas Iyer
Senior Analyst

Debdip Goswami
Group Account Manager

Sachin Patil
Account Manager (Paid Media)

Keith Levitt
Enterprise Account Director

Manish Mohan
Director of Paid Media

Tauseef Syed
Senior Digital Account Manager

Ismaa Viqar
Content Manager

1. Set country-level goals


2. Localize using Hofstede 


3. Capture results & gain insights

Driving Success by adapting Hofstede's Model for Search Marketing

NetElixir took a glocalized approach to create unique ads for neighboring countries through Hofstede's Cultural Dimension Model, smart analysis, aggressive testing, and scalable bidding to drive success.

NetElixir understood the persona of an ideal customer for each region, mapping out product portfolios for each customer profile. This helped push products aligned with each country’s ideal customer. This translated to pushing gaming laptops in Germany and UK and consumer products in Sweden and Finland.

The Hofstede Model helped determine what messaging worked best for each region. NetElixir covered the maximum number of customer searches, using classic branded and generic holiday keywords. This gave NetElixir the budgetary flexibility to optimize, based on real-life opportunities. Budgets could be exceeded where specific campaigns/keywords generated significant revenue, so ROI could be maximized.

Rapid experimentation was used to identify which areas of EMEA’s strategy were working. New campaigns and various ad types were rigorously tested. NetElixir applied their global strategic best practices with a dash of local flavor to thrive in each region. 

CHALLENGES:

  • NetElixir needed to deliver results with minimal ramp-up time. (Holidays account for 30-40% of the year’s sales.) 

  • NetElixir could not use a one-size-fits-all plan for the entire EMEA region.

  • NetElixir needed to take distinct countries & cultures into account. 

LENOVO EMEA & NETELIXIR

Lenovo is a globally recognized electronics brand operating in over 160 countries. Inspired by their great performance in the U.S. and Latin America while working with NetElixir, Lenovo wanted to see the same growth in their stagnant EMEA* region during the 2017 holiday season. The holidays typically account for 30-40% of the year’s sales for most businesses. NetElixir took over EMEA’s paid search campaign in October 2017 from another agency located in Europe. Lenovo trusted NetElixir’s expertise in non-English-speaking locales and prior experience with their company in other regions.

UKSwedenGermanyIrelandSpain

TAP OR HOVER OVER A COUNTRY TO SEE SPECIFIC RESULTS

+88% Units 

+41% Revenue

-4% Visits

+103% Units 

+87% Revenue

+23% Visits

FinlandNorwayItalyFranceAustria

+144% Units 

+70% Revenue

+17% Visits

+25% Units 

+1% Revenue

-3% Visits

+22% Units 

+23% Revenue

+3% Visits

-61% Units 

-35% Revenue

+23% Visits

+9% Units 

+10% Revenue

+20% Visits

+6% Units 

+26% Revenue

+7% Visits

+55% Units 

+58% Revenue

-4% Visits

+139% Units 

+95% Revenue

+35% Visits

We migrated our EMEA Paid Search activity to NetElixir in October 2017.

The following month, we were already achieving a stunning growth YoY for our Paid Search program.

The team is showing an extraordinary commitment. Our success is NetElixir success and this really makes a winning partnership that I am looking forward to continuing to nurture over the next years. From the CEO to the Paid Search operational specialist, everyone at NetElixir is capable of working in autonomy while strategically advising us on what's needed to improve both our efficiency and overall performance. 

— Jeremy Chapuis (Manager, EMEA Demand Generation)

+80% Units
+70%
Revenue
+40% Visits

The team is showing an extraordinary commitment. Our success is NetElixir's success and this really makes a winning partnership.

CAMPAIGN KPIs:

Lenovo EMEA focuses primarily on these KPIs for Paid Search:   

•   E:R (Expenses/Revenue)   

•   Revenue   

•   Units   

•   Traffic 

Germany

+139% Units 

+95% Revenue

+35% Visits

TAP A COUNTRY TO SEE SPECIFIC RESULTS

Switzerland

+67% Units 

+64% Revenue

+15% Visits