Google Export Adviser

In partnership with Export Box, (the new online exporting incentive, for which Search Laboratory is the official search partner) Google has release a fantastic new tool that enables you to review the potential to advertise online in foreign language markets.

This tool is called Google Export Adviser and highlights the potential of advertising anywhere in the world for your chosen product or service sector.

First of all you need to type in a keyword that best describes the product or service and select the region you want to review data for.

The tool then produces a map that uses a colour scale to emphasise where the greatest opportunity is. The snippet below shows the opportunity for ‘log cabins’ in Spain is great.

You can also change the view to display in a chart. I find that the chart view is much more helpful in highlighting which areas are going to be the ones with the greatest opportunity.

The key points we are looking for is a low click cost with a large search volume.
If you already undertake PPC in English, you can estimate if it is worth undertaking an Adwords campaign by using the information in the table view. You will also see that click volumes for Great Britain were off the scale on the chart view, are highlighted here.

Profitability Calculator

Step 3 of the export adviser provides an excellent profitability calculator
This lets you see whether or not you would be able to make money from entering a foreign market before even trying it.

What this profitability calculator does not take into account is absolute profitability – a figure that takes search volume into account. Using the example above, Google says Spain is the best opportunity – making £125 per unit.

But with just 320 clicks per month and a conversion rate of 1%, you may only sell on average 3.2 units, netting you £400 per month.

It would be better if it took the upper limit of the click cost, take the lower limit of click volume and multiplied. This will be a rough estimate of how much it will cost per month to advertise on that particular keyword.

If you use your average conversion rate from your English PPC campaign you can see how much you could get in return.

The Netherlands is more expensive to advertise but there are also higher search volumes. A unit will only make £114 in the Netherlands but with 649 clicks you would sell 6.49 units, bringing in £739.

Obviously there are many other variables which can influence this such as exchange rates, the search landscape etc. The main use for this tool is to help you to make an informed decision about whether or not a particular foreign market will be cost effective opportunity for your business.

Together Export Box and Google Export Adviser have taken the risk and guess work out of opening your business up to foreign markets.

This entry was posted in Industry News, Multilingual, PPC. Bookmark the permalink.

4 Responses to Google Export Adviser

  1. This is really interesting – I will definitely share with our team.

    It’s going to be interesting to see what this does – there is obviously a lot more to starting to do business in a new country than starting to advertise there. Definitely sounds useful if you are considering that, however.

    Looking forward to seeing what the data is like.

  2. David P. says:

    Tried a few of our regular PPC Keywords and there was a wide variety of results. The “Rising Keywords” information is interesting as it is implying that these words/phrases are being searched for on an increasing basis ?

  3. james.mccann says:

    The rising keywords are search terms used on an increasing basis, however, it isn’t guaranteed that search volume will keep rising or even remain at that level.
    For example, at the moment there will be a huge spike in search volumes for ‘Wimbledon’ or tennis related keywords, but in the coming weeks that will obviously drop off significantly.

  4. Sasha Hanau says:

    Hi Lisabeth,

    You can publish part of our article if you wish – please just ensure to reference us with a link to our website – Which university do you study at?

    Kind regards

    Sasha, Search Laboratory

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