Every day try and learn one new thing, even if not very useful. I find in eCommerce you often learn more then one, often simple and unexpected.
While at a a luxury Italian lingerie brand (if not too many clues) I was working with my PPC team and we noticed some interesting effects that occurred when we opened up global bidding on local search networks, specifically Baidu.
For the unaware, Baidu is the main search engine for China and fast looking to takeover from Google in other territories. The campaign, we had running, targeted mainland China (in Chinese) pushing traffic to our local language site (inside the great firewall). We decided to put a small budget into the international version of Baidu, still in Chinese and see if we could drive any traffic... The following results astounded us, our US site received a dramatic increase in traffic and Baidu became our second best performing digital channel!
I just want to clarify, this was Chinese language ads, showing on a Chinese network to US customers. When they clicked a PPC Ad it geo-located them to the local language website. In effect (For the US) Chinese adverts to English language website and then the customers converted! I had never seen this before and have never seen it work the other way (english to French or vise-versa etc).
This all came from the team having a desire to experiment, learn and see what happens if you try the unexpected (In this case a very profitable unexpected).
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