VašeČočky.cz – PPC on foreign markets

When the contact lens retailer VašeČočky expanded into Europe, it ran into expensive PPC: the cost per click came to as much as 20 % of the value of the goods sold. Tomáš Bartek of Maternia, which at the time sold lenses in 14 European countries under the VašeČočky, VašeŠošovky and Lentiamo brands, shows how they and their agency found a spot in the auction where almost nobody competes.

You'll learn how targeting the browser language instead of the country's language works, why in the UK it brought an average position of 1.8, half the CPC and a many times higher CTR, and why English ads worked in France and Spain while Turkish ads in Germany didn't. Tomáš also explains what they learned from the failed tests and, in a short interview at the end, talks about mobile and RLSA.