Strengthening International Success
Monolithic Power Systems (MPS) is a Nasdaq-listed high performance analog semiconductor company based in the United States. Formed in 1997, the company has three core strengths; deep system-level and applications knowledge, strong analog design expertise, and an innovative proprietary process technology. These combined advantages enable MPS to deliver highly integrated monolithic products that offer energy efficient, cost-effective solutions.
When MPS approached us, they were already running highly profitable Search Engine Marketing (SEM) campaigns in North America, Europe, and China. Naturally, they sought to build on their international success with a profitable SEM campaign in Japan, and worked with us to achieve this goal.
Strategies
We started by diving into the marketing strategies of MPS’s most successful Japanese competitors. In particular, we looked at their keywords, messaging, and funnels. With this information, we were able to replicate the successful aspects of their campaigns while maintaining MPS’s unique brand and value proposition.
Because the Japanese language is completely different from English grammatically, one-to-one keyword translations are completely ineffective. Our research identified the search terms that Japanese enterprise customers were actually using, instead of simply translating English keywords.
One our main focuses was to deliver ads to potential enterprise customers as much as possible, while screening out hobbyists. To achieve this, we paid close attention to the search terms report to identify negative keyword opportunities on a daily basis.
Results: Successful Market Entry!
With proper keyword localization and optimization, we helped MPS achieve a successful expansion into the Japanese market with Search Engine Marketing.
We improved MPS’s conversion rate in Japan from 10.41% to 20.49%, hitting our 20% benchmark. Naturally, this also led to an improved cost per conversion, from $32.28 to $13.75.
