Live: Paid Search & International Issues

Oct 6, 2009 • 3:10 pm | comments (0) by twitter Google+ | Filed Under Search Marketing Expo 2009 East
 

Below is live coverage of the Paid Search & International Issues from the SMX East 2009 conference.

This coverage is provided by Justin Davy of JustinDavy.com.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Paid Search & International Issues(10/06/2009) 
3:16 Justin Davy:  About to begin Paid Search & International Issues with:

Andy Atkins-Krueger, Managing Director, WebCertain
Anton E. Konikoff, Founder and CEO, Acronym Media
Jennifer Osborne, President, Search Engine People
Dr. Ariel Sumeruk, Head of Business intelligence, clicks2customers
3:18 Justin Davy:  Jennifer is going to kick things off by talking about do's and dont's
3:19 Justin Davy:  International PPC gives organizations the opportunity to have global exposure when in the past they may not have, thanks to search engine technology.
3:20 Justin Davy:  DO use PPC to do inexpensive market testing
3:20 Justin Davy:  Leverage your learnings based off your home country to test small in other markets.
3:21 Justin Davy:  Using Olympics as an example. As it gets closer, competition heats up and they get squeezed out of the market. Their solution was to try another market.
3:21 Justin Davy:  CTR dropped, but conversion rates rose
3:22 Justin Davy:  DO test the trademark rules in each country. (This doesn't mean trademark infringements)
3:22 Justin Davy:  DO Address payment issues.
3:23 Justin Davy:  In some markets credit cards aren't that prevelant for example.
3:23 Justin Davy:  Credit isn't universally acceptable
3:25 Justin Davy:  Sharing a client example in Quebec. The English campaign was performing well but not the French campaign. The problem was when the particular French keyword was paired with something else it meant an entirely different thing.
3:25 Justin Davy:  The removed some keywords, added negatives and focused more on exact match
3:26 Justin Davy:  Don't assume that what works in 1 market will work everywhere
3:27 Justin Davy:  In markets where internet penetration is particular low, ad scheduling doesn't always work well since many can only access the internet at work
3:27 Justin Davy:  DO Act global but think local
3:28 Justin Davy:  Next up Andy
3:31 Justin Davy:  Culture directly affects performance and ROI
3:32 Justin Davy:  Keyword research reflects that culture
3:32 Justin Davy:  But people as well (native speakers)
3:33 Justin Davy:  Shares the difference between "assurance auto" and "insurance auto" for France.
3:35 Justin Davy:  Local search engines are often cost effective - Don't think Google only
3:35 Justin Davy:  Baidu over Google in China for example
3:36 Justin Davy:  Long tail is an important feature in international search
3:37 Justin Davy:  There are also keyboard differences which in French shows how use of accents actually increase the tail
3:38 Justin Davy:  If you were using exact only you could be missing out in that case
3:38 Justin Davy:  Not all languages have consensus spelling due to reforms
3:41 Justin Davy:  Andy also shares how purchase options including credit can vary from country to country so its important to know whats out there in order to convert.
3:42 Justin Davy:  Anton is up now
3:43 Justin Davy:  The keyword driven approach is critical
3:44 Justin Davy:  One common mistake is that once the English campaign is created its replicated into a different language as opposed to creating a scalable structure from the beginning
3:45 Justin Davy:  Consider the differences in Asia for example and all the cultures. China vs Thailand etc...
3:46 Justin Davy:  Important to frequently and thoroughly review and revise your local keyword lists for relevancy in order to improve success
3:49 Justin Davy:  Anton says how native speakers can't do the work as well as native speakers with search experience. Don't think you can find a native speaker and your set.
3:50 Justin Davy:  Example - If there's no direct term that correlates, many times a native speaker will invent something.
3:51 Justin Davy:  He recommends that using only Native speakers with search experience and training. Also their work is reviewed by a company that specializes in translation.
3:51 Justin Davy:  Multiple checks before a campaign goes online, or else there are to many mistakes.
3:54 Justin Davy:  Don't scale to multi-language campaigns if you don't have a landing page built for their language as well.
3:55 Justin Davy:  Recomends giving the user an option for language after they get to your website
3:55 Justin Davy:  There's no such thing as a regional campaign outside of the US
3:56 Justin Davy:  Use a centralized reporting solution to manage campaigns and quickly gain actionable insights
3:58 Justin Davy:  If your using bid management its important to know if they support multiple currencies.
4:00 Justin Davy:  Next up Ariel
4:02 Justin Davy:  If the consumer is confused, they will not buy
4:05 Justin Davy:  Uniform campaigns can identify opportunities
4:08 Justin Davy:  Currency volatility will move your bids
4:13 Justin Davy:  Creative work must be tailored for the country and language
4:15
 

 

Previous story: Live: Ask The SEOs
 

Comments:

No comments.

blog comments powered by Disqus