optimum international pay-per-click (ppc): statistics vs linguistics | heroconf 2015 | ian harris

Ian Harris | @Ian_M_Harris CEO | Search Laboratory

Optimum International PPCStatistics v Linguistics

Markets   

Online retail as % of all retail

Before entering a marketDo some searches

Work out the competition

Use search volume data to verify the opportunity

Research

Proper StudyKeywordsCompetitors– Offers– Techniques– Pricing

OpportunityRecommendations

Know Your Engines

Statistics v

Linguistics

Keywords - Some statistics£30 conversion value

English translation

Bid up ‘IT Support’Bid down ‘IT Services’We don’t need to know the meaning

What about this?

Additional keywords

Bid up on all location keywordsWe do need to know the meaning

Intention-based bidding

Keyword localisationDo not just translate keywords

People search in different ways

Direct translation = – Missed opportunity– Poor grouping– Duplication

rental carcar rentalrent a carrent carhired carcar rentalrent carcar rental agencycar rentalcar rentalcar rental

Get the keywords right

mietwagenautovermietung

auto mietenleihwagenmietautoautoverleihpkw mietenautovermieterauto verleihpkw vermietungpkw verleih

Translate

car hire

van hire

car rental

rent a car

car hire uk

cheap car hire

rental cars

hire car

Get it rightMother-tongue linguists

English master to guide

Don’t translate

Keywords

Build CleanGroupBid

Ads

Cultural considerationsDifferent cultures respond very differently to different messages

Get 50% off – buy now!

Designed and

manufactured in the UK!

Great gifts for

Christmas!

Ad text testing

Ads

WriteTestImprove

Landing pages

More than just translation needed– Fields in forms– Correct payment

options– Images– Seasonality– General layout and

busyness

Website localisation

Website localisation

Landing pages

LocaliseTest

International PPC campaignClient

French PPC

Specialist

German PPC

Specialist

PPC Manager

Build campaign structureBuild English KW, Ad, LPGroup KWsBidTest/monitor adsTest/monitor LPsReporting

Build Language KW, Ad, LPClean KWsAd alternativesLP input

BenefitsCommon reporting metricsLearn from all marketsCentral mathematics talentLinguists do linguisticsConsistent approach in all markets

But play to nuancesClient gets single point of contact

SummaryDo your research

Central management

Separate statistics from linguistics

About Search LaboratoryFounded in 2005

Multilingual search specialists

140 staff, 35 countries, 18 languages

Analytical ‘scientific’ approach

Search Laboratory

Some clients

Questions