[wuc 2015] michael bonfils, international managing director, sem international | using data for...
TRANSCRIPT
WWW.SEMINTERNATIONAL.COM
Using Data for International Targeting and Global Traffic Generation
SEM International is a Division Of
International Media Management Corporation
& a Member of the Digital Innovation Group
W W W . S E M I N T E R N A T I O N A L . C O M
WWW.SEMINTERNATIONAL.COM
Digital Marketing’s Largest ProfessionalGlobal Co-operative :
• 20+ Regional Offices• 40+ Languages• 50+ Countries Covered• 300+ Local Digital Marketing
Specialists• 700+ Freelance Contractors &
Translators
1: RESEARCHING MARKET OPPORTUNITIES
Using Web Traffic and Keyword Research Data to Plan and
Identify Your Target Counties
2: CREATING SITES AND CONTENT
Creating Microsites and Measuring Trust Gained by Local Content.
3: LAUNCHING MARKETING PROGRAMS
Performing a Multi Channel Digital Marketing Program & Evaluating the Results
Agenda:
@michaelbonfils
Case Study USC – BR, CN, RU or IN Applicants
Objective:100 Qualified USC Candidates to relocate to Los Angeles from a BRIC country
HurdlesNo brand presence Budget: $20,000 which includes site, translation, content and all mediaThree months to build, launch and market$75 Max Per Qualified Lead ROAS
Three Steps To MULTILINGUAL Keyword Research for Global Markets
• TRANSLATION +
• LOCALIZATION +
• TRANSCREATION
@michaelbonfils
Mobiletelefon - 40,000 Searches
Handy – 30,000 Searches
Natel – 10,500 Searches
“Mobile Phone”
That’s more than 50% total searches
• Alternatively Misspelled Keywords• “Soccer” in German (FuSSball, FuSball, or
Fuβball)
• English Assisted Keywords
@michaelbonfils
Finding Trans-Created keywords
• Voli Economici• Voli Low Cost
8,000 Searches per mo.
250,000 Searches per mo.
• Grammatical Variant Keywords• Many Far Eastern Languages do not have plurals:
“Cheap flights to Venice” =
“cheap ‘flight flight’ to Venice”
• Keywords that Have a Common Idea but
Different Derivation
– A man builds a house
– An Eskimo creates an igloo
– A Desert Tribesman builds a mud hut
@michaelbonfilshttp://searchengineland.com/global-cmos-here-are-6-reasons-why-you-cannot-manage-search-through-translation-129734
Finding Trans-Created keywords
Gather Your Data and Make Your Determinations
@michaelbonfils
• Research Tools for Calculating Traffic Data• Google Adwords Keyword Tool
• Google Trends, Ubersuggest
• Yandex Wordstat
• Baidu’s Keyword Tool (关键词工具) • Naver Keyword Tool
• Use the Data to Find the Best Market
Opportunities• Brazil
• France
• Russia
• etc
• Localize Existing Content : Professionally translate your content and make it local.
• Add LOCAL INFO :
Local facts, people, expert opinions, and sources to establish
local expertise for blog
• Emotional StoryTelling : content
that suggests local use of your
product or service
Creating Trustworthy Content
@michaelbonfils
Curate Existing Assets to Build Content
English To X Language
English Adding X Language
@michaelbonfils
Review Your Competitors Content & Link Data
@michaelbonfils
Start by IDENTIFYING Competitors related content by how well its
influencing their ranking.
• FIND SOMETHING INSPIRING in other modes and parallel it- ideas that can come from movies, fashion, magazines, advertising. .
Emotional Impact Content
https://www.youtube.com/watch?v=RTtcNP7lmUo
@michaelbonfils
Local Perceptive Usability
@michaelbonfils
http://www.nngroup.com/articles/why-country-sites-are-so-bad/
Registration, Checkout and Account Management
Taxonomy and Navigation Browsing Tools
Product Page Information
Localized Usability: Everything Else
Established Market Presence
Digital StrategyNon Established Market Presence
Digital Strategy
Reverse Your Timing
@michaelbonfils
Using Programmatic Trading Desk Technologies
Display : Contextual, Geographical with Retargeting
• Address technical issues and site structure.
• Content localized and optimized
• Develop a local content development and outreach strategy
Long Term Conversion : Multilingual SEO
@michaelbonfils
Global
Technical
Audits
Translated and
Transcreated
Content
Optimization
Local Based
Content
Marketing
USC Case Study Results
@michaelbonfils
125 Qualified Lead Conversions
@ $56 ROAS
On Time: 1 Month To Build & 2 Months of Ads
Under Budget by 30%Objective:100 Conversions3 Months$20,000 Budget$75 max ROAS
Media:
Google: $2,500
Social: $500
Display: $2,500
Fees: $1,500
Total: $7,000
Website Creation
Translation: $2650
KW Research : $480
Domain/Hosting : $360
Content : $1,510
Microsite : $1,500
On Page SEO : $2,500
Total: $9,000
WWW.SEMINTERNATIONAL.COM
SEM INTERNATIONAL A DIVISION OF:
International Media Management Corp.
US OFFICES:
15560-C Rockfield Blvd, Suite 212
Irvine, CA 92618
1855 First Ave, Suite 102
San Diego, CA 92101
Michael Bonfils m . +1 714-222-0605
@michaelbonfils