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