Global Search Campaigns by Motoko Hunt at SEMPO India Tour

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Global SEO/SEM Campaigns

SEMPO Asia Tour, Search Seminar

Mumbai, India - June 15, 2009

Motoko Hunt

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Business Opportunities

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Going Global = More Business Opportunities

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Opportunities - Regins

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Opportunities - Languages

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Opportunities - Countries

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Why Go Global?

■ Demand is already coming to you□ Log file analysis

□ Sales and leads

■ Language and communication ability□Customer service

□ Infrastructure (channel partners)

■ Internet usage and E-commerce□Market place interests and product categories

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Objectives and Goals

■ Determine the Business Objectives for Global Websites and Global PPC Campaigns□ Target audience

□How to measure the success

□ Size and budget of campaigns

□ In-house, Out-sourced, or Hybrid

Create a Project Road Map

Research target markets and be prepared

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There are some challenges…

■ Different market means different:□Rules

□People

□Culture

□Behavioral Patterns

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Target Engines

■ Google – 62.4%■ Yahoo – 12.8%■ Baidu – 5.2%■ MSN(bing) – 2.9%■ Naver – 2.6%

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Keywords

■ Keyword Research in each market“America (USA)”

アメリカ : 110,000

アメリカ合衆国 : 14,800

米国 : 4,400

合衆国 : 720

“Baby carrier”

ベビーキャリア :1,600

抱っこ紐 :12,100

抱っこひも： 6,600

だっこひも： 2,900

だっこ紐： 1,300

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Keyword planning in each language

■ Don’t just translate the English words

■ Add all of the variations to expand keywords

■ 20% of keywords in campaign are not popular or wrong translations

Spanish Italian German French

Keyword Searches Keyword Searches Keyword Searches Keyword Searches

ordenador 115,826 computer 557,015 notebooks 1,536,826 ordinateur portable 1,201,928

portatil 66,609 notebook 107,758 computer 1,205,954 ordinateur 728,504

ordenador portatil 40,026 pc 87,493 laptop 232,756 portable 254,664

computadora 20,419 portatile notebook 54,516 pc 194,804 pc 127,644

venta de ordenador 17,224 computer portatile 33,212 pc system 39,778 pc portable 59,568

oferta portatil 11,179 pc portatile 24,381 pcs notebooks 35,066 achat pc 18,252

oferta ordenador 9,790 personal computer 14,658 computer hardware 14,952 achat ordinateur 16,836

juego de ordenador 6,969 negozi computer 10,829 computer notebook 14,805 laptop 10,260

oferta ordenador portatil 6,720 notebook offerta 6,528 pc komplettsystem 13,146 vente ordinateur 9,440

notebook 3,609 vendita notebook 4,274 pc hardware 10,458 ordinateur de bureau 9,148

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Ad Creative

■ Write effective ads for each market

■ Double byte characters = A half the space

■ Check competitors’ ads

■ Use dynamic insertion cautiously

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Keyword Glossary

■ Organize your keywords by:□Languages

□Locations

□Target audiences

□Purchase cycle

□Importance

■ Brand name

■ Product name

■ Model numbers, etc.

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Set up separate account with different

target language/location for each market to avoid bidding against yourself

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Global PPC Management Tools

■ Search engines have best global bid tools

■ Few tools work with double-byte keywords□ Kenshoo & Make Me Top

■ Few tools roll up all global campaigns

■ Few tools work with local search API’s

■ Deploy tracking tags on international sites□Many analytics tools can’t display double-byte

□Resources are scarce in many markets

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Creating Account

■ Target by language

■ Target by location

■ Set campaign time zone

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Lower cost per clickHigher click through rate

Higher quality score

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Localization

■ Languages:□Different spellings

▪ “localise” or “localize”

□Different meanings▪ “football” or “soccer

■ Currencies

■ Metrics

■ Address

Edit content for

target market

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Web Content

■ Optimize localized pages for local target keywords

□Only the body text is translated

□Title, Meta tags, Character set, Alt tags, etc. not localized

□Different tone of the voice & message

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Technical Challenges

■ CMS settings■ Geo targeting, ccTLDs

□ Index problem

□Duplicate content

■ Different target engines■ Languages / localization

□Right to Left

□Double byte character set

■ Tools (multi-lingual)■ Domain, sub-domain■ Hosting■ Link building

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GEO Targeting for Google

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All web Pages in German languagePages in Germany “.de”

Sitemap Country setting

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On-going Challenges

■ Ranking Reports

■ Campaign Maintenance

■ Foreign Customer Services

■ Legal / Contracts

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How to stay “Competitive”

in foreign market

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Regional Challenges

■ Different outlet □ social media, blog, etc.

■ Market trend■ Different search behaviors■ Different seasonal behaviors

□ fiscal year

□ shopping, vacation seasons

□ difference in products to push

■ Purchasing options□ credit card, COD, offline

■ Content regulations□ gov regulations

□ trademark, etc.

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Benefit of Website Globalization

■ Standard site design and management

■ Linking strategy

■ Cost saving

■ Time efficiency

■ Manpower reduction

■ Standardizing brand image and business strategies

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Key Points

■ Conduct keyword research in each target market■ Write ads with messages that are appealing to the

market■ Research the target markets for regulations, trends,

statistics, popular engines and social outlets■ Take advices from local experts and local offices, and

make necessary adjustments to your campaign strategies for each market

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THANK YOU!

Motoko Hunt

Chairman, SEMPO Asia [email protected]

Founder, Japanese Search Marketing Strategist

AJPR LLC

www.ajpr.com / [email protected]

@motokohunt

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“Yes, it’s really me and an angel fish.”