Lionbridge GMO Global Search Marketing eBook
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Lionbridge GMO Global Search Marketing eBook

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Many advertisers rely on translators and automatic suggestion tools to help build their keywords and text ads....

Many advertisers rely on translators and automatic suggestion tools to help build their keywords and text ads.

But when it comes to global search marketing, translation causes problems.

Why? Because translated keywords and text ads don’t always resonate with their intended audience. The reason has to do with the way people search for the information they need.

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Lionbridge GMO Global Search Marketing eBook Lionbridge GMO Global Search Marketing eBook Presentation Transcript

  • { } How to Improve yourlanding pages, text ads, keywords, SEO, ad groups, international SEO, click-thru rate, international SEM, impressions, international PPC, conversions, Internationalquality score, page rank, cost per click, ROAS, turnaround time landing pages, text ads, keywords, SEO, ad groups, international SEO, click-thru rate, internationalSEM, impressions, international PPC, conversions, quality score, page rank, cost per click, ROAS, turnaround time landing pages, text ads, keywords, SEO, adgroups, international SEO, click-thru rate, international SEM, impressions, international PPC, conversions, quality score, page rank, cost per click, ROAS, turnaround Paid Searchtime landing pages, text ads, keywords, SEO, ad groups, international SEO, click-thru rate, international SEM, impressions, international PPC, conversions, quality score,page rank, cost per click, ROAS, turnaround time landing pages, text ads, keywords, SEO, ad groups, international SEO, click-thru rate, international SEM, impressions,international PPC, conversions, quality score, page rank, cost per click, ROAS, turnaround time landing pages, text ads, keywords, SEO, ad groups, international SEO, click-thru Resultsrate, international SEM, impressions, international PPC, conversions, quality score, page rank, cost per click, ROAS, turnaround time landing pages, text ads, keywords, SEO,ad groups, international SEO, click-thru rate, international SEM, impressions, international PPC, conversions, quality score, page rank, cost per click, ROAS, turnaround time
  • We frequently hear from advertisers who are struggling with global search marketing.“Our internationalppc campaigns areperforming poorly.” They want to know why, and they want to know how to improve their results. 2
  • Translation isNOT I never think of a term the in another language,answer translate it to my language and search on itMany advertisers rely on translators andautomatic suggestion tools to help buildtheir keywords and text ads.But when it comes to global searchmarketing, translation causes problems. I pick a term in my ownWhy? Because translated keywords language, and it’s probably notand text ads don’t always resonate with even related to the keywordtheir intended audience. The reason hasto do with the way people search for the derived from translationinformation they need.What works well in the home marketcan fail miserably when applied toother countries. 3
  • It helps to But scooter customers are known to search for “vespa” in those markets. By using the literallook at some translation of scooter instead of vespa, the advertiser misses opportunities for impressions,examples click-throughs and conversions. Similarly, a debt consolidation business might innocently use the Spanish translation “deuda”A US-based advertiser promoting for the English word “debt.”scooters in Italy, France and Spain, mightuse Google Translate to build a keyword But the term “deuda” can be offensive tolist for scooter: “motorino” (Italian), Spanish speakers. A more appropriate search“trottinette” (French), and “escúter” term for this audience would be “préstamo.”(Spanish). 4
  • So what’s the This rebuildingright approach for process is called Search Marketinginternational Localization.PPC?Since simple translation doesn’t delivertrue local equivalents of search terms,a better approach is to work within-market experts to rebuildkeywords and text ads specificallyfor the target markets. 5
  • SearchMarketing 1 Crowdsource the local search termsLocalizationinvolves threeimportant 2Use in-market human experts to edit and validate the crowdsourced termssteps: 3Rebuild a list of highly relevant, locally-tested keywords 6
  • “Search Marketing Localization is exactly what we’ve been looking for to deliver better resultsWhat kind of results for our clients. Our deployed clients have seen significant campaign uplifts over human andcan advertisers machine-generated alternatives.”expect with Akin Tosyali,Search Marketing Director of Online Acquisition, MerkleLocalization? Localization outperforms both human and machine translation.Advertisers using localization for Localizedtheir international ppc campaigns Conversionare achieving a 20-300% increase inconversions over human or machine Humantranslation alternatives. Translation Machine Translation Time 7
  • Aquick The results?case 200+% average improvement in impressions 400+% average improvement instudy click-throughsThis client operates a travel-related websiteand had been human-translating keywordcampaigns into Spanish with unsatisfactoryresults.Through Search Marketing Localization, theclient received 3 rebuilt ad groups with newSpanish keywords. 8
  • How to learnmore aboutSearchMarketingLocalizationRead a Blog International PPC Campaigns: How to Improve your Global Uplift Multilingual paid search - keyword relevance International PPC Campaign ChallengeContactOur Solution Marketing Director todiscuss your situation and hear moreabout this service. 9
  • Who isLionbridgeWe’re a $400MM public company with officesin 26 countries and over 70,000 crowdsourcedexperts for global performance mediaoperations. 10