International PPC - Mohammad Heidari Far
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International PPC - Mohammad Heidari Far

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With more than 6 years of overseeing international Search Engine Marketing campaigns Mo Heidari Far has been involved with developing SEM campaigns for clients ranging from start-ups to fortune 1000 ...

With more than 6 years of overseeing international Search Engine Marketing campaigns Mo Heidari Far has been involved with developing SEM campaigns for clients ranging from start-ups to fortune 1000 online companies. Mohammad spoke @IDF London about International PPC landscape discussing nuances and challenges faced when running PPC campaigns on international platforms such as Baidu in China and Yandex in Russia.

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International PPC - Mohammad Heidari Far International PPC - Mohammad Heidari Far Presentation Transcript

  • Mohammad Heidari Far INTERNATIONAL PPC May 2012
  • In this presentation International expansion (things to consider) Market size and trends Baidu Adwords vs. Phoenix Nest Yandex Adwords vs. Yandex Direct
  • Oban was recommended to us as the ‘go to’ agency for multilingual SEO consultancy. Throughout our working relationship we were more than delighted with their localised insights and technical know-how. Working with Oban proved to be invaluable and I would highly recommend working with them if you want to improve your international presence in online markets. Gian Caprini EMEA SEO and Social Product Marketing Manager at Microsoft AMP, MSN View slide
  • Having access to multilingual SEO knowledge and Oban’s localisation techniques now means we can deliver a consistent brand message across our diverse marketplaces, one that appeals to our target customer in the right way. Jack Lockyer Chapman Freeborn Digital Marketing Manager View slide
  • Oban offers great local insights which maintain and spearhead a global strategy. Over the course of the last year they have not only reduced costs but also significantly improved performance across all our markets. Loral Quinn Head of Digital Marketing Aberdeen Asset Management
  • BACKGROUND INTO OBAN About Oban . Services . Local search, globally . Clients
  • About Oban 7 Established in 2002, we’re now one of the market leading multilingual search agencies. We operate globally in more than 30 markets optimising our client campaigns to markets and people – not just languages. Our ethos is to improve the performance of global websites and online platforms using local knowledge and real cultural influence. It’s how the web works best – in-market. We are anti-translation and anti-replication – because one size does not fit all. Our unique combination of cultural search and cultural conversion delivers a consistent consumer experience wherever the click happens. We’re growing in size, client base and services.
  • Services 8 Drive organic traffic globally. Ethical, creative SEO in almost any language or on any search engine Multilingual SEO Oban delivers international PPC in-market anywhere in the world. International PPC We work every day to improve the natural search and paid search visibility of international mobile sites. Global Mobile When cultural factors affect how people behave online, we make it our business to harness that knowledge for yours. Cultural CRO Amplify overseas sales and reach into new online markets through the power of Oban market research. Global Research Empower your staff. Oban are the official training supplier for Econsultancy’s multilingual search courses. We can also transfer our expert skills directly through our tailored workshops. Web Training Deliver the ultimate localised social media experience in any part of the world. Global Social Media Expertly crafted multilingual content marketing to support a wider international search strategy. Multilingual Content
  • Local search, globally • Localised linguistics vs. translation creates authenticity and trust • We believe strongly in creating unique strategies per market • Our local teams understand market nuances, local search linguistics and local consumer attitudes in a wide range of sectors • We deliver local insight from each market through centralised strategy and account management 9
  • Proud to be working with 10 Clients trust us to deliver better digital campaigns globally. We work wherever business needs to be. Go online to read more of our success stories to discover how we use local insights to get results in- market. These are just some of the brilliant brands and businesses we work with.
  • International Expansion 11 Established in 2002, we’re now one of the market leading multilingual search agencies. We operate globally in more than 30 markets optimising our client campaigns to markets and people – not just languages. Our ethos is to improve the performance of global websites and online platforms using local knowledge and real cultural influence. It’s how the web works best – in-market. We are anti-translation and anti-replication – because one size does not fit all. Our unique combination of cultural search and cultural conversion delivers a consistent consumer experience wherever the click happens. We’re growing in size, client base and services.
  • INTERNATIONAL PPC Markets . Baidu . Yandex . Adwords
  • International matters Domestic market saturation Continued growth at high rate New market opportunities 13
  • Search engine market shares 14 Google in US & Europe Other major search engines Monthly search volumes by market 25.9 18 91.17 66.4 2.51 5.9 80 60.6 Russia China Europe US Yandex Baidu Yahoo Google
  • International expansion Things to consider Fully localise your website Market communication Customer service Terms of service Legal requirements 15 Payment gateways 60% using Direct Debit systems in Netherlands 50% using Cash on Delivery in Czech Republic 46% using online bank transfers in Germany Knowledge of market nuances 7% of China’s online shoppers are responsible for 40% of total online spend Affordable shipping and returns
  • 16 Market size and trends Internet advertisement by type Internet advertisement by type
  • 17 Market size and trends Global Paid Search spending growth 2009 - 2011 Paid Search in APAC region grew by more than 150%
  • Baidu 80% market share in China Vs Google’s 18% Baidu’s PPC platform is Phoenix Nest Q1 2012 Advertising grew by 75% from a year earlier (£524m) 18
  • 19 Adwords vs. Phoenix Nest
  • 20 Adwords vs. Phoenix Nest Adwords Phoenix Nest Quality score is recalculated every time the ad is shown and affected by: CTR Landing page load time Keyword/ad relevance Quality Score is highly dependent on max CPC bids and keyword CTR Ad group level and campaign level negative keyword matching Allows DKI Basic negative keyword matching Allows DKI Trademark policies applied to keywords and Ads Policies differ from country to country Direct contact with Baidu’s account manager needed to file protection for trademark Terms
  • 21 Adwords vs. Phoenix Nest Adwords Phoenix Nest Allows for max CPA bidding option Automation rules for basic CPC bid management Conversion optimisation and CPC autobidding is not possible Google keyword tool Search based keyword tool Google insights for Search Google trends Baidu keyword research tool Baidu Index (similar to Google trends)
  • 22 Adwords vs. Phoenix Nest Adwords Phoenix Nest Google Content Network Allows for keyword matching of content Site exclusions Display Ad Builder Baidu Union Basic keyword matching Low conversion rates due to pre mature algorithm Increasing CPC the only option to increase reach Remarketing Retargeting Affiliate program recently launched CPA % model N/A
  • Yandex April 2012: 60.6% market share in Russia Q1 2012 revenue saw 51% YoY increase (US$ 200.9m) at operating margin of 26.5% Yandex Direct PPC platform 23
  • Yandex Direct 24
  • Yandex Direct coverage 25 Continents eligible for Yandex Direct targeting Regions eligible for Yandex Direct targeting Countries eligible for Yandex Direct targeting Africa Africa - Asia Middle East Egypt, Israel, UAE, Turkey, Georgia, India, China, Thailand, South Korea North America - USA, Canada South America - Argentina, Brazil Australia and Oceania - Australia, New Zealand Europe Baltic States Austria, Belgium, Bulgaria, UK, Hungary, Germany, Greece, Denmark, Spain, Italy, Netherlands, Norway, Poland, Serbia, Slovakia, Slovenia, Latvia, Lithuania, Estonia, Finland, France, Czech Republic, Switzerland, Sweden
  • Adwords vs. Yandex Direct Geotargeting 26 Adwords Yandex Direct Level Campaign Campaign, Ad Precision Country, Region, District, City, Postal Code, Radius around a location Country, Region, District, City Search intent targeting Yes MatrixNet
  • Adwords vs. Yandex Direct 27 Adwords Yandex Direct Dynamic Keyword Insertion {Keyword: default copy} Ad Templates #default text# Works with ad title (33 char limit) Only matches the keyword in your adgroup Won’t work with contextual ads Broad Match Modified Broad Match + operator Exact Match [ ] operator Phrase Match “ “ operator Broad Match (synonyms, misspells, transliterated words) Exact Match “ “ operator (includes plurals and all 7 cases)
  • Adwords vs. Yandex Direct 28 Adwords Editor Direct Commander Change campaign, adgroup settings Bulk ad and keyword changes Manage bids Import/Export to spreadsheets Change campaign and ad settings (targeting, budgets, alerts, site exclusion, automated campaign management features such as Autofocus etc.) View statistics Create, edit and manage ads Add, remove and modify keywords Manage your presence in Yandex Catalog Import data from XLS and CSV files
  • Adwords vs. Yandex Direct 29
  • Yandex Direct Negative keywords applied at ad level Yandex holds 65% of contextual ad market in Russia Yandex Content network has a restrict selection criteria Conversion tracking through Yandex Metrics Mobile ads - top 2 position ads shown on mobile devices by default 30
  • THERE IS ALWAYS SOMEONE CHEAPER DEMONSTRATING THE VALUE OF A PREMIUM OFFERING
  • Mohammad Heidari Far Head of Search +44 (0)1273 704434 www.obanmultilingual.com moheidarifar@obanmultilingual.com @Mo_Far
  • Website: www.obanmultilingual.com Telephone: +44 (0) 1273 704 434 Email: info@obanmultilingual.com Twitter: @ObanSearch