Global SEO/SEM Campaigns SEMPO Asia Tour, Search Seminar Mumbai, India - June 15, 2009 Motoko Hunt ©2009 AJPR LLC

Business Opportunities ©2009 AJPR LLC Going Global = More Business Opportunities

Opportunities - Regins ©2009 AJPR LLC

Opportunities - Languages ©2009 AJPR LLC

Opportunities - Countries ©2009 AJPR LLC

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 ©2009 AJPR LLC

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

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 ©2009 AJPR LLC

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

There are some challenges… Different market means different: Rules People Culture Behavioral Patterns ©2009 AJPR LLC

Different market means different:

Rules

People

Culture

Behavioral Patterns

Target Engines Google – 62.4% Yahoo – 12.8% Baidu – 5.2% MSN(bing) – 2.9% Naver – 2.6% ©2009 AJPR LLC

Google – 62.4%

Yahoo – 12.8%

Baidu – 5.2%

MSN(bing) – 2.9%

Naver – 2.6%

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 ©2009 AJPR LLC

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

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

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

Ad Creative Write effective ads for each market Double byte characters = A half the space Check competitors’ ads Use dynamic insertion cautiously ©2009 AJPR LLC

Write effective ads for each market

Double byte characters = A half the space

Check competitors’ ads

Use dynamic insertion cautiously

Keyword Glossary Organize your keywords by: Languages Locations Target audiences Purchase cycle Importance Brand name Product name Model numbers, etc. ©2009 AJPR LLC Set up separate account with different target language/location for each market to avoid bidding against yourself

Organize your keywords by:

Languages

Locations

Target audiences

Purchase cycle

Importance

Brand name

Product name

Model numbers, etc.

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

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

Creating Account Target by language Target by location Set campaign time zone ©2009 AJPR LLC Lower cost per click Higher click through rate Higher quality score

Target by language

Target by location

Set campaign time zone

Localization Languages: Different spellings “ localise” or “localize” Different meanings “ football” or “soccer Currencies Metrics Address Edit content for target market ©2009 AJPR LLC

Languages:

Different spellings

“ localise” or “localize”

Different meanings

“ football” or “soccer

Currencies

Metrics

Address

Edit content for

target market

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 ©2009 AJPR LLC

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

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 ©2009 AJPR LLC

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

GEO Targeting for Google ©2009 AJPR LLC All web Pages in German language Pages in Germany “.de” Sitemap Country setting

On-going Challenges Ranking Reports Campaign Maintenance Foreign Customer Services Legal / Contracts ©2009 AJPR LLC How to stay “ Competitive” in foreign market

Ranking Reports

Campaign Maintenance

Foreign Customer Services

Legal / Contracts

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. ©2009 AJPR LLC

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.

Benefit of Website Globalization Standard site design and management Linking strategy Cost saving Time efficiency Manpower reduction Standardizing brand image and business strategies ©2009 AJPR LLC

Standard site design and management

Linking strategy

Cost saving

Time efficiency

Manpower reduction

Standardizing brand image and business strategies

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 ©2009 AJPR LLC

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

THANK YOU! Motoko Hunt Chairman, SEMPO Asia [email_address] Founder, Japanese Search Marketing Strategist AJPR LLC www.ajpr.com / [email_address] @motokohunt ©2009 AJPR LLC “ Yes, it’s really me and an angel fish.”

Motoko Hunt

Chairman, SEMPO Asia [email_address]

Founder, Japanese Search Marketing Strategist

AJPR LLC

www.ajpr.com / [email_address]

@motokohunt