Search Marketing Theatre; Leveraging Integrated Search for International Organisations

Leveraging Integrated Search for
International Organisations
Martin Dinham - Guava
Matt Whelan - Guava

Sponsored by:

Leveraging Integrated
Search For International
Organisations
Martin Dinham
Matt Whelan

‹#› | Copyright Guava Limited

12 years market leading digital marketing experience
Full-service Digital Performance Marketing Agency
• Search Engine Optimisation
• Paid Search
• Display Advertising
• Web Analytics
• Facebook Advertising
• Social Media Marketing
Part of the NetBooster Agency Group
• Europe’s largest independent digital marketing agency
• 500+ employees worldwide


Our Global Coverage

Office Locations


Our clients

Things you should consider to
successfully implement a multi-territory,
integrated search marketing strategy


The challenge
› Structure

› Language

› Market differences

› Technology

› Campaign Integration

› How do we deploy across multiple countries effectively?


Budget Local
Creative Implement-
ation
Tech

Budget Budget
Local Local
Creative Creative Implement- Implement-
Tech Tech ation Budget ation
Central
Guidance Creative
Tech

Budget Budget
Local Local
Creative Creative Implement- Implement-
Tech Tech ation ation

Localised Centralised


Centralised or localised?

› Where is the marketing resource located?
› Who is paying for the activity?
› Will your technology support this structure?

› How much of a hybrid structure do you need?


Domain structure deployment options
› Separate country TLD's vs. central site with country subfolders

› Use one site with sub-folders for each language (ie. .com/language)

› Use a separate country tld for each country (.fr .be .de .ch)


Local TLD’s (.co.uk, .fr, .de etc.)

Pros Cons
Instantly relevant for the Can create duplicate content
appropriate Google search (.fr .be .ch)
engine Cannot benefit from
The domain could potentially centralised link trust (links go
be hosted in the specific to each separate domain)
country Can create a negative impact if
In some locations a local TLD a German speaking Belgian
has a demonstrable increase lands on your .be site written in
in PPC ad CTR French


Central domain (.com/language)

Pros Cons
All inbound links build The .com is not instantly
relevance to one site, recognised as relevant for the
maximising authority different country search
Limits duplicate content (ie. engines
French in .fr, .be and .ch) The server/IP can only be
Avoids nationality issues located in one country
(flags) and concentrates on For geo-located services this
language can pose a problem (A car hire
page in German may have to
serve many markets)


Develop quality content
› Quality content is central to an effective integrated search strategy
› For Organic Search, develop a content strategy:
› On site content targeted at longer tail keywords
› Creative off site content targeted at higher volume, link building
keywords
› High quality content means it is helpful to the user, not simply
written for search engines.
› For Paid Search, Ad copy should be:
› Compelling enough to differentiate your business and drive
relevant traffic
› Regularly refreshed and rotated to identify the ads with best
performing CTRs

› Delivery requires native speaking creative resource who understand the
principles of search marketing


Content creation - localisation vs. translation
› Keyword research must be carried out independently in each market –
do not rely on translation

Breakfast

déjeuner

Lunch

dîner

Evening Meal


Copy creation - localisation vs. translation
› Site & ad content must originate from search savvy, native speakers or
the opportunity to maximize its impact is compromised.

› Colloquialisms are inherent in search.
› The most effective ads often use quirky phrases when appropriate
for the brand, if you aren’t a native speaker you just won’t be able to
get this right.

› Some messaging will have no direct translation at all
› “10% off” cannot be directly translated into Polish, the localisation
would be “10% less”


Local technology adoption

› Technology adoption - not all markets will have the same
level of technology support.


This is true for the web itself
› Differing levels of web sophistication & usage require different
approaches

› Effective link building strategies differ from country-to-country

› AdWords product roll-out is impacted by where your account
originates

› Using someone with expertise in what already works and what does
not will save time and maximise budget efficiency.


Your search engine priorities will vary by market


Optimise content
accordingly. Paid &
natural listings will
appear differently


Understand local market seasonality


Integrated Search
Beware “last click” attribution

Don’t look at channels in isolation

Try and find “one version of the truth”


Whose conversion?

Display Generic Remarketing Natural Branded
CONVERSION
Impression PPC Click click Search Click PPC Click


...ask your agencies?

Display PPC Display SEO PPC
Agency Agency Agency Agency Agency

CONVERSION


...ask your technologies?

Display PPC Display SEO PPC
Agency Agency Agency Agency Agency

CONVERSION

Display Ad Server PPC Bid management tool


Look at cross-channel interaction


Integration will give you a competitive edge
› Integrate the creative execution of search & display
› Let one channel inform another, from keyword discovery to CRO
› Integrate reporting to find the incremental uplift provided by INTERACTION
› NOT about finding an attribution model

9%

45%

46%

No integration Some integration Full integration
EconsultancyGuava UK Search Engine Benchmarking Report 2011 Benchmark Report
Econsultancy /
/ Guava UK Search Engine Marketing
http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report


Agency/partner selection
› Select partners who have the infrastructure, experience and expertise
to add the most value.

› Ensure your partners understand the complexities of multi-country
projects.
› Make sure they’re not simply proposing a one off translation exercise
of your English keyword portfolio. You can’t optimise effectively in this
way i.e. search query reports.

› Ensure your agencies/partners are communicating with each other
regularly in each country.

› Make sure your search agency has relationships with the relevant
local search engine offices.


The Proof
• Traffic increased by 600% for the
campaign period
• 8 million unique visitors accessing
47.9 million pages
• 80,000 + referrals every month across
social media channels
• A consistent natural search growth of
WINNERS: 10% every month during the
campaign period
Innovation in
SEO
The Proof
• October 2010 – October 2011
keywords in the top 10 search results
increased by 246.4%, with 62% of
those keywords achieving a top 5
ranking.
• Strong growth in rankings for Argos’
technology based items such laptops,
mp3 players and big ticket items such
as beds, garden furniture and sofa
beds.

Thank you!
martin.dinham@guava.com
matt.whelan@guava.com

Search Marketing Theatre; Leveraging Integrated Search for International Organisations

Recommended

Recommended

More Related Content

More from TFM&A

More from TFM&A (20)

Recently uploaded

Recently uploaded (20)

Search Marketing Theatre; Leveraging Integrated Search for International Organisations