Leveraging Integrated Search for             International Organisations                 Martin Dinham - Guava            ...
Leveraging IntegratedSearch For InternationalOrganisationsMartin DinhamMatt Whelan
‹#› | Copyright Guava Limited12 years market leading digital marketing experienceFull-service Digital Performance Marketin...
‹#› | Copyright Guava Limited  Our Global CoverageOffice Locations
‹#› | Copyright Guava LimitedOur clients
Things you should consider to successfully implement a multi-territory, integrated search marketing strategy
‹#› | Copyright Guava Limited    The challenge›   Structure›   Language›   Market differences›   Technology›   Campaign In...
Structure
‹#› | Copyright Guava Limited                          Budget                                            Local            ...
‹#› | Copyright Guava LimitedCentralised or localised?› Where is the marketing resource located?› Who is paying for the ac...
‹#› | Copyright Guava Limited    Domain structure deployment options›   Separate country TLDs vs. central site with countr...
‹#› | Copyright Guava LimitedLocal TLD’s (.co.uk, .fr, .de etc.)Pros                               Cons   Instantly releva...
‹#› | Copyright Guava LimitedCentral domain (.com/language)Pros                               Cons   All inbound links bui...
Languages
‹#› | Copyright Guava Limited    Develop quality content›   Quality content is central to an effective integrated search s...
‹#› | Copyright Guava Limited    Content creation - localisation vs. translation›   Keyword research must be carried out i...
‹#› | Copyright Guava LimitedCopy creation - localisation vs. translation›   Site & ad content must originate from search ...
‹#› | Copyright Guava LimitedCopy creation - localisation vs. translation›   Site & ad content must originate from search ...
Local technology adoption
‹#› | Copyright Guava Limited Local technology adoption› Technology adoption - not all markets will have the same level of...
‹#› | Copyright Guava Limited    This is true for the web itself›   Differing levels of web sophistication & usage require...
Market Differences
‹#› | Copyright Guava LimitedYour search engine priorities will vary by market
‹#› | Copyright Guava Limited                                Optimise content                                accordingly. ...
‹#› | Copyright Guava Limited
‹#› | Copyright Guava Limited
‹#› | Copyright Guava Limited
‹#› | Copyright Guava Limited
‹#› | Copyright Guava LimitedUnderstand local market seasonality
‹#› | Copyright Guava LimitedUnderstand local market seasonality
Integration
‹#› | Copyright Guava LimitedIntegrated Search   Beware “last click” attribution   Don’t look at channels in isolation   T...
‹#› | Copyright Guava LimitedWhose conversion?  Display                  Generic    Remarketing     Natural       Branded ...
‹#› | Copyright Guava Limited...ask your agencies?     Display                      PPC          Display         SEO      ...
‹#› | Copyright Guava Limited...ask your technologies?     Display                      PPC            Display            ...
‹#› | Copyright Guava LimitedLook at cross-channel interaction
‹#› | Copyright Guava Limited    Integration will give you a competitive edge›   Integrate the creative execution of searc...
Agency/partner selection
‹#› | Copyright Guava Limited    Agency/partner selection›   Select partners who have the infrastructure, experience and e...
‹#› | Copyright Guava Limited                                    The Proof                                •   Traffic incr...
Thank you!martin.dinham@guava.com matt.whelan@guava.com
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Search Marketing Theatre; Leveraging Integrated Search for International Organisations

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Search Marketing Theatre; Leveraging Integrated Search for International Organisations

  1. 1. Leveraging Integrated Search for International Organisations Martin Dinham - Guava Matt Whelan - GuavaSponsored by:
  2. 2. Leveraging IntegratedSearch For InternationalOrganisationsMartin DinhamMatt Whelan
  3. 3. ‹#› | Copyright Guava Limited12 years market leading digital marketing experienceFull-service Digital Performance Marketing Agency • Search Engine Optimisation • Paid Search • Display Advertising • Web Analytics • Facebook Advertising • Social Media MarketingPart of the NetBooster Agency Group • Europe’s largest independent digital marketing agency • 500+ employees worldwide
  4. 4. ‹#› | Copyright Guava Limited Our Global CoverageOffice Locations
  5. 5. ‹#› | Copyright Guava LimitedOur clients
  6. 6. Things you should consider to successfully implement a multi-territory, integrated search marketing strategy
  7. 7. ‹#› | Copyright Guava Limited The challenge› Structure› Language› Market differences› Technology› Campaign Integration› How do we deploy across multiple countries effectively?
  8. 8. Structure
  9. 9. ‹#› | Copyright Guava Limited Budget Local Creative Implement- ation TechBudget Budget Local LocalCreative 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
  10. 10. ‹#› | Copyright Guava LimitedCentralised 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?
  11. 11. ‹#› | Copyright Guava Limited Domain structure deployment options› Separate country TLDs 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)
  12. 12. ‹#› | Copyright Guava LimitedLocal 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
  13. 13. ‹#› | Copyright Guava LimitedCentral 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)
  14. 14. Languages
  15. 15. ‹#› | Copyright Guava Limited 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
  16. 16. ‹#› | Copyright Guava Limited 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
  17. 17. ‹#› | Copyright Guava LimitedCopy 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”
  18. 18. ‹#› | Copyright Guava LimitedCopy 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”
  19. 19. Local technology adoption
  20. 20. ‹#› | Copyright Guava Limited Local technology adoption› Technology adoption - not all markets will have the same level of technology support.
  21. 21. ‹#› | Copyright Guava Limited 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.
  22. 22. Market Differences
  23. 23. ‹#› | Copyright Guava LimitedYour search engine priorities will vary by market
  24. 24. ‹#› | Copyright Guava Limited Optimise content accordingly. Paid & natural listings will appear differently
  25. 25. ‹#› | Copyright Guava Limited
  26. 26. ‹#› | Copyright Guava Limited
  27. 27. ‹#› | Copyright Guava Limited
  28. 28. ‹#› | Copyright Guava Limited
  29. 29. ‹#› | Copyright Guava LimitedUnderstand local market seasonality
  30. 30. ‹#› | Copyright Guava LimitedUnderstand local market seasonality
  31. 31. Integration
  32. 32. ‹#› | Copyright Guava LimitedIntegrated Search Beware “last click” attribution Don’t look at channels in isolation Try and find “one version of the truth”
  33. 33. ‹#› | Copyright Guava LimitedWhose conversion? Display Generic Remarketing Natural Branded CONVERSIONImpression PPC Click click Search Click PPC Click
  34. 34. ‹#› | Copyright Guava Limited...ask your agencies? Display PPC Display SEO PPC Agency Agency Agency Agency Agency Display Generic Remarketing Natural Branded CONVERSIONImpression PPC Click click Search Click PPC Click
  35. 35. ‹#› | Copyright Guava Limited...ask your technologies? Display PPC Display SEO PPC Agency Agency Agency Agency Agency Display Generic Remarketing Natural Branded CONVERSIONImpression PPC Click click Search Click PPC Click Display Ad Server PPC Bid management tool
  36. 36. ‹#› | Copyright Guava LimitedLook at cross-channel interaction
  37. 37. ‹#› | Copyright Guava Limited 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
  38. 38. Agency/partner selection
  39. 39. ‹#› | Copyright Guava Limited 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.
  40. 40. ‹#› | Copyright Guava Limited 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.
  41. 41. Thank you!martin.dinham@guava.com matt.whelan@guava.com
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