San Francisco • September 10–13, 2013 • #SESSF @SESConf
Translation tool game
Keyword Algebra
Localisation: ad copy,
timin...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
vente de botte
automobile
rottura della
stazione terma...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
Syntax for phrases
(ad copy)
Lesser-known Media
“One f...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
aparato de la
marca
(perfume name)
La Vie Dure
salaire...
However, some principles are
common across languages
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
Keyword Algebra
Adjective
(Price)
Product or
Concept
B...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
0%
20%
40%
60%
80%
100%
120%
140%
English
French
Germa...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
0%
20%
40%
60%
80%
100%
120%
English
French
German
Que...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
Spanish
French
Italian
Dutch
Danish
German
Compound la...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtorClassified top 100 keywords for queries containing ‘lia...
Localisation isn’t just language
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
86%
100%
ADS CONTAINING
"FREE SHIPPING"
ADS CONTAINING...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
JUL-1...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
0%
20%
40%
60%
80%
100%
120%
JUL-12 AUG-12 SEP-12 OCT-...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
(US) Coffee
(UK) Coffee (DE) Kaffee
(FR) Café (ES)Café...
Finally, consider local regulations…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
Disallowed Content Regulated Policies
Ad Guidelines,
Q...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
International SEM
International SEM
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International SEM

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This presentation tackles the issues of translation and localisation in international SEM. Why not use translation tools? How can you demystify the keyword localisation process? What dynamics are there to consider other than simply rendering keywords and ads into another language? Develop and presented by Tor Crockatt at SES San Francisco 2013.

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International SEM

  1. 1. San Francisco • September 10–13, 2013 • #SESSF @SESConf Translation tool game Keyword Algebra Localisation: ad copy, timing, intent & policy
  2. 2. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor
  3. 3. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor vente de botte automobile rottura della stazione termale Das Taufen der Gegenwart Current baptisms (French for ‘cheap flights’) Inexpensive theft
  4. 4. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor Syntax for phrases (ad copy) Lesser-known Media “One for Sorrow One for sentencing” Plural/singulars & spacing Some Industry-specific concepts Pay as you go; BOGOF IT & online terminology (Web hosting, ADSL, DVD burning) Media: band & film names (Sex Pistols, The Dark knight Rises) Common Colloquialisms Popular commercial lingo Drainpipe Jeans, PVC cladding STILL HIT & MISS
  5. 5. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor aparato de la marca (perfume name) La Vie Dure salaire mensuel traite
  6. 6. However, some principles are common across languages
  7. 7. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor Keyword Algebra Adjective (Price) Product or Concept Brand/ Provider Adjective (Product) Location ..Laptop… …Digital Camera… …Insurance Sony Airline Network Companies broker Intended Action Buy Quote Apply Book …New York… …UK… …Las Vegas… Intended Use (For) men Back to school Compare Compare… Best… Top Cheap… Low Cost Luxury… Free Green.. Hi-speed.. Inventory of the typical ‘meaning elements’ in any commercial query
  8. 8. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor 0% 20% 40% 60% 80% 100% 120% 140% English French German UK, Scotland wales Queries containing “Liability insurance” Personal, Legal Business, Short-term, Commercial, Sports, Charity, Cyber Liability insurance Broker, companies Chancel repair, for self employed, events, for contractors, for market traders, For tradesmen, for landlords what is, example of, wiki, definition, explained (Compare) + (Product Adjective) + (Product) + (Intended Use)
  9. 9. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor 0% 20% 40% 60% 80% 100% 120% English French German Queries containing “New York” To rent, for sale New York, Manhattan Point to point locations Flight+hotel, hotel, city pass, shopping, weather, package holiday, trip, Property, pictures Design hotels, weather, time Hats, “New York new York” Hotel names (Price) + (Adjective) + (Product) + (Location)
  10. 10. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor Spanish French Italian Dutch Danish German Compound languages ‘Front-loader’ languages Many multi-concept single words Tend to be multi-word but fewer concept Qualifies *after* noun Geschenk ideen hochzeits tag gave ideeën bryllups dagen idea regalo anniversario matrimonio idee cadeaux anniversaire mariage regalos aniversario boda trouw dag cadeau ideer English wedding anniversary gift ideas+ +. + + + + + + + + + + + + +
  11. 11. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtorClassified top 100 keywords for queries containing ‘liability insurance’ and ‘New York’ 3.04 2.65 2.45 3.81 3.55 2.29 ENGLISH FRENCH GERMAN Total Meaning Elements Number of words in phrase Specificity is not defined by query length
  12. 12. Localisation isn’t just language
  13. 13. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor 86% 100% ADS CONTAINING "FREE SHIPPING" ADS CONTAINING "FREE DELIVERY" Seasonality Local & demographic Intent 63% 84% 100% ADS CONTAINING "$" ADS CONTAINING "€" ADS CONTAINING "£"
  14. 14. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% JUL-12 AUG-12 SEP-12 OCT-12 NOV-12 DEC-12 JAN-13 FEB-13 MAR-13 APR-13 US UK FR DE
  15. 15. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor 0% 20% 40% 60% 80% 100% 120% JUL-12 AUG-12 SEP-12 OCT-12 NOV-12 DEC-12 JAN-13 FEB-13 MAR-13 APR-13 US UK FR DE
  16. 16. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor (US) Coffee (UK) Coffee (DE) Kaffee (FR) Café (ES)Café (IT) Caffè Intent can differ even within the same language
  17. 17. Finally, consider local regulations…
  18. 18. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor Disallowed Content Regulated Policies Ad Guidelines, Quality, User Safety By market: restrict targeting if non compliant
  19. 19. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @searchtor
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