Multilingual Search Engine Marketing

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Hop Online offers multilingual search engine marketing--PPC, SEO, landing page optimization,

video marketing and social media marketing--to clients that target customers across multiple

countries and languages. We create comprehensive, customized Internet marketing strategies that

fit the unique needs of each of our clients.

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Multilingual Search Engine Marketing

  1. 1. Multilingual Search Marketing & Web 2.0 Marketing Solutions AdWords landing page ROI call to action conversions Blog keywords hop-online.com
  2. 2. Contents Search Engine Marketing—What / Why / How? Sales & Profit Potential from Search Marketing Our Approach to Search Marketing About Hop Online: Services, Benefits, Contacts Appendix I: Global SEM Market 1 2 3 4 5 Appendix II: Bulgarian Market for SEM 6 hop-online.com
  3. 3. What is Search Engine Marketing (SEM)? <ul><li>Promoting web content on search engines through optimization (SEO) & pay-per-click (PPC) strategies. </li></ul>SERP Web page hop-online.com
  4. 4. SEM Plays Key Role in Web 2.0 Marketing SEO PPC Referral Links (keywords) (keywords) (anchor text) Pull Users through SEM, Push Content through Social Media SEM hop-online.com Newsletter/ Email Marketing Social Bookmarking Blog Company fan page Advertising Groups Company profile Direct Ads Brand channel SEO for video PPV video ads Photo SEO Followers SMS marketing Original Content
  5. 5. 4 Key Components of a Complete SEM Strategy Achieve near-term, controlled ROI; supplement and gather key data for SEO . Convert visitors from search engines into customers through opt-in data capture and calls to action . Optimize your site for long-term ranking within organic search results for top keywords . Measure & optimize key performance indicators (KPI) like goal conversions for continual improvement . PPC SEO Landing Pages Analytics hop-online.com
  6. 6. Benefits of PPC Advertising <ul><li>Reach vast majority of Internet users in desired location(s). </li></ul><ul><li>Targeted impressions from keyword searches & relevant web pages . </li></ul><ul><li>Direct responses to engaging text ads exactly at time of interest . </li></ul><ul><li>Cost -effective initial engagement. </li></ul><ul><li>Performance-driven. </li></ul><ul><li>Measurable ROI. </li></ul><ul><li>Flexible & scalable. </li></ul>Brand Awareness Lead Generation Customer Sales Funnel Reach , Timing , Cost & Flexibility at Key Stages of Buying Process Sales Conversion hop-online.com
  7. 7. How AdWords Can Pay For Itself… And Then Some $1,000 initial investment in AdWords $0.10 CPC ≥ 10,000 clicks 1% conversion rate = 100 sales Average sale = $50 $1K investment returns $5K in sales Reinvest profits, increase budget ROI = 500% hop-online.com
  8. 8. Sales & Profit Potential From PPC Marketing 1.50 1.25 1.00 0.75 0.50 0.5% 1.0% 1.5% 2.0% 2.5% Cost-per- click Click-through rate (CTR) Estimated Revenue / ROI for: 1M Impressions, 1% Conversion rate, 150 EUR Rev/Conversion 0.25 Conversions & ROI hop-online.com 7 500 / 20% 15 000 / 20% 22 500 / 20% 30 000 / 20% 37 500 / 20% 7 500 / 50% 15 000 / 50% 22 500 / 50% 30 000 / 50% 37 500 / 50% 7 500 / 100% 15 000 / 100% 22 500 / 100% 30 000 / 100% 37 500 / 100% 7 500 / 200% 15 000 / 200% 22 500 / 200% 30 000 / 200% 37 500 / 200% 7 500 / 500% 15 000 / 500% 22 500 / 500% 30 000 / 500% 37 500 / 500% 7 500 / 900% 15 000 / 900% 22 500 / 900% 30 000 / 900% 37 500 / 900% CTR Quality Score CPC
  9. 9. Our Approach to Launching a Successful PPC Campaign Establish website conversion & ROI goals. Define geographic and language targets . Optimize keywords, bids, ad copy & placement targeting … Perform keyword research, master listing, & clustering. Structure targeted campaigns, set daily budgets, create ad groups. Step 1 Step 2 Step 3 Step 4 Step 5 hop-online.com
  10. 10. Targeting Keyword Head and Long-tail Search Phrases Search volume ROI antivirus software spyware protection free antivirus download hop-online.com 13.6 million monthly searches 450K monthly searches 75K monthly searches Ad copy contains exact keyword phrases and specific calls to action
  11. 11. Key Performance Indicators in ROI Measurement * Ad CTR Ad Impressions = Conversion Revenue per conversion / Cost per conversion - 1 ROI * Conversion rate hop-online.com
  12. 12. About Hop Online <ul><li>Search marketing-focused company based in Sofia, Bulgaria </li></ul><ul><li>4+ years of multilingual search engine marketing experience throughout Europe . </li></ul><ul><li>Achieved 1000% ROI using AdWords to promote retail banking products in Bulgaria, Romania & Turkey. </li></ul><ul><li>Currently managing 5,000+ keywords in 5 languages, targeting 32 countries. </li></ul><ul><li>Relentless focus on measuring & delivering ROI to clients </li></ul>hop-online.com
  13. 13. Hop Online’s Core Services SEO Landing Pages Analytics hop-online.com <ul><li>On-page </li></ul><ul><li>Title tags & meta data </li></ul><ul><li>Internal link structure </li></ul><ul><li>Content keyword density </li></ul><ul><li>Off-page </li></ul><ul><li>Article blogging </li></ul><ul><li>Inbound link building </li></ul><ul><li>Social media mktg. </li></ul><ul><li>Conversion goal setting </li></ul><ul><li>Geo & language targeting </li></ul><ul><li>Keyword research </li></ul><ul><li>Campaign structuring </li></ul><ul><li>Ad copy </li></ul><ul><li>Keyword bid optimization </li></ul><ul><li>Landing page design </li></ul><ul><li>Landing page copy </li></ul><ul><li>A/B split testing </li></ul><ul><li>Multivariate testing </li></ul><ul><li>Measure & Report : </li></ul><ul><li>Traffic sources </li></ul><ul><li>Content performance </li></ul><ul><li>Visitor behavior </li></ul><ul><li>Goal conversions & ROI </li></ul>PPC
  14. 14. Benefits from Hop Online PPC Management <ul><li>Aggregation of keyword long-tail through several new targeted ad groups </li></ul><ul><li>Lower average cost-per-click (CPC) </li></ul><ul><li>Higher click-through-rates and quality scores </li></ul><ul><li>Better-optimized landing pages </li></ul><ul><li>Higher conversion rates </li></ul>hop-online.com <ul><li>Increased Sales </li></ul><ul><li>Higher ROI </li></ul>
  15. 15. Contacts Paris Childress CEO [email_address] Skype: pchil9 +359 885 121214 95 Blvd Arsenalski #31 Sofia 1421 Bulgaria hop-online.com
  16. 16. Appendix hop-online.com
  17. 17. <ul><li>“… in times of recession advertisers are more focused on proving return on investment for every Euro spent and (search engine marketing) is the most accountable in online advertising.” </li></ul><ul><li>-Alain Heureux, President & CEO of IAB Europe </li></ul>“ Search marketing is the best customer acquisition tool in the online space. In addition, SEO offers pluses over paid search—though its advantages must be built up over time, which some marketers have little of in today’s economy. - David Hallerman, eMarketer senior analyst hop-online.com
  18. 18. US Online Ad Spending By Format 2008-2011 (USD Millions) + 45% Source: eMarketer hop-online.com Search #1 & extending its lead
  19. 19. UK Leads in Search, Bulgaria Lags Europe UK Source: IAB Europe & IAB UK Bulgaria Online Advertising Share by Format - 2008 hop-online.com
  20. 20. Bulgarian Online Advertising Market Key Takeaways <ul><li>Decelerating growth is a sign that the market is maturing . </li></ul><ul><li>Compare to France, UK, Germany, Italy & Sweden, each at 18-20% growth in 2008 . </li></ul>(Euro Millions) 62% 89% Source: Piero 97 Media Agency YOY Growth hop-online.com
  21. 21. Bulgarian Advertising Media Mix & the Money/Time Gap Source: Piero 97 Media Agency & Nielsen Online % media money spent online 71.5 4.5 11.9 12.1 % media time spent online hop-online.com

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