Arabic Search Marketing MediaME Presentation 2011

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A quick look at the life of an Arabic search engine marketer, with some anecdotes on the peculiarities of doing SEM in Arabic.

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  • Arabic Search Marketing MediaME Presentation 2011

    1. 1. ARABIC ‫س‬EAR‫ش‬ Elias Dabbas The Media Supermarket 28 November, 2011
    2. 2. WEB ANALYTICS METRICS Page Views Ad ImpressionsVisits Click-Through Ratio (CTR) CPA Unique Visitors Bounce Rate CPC Conversion Rate CPM
    3. 3. THE POWER OF SEARCH
    4. 4. THE POWER OF SEARCH People search alone
    5. 5. THE POWER OF SEARCH People search alone
    6. 6. THE POWER OF SEARCH People search aloneA voluntary activity that needs a user (not passive reception)
    7. 7. THE POWER OF SEARCH People search aloneA voluntary activity that needs a user (not passive reception)
    8. 8. THE POWER OF SEARCH People search aloneA voluntary activity that needs a user (not passive reception)It is an expression of desire (not a selection between choices)
    9. 9. THE POWER OF CONTENT
    10. 10. THE POWER OF CONTENTHow can a person possibly end up on a page?
    11. 11. THE POWER OF CONTENTHow can a person possibly end up on a page?
    12. 12. THE POWER OF CONTENTHow can a person possibly end up on a page? Directly entering the URL
    13. 13. THE POWER OF CONTENTHow can a person possibly end up on a page? Directly entering the URL
    14. 14. THE POWER OF CONTENTHow can a person possibly end up on a page? Directly entering the URL Clicking on a search result
    15. 15. THE POWER OF CONTENTHow can a person possibly end up on a page? Directly entering the URL Clicking on a search result
    16. 16. THE POWER OF CONTENTHow can a person possibly end up on a page? Directly entering the URL Clicking on a search result Clicking on an advertisement
    17. 17. THE POWER OF CONTENTHow can a person possibly end up on a page? Directly entering the URL Clicking on a search result Clicking on an advertisement
    18. 18. THE POWER OF CONTENTHow can a person possibly end up on a page? Directly entering the URL Clicking on a search result Clicking on an advertisement Clicking on a text link
    19. 19. 120M QUERIES / DAY 14% on Mobile
    20. 20. SEARCH ENGINEMARKET SHARES
    21. 21. WHAT IS THE MOST SEARCHED MOBILE BRAND IN ARABIC? Blackberry iPhone Nokia Sony Ericsson
    22. 22. Most searched mobile brand
    23. 23. If you had budget to create a mobile version of your site, which operating system will you support?
    24. 24. Mobile traffic - devices
    25. 25. “HGUHF”368,000 SEARCHES / MONTH ??!!
    26. 26. GOOGLE KEYWORD ANOMALY? Keyword Monthly queries #$%&$‫ا‬ 673,000 Zamalek )*+,‫ا‬ 165,000 AlahliAlahli is much more popular in Egypt, but Google reports more queries on zamalek. Why?
    27. 27. ‫ا,+*) = ا,+*-‬
    28. 28. Keyword Monthly queries #$%&$‫ا‬ 673,000Zamalek )*+,‫ا‬ 165,000 Alahli -*+,‫ا‬ 685,000 Alahli
    29. 29. LOCALIZATIONUsing classical Arabic is the safest way to go Use local language in local campaigns only Good luck!
    30. 30. LAYMOON ‫$10/ن‬ ?? Lemon Laymoon (Jordan) Orange Laymoon (Lebanon)
    31. 31. LABAN 2$ ?? YoghurtLaban (Levant)Laban Milk (Egypt)
    32. 32. What are the most popular topics for Arab women?
    33. 33. Women Topics
    34. 34. DRESSES CATEGORIES
    35. 35. TOOLS TO USE• Google keyword tool• Google insights for search• ConversionUniversity.com• AdWords Learning Center
    36. 36. THANK YOU Elias Dabbaselias@media-supermarket.com

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