Oban is a leading multilingual search agency that has been operating globally since 2002. They provide services such as multilingual SEO, international PPC, global mobile optimization, cultural conversion rate optimization, and global research. Oban takes a localized approach to digital marketing, emphasizing cultural understanding rather than direct translations. They have experience optimizing campaigns for search engines like Baidu, Yandex, and Google across over 30 markets. The presentation provides an overview of Oban's services and approach, as well as details on the search engine landscapes and PPC platforms in China, Russia, and other international regions.

1. Mohammad Heidari Far
INTERNATIONAL
PPC
May 2012

2. In this presentation
International expansion (things to consider)
Market size and trends
Baidu
Adwords vs. Phoenix Nest
Yandex
Adwords vs. Yandex Direct

3. Oban was recommended to us as the ‘go to’ agency for multilingual SEO
consultancy. Throughout our working relationship we were more than
delighted with their localised insights and technical know-how. Working
with Oban proved to be invaluable and I would highly recommend working
with them if you want to improve your international presence in online
markets.
Gian Caprini
EMEA SEO and Social Product Marketing
Manager at Microsoft AMP, MSN

4. Having access to multilingual SEO knowledge and Oban’s localisation
techniques now means we can deliver a consistent brand message across
our diverse marketplaces, one that appeals to our target customer in the
right way.
Jack Lockyer
Chapman Freeborn
Digital Marketing Manager

5. Oban offers great local insights which maintain and spearhead a global
strategy. Over the course of the last year they have not only reduced costs
but also significantly improved performance across all our markets.
Loral Quinn
Head of Digital Marketing
Aberdeen Asset Management

6. BACKGROUND INTO OBAN
About Oban . Services . Local search, globally . Clients

7. About Oban
7
Established in 2002, we’re now one of the market leading multilingual search agencies.
We operate globally in more than 30 markets optimising our client campaigns to markets and people
– not just languages.
Our ethos is to improve the performance of global websites and online platforms using local
knowledge and real cultural influence. It’s how the web works best – in-market.
We are anti-translation and anti-replication – because one size does not fit all.
Our unique combination of cultural search and cultural conversion delivers a consistent consumer
experience wherever the click happens.
We’re growing in size, client base and services.

8. Services
8
Drive organic traffic globally.
Ethical, creative SEO in almost
any language or on any search
engine
Multilingual
SEO
Oban delivers international PPC
in-market anywhere in the world.
International
PPC
We work every day to improve
the natural search and paid
search visibility of international
mobile sites.
Global Mobile
When cultural factors affect how
people behave online, we make
it our business to harness that
knowledge for yours.
Cultural
CRO
Amplify overseas sales and
reach into new online markets
through the power of Oban
market research.
Global Research
Empower your staff. Oban are
the official training supplier for
Econsultancy’s multilingual
search courses. We can also
transfer our expert skills directly
through our tailored workshops.
Web
Training
Deliver the ultimate localised
social media experience in any
part of the world.
Global Social
Media
Expertly crafted multilingual
content marketing to support a
wider international search
strategy.
Multilingual
Content

9. Local search, globally
• Localised linguistics vs. translation creates authenticity
and trust
• We believe strongly in creating unique strategies per
market
• Our local teams understand market nuances, local search
linguistics and local consumer attitudes in a wide range of
sectors
• We deliver local insight from each market through
centralised strategy and account management
9

10. Proud to be working with
10
Clients trust us to deliver better digital campaigns globally. We work wherever business needs to be.
Go online to read more of our success stories to discover how we use local insights to get results in-
market. These are just some of the brilliant brands and businesses we work with.

11. International Expansion
11
Established in 2002, we’re now one of the market leading multilingual search agencies.
We operate globally in more than 30 markets optimising our client campaigns to markets and people
– not just languages.
Our ethos is to improve the performance of global websites and online platforms using local
knowledge and real cultural influence. It’s how the web works best – in-market.
We are anti-translation and anti-replication – because one size does not fit all.
Our unique combination of cultural search and cultural conversion delivers a consistent consumer
experience wherever the click happens.
We’re growing in size, client base and services.

12. INTERNATIONAL PPC
Markets . Baidu . Yandex . Adwords

13. International matters
Domestic market saturation
Continued growth at high rate
New market opportunities
13

14. Search engine market shares
14
Google in US & Europe
Other major search engines
Monthly search volumes by market
25.9
18
91.17
66.4
2.51
5.9
80
60.6
Russia
China
Europe
US
Yandex Baidu Yahoo Google

15. International expansion
Things to consider
Fully localise your website
Market communication
Customer service
Terms of service
Legal requirements
15
Payment gateways
60% using Direct Debit
systems in Netherlands
50% using Cash on Delivery
in Czech Republic
46% using online bank
transfers in Germany
Knowledge of market nuances
7% of China’s online shoppers
are responsible for 40% of total
online spend
Affordable shipping and returns

16. 16
Market size and trends
Internet advertisement by type
Internet advertisement
by type

17. 17
Market size and trends
Global Paid Search spending growth 2009 - 2011
Paid Search in APAC
region grew by more than 150%

18. Baidu
80% market share in China Vs Google’s 18%
Baidu’s PPC platform is Phoenix Nest
Q1 2012 Advertising grew by 75% from a year earlier (£524m)
18

19. 19
Adwords vs. Phoenix Nest

20. 20
Adwords vs. Phoenix Nest
Adwords Phoenix Nest
Quality score is recalculated every time the
ad is shown and affected by:
CTR
Landing page load time
Keyword/ad relevance
Quality Score is highly dependent on max CPC
bids and keyword CTR
Ad group level and campaign level negative
keyword matching
Allows DKI
Basic negative keyword matching
Allows DKI
Trademark policies applied to keywords and
Ads
Policies differ from country to country
Direct contact with Baidu’s account manager
needed to file protection for trademark Terms

21. 21
Adwords vs. Phoenix Nest
Adwords Phoenix Nest
Allows for max CPA bidding option
Automation rules for basic CPC bid
management
Conversion optimisation and CPC autobidding is
not possible
Google keyword tool
Search based keyword tool
Google insights for Search
Google trends
Baidu keyword research tool
Baidu Index (similar to Google trends)

22. 22
Adwords vs. Phoenix Nest
Adwords Phoenix Nest
Google Content Network
Allows for keyword matching of content
Site exclusions
Display Ad Builder
Baidu Union
Basic keyword matching
Low conversion rates due to pre mature algorithm
Increasing CPC the only option to increase reach
Remarketing
Retargeting
Affiliate program
recently launched CPA % model
N/A

23. Yandex
April 2012: 60.6% market share in Russia
Q1 2012 revenue saw 51% YoY increase (US$ 200.9m) at operating margin of 26.5%
Yandex Direct PPC platform
23

24. Yandex Direct
24

25. Yandex Direct coverage
25
Continents eligible for Yandex Direct
targeting
Regions eligible for Yandex Direct
targeting
Countries eligible for Yandex Direct
targeting
Africa Africa -
Asia Middle East
Egypt, Israel, UAE, Turkey,
Georgia, India, China, Thailand,
South Korea
North America - USA, Canada
South America - Argentina, Brazil
Australia and Oceania - Australia, New Zealand
Europe Baltic States
Austria, Belgium, Bulgaria, UK,
Hungary, Germany, Greece,
Denmark, Spain, Italy, Netherlands,
Norway, Poland, Serbia, Slovakia,
Slovenia, Latvia, Lithuania,
Estonia, Finland, France, Czech
Republic, Switzerland, Sweden

26. Adwords vs. Yandex Direct
Geotargeting
26
Adwords Yandex Direct
Level Campaign Campaign, Ad
Precision
Country, Region, District, City,
Postal Code, Radius around a
location
Country, Region, District, City
Search intent targeting Yes MatrixNet

27. Adwords vs. Yandex Direct
27
Adwords Yandex Direct
Dynamic Keyword Insertion
{Keyword: default copy}
Ad Templates
#default text#
Works with ad title (33 char limit)
Only matches the keyword in your adgroup
Won’t work with contextual ads
Broad Match
Modified Broad Match + operator
Exact Match [ ] operator
Phrase Match “ “ operator
Broad Match (synonyms, misspells, transliterated
words)
Exact Match “ “ operator (includes plurals and all
7 cases)

28. Adwords vs. Yandex Direct
28
Adwords Editor Direct Commander
Change campaign, adgroup settings
Bulk ad and keyword changes
Manage bids
Import/Export to spreadsheets
Change campaign and ad settings (targeting,
budgets, alerts, site exclusion, automated
campaign management features such as
Autofocus etc.)
View statistics
Create, edit and manage ads
Add, remove and modify keywords
Manage your presence in Yandex Catalog
Import data from XLS and CSV files

29. Adwords vs. Yandex Direct
29

30. Yandex Direct
Negative keywords applied at ad level
Yandex holds 65% of contextual ad market in Russia
Yandex Content network has a restrict selection criteria
Conversion tracking through Yandex Metrics
Mobile ads - top 2 position ads shown on mobile devices by default
30

31. THERE IS ALWAYS SOMEONE CHEAPER
DEMONSTRATING THE VALUE OF A PREMIUM OFFERING

32. Mohammad Heidari Far
Head of Search
+44 (0)1273 704434
www.obanmultilingual.com
moheidarifar@obanmultilingual.com
@Mo_Far

33. Website: www.obanmultilingual.com Telephone: +44 (0) 1273 704 434
Email: info@obanmultilingual.com Twitter: @ObanSearch