This document discusses considerations for successfully implementing a multi-territory integrated search marketing strategy. Key points include determining whether to take a centralized or localized structure, developing quality localized content, understanding differences in languages, technologies, markets and search engines across locations, and ensuring campaign integration and effective agency/partner selection and communication. The goal is to deploy search marketing effectively across multiple countries while accounting for local variations.
For e-commerce and other online enterprises wishing to offer a differentiated travel offering, via a turn-key, SaaS solution, that provides all licensing and product required to offer unbeatable value, please take a look at this PPT.
For e-commerce and other online enterprises wishing to offer a differentiated travel offering, via a turn-key, SaaS solution, that provides all licensing and product required to offer unbeatable value, please take a look at this PPT.
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformMickey Mellen
Lead by Josh Bernstein, owner of Josh Bernstein Media, this session provided a one-of-a-kind behind the curtain look into the Google AdWords interface and learn the truth behind paid search. During this session, we explored the mystery and unknown of paid search with a transparent discussion.
With over 11 years experience in the channel, Josh is known as a true expert with AdWords and has worked and consulted with some of the biggest brands near & far including JCPenney, Chick-fil-A, Toyota, Scoutmob, The Tommy Nobis Center and many others! Josh is one of Atlanta's most trusted names when it comes to Google AdWords & paid search marketing.
In this course, we have covered have-to-know knowledge to do a good Display Campaign with AdWords including: 1) Some up-to-date marketing strategy to keep in mind; 2) Understanding General Display Campaign by its structure, format, targeting, bidding and performance evaluation; 3) Understanding Video Campaign by its structure, format, optimization approaches, and other extra ad functions of YouTube; 4) Introduction of Gmail Ads and some several useful tools to plan and optimize your Display AdWords Campaign.
在本次課程中,我們同大家分享了與多媒體展示廣告相關的基礎知識和優化策略,包括:1)如今網絡營銷的最新趨勢;2)從廣告結構、形式、定位以及成效評估等方面了解多媒體廣告;3)從廣告結構、形式、優化方法和額外功能了解如何利用YouTube製作多媒體廣告;4)認識其他可以幫助優化多媒體廣告的有效工具。
The Art & Science of Optimization by Fuse PoweredFuse Powered
Delivering top performance in every country, every day, requires a blend of art and science to optimize ads. Fuse Powered explains the process through The Art and Science of Optimization.
AdRally represents the next level of fully-managed ad mediation and optimization for mobile game publishers. It’s a rigorously vetted and tested collection of top-performing networks and exchanges all rolled into one powerful SDK. It's simple - one SDK, one integration, one check.
To learn more, visit www.fusepowered.com
Investing in Brand Campaigns? Post-Click Experience is KeyHanapin Marketing
In this presentation, Hanapin's Stephanie White will team up with Instapage’s Ginny Tonkin to teach you how to bring branded campaigns into your paid strategy and the details to pay attention to.
Why the Bing/Yahoo Merger Matters & Holiday PPC Tipspointit
http://www.pointit.com - This presentation examines the Bing/Yahoo merger, and why it matters from a PPC perspective. It also covers Holiday PPC tips for search engine marketers.
With more and more consumers turning to search engines as their first stop on the purchasing path, companies that make the first page of organic search results are those that win business, even in a tough economy. But making it to the first page of organic search results takes work and doesn't happen overnight. Recognizing this, businesses may turn to paid search to supplement their inbound marketing efforts. This webinar will discuss how to get the most out of your pay per click marketing campaigns and how paid search fits into your inbound marketing strategy.
Topics include:
* What is Pay Per Click marketing & when should you do it
* How to size up your market with PPC
* How to launch and optimize a PPC campaign
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformMickey Mellen
Lead by Josh Bernstein, owner of Josh Bernstein Media, this session provided a one-of-a-kind behind the curtain look into the Google AdWords interface and learn the truth behind paid search. During this session, we explored the mystery and unknown of paid search with a transparent discussion.
With over 11 years experience in the channel, Josh is known as a true expert with AdWords and has worked and consulted with some of the biggest brands near & far including JCPenney, Chick-fil-A, Toyota, Scoutmob, The Tommy Nobis Center and many others! Josh is one of Atlanta's most trusted names when it comes to Google AdWords & paid search marketing.
In this course, we have covered have-to-know knowledge to do a good Display Campaign with AdWords including: 1) Some up-to-date marketing strategy to keep in mind; 2) Understanding General Display Campaign by its structure, format, targeting, bidding and performance evaluation; 3) Understanding Video Campaign by its structure, format, optimization approaches, and other extra ad functions of YouTube; 4) Introduction of Gmail Ads and some several useful tools to plan and optimize your Display AdWords Campaign.
在本次課程中,我們同大家分享了與多媒體展示廣告相關的基礎知識和優化策略,包括:1)如今網絡營銷的最新趨勢;2)從廣告結構、形式、定位以及成效評估等方面了解多媒體廣告;3)從廣告結構、形式、優化方法和額外功能了解如何利用YouTube製作多媒體廣告;4)認識其他可以幫助優化多媒體廣告的有效工具。
The Art & Science of Optimization by Fuse PoweredFuse Powered
Delivering top performance in every country, every day, requires a blend of art and science to optimize ads. Fuse Powered explains the process through The Art and Science of Optimization.
AdRally represents the next level of fully-managed ad mediation and optimization for mobile game publishers. It’s a rigorously vetted and tested collection of top-performing networks and exchanges all rolled into one powerful SDK. It's simple - one SDK, one integration, one check.
To learn more, visit www.fusepowered.com
Investing in Brand Campaigns? Post-Click Experience is KeyHanapin Marketing
In this presentation, Hanapin's Stephanie White will team up with Instapage’s Ginny Tonkin to teach you how to bring branded campaigns into your paid strategy and the details to pay attention to.
Why the Bing/Yahoo Merger Matters & Holiday PPC Tipspointit
http://www.pointit.com - This presentation examines the Bing/Yahoo merger, and why it matters from a PPC perspective. It also covers Holiday PPC tips for search engine marketers.
With more and more consumers turning to search engines as their first stop on the purchasing path, companies that make the first page of organic search results are those that win business, even in a tough economy. But making it to the first page of organic search results takes work and doesn't happen overnight. Recognizing this, businesses may turn to paid search to supplement their inbound marketing efforts. This webinar will discuss how to get the most out of your pay per click marketing campaigns and how paid search fits into your inbound marketing strategy.
Topics include:
* What is Pay Per Click marketing & when should you do it
* How to size up your market with PPC
* How to launch and optimize a PPC campaign
DIgital/Online Marketing Proposal from Industry LeadersJustine Jes Thomas
We are a performance driven marketing company.
We combine the best of next generation interactive marketing and classical direct marketing services to deliver measurable business results.
We can - bring visitors to your website; generate business leads; optimize your marketing investments & time spent by your sales staff, by working with existing leads; and perhaps get you a sale itself.
We don't stop here as yet; we can devise programs to cross-sell and up-sell to maximize customer life time value, design & manage loyalty programs to sustain & build relationships with your customers.
Case study of Guava's client, the Danish Ministry for IT. In most of OECD there is no benchmark of the performance of Public Sector Digital Self Service Solutions. This is especially true for Danmark, as you can see in the case study. Kristoffer Ewald has estimated the potential savings of using Analytics based benchmarks to drive the adoption of Public Sector Self-Service Solutions at around DKK 5.000 p.a. per Capita.
Teddie Cowell, Search Director at Guava presents how to ensure your CMS is effectively optimised for search engines. Percussion is a leading Content Management Solution.
Teddie Cowell, Search Director at Guava presents how to effectively ensure your webiste is optimised for search engines using the Percussion Content Management System (CMS).
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
2. ‹#› | Copyright Guava Limited
12 years market leading digital marketing experience
Full-service Digital Performance Marketing Agency
• Search Engine Optimisation
• Paid Search
• Display Advertising
• Web Analytics
• Facebook Advertising
• Social Media Marketing
Part of the NetBooster Agency Group
• Europe’s largest independent digital marketing agency
• 500+ employees worldwide
5. Things you should consider to
successfully implement a multi-territory,
integrated search marketing strategy
6. ‹#› | Copyright Guava Limited
The challenge
› Structure
› Language
› Market differences
› Technology
› Campaign Integration
› How do we deploy across multiple countries effectively?
9. ‹#› | Copyright Guava Limited
Centralised 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?
10. ‹#› | Copyright Guava Limited
Domain structure deployment options
› Separate country TLD's 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)
11. ‹#› | Copyright Guava Limited
Local 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
12. ‹#› | Copyright Guava Limited
Central 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. ‹#› | 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
15. ‹#› | 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
16. ‹#› | Copyright Guava Limited
Copy 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. ‹#› | Copyright Guava Limited
Local technology adoption
› Technology adoption - not all markets will have the
same level of technology support.
19. ‹#› | 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.
30. ‹#› | Copyright Guava Limited
Integrated Search
Beware “last click” attribution
Don’t look at channels in isolation
Try and find “one version of the truth”
33. ‹#› | Copyright Guava Limited
...ask your technologies?
Display PPC Display SEO PPC
Agency Agency Agency Agency Agency
Display Generic Remarketing Natural Branded
CONVERSION
Impression PPC Click click Search Click PPC Click
Display Ad Server PPC Bid management tool
34. ‹#› | Copyright Guava Limited
Look at cross-channel interaction
35. ‹#› | 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
37. ‹#› | 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.
38. ‹#› | 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
Innovation in campaign period
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.