Lionbridge GMO Global Search Marketing eBook
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Transcript of Lionbridge GMO Global Search Marketing eBook
landing pages, text ads, keywords, SEO, ad groups, international SEO, click-thru rate, international SEM, impressions, international PPC, conversions,
quality score, page rank, cost per click, ROAS, turnaround time landing pages, text ads, keywords, SEO, ad groups, international SEO, click-thru rate, international
SEM, impressions, international PPC, conversions, quality score, page rank, cost per click, ROAS, turnaround time landing pages, text ads, keywords, SEO, ad
groups, international SEO, click-thru rate, international SEM, impressions, international PPC, conversions, quality score, page rank, cost per click, ROAS, turnaround
time landing pages, text ads, keywords, SEO, ad groups, international SEO, click-thru rate, international SEM, impressions, international PPC, conversions, qual ity score,
page rank, cost per cl ick, ROAS, turnaround time landing pages, text ads, keywords, SEO, ad groups, international SEO, cl ick-thru rate, international SEM, impressions,
internat ional PPC, conversions, qual i ty score, page rank, cost per cl ick, ROAS, turnaround t ime landing pages, text ads, keywords, SEO, ad groups, internat ional SEO, cl ick-thru
rate, internat ional SEM, impressions, internat ional PPC, conversions, qual i ty score, page rank, cost per cl ick, ROAS, turnaround t ime landing pages, text ads, keywords, SEO,
ad groups, internat ional SEO, cl ick-thru rate, internat ional SEM, impressions, internat ional PPC, conversions, qual i ty score, page rank, cost per cl ick, ROAS, turnaround t ime{ }
How to Improve your
International Paid SearchResults
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“Our international ppc campaigns are performing poorly.”
advertisers
They want to know why,and they want to know
We frequentlyhear from
how to improve their results.
who are struggling with global search marketing.
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Translation isNOT theanswerMany advertisers rely on translators and automatic suggestion tools to help build their keywords and text ads. But when it comes to global search marketing, translation causes problems.
Why? Because translated keywords and text ads don’t always resonate with their intended audience. The reason has to do with the way people search for the information they need.
What works well in the home market can fail miserably when applied to other countries.
I never think of a term in another language, translate it to my language and search on it
I pick a term in my own language, and it’s probably not even related to the keyword derived from translation
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It helps to look at some examplesA US-based advertiser promoting scooters in Italy, France and Spain, might use Google Translate to build a keyword list for scooter: “motorino” (Italian), “trottinette” (French), and “escúter” (Spanish).
But scooter customers are known to search for “vespa” in those markets. By using the literal translation of scooter instead of vespa, the advertiser misses opportunities for impressions, click-throughs and conversions.
Similarly, a debt consolidation business might innocently use the Spanish translation “deuda” for the English word “debt.”
But the term “deuda” can be offensive to Spanish speakers. A more appropriate search term for this audience would be “préstamo.”
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Since simple translation doesn’t deliver true local equivalents of search terms, a better approach is to work with in-market experts to rebuild keywords and text ads specifically for the target markets.
So what’s the right approach for international
PPC?
This rebuilding process is called Search Marketing
Localization.
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123Rebuild a list of highly
relevant, locally-tested keywords
Search Marketing Localization involves three important steps:
Crowdsource the local search terms
Use in-market human experts to edit and validate the crowdsourced terms
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Advertisers using localization for their international ppc campaigns are achieving a 20-300% increase in conversions over human or machine translation alternatives.
What kind of results can advertisers expect with Search Marketing Localization?
“Search Marketing Localization is exactly what we’ve been looking for to deliver better results for our clients. Our deployed clients have seen significant campaign uplifts over human and machine-generated alternatives.”
Akin Tosyali, Director of Online Acquisition, Merkle
MachineTranslation
HumanTranslation
Localized
Localization outperforms both human and machine translation.
Time
Conversion
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quickcase studyThis client operates a travel-related website and had been human-translating keyword campaigns into Spanish with unsatisfactory results.
Through Search Marketing Localization, the client received 3 rebuilt ad groups with new Spanish keywords.
200+% average improvement in impressions
400+% average improvement in click-throughs
The results?A
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International PPC Campaigns: How to Improve your Global Uplift
Multilingual paid search - keyword relevance
International PPC Campaign Challenge
How to learn more about
SearchMarketing LocalizationRead a Blog
Our Solution Marketing Director to discuss your situation and hear more about this service.
Contact
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Who is
We’re a $400MM public company with offices in 26 countries and over 70,000 crowdsourced experts for global performance media operations.
Lionbridge