LEVERAGING GENDER INTELILIGENCE LEADERSHIP IN THE SEARCH FOR ENTREPRENEURIAL TALENT
Search Marketing Theatre; Leveraging Integrated Search for International Organisations
-
Upload
tfma -
Category
Technology
-
view
434 -
download
0
Transcript of Search Marketing Theatre; Leveraging Integrated Search for International Organisations
![Page 1: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/1.jpg)
Sponsored by:
Leveraging Integrated Search for International Organisations
Martin Dinham - Guava Matt Whelan - Guava
![Page 2: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/2.jpg)
Leveraging Integrated Search For International Organisations
Martin Dinham
Matt Whelan
![Page 3: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/3.jpg)
‹#› | 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
![Page 4: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/4.jpg)
‹#› | Copyright Guava Limited
Our Global Coverage
Office Locations
![Page 5: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/5.jpg)
‹#› | Copyright Guava Limited
Our clients
![Page 6: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/6.jpg)
Things you should consider to successfully implement a multi-territory, integrated search marketing strategy
![Page 7: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/7.jpg)
‹#› | Copyright Guava Limited
The challenge
› Structure
› Language
› Market differences
› Technology
› Campaign Integration
› How do we deploy across multiple countries effectively?
![Page 8: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/8.jpg)
Structure
![Page 9: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/9.jpg)
‹#› | Copyright Guava Limited
Central Guidance
Budget
Creative
Tech
Budget
Creative
Tech
Budget
Creative
Tech
Budget
Creative
Tech
Budget
Creative
Tech Budget
Creative
Tech
Local Implement-ation
Local Implement-ation
Local Implement-ation
Local Implement-ation
Local Implement-ation
Localised
Centralised
![Page 10: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/10.jpg)
‹#› | 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?
![Page 11: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/11.jpg)
‹#› | 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)
![Page 12: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/12.jpg)
‹#› | Copyright Guava Limited
Can create duplicate content (.fr .be .ch)
Cannot benefit from centralised link trust (links go to each separate domain)
Can create a negative impact if a German speaking Belgian lands on your .be site written in French
Local TLD’s (.co.uk, .fr, .de etc.)
Instantly relevant for the appropriate Google search engine
The domain could potentially be hosted in the specific country
In some locations a local TLD has a demonstrable increase in PPC ad CTR
Pros Cons
![Page 13: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/13.jpg)
‹#› | Copyright Guava Limited
The .com is not instantly recognised as relevant for the different country search engines
The server/IP can only be located in one country
For geo-located services this can pose a problem (A car hire page in German may have to serve many markets)
Central domain (.com/language)
All inbound links build relevance to one site, maximising authority
Limits duplicate content (ie. French in .fr, .be and .ch)
Avoids nationality issues (flags) and concentrates on language
Pros Cons
![Page 14: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/14.jpg)
Languages
![Page 15: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/15.jpg)
‹#› | 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
![Page 16: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/16.jpg)
‹#› | Copyright Guava Limited
Content creation - localisation vs. translation
Breakfast
Lunch
Evening Meal
déjeuner
dîner
› Keyword research must be carried out independently in each market – do not rely on translation
![Page 17: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/17.jpg)
‹#› | 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”
![Page 18: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/18.jpg)
‹#› | 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”
![Page 19: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/19.jpg)
Local technology adoption
![Page 20: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/20.jpg)
‹#› | Copyright Guava Limited
Local technology adoption
› Technology adoption - not all markets will have the same level of technology support.
![Page 21: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/21.jpg)
‹#› | 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.
![Page 22: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/22.jpg)
Market Differences
![Page 23: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/23.jpg)
‹#› | Copyright Guava Limited
Your search engine priorities will vary by market
![Page 24: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/24.jpg)
‹#› | Copyright Guava Limited
Optimise content accordingly. Paid & natural listings will appear differently
![Page 25: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/25.jpg)
‹#› | Copyright Guava Limited
![Page 26: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/26.jpg)
‹#› | Copyright Guava Limited
![Page 27: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/27.jpg)
‹#› | Copyright Guava Limited
![Page 28: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/28.jpg)
‹#› | Copyright Guava Limited
![Page 29: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/29.jpg)
‹#› | Copyright Guava Limited
Understand local market seasonality
![Page 30: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/30.jpg)
‹#› | Copyright Guava Limited
Understand local market seasonality
![Page 31: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/31.jpg)
Integration
![Page 32: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/32.jpg)
‹#› | Copyright Guava Limited
Integrated Search
Beware “last click” attribution
Don’t look at channels in isolation
Try and find “one version of the truth”
![Page 33: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/33.jpg)
‹#› | Copyright Guava Limited
Whose conversion?
Display Impression
Generic PPC Click
Remarketing click
Natural Search Click
Branded PPC Click CONVERSION
![Page 34: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/34.jpg)
‹#› | Copyright Guava Limited
...ask your agencies?
Display Agency
Display Impression
Generic PPC Click
Remarketing click
Natural Search Click
Branded PPC Click CONVERSION
PPC Agency
Display Agency
SEO Agency
PPC Agency
![Page 35: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/35.jpg)
‹#› | Copyright Guava Limited
...ask your technologies?
Display Agency
Display Impression
Generic PPC Click
Remarketing click
Natural Search Click
Branded PPC Click CONVERSION
PPC Agency
Display Agency
SEO Agency
PPC Agency
PPC Bid management toolDisplay Ad Server
![Page 36: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/36.jpg)
‹#› | Copyright Guava Limited
Look at cross-channel interaction
![Page 37: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/37.jpg)
‹#› | 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
45%
46%
9%
No integration Some integration Full integrationEconsultancy / Guava UK Search Engine Benchmarking Report 2011http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-reportEconsultancy / Guava UK Search Engine Marketing Benchmark Report
http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
![Page 38: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/38.jpg)
Agency/partner selection
![Page 39: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/39.jpg)
‹#› | 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.
![Page 40: Search Marketing Theatre; Leveraging Integrated Search for International Organisations](https://reader036.fdocuments.in/reader036/viewer/2022081602/555804dcd8b42a200d8b541f/html5/thumbnails/40.jpg)
‹#› | 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 10% every month during the campaign period
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.
WINNERS:Innovation in SEO