[WUC 2015] Michael Bonfils, International Managing Director, SEM International | Using Data for...

WWW.SEMINTERNATIONAL.COM

Using Data for International Targeting and Global Traffic Generation

SEM International is a Division Of

International Media Management Corporation

& a Member of the Digital Innovation Group

W W W . S E M I N T E R N A T I O N A L . C O M


Digital Marketing’s Largest ProfessionalGlobal Co-operative :

• 20+ Regional Offices• 40+ Languages• 50+ Countries Covered• 300+ Local Digital Marketing

Specialists• 700+ Freelance Contractors &

Translators

1: RESEARCHING MARKET OPPORTUNITIES

Using Web Traffic and Keyword Research Data to Plan and

Identify Your Target Counties

2: CREATING SITES AND CONTENT

Creating Microsites and Measuring Trust Gained by Local Content.

3: LAUNCHING MARKETING PROGRAMS

Performing a Multi Channel Digital Marketing Program & Evaluating the Results

Agenda:

@michaelbonfils

Case Study USC – BR, CN, RU or IN Applicants

Objective:100 Qualified USC Candidates to relocate to Los Angeles from a BRIC country

HurdlesNo brand presence Budget: $20,000 which includes site, translation, content and all mediaThree months to build, launch and market$75 Max Per Qualified Lead ROAS

Where is Your Traffic is Coming From?

@michaelbonfils

Where your Traffic not coming from?

@michaelbonfils

Finding Keyword Data for Finding New markets

@michaelbonfils

Three Steps To MULTILINGUAL Keyword Research for Global Markets

• TRANSLATION +

• LOCALIZATION +

• TRANSCREATION

@michaelbonfils

Mobiletelefon - 40,000 Searches

Handy – 30,000 Searches

Natel – 10,500 Searches

“Mobile Phone”

That’s more than 50% total searches

• Alternatively Misspelled Keywords• “Soccer” in German (FuSSball, FuSball, or

Fuβball)

• English Assisted Keywords

@michaelbonfils

Finding Trans-Created keywords

• Voli Economici• Voli Low Cost

8,000 Searches per mo.

250,000 Searches per mo.

• Grammatical Variant Keywords• Many Far Eastern Languages do not have plurals:

“Cheap flights to Venice” =

“cheap ‘flight flight’ to Venice”

• Keywords that Have a Common Idea but

Different Derivation

– A man builds a house

– An Eskimo creates an igloo

– A Desert Tribesman builds a mud hut

@michaelbonfilshttp://searchengineland.com/global-cmos-here-are-6-reasons-why-you-cannot-manage-search-through-translation-129734

Finding Trans-Created keywords

http://searchengineland.com/global-cmos-here-are-6-reasons-why-you-cannot-manage-search-through-translation-129734

Gather Your Data and Make Your Determinations

@michaelbonfils

• Research Tools for Calculating Traffic Data• Google Adwords Keyword Tool

• Google Trends, Ubersuggest

• Yandex Wordstat

• Baidu’s Keyword Tool (关键词工具) • Naver Keyword Tool

• Use the Data to Find the Best Market

Opportunities• Brazil

• France

• Russia

• etc

@michaelbonfils

Step 2 Creating Microsites and Measuring Trust


Can Trust be a measurement?


Language vs Country & ccTLD vs .com/en

Mobile & Responsive Design

@michaelbonfils

• Localize Existing Content : Professionally translate your content and make it local.

• Add LOCAL INFO :

Local facts, people, expert opinions, and sources to establish

local expertise for blog

• Emotional StoryTelling : content

that suggests local use of your

product or service

Creating Trustworthy Content

@michaelbonfils

Curate Existing Assets to Build Content

English To X Language

English Adding X Language

@michaelbonfils

Review Your Competitors Content & Link Data

@michaelbonfils

Start by IDENTIFYING Competitors related content by how well its

influencing their ranking.

• FIND SOMETHING INSPIRING in other modes and parallel it- ideas that can come from movies, fashion, magazines, advertising. .

Emotional Impact Content

https://www.youtube.com/watch?v=RTtcNP7lmUo

@michaelbonfils

https://www.youtube.com/watch?v=RTtcNP7lmUo

Localized Usability : Content Layout

@michaelbonfilsSource: Chui Chui Tan (CCT, June 2011)

Local Perceptive Usability

@michaelbonfils

http://www.nngroup.com/articles/why-country-sites-are-so-bad/

Registration, Checkout and Account Management

Taxonomy and Navigation Browsing Tools

Product Page Information

Localized Usability: Everything Else

@michaelbonfils

3: Multichannel Marketing and Evaluating Results

Established Market Presence

Digital StrategyNon Established Market Presence

Digital Strategy

Reverse Your Timing

@michaelbonfils

Using Programmatic Trading Desk Technologies

Display : Contextual, Geographical with Retargeting

@michaelbonfils

Display : Contextual, Geographical with Retargeting

Engagement Building : Social Media

@michaelbonfils

Short Term Conversions: Multilingual Paid Search

@michaelbonfils

• Address technical issues and site structure.

• Content localized and optimized

• Develop a local content development and outreach strategy

Long Term Conversion : Multilingual SEO

@michaelbonfils

Global

Technical

Audits

Translated and

Transcreated

Content

Optimization

Local Based

Content

Marketing

Attribution Analytics: Measure Your Results & Tweak

@michaelbonfils

USC Case Study Results

@michaelbonfils

125 Qualified Lead Conversions

@ $56 ROAS

On Time: 1 Month To Build & 2 Months of Ads

Under Budget by 30%Objective:100 Conversions3 Months$20,000 Budget$75 max ROAS

Media:

Google: $2,500

Social: $500

Display: $2,500

Fees: $1,500

Total: $7,000

Website Creation

Translation: $2650

KW Research : $480

Domain/Hosting : $360

Content : $1,510

Microsite : $1,500

On Page SEO : $2,500

Total: $9,000


SEM INTERNATIONAL A DIVISION OF:

International Media Management Corp.

US OFFICES:

15560-C Rockfield Blvd, Suite 212

Irvine, CA 92618

1855 First Ave, Suite 102

San Diego, CA 92101

Michael Bonfils m . +1 714-222-0605

@michaelbonfils

[email protected]

[WUC 2015] Michael Bonfils, International Managing Director, SEM International | Using Data for...

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