3. ‹#› | 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
6. Things you should consider to
successfully implement a multi-territory,
integrated search marketing strategy
7. ‹#› | Copyright Guava Limited
The challenge
› Structure
› Language
› Market differences
› Technology
› Campaign Integration
› How do we deploy across multiple countries effectively?
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Budget Local
Creative Implement-
ation
Tech
Budget Budget
Local Local
Creative Creative Implement- Implement-
Tech Tech ation Budget ation
Central
Guidance Creative
Tech
Budget Budget
Local Local
Creative Creative Implement- Implement-
Tech Tech ation ation
Localised Centralised
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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?
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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)
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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
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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)
15. ‹#› | 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
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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
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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
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”
20. ‹#› | Copyright Guava Limited
Local technology adoption
› Technology adoption - not all markets will have the same
level of technology support.
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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.
32. ‹#› | Copyright Guava Limited
Integrated Search
Beware “last click” attribution
Don’t look at channels in isolation
Try and find “one version of the truth”
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...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
36. ‹#› | Copyright Guava Limited
Look at cross-channel interaction
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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
39. ‹#› | 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.
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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
campaign period
Innovation in
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.