Arabic Search Marketing MediaME Presentation 2011

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A quick look at the life of an Arabic search engine marketer, with some anecdotes on the peculiarities of doing SEM in Arabic.

Empresariales Tecnología Diseño

ARABIC ‫س‬EAR‫ش‬
Elias Dabbas
The Media Supermarket
28 November, 2011

WEB ANALYTICS METRICS

Page Views Ad Impressions
Visits
Click-Through Ratio (CTR)
CPA
Unique Visitors Bounce Rate
CPC
Conversion Rate CPM

THE POWER OF SEARCH
People search alone

A voluntary activity that needs a user (not passive reception)

THE POWER OF SEARCH
People search alone

A voluntary activity that needs a user (not passive reception)

It is an expression of desire (not a selection between choices)

THE POWER OF CONTENT
How can a person possibly end up on a page?

THE POWER OF CONTENT
How can a person possibly end up on a page?

Directly entering the URL

THE POWER OF CONTENT
How can a person possibly end up on a page?

Directly entering the URL

Clicking on a search result

THE POWER OF CONTENT
How can a person possibly end up on a page?

Directly entering the URL

Clicking on a search result

Clicking on an advertisement

If you had budget to create a mobile version of your site, which
operating system will you support?

GOOGLE KEYWORD
ANOMALY?

Keyword Monthly queries

#$%&'$‫ا‬
673,000
Zamalek
)*+,‫ا‬
165,000
Alahli

Alahli is much more popular in Egypt, but Google reports
more queries on zamalek. Why?

Keyword Monthly queries

#$%&'$‫ا‬
673,000
Zamalek
)*+,‫ا‬
165,000
Alahli
-*+,‫ا‬
685,000
Alahli

LOCALIZATION
Using classical Arabic is the safest way to go
Use local language in local campaigns only
Good luck!

LAYMOON ‫$10/ن‬

??
Lemon
Laymoon
(Jordan)
Orange
Laymoon
(Lebanon)

LABAN 2$

??
Yoghurt
Laban
(Levant)

Laban Milk (Egypt)

What are the most popular topics for Arab women?

TOOLS TO USE

• Google keyword tool

• Google insights for search

• ConversionUniversity.com

• AdWords Learning Center

THANK YOU
Elias Dabbas
elias@media-supermarket.com

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Arabic Search Marketing MediaME Presentation 2011

1. ARABIC ‫س‬EAR‫ش‬ Elias Dabbas The Media Supermarket 28 November, 2011

2. WEB ANALYTICS METRICS Page Views Ad Impressions Visits Click-Through Ratio (CTR) CPA Unique Visitors Bounce Rate CPC Conversion Rate CPM

3. THE POWER OF SEARCH

4. THE POWER OF SEARCH People search alone

5. THE POWER OF SEARCH People search alone

6. THE POWER OF SEARCH People search alone A voluntary activity that needs a user (not passive reception)

7. THE POWER OF SEARCH People search alone A voluntary activity that needs a user (not passive reception)

8. THE POWER OF SEARCH People search alone A voluntary activity that needs a user (not passive reception) It is an expression of desire (not a selection between choices)

9. THE POWER OF CONTENT

10. THE POWER OF CONTENT How can a person possibly end up on a page?

11. THE POWER OF CONTENT How can a person possibly end up on a page?

12. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL

13. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL

14. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL Clicking on a search result

15. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL Clicking on a search result

16. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL Clicking on a search result Clicking on an advertisement

17. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL Clicking on a search result Clicking on an advertisement

18. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL Clicking on a search result Clicking on an advertisement Clicking on a text link

19. 120M QUERIES / DAY 14% on Mobile

20. SEARCH ENGINE MARKET SHARES

21.

22.

23.

24. WHAT IS THE MOST SEARCHED MOBILE BRAND IN ARABIC? Blackberry iPhone Nokia Sony Ericsson

25. Most searched mobile brand

26. If you had budget to create a mobile version of your site, which operating system will you support?

27. Mobile trafﬁc - devices

28.

29.

30. “HGUHF” 368,000 SEARCHES / MONTH ??!!

31.

32.

33.

34.

35.

36.

37. GOOGLE KEYWORD ANOMALY? Keyword Monthly queries #$%&'$‫ا‬ 673,000 Zamalek )*+,‫ا‬ 165,000 Alahli Alahli is much more popular in Egypt, but Google reports more queries on zamalek. Why?

38. ‫ا,+*) = ا,+*-‬

39. Keyword Monthly queries #$%&'$‫ا‬ 673,000 Zamalek )*+,‫ا‬ 165,000 Alahli -*+,‫ا‬ 685,000 Alahli

40. LOCALIZATION Using classical Arabic is the safest way to go Use local language in local campaigns only Good luck!

41. LAYMOON ‫$10/ن‬ ?? Lemon Laymoon (Jordan) Orange Laymoon (Lebanon)

42. LABAN 2$ ?? Yoghurt Laban (Levant) Laban Milk (Egypt)

43. What are the most popular topics for Arab women?

44. Women Topics

45.

46. DRESSES CATEGORIES

47. TOOLS TO USE • Google keyword tool • Google insights for search • ConversionUniversity.com • AdWords Learning Center

48. THANK YOU Elias Dabbas elias@media-supermarket.com

Arabic Search Marketing MediaME Presentation 2011

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