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How to Improve your

International Paid SearchResults

2

“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.

3

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

4

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.”

5

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.

6

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

8

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

9

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

10

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