View
2.996
Download
2
Category
Preview:
DESCRIPTION
This presentation tackles the issues of translation and localisation in international SEM. Why not use translation tools? How can you demystify the keyword localisation process? What dynamics are there to consider other than simply rendering keywords and ads into another language? Develop and presented by Tor Crockatt at SES San Francisco 2013.
Citation preview
San Francisco • September 10–13, 2013 • #SESSF @SESConf
Translation tool game
Keyword Algebra
Localisation: ad copy,
timing, intent & policy
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
vente de botteautomobile
rottura dellastazione termale
Das Taufen der Gegenwart Current baptisms
(French for ‘cheap flights’) Inexpensive theft
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
Syntax for phrases(ad copy)
Lesser-known Media“One for Sorrow One for sentencing”
Plural/singulars & spacing
Some Industry-specific conceptsPay as you go; BOGOF
IT & online terminology(Web hosting, ADSL, DVD burning)
Media: band & film names (Sex Pistols, The Dark knight Rises)
Common Colloquialisms
Popular commercial lingo Drainpipe Jeans, PVC cladding
STILL HIT & MISS
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
aparato de la marca
(perfume name)
La Vie Dure
salaire mensuel traite
However, some principles are common across languages
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
Keyword Algebra
Adjective(Price)
Product or Concept
Brand/Provider
Adjective(Product)
Location
..Laptop……Digital
Camera……Insurance
SonyAirline Network
Companiesbroker
IntendedAction
BuyQuoteApplyBook
…New York……UK…
…Las Vegas…
Intended Use
(For) menBack to school
Compare
Compare…Best…Top
Cheap…Low CostLuxury…
Free
Green..Hi-speed..
Inventory of the typical ‘meaning elements’ in any commercial query
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
0%
20%
40%
60%
80%
100%
120%
140%
English
French
German
UK, Scotland
wales
Queries containing “Liability insurance” Personal, Legal
Business, Short-term,Commercial, Sports,
Charity, Cyber
Liability insurance
Broker, companies
Chancel repair, for self employed, events, for
contractors, for market traders, For tradesmen,
for landlords
what is, example of, wiki, definition,
explained
(Compare) + (Product Adjective) + (Product) + (Intended Use)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
0%
20%
40%
60%
80%
100%
120%
English
French
German
Queries containing “New York”
To rent, for sale
New York, Manhattan
Point to point locations
Flight+hotel, hotel, city pass,
shopping, weather, package holiday, trip,
Property, pictures
Design hotels,
weather, time
Hats, “New York new York”
Hotel names
(Price) + (Adjective) + (Product) + (Location)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
Spanish
French
Italian
Dutch
Danish
German
Compound languages ‘Front-loader ’ languages
Many multi-concept single words
Tend to be multi-word but fewer conceptQualifies *after* noun
Geschenk ideen hochzeits tag
gave
ideeën
bryllups dagen
idea regalo anniversario matrimonio
idee cadeaux anniversaire mariage
regalos aniversario boda
trouw dag cadeau
ideer
English
wedding anniversary gift ideas+ +. +
+
+
+ +
+ + +
+ + +
+ +
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtorClassified top 100 keywords for queries containing ‘liability insurance’ and ‘New York’
3.04
2.652.45
3.813.55
2.29
ENGLISH FRENCH GERMAN
Total Meaning Elements Number of words in phrase
Specificity is not defined by query length
Localisation isn’t just language
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
86%
100%
ADS CONTAINING
"FREE SHIPPING"
ADS CONTAINING
"FREE DELIVERY"
Seasonality
Local & demographic Intent
63%
84%
100%
ADS CONTAINING "$"
ADS CONTAINING "€"
ADS CONTAINING "£"
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
JUL-12 AUG-12 SEP-12 OCT-12 NOV-12 DEC-12 JAN-13 FEB-13 MAR-13 APR-13
US UK FR DE
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
0%
20%
40%
60%
80%
100%
120%
JUL-12 AUG-12 SEP-12 OCT-12 NOV-12 DEC-12 JAN-13 FEB-13 MAR-13 APR-13
US UK FR DE
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
(US) Coffee
(UK) Coffee (DE) Kaffee
(FR) Café (ES)Café
(IT) Caffè
Intent can differ even within the same language
Finally, consider local regulations…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
Disallowed Content Regulated Policies Ad Guidelines,
Quality, User Safety
By market: restrict targeting if non compliant
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@searchtor
Recommended