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Mirago opens its Swedish pay per click engine to advertisers

By Andy Atkins-Kruger on October 20, 2005

Mirago chose to launch its new advertising network in Sweden at the Search Engine Strategies conference in Stockholm where the first advertisers were formally signed up to advertise. Mirago is a UK-based pay per click search engine and has been building indexes throughout Europe over the last months.

Advertisers targeting Sweden now have access to the pay per click services as well as index paid inclusion and other premium services.

Mike James, European Business Development Manager explained, “We’re rolling out the network throughout Europe but chose Sweden as one of our earlier destinations because it is a well developed market, broadband access is high and the Swedes are used to buying online. But we aim to cover all markets in Europe and will be launching in Italy in the next couple of weeks.”

Mirago has already built indexes in the UK, France, Norway, Sweden, Belgium, the Netherlands, Germany, Denmark, Switzerland, Austria, Italy and Spain. The company expects to launch advertising facilities soon in all of those countries but has already opened in the UK, France, Germany and now Sweden. Italy will be next followed by Austria, Switzerland, Denmark and Norway.

Mike James also explained that unlike Google, Mirago has built separate indexes for each country identifying sites using such factors as local domain names and other features which he wasn’t at liberty to reveal. Interestingly, he highlighted the fact that the company has built different methods of ‘normalising’ its results pages to deal with different language demands. “Swedish is different to French because it has full characters rather than accented characters which have to be treated in a different way,” he explained. “There is no danger of polluted results between the very similar languages of Scandinavia such as Danish and Norwegien because we have built separate indexes”.

Mirago has 15,000 active campaigns, handles 1/2 billion enquiries per month and has 700 partner sites which feed Mirago results – and it is actively talking to potential new partners in Sweden.

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Andy Atkins-Kruger

CEO at Webcertain
Andy is the CEO of Webcertain. He is a trained linguist with 20 years of experience in international marketing, having helped major brand leaders with their advertising and public relations projects on five continents. Webcertain has been operating multilingual search marketing campaigns for over 15 years and is one of few agencies which only deal with international campaigns; the company doesn't deal in single market projects. Andy speaks regularly at conferences around the world.

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