Uncovering the complexity of Slavic languages and Yandex PPC match types
It goes without saying that international digital marketers face a plethora of challenges to overcome when entering new markets. Running effective advertising campaigns is one of them. Each internet audience as well as the online media landscape will have their own peculiarities which, only when well understood, will enable you to put your ads in […]
Yandex introduces new PPC conversion strategy for advertisers
Yesterday, a new bidding strategy was introduced in the Yandex PPC advertising interface. “The average price of conversion” strategy aims to display your ads to searchers who are most likely to convert on your website for a specific cost per conversion. This is yet another step forward from Yandex to increase effectiveness of advertising efforts […]
10 things every global PPC geek should know about Yandex advertising
Want to grow your online presence in the increasingly lucrative Eastern European internet market? If the answer is yes, then you need to familiarise yourself with Yandex, Russia’s leading search engine. With a majority share in Russia (62%) as well as strong positions in Ukraine (43%), Belarus (33%) and Kazakhstan (24%), the fastest and most […]
How to become an internationally-recognised Yandex PPC expert
In what is yet another testament to the rising global ambitions of Yandex, Russia’s leading search engine now offers a PPC expert test for non-Russian speaking marketers. Upon successful completion of the test, which is in English and can be accessed here, individuals (not agencies) will gain internationally recognised Yandex expert status demonstrating proficiency in […]
3 Obstacles To Ad Copy Translation
Following my last post concerning the limits of translation as applied to ad campaign keywords, I would now like to go on and examine how problematic translation can be when it comes to ad copy, again with English-to-French translation as focus. I will here tackle 3 main obstacles to ad copy translation, all somewhat interconnected : […]
Yandex Launches Visually-Enhanced Ads On Its Ad Network
Whether you’re running campaigns on the Yandex Advertising Network or participating as a publisher, yesterday’s announcement that Yandex will be offering integration of images into its contextual ads could prove beneficial for everyone involved. From an advertiser’s perspective, the option of adding images into contextual ads could improve click-through-rates and lower cost-per-click, and most importantly […]
How Google’s Enhanced Campaigns Will Affect International Search
There’s no doubt that Google’s newly announced Enhanced Campaigns format within AdWords will be a game changer. For international businesses, one of the obvious questions to pose therefore is “how will this affect my multinational operations?” I think it’s safe to say that from the ground up there will many benefits and pitfalls yet to […]
YouTube Amplifies Ad Spend In Germany To Counter Copyright Issues
On the face of it, it may not seem as though YouTube would really have the dire need for any PPC efforts given it is a go-to website and household name for many. However, YouTube’s impressive scale and impact across various markets also mean that it has become a prime target for IP rights holders […]
A simple framework for optimising your international PPC campaign workflow
Recently, I attended an intensive three-day course in International PPC at the International SEO School in Barcelona. Admittedly, there may be some vested interest here, but this was hands down one of the best educational experiences I have had in a long time. By looking at both the strategic and managerial perspective, as well as […]
Geo-targeting strategy: PPC options within AdWords
On Tuesday, Google announced that it was rolling out city-level targeting and location extensions for nine new countries within AdWords, thus bringing the full list of countries with these geo-targeting options up to 43. Coincidentally, Google made a switch to Nielsen DMAs for US metro areas and released postal code targeting for Canada, allowing marketers […]