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%

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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%

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100%

120%

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160%

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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%

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60%

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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