January 30, 2009, 12:00 AM

Searching Overseas

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You may also choose to incorporate a pay-per-click campaign. This should include misspellings as well, along with incorrect use of native language and adapted English terms in instances when the native language has adopted the English term, sometimes incorrectly. For example, Germans often type ‘babys’ instead of ‘babies’ into the search bar.

Pay-per-click keywords should be grouped into logical groups, and assigned relevant landing pages. The design and content of an advertisement should be written to suit each keyword group, in order to make the ad as relevant as possible to the user’s search.

A multilingual pay-per-click campaign that was run this way for eight weeks by GoldenMoments.com, a client of my firm that provides adventure outings in multiple European countries, generated a 10-fold increase in weekly visits.

With an international search marketing strategy that hits home with foreign consumers, U.S. e-retailers will be better able to maintain strong e-commerce growth rates.

Greig Holbrook is managing director of Oban Multilingual Strategy Ltd., an England-based search marketing firm specializing in international strategies. He can be reached at greig@obanmultilingual.com.

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