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ARABIC ‫س‬EAR‫ش‬
       Elias Dabbas
  The Media Supermarket
    28 November, 2011
WEB ANALYTICS METRICS

              Page Views                    Ad Impressions
Visits
                Click-Through Ratio (CTR)
        CPA
         Unique Visitors       Bounce Rate
  CPC
                   Conversion Rate            CPM
THE POWER OF SEARCH
THE POWER OF SEARCH
     People search alone
THE POWER OF SEARCH
     People search alone
THE POWER OF SEARCH
                    People search alone

A voluntary activity that needs a user (not passive reception)
THE POWER OF SEARCH
                    People search alone

A voluntary activity that needs a user (not passive reception)
THE POWER OF SEARCH
                     People search alone

A voluntary activity that needs a user (not passive reception)

It is an expression of desire (not a selection between choices)
THE POWER OF CONTENT
THE POWER OF CONTENT
How can a person possibly end up on a page?
THE POWER OF CONTENT
How can a person possibly end up on a page?
THE POWER OF CONTENT
How can a person possibly end up on a page?

           Directly entering the URL
THE POWER OF CONTENT
How can a person possibly end up on a page?

           Directly entering the URL
THE POWER OF CONTENT
How can a person possibly end up on a page?

           Directly entering the URL

           Clicking on a search result
THE POWER OF CONTENT
How can a person possibly end up on a page?

           Directly entering the URL

           Clicking on a search result
THE POWER OF CONTENT
How can a person possibly end up on a page?

           Directly entering the URL

           Clicking on a search result

          Clicking on an advertisement
THE POWER OF CONTENT
How can a person possibly end up on a page?

           Directly entering the URL

           Clicking on a search result

          Clicking on an advertisement
THE POWER OF CONTENT
How can a person possibly end up on a page?

           Directly entering the URL

           Clicking on a search result

          Clicking on an advertisement

             Clicking on a text link
120M QUERIES / DAY
     14% on Mobile
SEARCH ENGINE
MARKET SHARES
Arabic Search Marketing MediaME Presentation 2011
Arabic Search Marketing MediaME Presentation 2011
Arabic Search Marketing MediaME Presentation 2011
WHAT IS THE MOST SEARCHED
 MOBILE BRAND IN ARABIC?
          Blackberry
            iPhone
             Nokia
         Sony Ericsson
Most searched mobile brand
If you had budget to create a mobile version of your site, which
              operating system will you support?
Mobile traffic - devices
Arabic Search Marketing MediaME Presentation 2011
Arabic Search Marketing MediaME Presentation 2011
“HGUHF”

368,000 SEARCHES / MONTH
            ??!!
Arabic Search Marketing MediaME Presentation 2011
Arabic Search Marketing MediaME Presentation 2011
Arabic Search Marketing MediaME Presentation 2011
Arabic Search Marketing MediaME Presentation 2011
Arabic Search Marketing MediaME Presentation 2011
Arabic Search Marketing MediaME Presentation 2011
GOOGLE KEYWORD
           ANOMALY?

              Keyword          Monthly queries

               #$%&'$‫ا‬
                                  673,000
              Zamalek
               )*+,‫ا‬
                                  165,000
               Alahli

Alahli is much more popular in Egypt, but Google reports
             more queries on zamalek. Why?
‫ا,+*) = ا,+*-‬
Keyword    Monthly queries

 #$%&'$‫ا‬
              673,000
Zamalek
 )*+,‫ا‬
              165,000
 Alahli
 -*+,‫ا‬
              685,000
 Alahli
LOCALIZATION
Using classical Arabic is the safest way to go
 Use local language in local campaigns only
                 Good luck!
LAYMOON ‫$10/ن‬


           ??
                 Lemon
 Laymoon
                (Jordan)
                 Orange
 Laymoon
                (Lebanon)
LABAN 2$


        ??
              Yoghurt
Laban
              (Levant)

Laban        Milk (Egypt)
What are the most popular topics for Arab women?
Women Topics
Arabic Search Marketing MediaME Presentation 2011
DRESSES CATEGORIES
TOOLS TO USE

• Google   keyword tool

• Google   insights for search

• ConversionUniversity.com

• AdWords    Learning Center
THANK YOU
        Elias Dabbas
elias@media-supermarket.com

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Arabic Search Marketing MediaME Presentation 2011

  • 1. ARABIC ‫س‬EAR‫ش‬ Elias Dabbas The Media Supermarket 28 November, 2011
  • 2. WEB ANALYTICS METRICS Page Views Ad Impressions Visits Click-Through Ratio (CTR) CPA Unique Visitors Bounce Rate CPC Conversion Rate CPM
  • 3. THE POWER OF SEARCH
  • 4. THE POWER OF SEARCH People search alone
  • 5. THE POWER OF SEARCH People search alone
  • 6. THE POWER OF SEARCH People search alone A voluntary activity that needs a user (not passive reception)
  • 7. THE POWER OF SEARCH People search alone A voluntary activity that needs a user (not passive reception)
  • 8. THE POWER OF SEARCH People search alone A voluntary activity that needs a user (not passive reception) It is an expression of desire (not a selection between choices)
  • 9. THE POWER OF CONTENT
  • 10. THE POWER OF CONTENT How can a person possibly end up on a page?
  • 11. THE POWER OF CONTENT How can a person possibly end up on a page?
  • 12. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL
  • 13. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL
  • 14. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL Clicking on a search result
  • 15. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL Clicking on a search result
  • 16. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL Clicking on a search result Clicking on an advertisement
  • 17. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL Clicking on a search result Clicking on an advertisement
  • 18. THE POWER OF CONTENT How can a person possibly end up on a page? Directly entering the URL Clicking on a search result Clicking on an advertisement Clicking on a text link
  • 19. 120M QUERIES / DAY 14% on Mobile
  • 24. WHAT IS THE MOST SEARCHED MOBILE BRAND IN ARABIC? Blackberry iPhone Nokia Sony Ericsson
  • 26. If you had budget to create a mobile version of your site, which operating system will you support?
  • 27. Mobile traffic - devices
  • 37. GOOGLE KEYWORD ANOMALY? Keyword Monthly queries #$%&'$‫ا‬ 673,000 Zamalek )*+,‫ا‬ 165,000 Alahli Alahli is much more popular in Egypt, but Google reports more queries on zamalek. Why?
  • 39. Keyword Monthly queries #$%&'$‫ا‬ 673,000 Zamalek )*+,‫ا‬ 165,000 Alahli -*+,‫ا‬ 685,000 Alahli
  • 40. LOCALIZATION Using classical Arabic is the safest way to go Use local language in local campaigns only Good luck!
  • 41. LAYMOON ‫$10/ن‬ ?? Lemon Laymoon (Jordan) Orange Laymoon (Lebanon)
  • 42. LABAN 2$ ?? Yoghurt Laban (Levant) Laban Milk (Egypt)
  • 43. What are the most popular topics for Arab women?
  • 47. TOOLS TO USE • Google keyword tool • Google insights for search • ConversionUniversity.com • AdWords Learning Center
  • 48. THANK YOU Elias Dabbas elias@media-supermarket.com

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  35. \n
  36. \n
  37. \n
  38. \n
  39. \n
  40. \n
  41. \n
  42. \n
  43. \n
  44. \n
  45. \n
  46. \n