Chapter 13. International Search Engines

Does your company conduct business in international markets? If your answer is "yes," know that search engine advertising is becoming an easier and less expensive Internet marketing tactic to reach this audience. The field of international search is quite young; companies quick to execute keyword advertising are still finding limited competition and great prices.

Making this process easier is the handful of U.S. search engines that are expanding their reach into foreign countries , allowing American-based companies to easily market overseas by extending their current keyword buy through U.S. channels. This is a blessing for marketers. No expensive calls overseas, or deciphering language and cultural communication differences. No hassles dealing with multiple foreign currency rates and contracts. Ah, the ability to market internationally is becoming nearly instantaneous and painless.

Don't rule out home-grown international search engines, however. Yahoo! France is a good way to reach the French, but understandably, "les Fran ƒ §ais" are going to be loyal to their own search engines like Wanadoo (www.wanadoo.fr), shown in Figure 13.1. Even though American goods are desirable overseas, U.S. companies need to make an effort to identify with local residents. This effort begins by advertising on the search engines where international shoppers hang out.

Figure 13.1. Reach international shoppers by marketing on their domestic search engines. Wanadoo, for example, is a favorite among the French.

Before U.S. companies jump into the international search engine game, they should be aware of the significant differences that exist when marketing to an international audience. Simply because search engines make it easier to do so, doesn't mean success is guaranteed . The following tips lend insight into a few of the anticipated challenges along this journey.

Important

Working with a country-specific or internationally based marketing agency is recommended if you decide to launch a full-scale marketing campaign.