Language, Country Search Engines: Implications for Domain Names, PPC Ads

Website owners need to register selective ccTLDs to increase their online visibility. Advertisers for keywords related to places, acronyms, brand names, and English keywords that are also used in other languages need to be aware of the potential of being charged for ads irrelevant to their marketing campaigns.

Berkeley, CA (PRWEB) May 16, 2005

DomainMart, a leading provider of domain-name and search engine advisory services, announced today the results on a study on the impact of language and country based searches on domain names and PPC advertising.

The major finds are as follows:

1. On Google, using advanced search for German language, Sponsored ads pick up non-country related ads. Thus, Google might be charging such advertisers for irrelevant clicks.

2. On Google, one can use advanced search to select German language, but does not offer country selection. The results showed a bias toward .de - country code domain name (ccTLD) for Germany. Thus, businesses in a German speaking country other than Germany are disadvantaged and need to also register domains under .de to increase their online visibility. On the other hand, for Yahoo, a user can control German language by country.

3. Search for geographical, US-based brand names, and acronym keywords, Google results include non-country related Sponsored ads. Thus, Google might charge such advertisers for irrelevant clicks. There are no such ads on Yahoo for German when a country is also specified. However, with Yahoo a user cannot specify a Spanish speaking country other than Spain, location-irrelevant advertisers showed up. Thus, such advertisers may pay for irrelevant ad clicks.

“Until the major search engines refine their advanced search options to include additional countries, website owners need to register selective ccTLDs to increase their online visibility,” says Alex Tajirian, President and CEO of DomainMart. “Advertisers for keywords related to places, acronyms, brand names, and English keywords that are also used in other languages need to be aware of the potential of being charged for ads irrelevant to their marketing campaigns,” ads Tajirian.

The study was based on the two major search engines, Google and Yahoo. Result-page languages considered were German and Spanish with two country groupings: German speaking (Germany, Austria, and Switzerland), and Spanish speaking (Mexico, South America). Four keyword groups used were: words in the country-native language that contain an English component, places, acronyms, and brand names.

About DomainMart

DomainMart is an industry leader in providing domain-name secondary-market services, including appraisal, leasing management, escrow, parking, valuation, and protection since 1996.

For more information, please visit http://www.domainmart.com/news/language_country-search-engines_PCC-ads.htm or contact:

Tom Saitori, Marketing Specialist

DomainMart

e-mail: TomSaitori@domainmart.com

Tel: +1 (415) 905-4234

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