The Art of Arabic PPC Management

The Arabic language becoming the 4th language on the Internet and the need for targeting the Arabic consumer is rapidly increasing. Marketers always believe that launching a paid search campaign is one of the most effective ways to generate online sales in as little as few days. Yet, the Arabic PPC management is technically not an easy task and could be sometimes very tricky.

To localize your search engine advertising campaigns, you will need to understand many factors such as the difference between Arabic slangs and popular keywords for each country, landing pages optimization for campaigns and Arabic copywriting for the ads.

How to Manage the Arabic Search Engine Advertising

There are several important tips and variables to consider before targeting the Middle East markets with Arabic search engine advertising campaign such as Google AdWords.

Outsource or In-house?

The first question that might get you confused; what is best option to run a campaign, professional agency or in-house? To answer this question, I have to declare some terrifying facts about this business.

  • I have seen some of the advertising agencies managing campaigns for two or three competitors and not telling about it. There is a conflict in this situation and it is not secure to share data with the agency.
  • Some of the clients don’t have KPIs and they don’t really screen the service provider carefully.
  • In-house teams are not having enough expertise with PPC practices or sometimes they are expats with no in-country experiences.
  • There are numerous PPC advertisers in the market and some of them claim to offer the best services, but not all of them live up to their own promises.

Practically, there is no ideal choice for this situation. My best advice for you is: Get involved! Don’t just hire an agency without understating the market or the results. Your marketing team should be involved in the process of keywords research, target segmentation and even the Ads copywriting. And most importantly, set your KPIs and ROI properly based on your research.

Study the Local Competition

It is no secret that the competition in Arabic AdWords is not highly competitive in many sectors. There is an open opportunity for businesses. The most competitive firms are limited to real estate, hotels, automotive, e-commerce, and electronics while there is no real competition in other firms. The good news about this, that with a small budget you can drive successful results in the local market. However, studying the local market might lead you to drop PPC and go with another approach. Based on the results you can determine even if you need an Arabic paid search or not. I had a B2B company tried Arabic PPC for a while but when I recommended an English campaign targeting the region, they were able to generate 300% increase in the leads. My recommendation was based on the market research that indicated English as the favorite language for business in the Middle East.

Arabic Keywords Research

The Arabic language has almost three times more words than English. The Arabic keywords may sometimes have multiple meanings which generate a major challenge for keywords and relevancy. Another problem with using the Arabic language online is that different regions within the Arab World use different words to explain the same thing. This might be tricky in finding and retrieving relevant keywords that help to target your consumer. For example, for the term “properties” could be “عقارات”, “منازل”, “مساكن” or “بيوت”. Each Arabic market is different; KSA is not using the same Arabic keywords like Egypt. Based on local search volume, consumer behavior, and market nature you have to determine which keyword would benefit your campaign.

Set the Right Settings

Don’t target the whole region as one big chunk. After you study the market and conduct a solid keywords research you will need to set different settings and bidding strategy for each country. Devices, Seasonal Occasions, demographics, and budget could be very different for each Arabic market. Pay attention to the local trends in the market and as well the public holidays and traditions. Target your local segmentations effectively with separate personalized campaigns. Make sure you use the extensions and you are ready with local salespeople to engage with customers. Pay attention to Mobile advertising as most of the market users are using mobile internet.

Original, not Translation

If you are translating your keywords and Ads into Arabic, then you are screwed. Trust me, don’t fall for such huge mistake. Remember always that you are paying for each click. Your list of keywords needs an advanced local research in order to generate the right leads. Invest money and time in researching the search volume for the local market and create original Ads with from the scratch.

Surprisingly, most of the Arabic paid Ads I see every day are too generic and trashy. Advertisers repeat the same Ads over and over with few tweaks. As well, some are just providing translated copies that make no sense. The quality of the Ad copy is a major step to win the competition.

Optimize the Landing Pages

Remember what we said about the original content? Now add to that the converting content. Don’t throw your money on clicks that don’t lead to a real action “hint; sale”!

If your Arabic Ads are leading to English landing page, don’t expect the right results. Your landing page is your sales desk, your display window, your sales numbers and your conversion hot spot. Optimize the Arabic SEO for each landing pages you are targeting in order to increase the quality score which would lead to better ranking and more cost-effective bidding.

Each group of Ads and keywords should lead to the relevant landing page with engaging content and call-to-action (CTA). Invest in creating compelling Arabic pages that would add a value and help in converting leads. Empty Arabic pages with just an image of the product and two lines, will not help your campaign. Optimize your landing pages for the Arabic user’s experience and step ahead of the competition. Always measure the pages analytics and the time spent on the page and don’t only rely on the PPC analytics.

Conclusion: Over the years, I have seen a lot of Arabic SEM throwing money on unworthy and irrelevant clicks. Having a budget for search engine marketing doesn’t mean you should simply launch one. There are many misconceptions regarding Arabic search advertising, which you have to fully address. The Middle East markets are very different in the terms of competition level, culture, and consumer behavior.

Get involved and do your homework to achieve successful sales results with your campaign’s budget. Put in mind that at the end of the day, ROI is what you’ll have to show to the investors and stakeholders.

Digital Marketing in the Middle East: Where is the Gap?

Digital marketing in the Middle East has been growing and expanding, but what about effectiveness? The Arabic consumers have changed. The digital experiences are no longer new in the local markets … They are expected to bring a value.

While there is a massive amount of digital campaigns in the region, the Arabic consumers are eagerly looking for something more specific, personalized and unique.  The gap will increase between the consumer and the marketers if the digital experiences don’t adapt to these changing expectations.

I have spoken to a large number of brands in the Middle East region looking to increase their digital marketing and while there is a definite desire for investing into digital, there is an equal lack of understanding in critical objectives such as how to measure and track the results, or how to personalize content. In most of the cases, they are more convinced with quantities and the short-term results. I have been watching digital agencies running everywhere on social networks to just fill the plate with numbers.

So what is next? We all know that the market will certainly have to consider new expectations or to be more accurate “the right expectations”. To put digital marketing in perspective, you have to implement it in your overall strategy. It is not anymore something you can just assign it to an agency or team and expect it to work like magic. Yes, digital marketing not anymore a “plug-and-play” tool.

The Evolved Customer

It is clear to everyone now that the evolution of marketing is moving beyond the goal of creating new customers to the concept of creating an evolved customer. No wonder that the content-driven experiences are now the natural-selection process that moves the customer along.

To succeed in the Middle East, marketing departments must themselves evolve. They must not only advertise the brand by describing the value that has been created in the product but also to create differentiated experiential value that is separate from that product.

Personalized Digital Marketing

Personalized digital marketing is no longer a luxury. Some would even say it is the future. I believe that the consumers in the region are more interested in relevancy more than anything else. With those multiple social networks feeds and buzz feed at every corner, there is a major need for personalization. Arabic content is still suffering from the lack of quality and quantity. Companies and brands are still relying on translating their marketing messages from English into Arabic instead of creating original content. Products are not providing enough content targeting the behavior of the Arabic users.

Personalization is one of the major gaps that digital strategists and content marketers should work on to achieve better results in each market.

Conversion Optimization

Conversion metrics are not only helpful for setting the right expectations and ROI, but it’s very effective to learn more about your consumer. Understanding the audience is always the key to creating a targeted message and digital experience that appeals to that particular audience. Put in mind that every local market in the Middle East should have a different conversion and metrics.  I always brought the conversion as the main topic for every campaign discussed with a client and with that I was able to set the right goals for the campaign.

Finally, digital marketing is not always about the top 10 practices or following the notes from speakers and gurus, it is all about innovation and testing. Middle East markets are not a major challenge if you get closer to your target segmentations and learn how to avoid the gaps.

If you want to start putting your Arabic digital marketing approach into the right action plan, contact me for consulting and discussing the opportunity.