Global SEM Consulting & Reporting

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About Global SEM Consulting & Reporting

Implementing and managing SEM strategies on a global scale can be a challenge, due to:

A lack of knowledge in different languages and cultures.
Contrasting strategies and requirements between countries.
Divided management between different marketing teams.
Inconsistent online marketing strategies.
A limited understanding of Search.
Disparate technology platforms.

Meeting these challenges requires solid relationships between all stakeholders, flexible tools that can accommodate different languages, currencies, reporting requirements, strategies and cultural needs; and ensuring that all involved have the most up-to-date knowledge of SEM best practices, strategies, and cultural sensitivity.

At IMPAQT, we have engaged in successful consultative relationships with our global clients to implement Search. We credit these successes to our tools and relationships. Our proprietary data gathering and reporting tools are flexible and scalable enough to handle different currencies, languages, reports, and key performance indicators (KPIs), while also being easy to understand and use.

We take the time to foster close relationships, establish clear lines of communication, and educate all stakeholders on Search. These relationships include partnerships with localization experts to ensure that nothing is lost in translation.

Global SEM Consulting in Action

An international insurance provider asked IMPAQT to help bridge the gap between diverse markets in seven Asian countries to create an efficient and consistent online marketing strategy, while increasing volume and decreasing the cost-per-lead (CPL) for its Paid Search campaigns.

What We Did

For this effort, we acted as a regional consultant for the client on a monthly retainer basis. In this role, we directed the client’s global online marketing strategy to ensure it reached the client’s target markets cohesively.

First, we conducted a regional market assessment and created a long-term strategic online marketing plan. The plan included functional specifications for their Web properties to service the needs of their customers and agents, as well as recommendations to leverage other online marketing channels.
We sent staff members to the market countries for an extensive period of time to deliver training on best practices. The team also provided support to the local marketing teams and advertising agencies in each country to jumpstart their programs.
We developed an online content library to house best practice documents, training materials, site examples, and market-specific recommendations so that the key stakeholders could continue to grow their online marketing knowledge even after our staff members left these countries.
We customized the ExstoNet™ decision support and data reporting tool to meet the reporting, language, and currency needs of each target market. Each market had their own reports set up in the format they preferred. The ExstoNet™ also provided all other market reporting, translated to each group’s own specific language, currency, and KPI preferences, so that results could be easily benchmarked.
We implemented a system to track offline sales via the client’s CRM system and optimize efforts from click to sale.
We created user guides to assist users with the ExstoNet’s functionality.
We developed a pilot PPC campaign to put our recommendations to the test. We then educated the client, across a multitude of departments, on the strategy implemented and the results. This helped them better understand their role in the success of the company through Search. It ensured that the Search momentum could be sustained even after the client’s relationship with IMPAQT ends.