| Brooke: I’m Brooke Schumacher from
the eMarketing Talk Show and we’re going to be
talking with Stephenn Noton. He’s with Adverted
based out of Singapore. And right now we’ve just
been talking about Google and their involvement in Asia
and your relationship with them. So tell us more in detail
starting from the beginning about how it’s going
and about its growth in Asia.
Stephen: Well, how far back do you want me
to go?
Brooke: Well just start off by telling your relationship
with them and basically where they are now.
Stephen: Well, right now, in Beijing there
are 80 employees there expanding into their own building
to 8 floors and 200 employees. And so 800 and they’re
really looking into all the engineering and all the
controlled ads, both on Adsense and Adwords will go
through the China, Beijing office. Right now the control
of the database, the engineers are still in the US,
there’s some engineers in Beijing, but not enough
to cope with all the improvements on the database.
So they’re going to move all that to China.
Brooke: Servers and everything as well?
Stephen: Yeah, all the servers and equipment
and controls in the Beijing regions. All the approvals
of Adwords and Adsense are all done here locally in
China. Because the US market cannot do it in all different
languages. They also approve Chinese ads that are targeting
the US so, they do it here. So it’s not just
targeting China it’s just any Chinese fixed characters
will actually be created in the office here.
Brooke: And they go through their approval process
and reject misspelled words and things like that?
Stephen: Yeah, Yeah exactly. You know, I’m
sure we all have that experience with typos.
Brooke: Okay, well, let’s discuss more about
your upcoming sessions you’re doing at Search
Engine Strategies. I believe you’re signed up
to speak at about 3 sessions. Tell us the difference
in how you plan on presenting here at SES Nanjing and
what you talked about at AdTech Shanghai?
Stephen: It’s actually really different.
At Adtech I focused on, more on the different between
the US and the Asian marketplace in research and authorization.
And just explained how the search engines differ in
Yahoo.com in Asian is completely different from the
Yahoo.com in the United States. The results are completely
different. I’m actually more of an architect
at this one and I actually talk more about theory across
the board. The track that I’m on would be nice
to talk about the differences, but the tracks more
designed toward talking about theory.
Brooke: Are you still case studying? Because you mentioned
before that you had a case study ready with a client
who..
Stephen: Oh! Yeah, we changed up all our slides
yeah. I just wanted to change a couple things.
Brooke: I think I saw something that you said you
were going to use sites from the audience to optimize.
Are you still going to do that?
Stephen: Yeah, we’re going to do the
site closing on the end of the second day and then
during the first day I am also going to get some sites.
And you know, if I get some good sites I’ll use
them the second day during the first talk. But the
second conclusion by the end of the day will be getting
live authorization so they will give me the start of
their website, we’ll punch it in, we’ll
pull it out, then we’ll strip it apart right
then and there. So people could actually see what search
engine optimization people do and get an idea of direct
interaction.
Brooke: Cool, right there on the spot. Get instant
feedback, that’s good. Have you done that before?
At Adtech?
Stephen: Not at Adtech, but I’ve seen
(inaudible) in region and that’s what I’d
like to do more so I’d like to do live examples.
It’s much more useful. Every week in Singapore
I actually, the first four months every week we’d
have 10 business owners, we’d invite them to
come into our office and we’d literally go to
a few of their websites. And usually show each of those
business owners, so it’s open to each of these
business owners.
Brooke: So it’s like a free seminar?
Stephen: Yeah, and it was really good because
a lot of the business owners were like “Oh wow,
we didn’t realize that our design was this..”
and we tell them everything we even get into their
Who is information. Actually the person who is registered
in the Who Is document is the person that has control
of your dominion issues and we try to contact them.
Some of the Asia agencies had a problem or they hire
a design company to do it and the designer is actually
the name on the Who Is document and it’s just
kind of like they’re in the really early stages
in how the website works. To some of the very basic
stuff and getting into the advanced stuff, like teaching
them, when businesses can make use of it we would like
to control some of the knowledge we give. Because we
don’t want to give knowledge to the wrong type
of business.
Brooke: Do you find that Asians business owners are
3 years behind? As far as education or understanding
of search marketing?
Stephen: Umm search marketing?
Brooke: Or do they even know what that means?
Stephen: Yea, well, no almost nobody who attends
our seminars understands the word SEO or SEM. They
have no idea what that means. I come and I ask and
nobody will understand the definition. Actually my
seminars start out with like I talk about how much
money is made online and my first question to them
is how much do they think Amazon.com makes in one single
day? And I’d go around the room and ask between
1-5 million a day in sales and between 5-10 and 10-15
and it’d be like over 20. And commonly they’re
pick low numbers, middle range numbers, almost nobody
picks the high numbers and it’s between I think
like 1-20 million and they actually do like 30 million
a day in sales. And I say yeah, this is a common thing
we have people don’t understand how much money
is made online. We talked to some of the big Singapore
airlines some Azushi guys and they think they’re
doing well because they’re, you know, making
20, Amazon is making 20 million dollars it sounds really
good on paper, but the actuality is you look right
now, that mean they’d be losing18 million. So
this is one of the big problems here in Asia is the
people are so happy to make a million dollars, 2 million
dollars, 3 million dollars and they quit. They think “we’ve
done enough, there’s nothing more we can do” and
I keep telling them well you know you might be making
money but jeez you might be losing more than your making.
And I’ve never seen a client that has not been
able to make more money than they are already making
currently. Like they could be doubling, tripling their
income by simply refining the process. Because you
know, anybody can be successful in online marketing
you just dump money in and just do anything. You can
buy enough ads, you can turn up a profit. It’s
like 7 million emails out you’re going to convert
it.
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