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Studies & Opinions

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

Alex Tajirian
May 16, 2005

 

Study Description
We examined:

    1. Two search engines: Google and Yahoo.

    2. Result-page languages in German and Spanish.

    3. Two country groups: German speaking (Germany, Austria, and Switzerland) and Spanish speaking (Mexico, South America).

    4. Four types of keyword-searches: words in the countries' native language that contain an English component, places, acronyms, and brand names.

Selective Results and Implications

    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.

Related Articles: Domain Names and Google Search Engine Ranking

Topic tags: appraisal/valuation

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