SUMAT: An Online Service for SUbtitling by MAchine Translation

Transcription

1 SUMAT: An Online Service for SUbtitling by MAchine Translation CIP-ICT-PSP Deliverable D9.4 Adwords Campaign Editor: Company: Dimitris Spiliotopoulos ATC Status-Version: 2.0 Date:

2 Project Number: Project Title: CIP-ICT-PSP SUMAT Title of Deliverable: Adwords Campain Date of Delivery to the EC: July 2011 Workpackage responsible for the Deliverable: 9 Editor: Dimitris Spiliotopoulos (ATC) Contributor(s): Arantza del Pozo Reviewer(s): Arantza del Pozo Approved by: Arantza del Pozo Abstract: This deliverable is used for documenting the adwords campaign. Keyword List: Dissemination, website, google, adwords, campaign Project Title: SUMAT 2 Contract No. CIP-ICT-PSP

3 Document Description Document Revision History Version Date Modifications Introduced Modification Reason Modified by V.1 22/7/2011 draft ATC Project Title: SUMAT 3 Contract No. CIP-ICT-PSP

4 Table of Contents Executive Summary Adwords Campaign Strategy... 7 Project Title: SUMAT 4 Contract No. CIP-ICT-PSP

5 Table of Figures Figure 1-1: Initial set of keywords Figure 1-2: Refined set of keywords Figure 1-3: Final set of keywords Project Title: SUMAT 5 Contract No. CIP-ICT-PSP

6 List of Abbreviations and Terms EC EU FAQ ICT IPTC SME TBC European Commission European Union Frequently Asked Questions Information and Communication Technologies International Press Telecommunications Council Small to Medium Enterprise To Be Confirmed Project Title: SUMAT 6 Contract No. CIP-ICT-PSP

7 Executive Summary This document describes the steps taken to ensure a good selection of the sets of keywords for the SUMAT Google Adwords campaign. 1. Adwords Campaign Strategy The following actions have been used in order to start the adwords campaign for the SUMAT website over at the Google Adwords webpage [1]: Set an initial list of keywords Check the Google Adwords Keyword Tool for distribution of the queries with the selected keywords as well as relevant alternative suggestions Make a final selection of keywords text and the number of different keywords that the website should be advertised for Select an indicative amount of money to spend per click and monthly Purchase the adwords campaign Follow up the campaign statistics in the following months in order to make adjustments SUMAT is about online machine translation of subtitles. The keywords to be chosen should reflect the nature of the project and be popular enough as search queries at the same time. To find the keywords which best comply with these two requirements, the performed analysis has started with general keyword combinations which have been refined through (a) the alternatives suggested by the Google Adwords Keyword Tool and (b) keywords more specific to SUMAT. Figures 1-1, 1-2 and 1-3 show the various combinations of keywords which have been analysed. As shown in Figure 1-1, the initial sets of general keywords (marked in red) that were selected and checked through the Google Adwords Keyword Tool are: online translation automatic translation The results are shown below (marked in green): online translation is too generic; and automatic translation is a good choice but does not get many queries. The alternatives or competitors suggested by the keyword tool seem to be online translation service and online translation services (marked in purple) while online Project Title: SUMAT 7 Contract No. CIP-ICT-PSP

8 speaking translator (marked in grey) is a false positive because this project is not about speech. Based on these findings, a refined set of keywords abstract enough to return usable results was used in order to re-check the search results: machine translation (as an alternative of automatic translation ) online translation service online translation These were tested again and the results shown in Figure 1-2 are quite clear. The following options can be exploited (main option first, followed by an alternative): machine translation or statistical machine translation online translation service or online translation The second set of options is based on the feedback and dispersion of results both for the whole keyword sets as well as for the very large amount of LANGUAGE translation service results, where LANGUAGE can be a number of languages. At this point, the following new sets of keywords were considered in order to fine tune the turnover to the more specific nature of SUMAT (see Figure 1-3): machine translation of subtitles subtitle machine translation online subtitle translation subtitle translation service automatic subtitle translation automatic subtitle online translation Among these, subtitle translation service and automatic subtitle translation seem to be the recommended options. Project Title: SUMAT 8 Contract No. CIP-ICT-PSP

9 Figure 1-1: Initial set of keywords Project Title: SUMAT 9 Contract No. CIP-ICT-PSP

10 Figure 1-2: Refined set of keywords Project Title: SUMAT 10 Contract No. CIP-ICT-PSP

11 Figure 1-3: More specific sets of keywords Project Title: SUMAT 11 Contract No. CIP-ICT-PSP

12 Based on all the above info, it was decided to select the following keyword sets for the SUMAT adwords campaign: statistical machine translation subtitle translation service automatic subtitle translation The indicative amount of money to be spent by click and monthly to start with will be 0.10 euro per click and 50 euro per month limit, for each keyword set. The purchase has already been arranged and the campaign statistics will be followed up in the next months in order to make adjustments if necessary. References [1] Project Title: SUMAT 12 Contract No. CIP-ICT-PSP