Why MSN Choose France & Singapore

Posted: July 1, 2005

MSN has announced that they are launching a beta test of their PPC product in Singapore and France. I had a chance to talk to MSN about why they choose those two geographic areas, and the answers were quite interesting.

They choose France because, according to MSN, there are a total of 8 agencies that serve the entire country. This means they can have only 8 points of contact, yet reach everyone online who uses MSN in France. I was surprised there aren’t more active SEMs in France, but this seemed quite a logical reason to choose that particular country.

The other area they’re launching the MSN PPC is Singapore. This was done for a highly pragmatic reason - English targeting. They wanted to test out how their product works with the English language, its idiosyncrasies, etc. By choosing Singapore, they’re only opening themselves up to a small population while tweaking the system to handle any language issues.

MSN has an interesting offering on the horizon, slated for release in q1 of 06; there are many waiting in anticipation for their chance to see how the 3rd player in the PPC arena serves their search engine marketing needs.

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