Paul Saffery is Managing Director of SilverDisc Chile, which is part of the SilverDisc international group of companies, founded in the UK in March 1993.

Paul is a leading practitioner within the Latin American SEM (Search Engine Marketing) industry. He and his team manage both Spanish & English language international PPC campaigns on behalf of other companies within the SilverDisc Group. Paul's team specialise in the development of bespoke tailored software to manage complex international PPC accounts where return on investment and brand building are the primary objectives of the client. Paul's personal area of expertise is in creating software solutions to handle dynamic APIs including Google, Yahoo Search Marketing and MSN AdCenter.

Whilst there are many lessons to be learnt from handling English campaigns, the Spanish language must be considered in its own right if as professionals we are to maximise the benefits for our Spanish speaking clients. SilverDisc Chile has built a significant skill base and over the last few years it has solved many of the major challenges that need to be considered when creating web advertising in the Spanish language. As an industry we must recognise that translating English campaigns into Spanish is no longer good enough!

Paul was born in Chile and has is fluent in both Spanish and English. Between 1997 and 2001 he took his programming skills to England where he entered the SEM arena by assisting Silverdisc UK in the development of tools to help professional webmasters around the world improve the marketability of their web sites. Paul started his career as lead developer and interactive designer of multilingual children's educational software titles many of which are still in use today.

Paul will be speaking about Spanish Language web advertising issues, pointing out many of the challenges, pitfalls and common mistakes often overlooked by English speakers. The Spanish market is a rich environment for marketeers wishing to target the 400 million Spanish speakers around the world today.