The world is shrinking, and it’s faster than you believe.
And now is the time to go global.
“Just a few changes to your on-going PPC campaign and you can dramatically increase your ROI.”
If you believe the above, we are sorry to say but you are a PPC newbie.
We suggest you look for an expert right away. You need help. Fast.
But, if you read that statement and felt your forehead furrow, you are on the right track.
International PPC campaigns CANNOT be run with tweaks into your on-going campaign.
A lot needs to be considered, planned, and implemented with care.
If you don’t want your dollars to go waste, you better start digging the difference between regular and international paid ad campaigns.
Before you start your ad campaign for another country…
Here are our top tips for you:
1. Prepare a budget for each country
You can’t set the same budget for all the countries you plan to target.
Your audience varies from one country to another. So should your budget.
CPC, competitions, returns, search volumes, and other parameters vary across international borders. Your budget has to reflect these changes.
Look for experts who understand global audiences. These folks can help you set a country-specific PPC budget.
2. Research what search channels are the most widely used in your target country.
Find how the country’s users use web searches.
Google and Facebook are global frontrunners among PPC channels. But, these are not the only channels.
33% of searches in the US are on Bing. An excellent channel for your campaign.
But that figure is a mere 3% in the countries in the Asia Pacific. A straight no-no.
Baidu and Sogou are the popular search engines in China with a roughly 70:30 market share ratio.
And Russia’s most used search engine isn’t Google but Yandex with a 53% market share.
If you really think Google has the same popularity everywhere, take off your G-tinted glasses.
It’s time you know where your target is searching for you. Only then do you stand a chance at being found.
No matter how eager you are to start your campaign, don’t skip on the preliminary research.
3. Address specific regional concerns
Planning to copy-paste your campaigns across different countries? Stop before you push away all your prospects.
Understand specific regional concerns before you hit the Go button for your ad campaigns.
You could sell umbrellas all year round in the UK, but won’t that make you look like an idiot if you do that in the US?
You need to understand what kind of audience you are dealing with.
Some people want to talk to a salesperson before they buy. Others don’t need that nudge.
Find out what your audience appreciates, how they react, and what gets them clicking.
Also, don’t forget the split testing and funnels testing. Test even the tiniest of variables of your campaign. That’s how pros make sure they get the max bang for their buck.
Also, consider these:
- Holidays & festivals – Bank on the right holidays and festivals to pump up your sales.
- Lingual slangs – Refrain from using slangs, even if they are accepted in English. It might have contrasting or even offensive meanings in other countries, cultures, or languages.
- Local sentiments – cultural and historical factors should affect your ad copies so that they don’t hurt the local sentiments.
4. Understand demographics, including their language, time zones, and currencies
Okay, so this one’s really basic. But, very essential. And easily overlooked.
If you think that you could just use Google translate, think again. How apt is the translation tool?
Sure you could ask for the directions in a foreign land. But can you really find the right keywords with just a translation tool? – Read more