Setting up a PPC campaign for new regions

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The modern world is cosmopolitan, and the realities for business are too fleeting. Ukrainian companies enter global markets due to the lack of demand on the domestic market:54%Ukrainians deny themselves purchases in order to save money, and 62% postpone making plans for the future.

Launching PPC campaigns in new countries is also important for scaling a business. No matter how successful a company is, over time it still has to look for new opportunities and channels for selling a service or product.

But why should you mexico cell phone number list choose contextual advertising? Firstly, it is the cheapest and fastest way to identify demand in a new market, analyze the competitive environment, make first sales and identify the target audience's pain. In addition, PPC campaigns are useful for entering Western markets for the following reasons:

Google is the largest search engine used worldwide. As of 2022 , Google was visited 89.3 billion times per month. In addition, the world-famous giant dominates the search engine market: as of January 2022, Google held 91.9% of the market share.
Contextual advertising is a basic tool of Internet marketing. Thus, it requires less effort to launch advertising for a product or service, and the first results will not take long to appear. Another advantage: contextual advertising shows real demand, taking into account the digitalization of the population in a particular country. This channel is easy to manage, and it also allows you to test hypotheses.
At the same time, contextual advertising is measurable and predictable. You can calculate the required budget, the number of conversions and immediately predict the return on investment and plan sales. This makes management easier.
Despite all the contradictions, contextual advertising is still an effective tool thanks to automation and a wide range of advertising formats. However, there are things that need to be taken into account when launching PPC campaigns in new countries. Even if you already have experience launching advertising in Ukraine, there are many nuances that need to be checked. We will talk about them in this article.


Photo: Golden-Web Digital

Read also : TOP 7 Tips for Launching International PPC Campaigns
What is geotargeting and what types are there
The goal of geotargeting is to target your ad to a location where it is most likely to convert, thereby increasing your return on investment. Geotargeting is a key tool for achieving PPC campaign success for several reasons. First, it allows you to engage your target market more effectively. Second, detailed geotargeting will help you assess the return on investment in a given region.

If you are planning to launch PPC advertising in a new geo, it would be advisable to consider the main types of geotargeting. Among them are:

The country level allows you to target the broadest audience and tailor your ads to the needs of your potential customers. You can also customize your ad to display in the language of the target country.
Territories within a country. If country targeting is too broad for your needs, there is an option to target specific territories within a country (regions, regions, states, provinces, etc.).
Radius targeting shows your ad to customers within a certain distance of a specific location (like your store or office). Among the disadvantages: if the service is not in demand in that particular area, ads may rarely or not appear at all.
Tips for Launching a PPC Campaign in a New Geo
When launching international contextual advertising, you may encounter difficulties. Thus, among the most significant barriers are the difference in mentality, laws, and budget. The cost of contextual advertising on the Western market is significantly higher and starts from $500 per month, so it is worth considering increasing advertising budgets.

Analyze the cultural characteristics of the new market
Each country has its own cultural differences and characteristics, and therefore each market exhibits different customer behavior. For example, to serve consumers in the EU, it is necessary to comply with a number of legal requirements for privacy and data security, find a balance between content and sales, and support all necessary payment methods.

So, when launching a PPC campaign, you should monitor the prices in the ads to update in accordance with the current exchange rate, and also make sure that there are separate channels for different currencies.

At this stage, it is important to make sure that you fully understand the expectations of the target market regarding the product itself, the method of delivery, returns and exchanges. Neglecting such details can lead to excessive costs: for example, according to a study by Twenga, in Germany there is a tendency to order more items, try them on and send them back. Knowing these characteristics of the new market audience will help you develop loyal conditions for customers without material damage to the company.

Useful: At this stage it is appropriate to useGoogle Keyword Planner. The tool will help in analyzing requests and demand in different countries. We also recommend that you familiarize yourself with in-depth market researchKazakhstan,UAEAndPolandfrom Webpromo together with IAB Ukraine. The materials will be useful for companies that are interested in these markets and plan to work with them in the future.

Analyze the seasonality of demand and the language issue
It is important to remember that the new market is different not only in terms of audience, but also in terms of other factors. First of all, we are talking about seasonal changes (summer/winter in the UK vs. Australia), time differences, currency, internet penetration, types of devices used, etc.

Consider the language issue as well: for example, about75%consumers are more likely to make purchases on websites that contain their native language. First, make sure to translate your landing page and website into the language of the country you plan to target your PPC campaign for. The next step is to localize your product or service to gain the support of new customers.

Language preferences can vary significantly across markets. For example, around90%of the Dutch claim that they can speak English. At the same time, 73% of Dutch residents interacted more often with search ads that contained Dutch. Don't be afraid to experiment with the effectiveness of a particular language for your ad, because without studying the preferences of new customers, you are unlikely to succeed.