As they say74%brands, PPC advertising has a significant impact on their development. To achieve the best results, you always need to go beyond the usual framework, so sooner or later brands think about launching international PPC campaigns.
Expanding your marketing efforts beyond a specific country can be an exciting, but also challenging, step. Unfortunately, it’s not enough to simply copy existing campaigns and change geo-targeting settings. You need to think about budget and channel allocation, account structure optimization, localization, and unique real cell phone number list cultural considerations. If done correctly, an international PPC campaign can bring the following benefits to your business:
cost-effectiveness, since you only pay for successful clicks that lead to conversions;
entering a new market and targeting audiences in different countries;
flexibility and control over the advertising budget;
increasing brand awareness among audiences in international markets;
improving your website's click-through rate, which leads to higher conversions.
In this article, we will share tips to help you set up and launch a PPC campaign targeting the international market. Read on to push your limits ASAP!
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Tips for Setting Up and Launching an International PPC Campaign
International PPC marketing is the same pay-per-click online advertising that is targeted at audiences in other countries and regions. Such efforts aim to reach a wider and more diverse audience by advertising on search engine results pages, social media, or different websites. There are many reasons to launch international PPC advertising. For example, such a move would be advisable if you want to increase profits, or if your product or service is relevant in more countries.
Today, launching international PPC campaigns for Ukrainian businesses is not just about “going beyond the limits,” but also about survival. The Ukrainian audience has become less solvent; some businesses have lost part of the market because they were targeting regions that are under occupation. That is why the only way out for many is to target audiences in other countries. A PPC campaign is an excellent tool that simplifies market testing and analysis, finding an audience and demand for your product or service:
With PPC advertising, you can set up ad groups and select relevant keywords that are specific to each individual country;
Geo-targeting in campaigns saves time on manual translation of ad text and improves website visibility.
Below we will tell you about important nuances that will help you achieve success in international PPC marketing!
Start with comprehensive research of your target market
Understanding your audience's needs and challenges is one of the key factors influencing the ultimate success of international PPC advertising. To get a clear picture of the customer profile in a particular country's market, use the following tips:
Conduct regular audience surveys via social media or a website. This will help you get an idea of the state of your brand niche on the global stage, and will also help determine the attitude of foreign audiences towards your product or services;
For audience analysis, use services like Mailchimp , Hootsuite , or Sprout Social . They provide valuable information about the audience and country that interacts with your brand the most;
Explore your website metrics: Evaluate your audience’s behavior based on their geographic location, demographics, income, and average session duration. This will then help you create personalized PPC ads for each audience segment.
Work in a team with the sales and customer support departments. Since these are the departments that most frequently contact customers around the world, the information provided will help to understand the reality of the needs and requests of the audience;
Identify your competitors in international markets and evaluate their efforts. Review their websites, social media accounts, blog posts, and advertising campaigns to see which strategies and tactics are most effective.
It is worth noting separately that launching an international PPC campaign is not only analytical and technical work. Thus, it is worth taking into account many cultural differences and peculiarities. Knowing what is acceptable in a particular country will help to advertise a product or service in a way that resonates with target customers.
To create effective international ads, it is important to research and understand the fundamental differences. For example, an ad aimed at the European market may be more formal than an ad aimed at the US market, which may be lighter and more informal. When researching the specifics of cross-cultural communication, keep the following rules in mind: