7 ideas for creating worldwide PPC advertisements
Have you ever thought that a difficult advertising campaign outside of the country would do better? International PPC campaigns work best when you understand your target audience and speak to the local culture.
Here are seven top tips for running international PPC ads that will give you the knowledge you need to be successful anywhere in the world.
International PPC advertising strategies
There are many reasons a marketer or company might want to run international PPC ads in another country. For example, you want to generate more sales or your product or service is aimed at a different culture. Or maybe you are fine in your current country but you are ready to expand your market.
If you're not entirely sure but want to give it a try, running ads outside of the country can prove lucrative if you can overcome the hurdles to developing a successful advertising campaign.
This article will walk you through setting up your first international PPC campaign. After reading these seven tips, you will have the knowledge and understanding necessary to put together a strategic advertising campaign for a unique audience.
1. Decide which countries you want your international PPC ads to target
Before looking into targeted ads in specific countries, it is a good idea to determine which countries are responding to your ad.
One of the most important first steps you can take is to throw all your prejudices out the window. Even if you think you know everything about a country and culture, it may not be as cut and dry as you think.
They want to research the market in the country, find out what types of advertising policies they have, and understand what the economy is like in the country.
Pay attention to buying and spending habits. Before promoting any particular product anywhere, make sure that the country is spending money to match what you are selling.
For example, certain products are impulse purchases while others take a day or two to decide. Impulse buying is a matter of course for many Americans. About 54 percent of US shoppers admit spending more than $ 100 on something without thinking about it.
This may not be the case in other countries. So if your product requires buyers to make a quick decision, look for countries that share a love of impulse buying.
2. Create international PPC ads that appeal to the local culture
As advertisers, we want our ads to stand out from the rest. When someone flips through a Google search or flips through posts on Instagram, we want our ad to be the one they recognize. However, we don't want our ads to be highlighted incorrectly.
Having a buyer personality doesn't stop at the limit. You will still need to create ads to address the local culture and address any concerns or issues.
To do this, you need to research the local culture and understand their unique interests. This can be as simple as figuring out which colors and images appeal to them.
The tone of your ad is also important as certain cultures relate to language differently than others. Take, for example, weight loss products. Weight loss products are very popular in the US but may not be well received by other cultures. Talking about something like weight can even offend some.
Another good example would be thinking about a typical work day. A 9-5 work day is common in the United States. Many people work Monday through Friday and may not convert during that time.
Because of this, we may want to promote certain products and services later in the day and on the weekend when we find that most people are browsing the internet and social media.
In South and East Asian countries, working hours are much longer there. It's not uncommon for them to work up to 80 hours in a week. This presents unique challenges for advertisers, but it can also be useful for advertising to help people work less or relax more.
3. Optimize your budget by country
Your cost-per-click and cost-per-acquisition costs vary from country to country. The only way to know for sure is to experiment, by expanding and narrowing your audience widely, while learning which country will do the best for your ad.
Use a tool like Ahrefs or SEMRush to get an idea of how much to budget for specific countries. When we go into Ahrefs you can put in a certain keyword and see what the traffic is like in another country.
If there is a lot of traffic for a keyword with low competition, you can try the keyword out by allocating more of your budget to that word.
If we continue with the weight loss example and try the best weight loss pills in the US, we will see a lot of search volume and it is very competitive.
This keyword would be difficult to rank organically and the CPC is $ 1.10 which is high.
If we switch audiences to India, the search volume drops dramatically to 150 and a CPC of $ 0.35. We may not want to promote this keyword to this audience, but doing so will not have to budget as much as we do in the US.
4. Advertise where the locals are
You want to know how different countries use search engines and other platforms. Targeting Google will ensure that you cover most of the world and exclude as few people as possible. But what about if you limit yourself to a more specific audience?
There may be a high concentration of people in this country using a different search engine and now your CPC has gone up significantly for not doing your research.
As expected, Google has the entire planet with a 92.41 percent market share of global internet usage. If you want to start a campaign and see which countries are responding best, advertising on Google is the way to go.
Look what happens if we limit it to Russia: 44.54 percent of users are using Yandex. In this case, advertising on Google would exclude almost half of the people in the country because they would not see your ad.
Google has many resources to help advertisers, and statcounter.com is a great way to get data on strange, unfamiliar countries.
5. Organize and monitor your campaigns
Organization is an overlooked but crucial aspect of managing international PPC ads. This is even more important as it makes it harder for you to determine which ads are converting – and which are not, unless you monitor each country individually.
If you're not careful, low CPC, high volume countries are using all of your ad spend, even if they never convert. Meanwhile, countries with a higher CPC but also higher conversion rates could lag behind.
So before you start, make sure you have a robust tracking program in place.
You also want to keep track of different time zones. When including two countries on opposite sides of the globe in the same campaign, keep in mind that raising or lowering the bids at certain times will do the same for the country on the other side of the planet.
A better choice is to separate campaigns by country and keep track of your stats more than usual.
6. Take advantage of localized concerns
Another reason each campaign remains unique to a region is that you shouldn't be using the same copy of the ad everywhere. Even if you start with a wide ad, you'll want to keep the message exclusive to a specific region and change the copy as you move from one region to another.
The same rules for ad copy apply regardless of where your audience is located. Identify pain points people in this area may have, things that upset them and what makes them buy. However, these factors vary from region to region.
For example, the seasonal trends vary from place to place. Google Trends is a great way to identify this.
Let's say we use the weight loss pills example. The trend has generally been constant over the past 12 months, with a slight decrease in the winter months.
This tells us that spring would be the best time to advertise this as more people are likely to be thinking of losing weight as summer approaches.
Research the same term in Italy and interest has been almost non-existent for months. The culture in the country may not recognize weight loss pills as a method of losing weight, or they may just not be as interested in weight loss as they are in the United States.
The point is, your copy of the ad needs to take into account the concerns of the specific region or country. They don't want to run the same ad for every area as they may not be related to it or have no interest in the topic.
7. Use a local domain extension
Credibility and trust are important factors in any campaign, but doubly important for international PPC ads. Use a domain extension that matches the country you are advertising in to build trust quickly. This is vital when you only have seconds before someone ricochets.
A domain ending ".au" or ".co.uk" doesn't seem like a major change, but it can make a massive difference in the long run. Also, think about the advantage you might have over someone using a standard .com or .org extension.
Having a country-specific domain extension preserves the local look and feel and increases the chances of someone clicking your link. If you think about it like that, we have certain signals of trust in the US too. It's like the never-ending battle between choosing ".com" or ".org".
The same signals of trust apply all over the world, and every little bit helps. ICANN.org has a long list of domain extensions based on specific countries.
When it comes to international PPC ads, you can't cut corners or use shortcuts and expect to see success. Keep your campaigns organized by country, keep an eye on your ROAS (Return on Ad Spend) and consider small details like time zones and domain extensions.
The good news is that there are plenty of marketing resources out there to help you make your worldwide dream a reality.
Which countries are you targeting with advertising campaigns? Let me know in the comments.
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