Localize to Win: Mastering International PPC Campaigns
Thinking of expanding your paid search campaigns internationally? There's vast potential for growth, but also key considerations to avoid costly missteps. Here are crucial insights to refine your approach:
Languages, Dialects, and More: It's not just about translating languages. Currencies, user behaviors, and even payment methods differ across regions. International PPC requires a well-thought-out strategy to ensure you're presenting the most relevant ads and landing pages to each user.
Location Nuances Matter: Don't be surprised to find French speakers in London or a significant Portuguese population abroad. Configure campaign settings with these complexities in mind to avoid coverage gaps.
Common Mistakes Marketers Make:
US-Centric Approach: Assuming users everywhere behave the same as US consumers is a recipe for disaster. Deep understanding of each local market and the need for localization are crucial.
English Only Trap: Many companies target non-US users solely in English, neglecting the power of local languages and potentially hurting conversion rates. Remember, "If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart" (Nelson Mandela).
Lost in Translation: Relying solely on translation services can backfire. They might use automated translations or literal translations that lack context. Consider working with locals who understand the industry for translation and localization, or at least review the work done by translation agencies.
Best Practices for Launching International PPC:
Go Local, Not Just Translated: Avoid relying solely on translation companies. If unfamiliar with the market and language, consider hiring locals to assist with localization.
Start Small, Scale Smart: Begin with one market, test, learn, refine, and then move on to the next. Prioritize markets based on potential rather than just population size.
Testing is Key: What works in one market might not work in another. Test different approaches and messaging based on data. For example, some markets might be very price-sensitive.
Beyond Population: Travel industry tip: divide travel demand by population to identify promising markets that might be overlooked based on sheer population size. Be aware of cancellation rates and fraud, which can vary significantly by country.
Language & Currency Preferences: Experiment with campaign settings to optimize results. Consider factors like language and currency preferences for users in a specific location. Targeting only English speakers in the UK could mean missing out on millions of expats. Consider targeting users in French, Spanish, German, and other languages.
Structure for All: Consider structuring campaigns to target both locals in their home countries and expats living abroad.
Region-Specific Goals: Set goals with geo-awareness in mind. Factors like fraud rates, currency fluctuations, and seasonality can differ by region and impact your profitability. Bake this into your RoAS and CPA targets.
International paid search offers vast potential, but local knowledge is key. By avoiding these pitfalls and following best practices, you'll be well on your way to PPC success on the global stage!
