It is easy to run Google advertising in your locality. But expanding it globally? That requires extra effort. Imagine launching a new restaurant in another town and assuming that everyone shares the same taste as your hometown. That never-ending fantasy will likely result in empty tables remaining to be filled. It is similar to opening international PPC advertising without the right approach. One may want to sell great products or services, but running ads without consideration of the market will certainly lead to wastage of money instead of profit. For businesses located in international hubs such as Dubai, getting partnered with a knowledgeable google ads agency Dubai to optimize the campaigns is a good idea. The goal here is to capture as many audiences as possible, regardless of their locations.
Settings for Global Pay-Per-Click Campaigns on Google Ads
Zoom in Geographical Emplacement Target
Targeting “Europe” or “Asia” is no longer valid. You can try targeting specific regions or even cities where the ideal clients visit.
A Dubai-based e-commerce store focusing on the UK market discovered that 80% of sales came from London and Manchester. Because of this, they changed their geographical focus resulting in much higher ROI.
Try not to think of your audience’s language as just the country they live in.
Example: In Switzerland, it is more effective to use the source languages “German,” “French”, and “Italian,” than to consider “Switzerland” a single entity.
A Software Company targeting the Canadian market realized that a large number of English speaking Canadians were being overlooked. Adding “French” as a targeted language resulted in a 40% increase in conversions.
Trust is built when people are certain about a product, these same people will pay more attention if they see prices shown in their local currency.
Example: A Japanese audience should see products stated in JPY (Japanese Yen).
An online travel agency running campaigns in Japan noticed a large percentage of people abandoning their carts. Switching to JPY lowered abandonment rates by 25%.
Adjust your ad schedule according to the time zones of your target demographic.
Example: Ads for its Australian clients should run during Australian business hours instead of the marketer’s local time.
A B2B service provider in Dubai found that their US campaign was running at 3 AM local time. These ads had their schedule adjusted to US business hours, this doubled the number of leads gathered.
Ad Copy Translation and Localization:
Instead of translating your ad copy directly, localize it. Incorporate culturally appropriate local phrases, references, and terms.
Humor is sometimes lost in translation. A funny phrase in English can be taken offensively in another language.
In practice: A fast-food chain shares its competition slogan in Brazil, and it flopped. They used a direct translation of their English slogan. When a local copywriter was hired to modify the slogan, the campaign was ultimately a massive success.
Landing Page Localization:
Make sure you also translate and localize your landing pages.
Example: Localize by using local currency, format dates to the local format, and localize the address.
In practice: A fashion retailer targeting France had a high bounce rate on their landing page. After localizing the page with French currency and addresses, the bounce rate dropped by 30%.
Keyword Research in Local Languages:
Don’t heavily lean on English keywords. Do in-depth keyword research in the local languages.
Example: “Cheap flights” can translate to something completely different in Spanish.
In practice: A travel agency targeting Mexico discovered that their English keywords were driving irrelevant traffic. The moment they switched to using Spanish keywords, they were able to attract highly qualified leads.
Negative Keywords:
Filter out irrelevant traffic with negative keywords in local languages.
Example: When selling luxury watches, consider adding “free” as a negative keyword.
An online shop specializing in high-end electronics managed to save 20% in advertising costs by excluding negative keywords in Arabic for their UAE campaign.
Bidding trick:
Use specific bids for each market considering competition levels and conversion rates.
Example: An aggressive market will possibly necessitate a higher bid.
A real-life example: A certain software company was aware of their per conversion cost being much higher in Japan than the US. Adapting their bidding strategy allowed them to lower their cost per conversion by 35%.
Ad Extensions:
Sitelinks, callouts, structured snippets, and other relevant ad extensions should be written in the local languages.
New real-life example: A German targeting restaurant chain changed their tactic by making German sitelinks that linked their menus and reservation pages. This changed their CTR by 15%.
Device Targeting:
Change your device targeting according to local device usage trends.
example: Mobile may be preferred over desktop in some of the regions.
A mobile app marketer aiming at the Indian market noticed that three-quarters of business came from mobile devices. As a result, he changed his targeting strategy to mobile devices which resulted in higher ROI.
Conversion tracking:
Reporting on performance of your campaigns by region can help understand how well the issues are being dealt with.
For instance: keeping track of sales, signups, and leads on a website.
Real life: An online retailer discovered after some time that their conversion tracking for a French campaign was totally inaccurate. After fixing the tracking, they realized the conversion rate was 20% higher than what they originally estimate it at.
Regular Checks And Adjustments :
Consistently check your campaign results and adjust any information that you deem necessary to change.
Example: Look through a report of the search terms you entered to get relevant new keywords or negative keywords.
Real life: A travel agency noticed their campaign results were declining for the Italian market. They checked their terms report and realized there were new keywords out there that were getting good traffic.
If you need assistance with international PPC campaigns, you can engage a skilled digital marketing agency in Dubai for guidance. Their input on market research, localization, and campaign strategy optimization is invaluable.
In a competitive environment such as Dubai, working with a web designing company in Dubai guarantees that your site and landing pages will be tailored to present international standards. They can create an ideal user experience that will drive conversions.
Using these thirteen settings in Google Ads guarantees success for international pay per click campaigns. The aim is to engage with the audience at a local level, irrespective of their location around the world.
