Creating with the aim of reaching other markets can mean a great opportunity for your business. From your own advertising account, simply by selecting new geographic locations for your campaigns, you will be able to reach potential consumers from other countries.
But a big step like taking your products or services to other countries requires a lot of planning. There are many variables that can make your campaigns work nationally, but not internationally. In this article we give you several keys that can help you when launching your international advertising campaigns.
Separate your campaigns for each country or language where you want to target:
Don’t make the mistake of creating a single campaign for multiple countries. If you group all your new countries in a single campaign, you will have difficulties to analyze results by country, by country or most importantly, to give different messages depending on the country you are targeting.
Think that each campaign must be a country so that your work of optimization and monitoring of your campaigns is much simpler and more intuitive.
Address users in the language(s) of their country
We all know that English is one of the most widely spoken languages in the world and in some countries, for example in northern Europe, it is spoken at a very high level. But that doesn’t mean it’s your native language. Think about how you search on Google, you usually do it in your native language unless you are looking for information that you know is not available in it.
There is also another important factor, the user will generate more confidence if he sees the information in his language. Think when you are going to buy something, don’t you wonder what the issue of guarantees or after-sales service is going to be like?
Have the entire website translated, otherwise you will not be able to do Google Shopping
If you have an online store or e-commerce, surely you already know the . These allow you to reach users who search on Google through product sheets. Well, remember that if you want to run international Google Shopping campaigns, you must have all the product sheets translated. In addition to other details of your website such as shipping, return policy and others.
It does not work with translating the keywords
Searching keywords for new countries is not just translating. Keep in mind that depending on the country, other variables can be used or things can be said in more than one way. If you limit yourself to translating, you will simply be keeping a part. Personally, my recommendation, even if it is more expensive, is that an online marketing specialist with a native level of that language helps you in this part. It is more expensive but in the long run it is worth it.
Ads must be translated by a professional translator
Using an online translator is free, fast and comfortable, but many times the translations can be strange if read by a native speaker. Think that these translations are done by a robot and the supervision of a native person or translator is always necessary to ensure that everything is perfect. It is that even within the same language (for example Spain and Argentina), the texts of the announcements must be different.
This will really help you to be more natural and generate more confidence in the user who reads your ads.
CPCs can vary a lot
Remember that we are talking about different countries and therefore different consumers and different competitors. It is a different market. If you limit yourself to placing the same bid for all countries, in some countries you will be much higher and in others much lower. For this you can be accompanied by very useful tools, such as Semrush that will help you understand how these markets work best in the bidding part.
Use Google Ads ad extensions and make them specific
Google Ads ad extensions allow you to earn as well as being able to add additional information to the user who is reading your ad. Take your time translating ad extensions. It is important to note that for the telephone extension we always recommend putting a telephone number from the country where you are advertising. In addition, the location extension that shows a physical location of the country where you are going.
Build local trust in your landing pages
In Google Ads campaigns, the ads and keywords are just as important as the landing page. Make sure you not only translate it, but also provide it with local signals. For example country address, country phone or local testimonials can help you improve that feeling of truthfulness and authenticity.
Do it in stages and with an adequate budget
From experience, the internationalization of your campaigns is an important step and many times, due to the ease that Google Ads gives us to open advertising to other countries, the mistake of advertising in many countries at the same time is made. I recommend a staggered and phased strategy where you gradually expand countries. In addition, you always have to take into account that each country requires an additional new budget.
Accompany it with an SEO strategy
If you have started advertising campaigns with Google Ads in other countries, perhaps it is a good time to review your website’s strategy in that country. Are you indexing those pages correctly? Are you optimizing for search keywords from that country? Do you use href lang tags to show Google what you want to rank for in that country?
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