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7 Tips for Creating International PPC Ads

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Have you ever thought a struggling ad campaign would perform better outside of the country? International PPC campaigns work best when you understand your target audience and appeal to the local culture.

Here are seven top tips for running international PPC ads to give you the knowledge necessary to succeed anywhere on the planet.

International PPC Ad Strategies

There are many reasons a marketer or company would want to run international PPC ads in another country. For example, you want to earn more revenue, or your product or service caters to another culture. Or, perhaps you are doing well in your current country but are ready to expand your market.

If you’re not entirely sure but want to give it a shot, running ads outside of the country might prove to be lucrative if you can get past the hurdles to developing a successful ad campaign.

This article guides you through setting up your first international PPC campaign. After reading these seven tips, you’ll have the knowledge and understanding necessary to put together a strategic ad campaign to target a unique audience.

1. Decide Which Countries to Target With Your International PPC Ads

Before you start diving into targeted ads in specific countries, you’ll want to determine which countries will respond to your ad.

One of the most important first steps you can take is to throw all of your biases out the window. Even if you think you know everything about a country and a culture, it might not be not as cut and dry as you think.

You’ll want to research the market in the country, see what types of advertising guidelines they have, and start to understand what the economics are like in the country.

Pay attention to purchasing and spending habits. Before you advertise a specific product somewhere, make sure the country spends money in a way that aligns with whatever it is you’re selling.

For example, certain products are impulse buys, where others require a day or two to decide. Impulse buying comes naturally to many Americans. Approximately 54 percent of US shoppers admit to spending more than $100 on something without even thinking about it.

That might not be true in other countries, so if your product requires shoppers to make a quick decision, look for countries that share a love for impulse buying.

2. Create International PPC Ads That Appeal to Local Culture

As advertisers, we want our ads to stand out. When someone scrolls 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 stand out in the wrong way.

Having a buyer persona doesn’t end at the border. You still need to create ads to appeal to the local culture and address concerns or issues.

To do this, you need to research the local culture and understand their unique interests. This could be as simple as finding what colors and images appeal to them.

The tone of your ad is also essential because certain cultures relate to language differently than others. Take weight-loss products, for example. Weight loss products are very popular in the United States but may not resonate well with other cultures. Talking about something like weight may even offend some.

Another great example would be thinking about a typical workday. In the US, a 9-5 workday is common. Many people work from Monday to Friday, and they might not convert during that time.

As a result, we may want to advertise specific products and services later in the day and on the weekend when we find most people are browsing the internet and social media.

In Southern and Eastern Asian countries, work hours there are much longer. It’s not uncommon for them to work as many as 80 hours in one week. This poses unique challenges for advertisers, but it could also be advantageous for advertising something to help people work less or relax more.

3. Optimize Your Budget by Country

Your cost-per-click and cost-per-acquisition will vary from country to country. The only way to know for sure will be to experiment by stretching your audience out wide and narrowing it down as you learn which country is receiving your ad the best.

To get an idea of how much to budget for specific countries, use a tool like Ahrefs or SEMRush. If we go into Ahrefs, you can input a particular keyword and see what the traffic looks like in another country.

If there’s a lot of traffic for a low competition keyword, you may want to give the keyword a try by allotting a larger amount of your budget to that word.

international ppc in the united states

If we continue with the weight loss example and try “best weight loss pills” in the United States, we see a ton of search volume, and it’s super competitive.

It would be tough to rank organically for this keyword, and the CPC is $1.10, which is high.

international ppc in India

When we switch the audience to India, the search volume drops dramatically to 150 and a CPC of $0.35. We may not want to advertise this keyword to this audience, but if we do, we don’t need to budget as much as in the United States.

4. Advertise Where the Locals Are

You’ll want to understand how different countries use search engines and other platforms. Targeting Google will ensure you cover most of the world and exclude as few people as possible, but what about when you narrow down to a more specific audience?

There might be a high concentration of people using a different search engine in that country, and now your CPC has gone way up because you didn’t do your research.

search engine for international ppc

As expected, Google carries the entire planet with a 92.41 percent market share of worldwide internet usage. If you’re starting a campaign and want to see which countries respond best, advertising on Google sounds like the right way to go.

search engine for international ppc in Russia

Look what happens when we narrow it down to Russia: 44.54 percent of users use Yandex. In this case, advertising on Google would exclude nearly half of the people in the country because they wouldn’t see your ad.

Google provides many resources to help advertisers, and statcounter.com is a great way to get data about foreign, unfamiliar countries.

5. Organize and Keep Tabs on Your Campaigns

The organization is an overlooked but crucial aspect of managing international PPC ads. It’s even more important because if you’re not keeping individual tabs on each country, you’ll have a harder time determining which ads are converting—and which aren’t.

If you aren’t careful, countries with low CPCs and high volume will use all of your ad spend even though they’ll never convert. While this is happening, countries that might have a higher CPC, but also higher conversion rates could be left behind.

So make sure you have a robust tracking program in place before you launch.

You’ll also want to track varying time zones. If you put two countries on opposite sides of the globe into the same campaign, you’ll need to keep in mind that raising or lowering the bids during 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 stay on top of your stats more than usual.

6. Take Advantage of Localized Concerns

Another reason to keep each campaign unique to a region is that you shouldn’t use the same ad copy across the board. Even when you start with a broad ad, you’ll still want to keep the message exclusive to a certain region and change the copy as you transition from one region to another.

The same ad copy rules apply no matter where your target audience is. Identify pain points people in that region may have, things that excite them, and what causes them to buy. These factors will vary from region to region, however.

For example, seasonal trends will vary from place to place. Google Trends is a great way to identify this.

google trends for international ppc in the united states

Suppose we use the example of weight loss pills. The trend has generally been consistent for the past 12 months, with a slight dip during the winter months.

This tells us that Spring would be the best time to advertise something like this because more people are likely thinking about losing weight as Summer approaches.

google trends for international ppc in Italy

Research the same term in Italy, and the interest is almost non-existent for months at a time. The culture in the country may not recognize weight loss pills as a method of losing weight, or they may simply not have as much interest in weight loss as in the United States.

The point is, your ad copy needs to address the concerns of the specific region or country. You don’t want to serve the same ad to every area because they may not relate to it or have an interest in the topic.

7. Use a Local Domain Extension

Credibility and trust are important factors for any campaign, but it is doubly essential for international PPC ads. Use a domain extension to match the country you’re advertising in to build trust fast—which is crucial when you only have a few seconds before someone bounces.

While having a “.au” or “.co.uk” domain extension might not seem like a significant change, it can make a massive difference in the long run. Plus, think about the advantage it might give you over someone using a standard “.com” or “.org” extension.

Having a domain extension to match the country gives you the local appearance and increases the chances of someone clicking on your link. If you think about it like this, we have certain trust signals in the US as well. It’s like the endless battle between choosing “.com” or “.org.”

The same trust signals apply all over the world, and every little bit helps. ICANN.org provides a long list of domain extensions based on specific countries.

Conclusion

When it comes to international PPC ads, you can’t cut corners or take shortcuts and expect to have success. Keep your campaigns organized by country, keep tabs on your ROAS (return on ad spend), and be sure to factor in little details like time zones and domain extensions.

The good news is, there are plenty of marketing resources to help make your worldwide dream a reality.

What countries are you targeting with ad campaigns? Let me know in the comments.

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This unused Star Wars poster could have ruined everything

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This unused Star Wars poster could have ruined everything

A recent unused poster design for 1977’s Star Wars has surfaced and reveals just when you think you’ve seen it all around this iconic movie, there’s always something new to talk about. Particularly as this rare and unused Star War movie poster art was so bad it could have ruined the franchise before it even launched.

The unused Star Wars poster from 1977 was posted on Twitter by film nerd’ account The Spaceshipper and many fans of the franchise were thankful it was never used. While some recent film posters, like new Ant-Man 3 posters that are a Photoshop nightmare, this rare Star Wars poster is bad on so many levels – it’s a graphic design fail, the slogan makes no sense and there’s little to engage with.

Star Wars film posters have been some of the best ever designed, from legendary artists such as the Hidlebrandt Brothers who painted the original 1977 poster that was used. Iconic poster artists have also designed for the franchise; the Drew Struzan Star Wars poster for The Force Awakens impresses and Hugh Flemming revealed all in our feature ‘the secrets of a top Star Wars artist’.

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How to Manage Your Online Brand?

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You might be asking yourself, “Why do I need to manage my online brand?” It’s a valid question, especially if you’re not sure what managing your online brand means precisely.

In short, managing your online brand is the process of taking control of how others see you and your business online. This can involve creating and maintaining a strong presence on social media, developing positive reviews and testimonials, and monitoring your web analytics to track progress.

By taking the time to manage your online brand, you can improve your chances of success in today’s digital age.

In this article, we’ll explore some key reasons why managing your online brand is essential.

What is an online brand, and why do you need one?

Your online brand is the way you are perceived by others online. This includes your website, social media profiles, online reviews, and all other digital real estate that represents you when someone searches for you or your business.

It’s important to have one because it helps your potential customers get to know, trust, and like you before they buy anything from you. A strong online brand can also help you attract new customers and grow your business.

It’s good to remember that your online brand is the first thing people will see when they search for you, so it’s important to make sure it represents you and your business well.

How to manage your online brand for success?

Your online brand is your reputation. It’s how people perceive you when they see your name, read your work, or interact with you online.

A strong online brand can help you attract new clients, collaborators, and opportunities. But how do you create and manage your brand for success?

1) Consider what you want your online brand to convey.

Are you an expert in a certain field? A thought leader? A creative visionary?

Once you know what you want your brand to communicate, be consistent in everything you do online.

Use the same name, photo, and bio across all of your social media platforms. Post regularly about topics related to your brand, and make sure the tone of your posts is consistent with the image you’re trying to convey.

2) Interact with other people online in a way that reinforces your brand.

When someone mentions you in a post, thank them publicly. If someone leaves a negative comment on one of your posts, don’t delete it – instead, respond politely and professionally.

By managing your online brand thoughtfully and proactively, you can set yourself up for success both online and offline.

3) Monitor your web analytics to track your progress.

Use Google Analytics or another web analytics tool to track how people are finding you online and what they’re doing on your website. This data can give you insights into what’s working well and what needs improvement.

For example, if you see that most of your website visitors are coming from Facebook, you might want to focus on creating more engaging content for that platform.

Or, if you notice that people are spending a lot of time on your blog but not your sales page, you might need to work on driving traffic to your products or services.

4) Make sure your website represents your brand well.

Your website is often the first thing people will see when they search for you online, so it’s important to make sure it’s up-to-date and represents your brand well.

Update your website regularly with new blog posts, photos, and products. Use attractive visuals, easy-to-navigate menus, and clear calls to action.

If you’re not sure how to create a website that represents your brand well, consider working with a web designer or developer.

5) Pay attention to your social media presence.

Social media is a powerful tool for managing your online brand. Use it to connect with your audience, share your work, and promote your products or services.

Be sure to post regularly, interact with others, and use hashtags and keywords that will help people find you. You can also use social media ads to reach a wider audience or promote specific products or services.

6) Monitor your online reputation.

Use Google Alerts or another tool to monitor your online reputation. This will help you stay on top of what people are saying about you online and take action if necessary.

For example, if you see a negative review of your business, you can reach out to the customer directly to try to resolve the issue. Or, if you see someone spreading misinformation about your work, you can correct it.

7) Manage your online brand proactively.

The best way to manage your online brand is to be proactive. Be thoughtful about everything you do online, from the content you post to the way you interact with others. By taking control of your online presence, you can set yourself up for success both professionally and personally.

By following these tips, you can create and manage an online brand that will help you achieve your goals.

The benefits of having a strong online brand

Let’s look at a few benefits of having a strong online brand:

1) Stand out from the competition.

With so much noise online, it can be difficult to stand out from the crowd. But if you create a well-defined brand, you’ll be better able to cut through the clutter and attract attention.

2) Build trust and credibility.

A strong online brand can help you build trust and credibility with your audience. If people know what to expect from you, they’re more likely to trust and respect you.

3) Connect with your audience.

By definition, a brand is a way of differentiating yourself from others. But it’s also a way of connecting with your audience on a deeper level. When done well, branding can create an emotional connection between you and your audience.

4) Drive traffic and sales.

A strong online brand can help you drive traffic and sales. If people are familiar with your brand, they’re more likely to buy from you. And if they trust and respect you, they’re more likely to tell others about you.

5) Increase your visibility.

A well-managed online brand will increase your visibility online. When people search for you or your business, you’ll be more likely to show up in the search results. And when people see you frequently in their feeds, you’ll be more likely to stay top of mind.

6) Attract media attention.

A strong online brand can help you attract media attention. If you’re known for something specific, journalists and bloggers will be more likely to write about you. This can help increase your visibility and reach even further.

7) Enhance your career prospects.

Your online brand can have a big impact on your career prospects. If you’re looking for a new job, employers will likely research you online. And if you’re an entrepreneur, investors will want to know more about your brand before they invest in your business.

8) Make a positive impact.

Finally, a strong online brand can help you make a positive impact in the world. If you’re passionate about something, you can use your platform to raise awareness and advocate for change.

The importance of staying consistent with your branding strategy

As you can see, there are many benefits to having a strong online brand. But it’s not enough to just create a brand—you also need to be consistent with your branding strategy.

When it comes to branding, consistency is essential. Your audience needs to know what to expect from you, and they need to see that you’re consistent in your messaging and your visuals.

Here are a few pointers if you’re not sure how to stay consistent with your branding:

1) Define your brand.

The first step to being consistent with your branding is to define your brand. What do you want people to think of when they see your name or your logo? What do you want your brand to represent?

2) Create guidelines.

Once you’ve defined your brand, it’s time to create guidelines. These guidelines should include everything from your mission statement to the colors and fonts you use in your branding. By having a set of guidelines, you’ll be able to ensure that all of your marketing materials are on-brand.

3) Train your team.

If you have a virtual assistant or team, it’s important to train them on your branding guidelines. Make sure everyone knows what your brand represents and how they can help you maintain a consistent brand identity.

4) Monitor your brand.

Once you’ve launched your brand, it’s important to monitor it. This means paying attention to how people are reacting to your brand and making sure that you’re still presenting yourself in the way you want to be seen.

5) Be prepared to adjust.

Finally, be prepared to adjust your branding strategy as needed. As your business grows and changes, your branding will need to change with it. By being flexible and willing to adjust, you’ll be able to ensure that your brand is always relevant.

Wrap Up

A strong online brand is essential for any business or individual. By definition, your online brand is the way you’re perceived by others online. And while that may seem like a superficial thing, the reality is that your online brand can have a big impact on your business or career.

If you’re not sure how to create a strong online brand, start by defining your brand and creating guidelines. Then, train your team on your branding strategy and monitor your brand over time. And finally, be prepared to adjust as needed.

About:
Oscar is a passionate full-time blogger and a part-time author. In his personal blog OssieRodriguez.com, he writes about software, online influence, and different business models.

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How SEO Works in Digital Marketing

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how-seo-works-in-digital-marketing

Search engine optimization (SEO) is an integral part of digital marketing.

SEO helps with brand discoverability. When done right, SEO can create the most consistent and by far the highest-quality traffic source which doesn’t require on-going maintenance.

Yet, SEO is usually the most isolated part of the marketing. Whether it is an in-house team or a third-party service that’s delivering your SEO campaigns, it usually exists on its own without really communicating goals, progress or results to the whole company.

This creates silos that can lead to poor results and even reputation crises.

How does SEO work in digital marketing and how can a business make it work better?

What is SEO?

SEO is a collection of tactics (content, technical, link building, even website security and usability) that ensures that your website is easy to understand for search engines.

Basically, it ensures a machine knows that your page will be easy to find to a human being who is looking to solve a related problem.

Search engine traffic is one of the highest-quality traffic for many reasons:

  • Unlike PPC (paid) traffic, it doesn’t require an ongoing investment to keep coming
  • Unlike social media traffic,  it doesn’t require an ongoing work to keep coming
  • Unlike social media traffic, you are not interrupting people’s browsing. Instead you give them what they were actually searching for.

In other words, it is consistent and it converts well. No other digital marketing tactic beats that.

Apart from driving direct traffic, search engine optimization helps build brand awareness by increasing your brand’s organic findability.

Keep Your Whole Team Aware of Why SEO is Important

The great thing about today is that everyone understands the value of ranking high on Google! Sadly, however, many folks only know that they “need SEO” without having really understood what that means. 

SEO these days is too hard for a digital marketer to do alone. Many SEOs find themselves in situations where an executive will simply come down and go “Why are we not ranking well for ‘dingwobble’?” 

Keep working hard with teams for them to understand how they contribute to the SEO process:

  • Product Marketers who are responsible for the business, personas and messaging understand that SEO is critical to driving the bottom line revenue numbers they are looking at. Part of the persona developing process should be the development of the “digital persona” – what websites and search terms are these people looking for? This helps the product marketer when it comes time to develop messaging, as that is going to be critical for developing the content, so the right search terms better be there!
  • Field Marketers responsible for the campaigns need to know how SEO fits within their campaign, how it in fact is core to our demand generation, and how to make sure to keep the campaigns integrated.
  • Marketing Communications is creating the content, so SEO should very well be top of mind for them, as the content itself will be critical in impacting how successful SEO will be.
  • But that’s not all! Often, other groups are creating content (Press Releases, Blog Posts, Presentations, etc.) that also end up on the web and impact SEO. Whether it’s Corporate Communications, Investor Relations or even Legal teams, working with them is critical.
  • IT manages the infrastructure and can be very critical to the technical aspects of SEO.
  • Sales and customer support teams are at the forefront of marketing talking to your future and current customers, so they need to be involved in the SEO strategy. Creating relevant content goes beyond keywords. It needs to address real problems and answer actual people’s questions, and your client-facing teams will be your best source of inspiration here.  
  • Executives also care! While they can’t often influence the day-to-day of SEO, they will care a lot about the bottom line, to which SEO contributes.

Educating all of these people about SEO helps empower them, as well as position yourself, the SEO, as the subject matter expert who is not just someone back-office who gives very little visibility into the black box of SEO, but someone who is actively educating and contributing to the organization’s success.

Review and discuss common KPIs early and often to make sure everyone knows what victory looks like to the team.

Additionally, SEO should be a solid part of any project launch as it impacts every stage of product positioning. From choosing a business name to choosing a website builder, your initial efforts should be driven by SEO best practices.

What is the key to SEO success in a constantly changing environment?

As a practitioner of SEO, I believe that you need to look to ensure you are looking at both developing yourself in both depth and breadth of knowledge. A key danger in the name of being informed or being a part of the SEO community is spending all your time debating tactics and practices rather than testing them. 

Additionally, SEOs as with all employees need to look outside their field to stretch and learn how to be more well rounded. This could mean learning to code, or educating yourself in some other area of the business you work for.  This will expose you to ideas others may not have.

As a manager of people, success is really about diversity of expertise. Who you hire and the kind of people you hire will be far more valuable than much of what people invest in with regards to SEO programs. You have to have people who can roll with the punches and develop a skill for self-management and personal growth. 

Finally, I think knowing what your real goals are in having an SEO program are the key to long term success. The reality is you may get more traffic, but if that traffic is not from qualified leads and generates real revenue then the benefit may be very little. Having well defined goals and metrics will also help you avoid chasing algorithm changes and focus on the big picture.

Conclusion

SEO is the most essential long-term digital marketing strategy but to make it really effective, you need a knowledge team that is well-integrated into the company’s life. Good luck!

Ann Smarty

Ann Smarty is the brand NINJA at Internet Marketing Ninjas as well as the founder of numerous startups including MyBlogGuest, MyBlogU, ViralContentBee, TwChat and many more.

Ann Smarty has been an online marketing consultant for 10 years providing high-quality digital marketing consulting through her services and courses (both free and paid).

Ann Smarty’s content marketing ideas have been featured in NYtimes, Mashable, Entrepreneur, Search Engine Land and many more. She is known for her indepth tool reviews, innovative content marketing advice and actionable digital marketing ideas.

Source: Ann Smarty

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