MARKETING
Top 10 Countries to Outsource Software Development

Startups and entrepreneurs find it attractive to outsource software development projects to a company in another country instead of hiring developers in the same country where they do business.
The reason behind this is that they get access to worldwide experts, cost-efficient solutions, quick turnaround time, quality products, etc.
However, not all countries are created equal in terms of outsourcing software development projects. When you’re looking to outsource your project, it’s important to choose your partner wisely so that you can get the right resources at the right price and maintain strong communication throughout the process.
This list of the top 10 countries to outsource your software development project will help you make the right choice.
Let’s Go!
1. India
With a population of 1.2 billion, India is the most populous country in the world. It is also one of the fastest-growing economies, with 8% GDP growth per year. India is ranked 37th in the World Bank’s Ease of Doing Business index, which makes it a great choice for small- and medium-sized enterprises to outsource their software development project.
These factors create an ideal environment for outsourcing software development because there are so many talented developers and engineers who are willing to work for less than their US counterparts.
While you should research this decision thoroughly before committing to any firm, it’s worth noting that US companies that outsource their work save 30-40% off their total costs.
For these reasons and more, India continues to be one of the top countries for outsourcing software development. You can hire Indian app developers to create robust software products.
2. Ukraine
Ukraine has a population of 44.4 million and a GDP of $156 billion, making it one of the largest economies in Eastern Europe. It is one of the affordable places to outsource software development.
Ukraine is ranked 23rd in the World Bank’s Ease of Doing Business index, which measures business regulations and their impacts on small- and medium-sized enterprises. Ukraine is highly educated, with an average gross tertiary enrollment ratio of 39 percent, as well as a literacy rate of 99 percent (both are among the highest in the world).
These factors combine to make Ukraine an ideal place for outsourcing software development. As Ukraine continues to evolve into a prosperous country with great potential, so will its ability to provide top-quality software development services at competitive prices.
3. China
It is no surprise that China is one of the leading nations to provide outsourcing software development. It is the second-largest economy in the world and has a well-trained and educated workforce. For those looking for cost efficiency, China should be your top choice.
It’s also a great place to outsource projects with tight deadlines. But don’t expect high-quality work because it can take time to find skilled developers.
Also, there are labor shortages due to an aging population and a low birth rate. Many Chinese companies lack the expertise needed to compete with other Asian nations like India.
4. Brazil
Brazil is one of the best countries in the world for outsourced software development. The work ethic of Brazilian software developers is unmatched, and they are able to handle projects with complex requirements very quickly.
Brazil offers some of the most highly-skilled programmers in the world who produce code that has a better ratio of quality vs. cost than other countries on this list. In terms of general cultural compatibility, this is also an ideal choice.
5. Poland
Poland is a great country to outsource software development. The cost of living and wages are fairly low, but the quality of life is high. Poland has a very educated labor force, with the majority of people having at least an undergraduate degree.
Poland also has a large number of young adults who are well-versed in emerging technologies such as Java and . NET. They have historically been able to speak multiple languages and communicate effectively with their international clients.
Additionally, many Polish universities offer degrees in computer science and IT which means there is plenty of skilled talent for you to choose from when outsourcing your software development needs.
6. Canada
Canada has been a popular destination for outsourcing software development for many years. Canada has the most skilled software engineers in the world, and its diverse economy also makes it an ideal place for companies looking to outsource their tech needs. The country specializes in sectors like ecommerce, automotive manufacturing, and food processing, which all have high demand but limited domestic talent pools.
7. Romania
Romania is a good choice for outsourcing software development for a few reasons. The first is its proximity to Western Europe. This means that it’s easy for companies in the UK, France, Germany, and other Western European countries to contact Romanian developers without incurring too much of a time difference.
The second reason is Romania’s tech talent pool, which includes qualified engineers and programmers who are familiar with the latest technologies. Thirdly, the cost of living in Romania is low compared with other nearby countries like Hungary or Ukraine.
Finally, Eastern Europe has experienced less economic turbulence than many other regions around the world.
8. Taiwan
Taiwan is an excellent option for outsourcing software development because its software developers are highly skilled and have good English-speaking skills. It also offers very competitive rates.
If you want high-quality work, then this is the place to look. You will get more bang for your buck in Taiwan than anywhere else in Asia. You can expect the average hourly rate to be around $30 per hour, with deadlines that are generally shorter than in other countries in Asia. Moreover, they produce higher quality work overall, so it may be worth it if you are looking for top-notch software solutions.
9. The Philippines
With a population of over 100 million people and an English-speaking workforce, the Philippines is a great option for outsourcing. The country has become a hub for IT services and call centers, with many companies choosing it as their offshore operations center. Filipinos also have a reputation for being hardworking and diligent, making them perfect for software development work.
Since more and more businesses are moving towards cloud computing technologies like CRM (Customer Relationship Management), ERP (Enterprise Resource Planning), and SaaS (Software as a Service) in order to remain competitive and meet customer demands, software development companies in the nation offer all of these services.
10. Egypt
Egypt is a growing market for outsourcing software development. In the past few years, there has been a 110% increase in the hiring of IT professionals by enterprises and startups.
This growth is due to the country’s high educational standards, cost-effective labor rates, and highly talented workforce. If you are also looking to hire dedicated developers from India, you can contact any top-notch software development company in Egypt.
Summing Up!
So this is the list of top ten countries to outsource software development projects. All the nations are great for outsourcing your IT needs. However, India has something unique to offer.
The nation has great cultural compatibility, good government support, and highly skilled software engineers and is also known for delivering quality software products with tight deadlines. So, if you want to outsource your software development project, it’s worth contacting any top-notch offshore software development company in India and getting your project completed.
MARKETING
How to Schedule Ad Customizers for Google RSAs [2024]
![How to Schedule Ad Customizers for Google RSAs [2024] How to Schedule Ad Customizers for Google RSAs [2024]](https://articles.entireweb.com/wp-content/uploads/2023/11/How-to-Schedule-Ad-Customizers-for-Google-RSAs-2024.jpg)
It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.
However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.
I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”
After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.
Responsive Search Ad Customizers 101: Basic Options & Execution
Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.
First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:
- Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
- Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
- Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.
For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.
Once you’ve set up the right customization options, you can start to format your RSAs with customizers.
Here’s how:
- Start by typing in {
- Click on Ad Customizer then select your attribute
- Google will populate your attributes that are already uploaded
- For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed
How to Schedule Your Ad Customizers with a Feed
Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.
Just follow this three step process:
1. Create the feed
Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.
We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.
In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.
Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.
Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.
Here’s how your sheet might look:
Now look back at the first 3 columns on your sheet. They should look like this:
Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.
Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.”
Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)
Your sheet should now look like this:
We recommend adding a date range with default text for any days you’re not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.
2. Input attributes
Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.
For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.
Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template.
Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.
3. Set up an automatic schedule
At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.
And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.
Common Challenges When Scheduling RSA Ad Customizers
When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.
Not scheduling your upload when the site changes
The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.
Skipping QA during a message change
Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.
Issues with the IMPORTRANGE function
Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.
Not sharing access of the Google template for automatic uploads
Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.
Having date range gaps in your parent sheet
Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.
Conclusion
Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention.
By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.
MARKETING
10 Advanced Tips for Crafting Engaging Social Content Strategies

In 2023, there are a total of 4.89 billion social media users worldwide. One of the many reasons you should build your brand’s presence on social media is to capture a slice of this pie.
So, if you’re a marketer wanting to crush it online — this is your time to take action. The social presence of billions of users shows great potential to connect, engage, and build lasting relationships with your target audience.
The real power lies not just in being active on social media networks but in planning social media goals in advance and crafting engaging social media content strategies that make a meaningful impact.
And creating one isn’t as easy as it sounds. It requires a thoughtful approach that goes beyond the basics.
To help you accomplish your social media goals, we’ll cover ten advanced tips that you can use to craft an engaging social media content strategy.
1. Conduct A/B Testing
A/B testing allows you to optimize your social media marketing strategy based on insights and social media metrics.
Experiment with different content formats, headlines, captions, and visuals to see which format performs better.
You can also try different content styles and focus on visual content, which is 40x more likely to be shared on social media.
Example: Test two different headlines for a product announcement social post and use the one that users engaged with and shared more. You’ll need to track social metrics like reactions, shares, and new followers during your test.
2. Personalize your content
Before creating a social media marketing plan or content calendar, segment your audience based on demographics, behaviors, and interests.
Craft tailored messages for each segment and find social media content ideas for that target audience.
And to encourage them to engage with you, publish funny content. 80% of marketers say that funny content is the most effective form of social media posts.
Example: Tap into Instagram retargeting ads to promote personalized product recommendations to customers based on their past purchase history.
3. Embrace User-Generated Content (UGC)
User-generated content is a powerful way to build trust, gather a sense of community, and increase engagement rates.
Encourage users to share their experiences and stories about your brand.
Plan a posting schedule using social media tools, highlight, and feature UGC in your content, and give credit to the creators to showcase the authenticity.
Then, create a dedicated UGC marketing campaign.
Example: Invite customers to share photos of themselves using your product with a branded hashtag. Comment on and share these photos on your company’s social media (with permission, of course), thanking the participants for joining in on the fun.
4. Incorporate influencer collaboration
Partner with influencers in your industry who have high engagement rates. 67% of marketers agree they prefer working with micro-influencers with 10k-100k followers or subscribers.
Collaborating with influencers allows you to tap into their social networks and leverage their credibility to boost engagement.
Use social media management tools to co-create content, host giveaways, or collaborate on campaigns aligning with your brand and the influencers’ style to extend your reach and gain engagement.
If your target audience is Gen Z, you can prefer Instagram Reels for influencer marketing.
For context, look at the stats below:
Example: Partner with a fitness influencer to promote your health supplements through workout videos.
5. Use interactive elements
To accomplish your social media marketing goals, you can engage people to interact with your brand via polls, quizzes, and surveys. Encourage them to participate and share the results.
Incorporating interactive elements into your social media marketing strategy will spark active participation between your social media team and audience, making them more likely to engage and share opinions.
Example: Host a poll on X (formerly Twitter) to let your audience choose the next product feature you’ll develop or the types of content they’d like to see.
6. Leverage user reviews and testimonials
Showcase user reviews and testimonials as part of your content strategy. Highlight positive feedback and make improvements by taking accountability for negative feedback.
Incorporate these testimonials into your social media strategies to create dedicated reviews or testimonial videos. Sharing this social proof helps build trust and credibility with your audience.
Example: Feature video social proof of a satisfied customer explaining how your software improved their business.
7. Create long-form content
While social media platforms are mostly known for short-form content, they’re switching gears to focus on long-form content.
It’s great, especially if your business receives great engagement on X (formerly Twitter).
“Long-form posts on the microblogging platform are now at 3 billion views per day and rising.”, said Elon Musk, the owner of X.
“This is roughly on par with all newspaper articles views on Earth,” he continued.
Educational content and case studies tend to work great on LinkedIn. Additionally, blog posts can also help you establish your brand as an authority in your industry.
Publishing compelling content is a great way to increase engagement and shares. You can also repurpose educational content on multiple sites and tailor it to each platform for the best results.
Example: Publish content about challenges and opportunities your company faced and how it helped you increase return on investment.
8. Collaborate with other brands
Collaborate with complementary brands or businesses for promotional content.
As part of your digital marketing strategy, come up with mutually beneficial collaboration ideas that can help you both increase reach and tap into ideal customers.
Joint campaigns, cross-promotions, or co-sponsored events are great ways to use the power of collaboration.
Example: Team up with a travel agency to promote your hotel and their vacation packages through a joint social media campaign.
9. Emphasize customer service
Social channels aren’t just a source for publishing content but also for providing excellent customer service.
Marketers these days actively invest in building social media communities to better connect and interact with potential customers.
Respond promptly to inquiries, comments, and feedback from your audience. Show them you genuinely care about them by addressing their concerns and providing helpful solutions.
This level of engagement can build customer loyalty and community building.
Example: Respond to customers’ support requests on social accounts and resolve their issues within a few hours.
10. Monitor trends and stay updated
Stay updated with social media trends, algorithm changes, and content formats. Track performances, content audits, and social media KPIs.
Experiment with new features or types of content introduced by social media channels.
Plan your social media content calendar based on engagement metrics. Keep an eye on what your competitors are doing and identify strategies that work well in your industry.
Out of all content types, short-form videos are taking the spotlight. Research states that 64% of shoppers ended up making a purchase after seeing branded video content on social platforms.
Example: If video content is becoming popular on social platforms, create your social media content strategy around it.
You might also consider incorporating data storytelling into your strategy. Why? More brands are moving towards storytelling in their social media posts.
This helps reach larger audiences and accomplish business goals. If you haven’t thought about it, give it a thought. The early bird catches the worm.
Final Words
And there you have it — ten advanced tips to level up your social media marketing strategy.
Test the waters with new features on social channels and plan your content marketing strategy accordingly.
With consistency and some creativity, you can increase your brand awareness and establish a strong foothold in the vast sea of social media.
Are you ready to boost your social media presence and accomplish all your business goals? Here’s to your success!
MARKETING
3 Questions About AI in Content: What? So What? Now What?

In the United States, Thanksgiving will give us the needed break to take a collective breath.
I don’t know about you, but getting my bearings around the disruptions of generative AI presents an extreme challenge. Innovations come so quickly that once we think we have our arms around it, something new appears.
Almost one year into seeing what generative AI can do for content creation and marketing strategies, OpenAI has introduced custom GPTs for those who pay for access.
You can build custom ChatGPT applications to use the tool’s newest capabilities to do things specifically valuable to you. For example, your company could upload 10 years of blog articles and instruct the custom GPT to use the knowledge gained from the content to formulate answers to questions on the blogs’ topics. In theory, you get the depth and breadth of ChatGPT’s large language learning model focused on your knowledge base and able to take specific actions, such as sending an email or automating a task.
Impressive. But sheesh. What does that do to your plans to integrate tools into your marketing workflow? It seems like one of a hundred things that you’re supposed to pay attention to right now.
Time to reflect
If your time frees up this week either because of the holiday or because the Americans are on holiday, take a moment and reflect on these disruptions to your current marketing and content efforts.
A little more than 20 years ago, a nursing professor at Swansea University published a helpful framework for self-reflection and communication. His exercise has helped me in times of disruption, and perhaps it can be for you as well.
Answer a few questions that fall into three stages – what, so what, and now what?
- What? Describe what has happened simply and objectively – without judgment or interpretation. Some helpful prompts: What happened? What did you observe? What events occurred? What is the current situation?
- So what? Answer questions about what you know now that you didn’t know. You can introduce emotions. Some helpful prompts: What did you learn? What difference have the events made? Answer as yourself or within the context of your team or company.
If it’s just you, potential questions could be: Did what happened clarify an interest? Did you hear or feel anything that surprised you? How is your experience different than what you expected? What do these events mean to you?
If you answer on behalf of a team or group, you can ask the self-questions along with these prompts: What do these events suggest to you about this group? How might the group work better or worse with these events? How were decisions made or not made based on these events?
- Now what? Reflect on your future actions based on the first two steps. These broader implications react to what happened. Questions center on defining and looking at the root cause: What would contribute to a successful response? What would be in the way of successfully navigating through this? What learning has now occurred, and how can I/we apply this learning?
Ask your team to do this same exercise. When you meet back up, create a workshop or team gathering where you discuss the answers and determine where opportunities may exist.
Real reflections aren’t hot takes
If you find yourself thinking that process is basic, well, you’re right. These three questions – and the provocations that come from them – mirror a progression you’ve all tried to work through a problem. However, you don’t often do it for big disruptions in the moment. It’s just too easy to jump to the third step, “now what,” and confuse it with “what’s next.” You get overwhelmed by all the actions you can take.
You can see this challenge happening with the disruption of generative AI.
Check out this article that reflects on the disruption of generative AI in the video game industry. To make the case, it leverages Bain & Company research that “more than half of video game development process will be supported by generative AI within the next five to 10 years.” It uses “what happened” to make a case for “what’s next.” The author didn’t even bother to ask “so what” to reach the conclusion: “Microsoft wants AI to solve problems that game makers say they won’t actually have.”
If you reflect on what the Bain research actually said, you can see it’s almost the opposite of the Microsoft conclusion. The research plainly says few executives believe AI will reduce development costs. They say AI will not significantly impact talent and “do not believe it will replace the creative spark necessary for game development.”
By misinterpreting what happened and not asking, “So what,” the author jumped to predicting what’s next, which is almost useless to make any productive change to address what’s really happening.
This is why working through this process is helpful.
Now, to be clear, hot takes are fun. I’m not suggesting you do away with predictions or the occasional response. Hot takes are a great way to start the conversation, not to finish them.
Take the time – and the process – to work it out. It’s not perfect. It’s also not meant to be a fail-safe way to predict the future. The three-question stages are meant to help you balance facts and feelings to make more productive and satisfying responses to the disruptions you face.
The process is meant to change your future, not by helping you see it more clearly but by helping you clearly see how you change it.
It’s your story. Have a wonderful, reflective Thanksgiving, and tell it well.
Cover image by Joseph Kalinowski/Content Marketing Institute
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