When you want to reach a global audience, use international PPC.
What is International PPC?
International PPC is a marketing strategy used by advertising companies looking to reach an international audience. PPC ads are displayed at the top of search engine results pages when users search for specific keywords.
Advertising companies can target these keywords and use their ads to direct people to their website or landing page. PPC means that advertising companies will pay a fee each time someone clicks on their ad.
International PPC is an effective way to reach customers around the world, whether you are expanding into new markets or your main customer is in a different country.
How Does International PPC Differ from Local PPC?
If you know PPC, you probably understand how to create ad campaigns for the local or regional market. However, international PPC campaigns differ in terms of preparation, ad creation, and distribution.
Here are the key differences between international and local PPC campaigns and what you can do to narrow the gap between them for your audience, according to international PPC experts.
A one-size-fits-all template cannot be used for all new markets you wish to target. Flavio Rodriguez, a search engine marketing consultant who runs Digital Sardine, says, “There are differences in languages, dialects, currencies, user behavior, and even payment methods.”
If you want to create international PPC ads, it’s best to start from scratch in terms of strategy. Brent Sterling, a performance marketing consultant who previously managed paid social ads at Shopify, says, “But if you have English-language shots of a SaaS product and you place them in the Vietnamese market with some text translated by machine learning, it won’t be like what you hope for.” Costs vary.
Another significant difference between running international and local ads is the cost-per-click (CPC), “which is usually lower outside the U.S. due to the high competition in the U.S. PPC market,” Rodriguez points out.
In addition to your ad spending, you may also see differences in how your international customers spend.
When creating for international markets, you need to be aware of differences in language, currencies, buying habits, and behavior compared to the market you are already familiar with.
When creating ads for international markets, you need to be aware of differences in language, currencies, buying habits, and behavior compared to the market you are already familiar with.
While context is crucial, it can be difficult to pinpoint until you are deep into the process. If you are new to a specific market, look at how others are running ads in those countries before you start creating your own ads.
Sterling recommends using searchable database tools like the Meta Ad Library and Google Ads Transparency Center to get an idea of what your competitors in the markets you want to advertise in are doing.
How to Create International PPC Ads
Are you ready to launch your campaign in an international market? Follow this step-by-step guide to create your next international PPC ad.
1. Identify Your Target Location
Geographic targeting is fundamental in any PPC campaign, but it is especially important for international advertising.
Use your PPC management tool to pinpoint exactly where you want to target. You might know you want to target customers in the UK, for example. But do you want to reach people in bustling London or in rural England?
Every region within a country is different, so be specific about who your target customer is when identifying your target location.
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Despite the importance of differentiation, it is also important to explore the cultural context and audience behavior so you can understand what suits your specific client and what does not.
Sterling states: “To make ads work in France, you don’t have to have a person wearing a beret and carrying a baguette.”
Literal translation may not always be sufficient, so if possible, it is better to work with someone or a service to get the context behind the keywords and the language of the market you are targeting.
2. Identify Target Keywords
Use tools like Google Keyword Planner or SEMRush to identify the keywords you want to target in your international PPC ads.
When identifying target keywords, remember that some words may not translate directly to the language of the targeted international market. To avoid saying something offensive or incorrect, invest in translation services.
If you don’t have the resources for a translation service, at least run your keywords through Google Translate. And remember that direct translations do not always work, so if possible, it is better to work with someone or a service to get the context behind the keywords and the language of the market you are targeting.
3. Determine the Pay-Per-Click Budget
As mentioned earlier, costs will be different when running your international campaigns compared to what you are used to.
For example, English-speaking markets are typically the most expensive to advertise in, so you might want to adjust your budget if you are targeting a different market. You can always adjust your budget and reallocate spending once you start and get a better idea of the average pay-per-click and customer acquisition costs.
4. Choose or Build Your Landing Pages
Next, decide where to direct people who click on your ad. Search ads are designed to drive traffic to your website, whether that’s the homepage or a specific landing page – it depends on your goals.
You can either optimize an existing page on your website to align with the ad or build a new landing page from scratch.
The key thing is to ensure that everything on the landing page is consistent with the ad campaign you are running.
If your ad headline promises a quick and easy way to book a trip, the last thing someone wants is to click through several steps to find the booking page.
Ensure that the ad and landing page are aligned in terms of messaging, content, and calls to action.
5. Build Your Ad
When creating your ad, consider the markets you are running ads in and use more general images while personalizing where it matters, such as ad text and currencies.
Define the ad text and the creative content of the landing page and how they resonate with your international audience. Sterling says, “Ensuring that every element is specialized or at least acceptable to the international market is crucial.”
As you build your ad, refer to other international ads you noticed during your research. While maintaining the standard structure of search ads, such as the headline, display text, and URL, incorporate elements of customization for the new market you are targeting.
Examples of PPC Landing Pages
To get a better idea of how an effective PPC landing page looks, let’s take a look at some international search ads for PPC and how their landing pages align.
Hotels.com
It’s no surprise that the travel industry excels at running international PPC campaigns.
When you have a global brand reaching customers all over the world, you need to be skilled at personalization and running multiple campaigns simultaneously.
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One example from the travel industry comes from Hotels.com. The hotel booking site uses search ads to promote the easy booking process, highly-rated hotels, and positive customer reviews for travelers from around the world.
This advertisement specifically targeted the French market. It not only used the French language in the ad text, but also showcased hotels in various French cities, from Lyon to Marseille.
If you click on the ad, you will be taken directly to the Hotels.com booking page. The landing page is in French, which aligns with what you would expect when clicking on the French ad.
Everything in this international ad is clearly optimized and specialized.
Bluepillow
Another example from the travel industry comes from Bluepillow, a global search engine for short-term rentals.
The Milan-based company uses international PPC ads to target global customers looking to book a short-term rental or list their own home for rent.
Below is the PPC ad from Bluepillow written in French, announcing savings and offers for rentals in Paris.
The search ad leads directly to the landing page below, which is the booking page for rentals and hotels in Paris. Prices are automatically displayed in the local currency of the country, the euro.
Shopify
Shopify is a leading e-commerce tool used by millions of businesses worldwide. This means it needs a strong international PPC strategy to reach global customers.
Here is an example of one of Shopify’s search ads promoting global e-commerce solutions.
The search ad directs users to this landing page. The messaging on the landing page aligns with what a person expects after seeing the ad in the search results.
It describes what someone who is trading internationally needs from their website, and all the globally-focused solutions that Shopify provides.
Amazon
Amazon is the famous global retail store, and it is also a major player in international PPC.
An example of their strategy can be seen in the two search ads below. The ads are created to promote Coca-Cola products on Amazon, but they target different markets. The first ad is designed to target the American market.
The ad title showcases Coca-Cola’s official page on Amazon, which you are directed to when you click on it.
The rest of the ad text reminds shoppers that Amazon has kitchen and dining supplies from hundreds of popular brands, assuming that the person seeing this ad may need more food or supplies in addition to the beverage.
Here is the second search ad targeting the Mexican market. The ad is written in Spanish and directs to a listing for the beverage on Amazon Mexico. What differs in this ad compared to the American version is the messaging.
Instead of mentioning any other Amazon products or categories, this ad focuses solely on a limited-edition product from the brand. Why, you may wonder?
Coca-Cola is the most consumed beverage in Mexico, so one can assume that a limited-edition product would pique the interest (and increase the click-through rate) of some of Coca-Cola’s biggest fans.
PPC Tools
Here are some tools that can be used to manage international PPC campaigns:
HubSpot PPC Campaign Management Template
This free template from HubSpot serves as a checklist to ensure that you don’t miss any key elements for a successful ad campaign.
This template can be especially useful if you are new to creating PPC ads as it provides a detailed breakdown of how your ad text should look.
For example, it shows how many characters are required for each ad title or URL and includes a table you can use to track key campaign metrics like impressions, cost per click, and conversions.
Enter your ad campaign data and track the relevant metrics to measure your results.
Editor
Google Ads
The Google Ads Editor is a free tool for managing and editing your Google Ads campaigns from anywhere. You can modify your campaigns, make bulk changes, and even work offline so you can quickly adjust your ads as needed.
SEMRush
Keywords are the most crucial element in any PPC campaign, but it’s essential to ensure you are targeting the right keywords to achieve the desired results.
Use SEMRush to identify and collect target keywords for your campaigns.
You can also manage these keyword lists (because we all know how challenging it can be to track those keywords when you have multiple campaigns!) to remove duplicates and assign negative keywords.
What we like: You can use SEMRush to identify, track, and manage both organic and paid keywords.
Wordstream PPC Software
Wordstream makes it easy to manage all aspects of your PPC campaigns using automated applications.
With this software, you can conduct keyword research, optimize workflow management, create ads, and analyze your campaigns in an easy-to-use interface.
Additionally, Wordstream offers a free trial for seven days, making it ideal for small businesses with limited resources (or time) to waste.
Best Practices for International PPC
To create effective paid campaigns for an international audience, follow these four recommended practices from PPC experts:
1. Use the Native Language
The most important thing to remember when creating global ad campaigns is to use the native language of the target market.
While this may seem like a given, it can be easy to overlook the details if you don’t keep international considerations in mind throughout the entire campaign process.
Make sure your ad copy uses the native language, and that the landing page is a fully connected user experience.
This means that the landing page should use the same language as the ad and that the product experience aligns with your target audience, from their behaviors to the currencies they use.
Another practice to remember when using the native language is to avoid using direct translations. Sterling says, “Advertising and the experience that follows is a creative endeavor. Your great English ad, if poorly translated, won’t yield great results.”
To avoid confusing messages and increase the likelihood of converting the ad to a new market, Sterling recommends creative translation.
He says, “If you have a strong translation team or service that can take your English copy and not just translate it directly, but translate it in a way that fits the context of another language, that will give you a competitive edge.”
Another way to create effective ad copy for international campaigns is to be proactive regarding language barriers.
If you already know the international markets you want to target, you can prepare by working with copywriters who are native speakers in those areas *before* distributing your ad.
This can be a great way to understand the market and audience you will be speaking to and gain more context behind the message.
2. Be Specific in Your Ad Groups
Effective PPC campaigns need a series of ads within the campaign. Think of these ads as a way to A/B test everything from the headline to the landing page.
For international PPC ads, think about being more specific within your ad groups. Rodriguez recommends organizing campaigns with local demographics in mind and those living abroad.
He says, “Consider factors such as language preferences and currencies for users in a specific location. If you only target English-speaking users in the UK, you may miss out on millions of expatriates, so consider targeting users in French, Spanish, German, and other languages.”
3.
Experiment with Campaign Settings to Improve Results
All successful PPC campaigns require ongoing testing and optimization, and international ads are no exception. Test and refine the ad creative and copy, audience targeting, and bidding strategies.
As you learn more about the international market you’re targeting, you’ll notice things that may work and what doesn’t. Take what you’ve learned and apply it to your campaign settings and track the results.
4. Build with International in Mind
If you’ve already succeeded in creating local PPC ads, you’re halfway there. You already know how to structure, create, and plan ads that convert. Now take that knowledge and build for a wider audience.
Sterling says, “The way I’ve tested and proven works is to build with international in mind, using product shots that aren’t affected by language, and then testing those ads in English-speaking markets with the English copy that you’re already advertising with. These are usually the more expensive places to advertise in, so if you can win there, you can win anywhere. Take your winners, translate your copy and landing pages, and launch the campaign globally.”
Create Your International PPC Strategy
If you’re marketing to customers around the world or in a specific global region, having an international PPC strategy is essential for your marketing team.
By employing these best practices for international advertising and tools, you set your team up for global success.
Source: https://blog.hubspot.com/marketing/international-ppc
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