Advertising to the international market can create huge growth for a business. But how do you ensure that budgets are being used effectively? The following tips will help you create a more effective international PPC campaign and help generate more conversions.
- Translation – check, recheck, test, and tweak – When budgeting for an international PPC campaign, additional resources must be allotted to accurately write and translate your ads. A human translation is always the best, but can be expensive. Online translation machines work to a point. Using multiple translating machines to recheck text is better than using just one. Test your translated ads and edit as needed. Some examples of free online translation tools include Yahoo Babel Fish, Freetranslation.com, and http://translate.reference.com/.
- Geo-Targeting – As mentioned in “Targeting Geo-Specific Keywords“, researching the proper keywords and phrases is extremely important when crossing language and culture borders. The same geo-targeting importance applies to how your ads appear. As a worst-case scenario, imagine your Spanish ads are appearing on a Greek search engine results page. Not effective, right? Setting up ads to appear on proper results pages eliminates wasted impressions, thus improving your campaign’s AdWords Quality Score. Having accurate and engaging keywords will place your ads in competitive positions.
- Characters – Standard character length for Google AdWords text ads (including spaces) is a maximum of 25 characters for the headline, 35 characters for each line of ad text, and 35 characters for the display URL. For ads using non-Latin characters the limits may vary (e.g. Russian, Greek, and Hebrew). Ads in languages that use double-byte characters like Chinese, Japanese and Korean, are limited to 12 character headlines, 17 for each line of the ad text and 35 for the display URL.
- Landing Pages – When you advertise in a different language, your Landing Pages should cater to those languages too. Allocate a budget to have foreign language Landing Pages created that fulfill the ad message and are easy to navigate.
- Traditions and Customs – Knowledge of your target market’s culture can be leveraged for minimum spend and maximum conversions during the campaign. For example, a Web site that sells widgets that are part of one culture’s annual celebration each May should plan an advertising campaign that budgets more leading up to the event rather than letting general ads run throughout the year when no one is searching for the widgets. Google AdWords makes it easy to change bids, budgets, ad texts, etc. on the fly for reasons such as these.
Both domestic and international PPC campaigns need to be monitored and adapted regularly to stay competitive. Additional time invested at startup using these steps can pay large dividends when intriguing, effective ads drive potential customers to your site.
E-Power Marketing has worked with clients to create, test, implement, monitor, edit and evaluate successful international ad campaigns for clients which you can read more about under PPC Case Studies. E-Power also offers a free PPC analysis of current campaigns.