Optimizing International PPC Campaigns: Best Practices for Keyword Localization
International PPC is a paid advertising strategy that helps businesses reach global audiences by showing targeted ads and paying only when users click.
Optimizing International PPC Campaigns: Best Practices for Keyword Localization
International PPC, or pay-per-click, is a search engine marketing strategy used by advertisers who want to reach an international audience. PPC ads are displayed at the top of the search engine results page (SERP) when users search for certain keywords or phrases.
It is an effective way to reach customers around the world, whether you’re expanding into new markets or your primary customer is in a different country.
Advertisers can target these keywords and use their ads to direct people to their website or landing page. PPC means advertisers will pay a fee whenever someone clicks on their ad.
Because these ads are usually seen in search engine results on Google or Bing, advertisers create these campaigns on Google Ads or Microsoft Ads. You can also create PPC ads for social platforms like Meta or e-commerce sites like Amazon.
International PPC campaigns differ from domestic
International PPC campaigns are different from domestic ones when it comes to preparation, ad creation, and distribution.
- Domestic ads can be repurposed but not replicated for international markets
- The costs vary
- Context is key
Key themes that drive more successful international PPC results are:
- Keyword localization
- Geo-specific bid adjustments
- Market-specific creative adaptation
- Leveraging automation tools for international scaling
1. Keyword Localization
Translating Intent, Not Just Language
Keyword localization is the practice of identifying valuable keywords in your target audience’s local language.
Steps to effective keyword localization involves :-
- Market Research
It involves understanding search intent, popular terms, slang, and regional dialects, showing how consumers in the target country search for products or services.
- Translation with a Twist
Tools such as Google Translate give you a starting point, but won’t capture cultural subtleties.
- Use Local Search Engines
Regions favour various search engines. For instance, Baidu in China, Yandex in Russia, and Naver in South Korea have distinct algorithms and keyword trends.
- Test and Optimize
What works in one month might need refinement in the next. Thus, regular review performance and optimization is done, which is based on search trends, conversion data, and shifting customer behaviors.
For example,
In Spain, the keyword “coches baratos” (cheap cars) may seem like a direct translation of its English counterpart. Further research revealed that “ofertas coches” (car deals) or “vehículos económicos” (affordable vehicles) perform better depending on user intent.
2. Geo-Specific Bid Adjustments
Tailor Bids for Performance by Region
Geo-specific bid adjustments enable you to tailor bidding strategy to the realities of each market, maximizing return on ad spend (ROAS).
Some of the best practices for geo-specific bidding include:
- Analyzing Regional Performance
It include use of data for assessing performance on a country or even city level. This is particularly crucial in diverse markets where sub-regions may perform differently, such as the UK or Canada.
- Adjusting Bids based on Currency Value and Buying Power
In some markets, a lower cost-per-click (CPC) approach could help maintain profitability.
- Consider Time Zone Differences
It includes bid adjustment based on peak performance hours in each time zone. A broad international campaign benefitting from time-based adjustment ensures that ads show during peak periods in each country.
For example,
If campaigns target both New York and Berlin, you may find that your peak performance hours vary, necessitating different bid adjustments to maximize efficiency.
3. Market-Specific Creative Adaptation
Speak the Local Language Through Ad Copy
Ad creatives must be tuned to resonate with the local audiences.
Approaches localizing creative to think about include –
- Ad copy and messaging
It reflects cultural preferences, holidays, humor, and common phrases.
Avoid literal translations and collaborate with local copywriters who understand the nuances of language and sentiment.
- Visual adaptations
Ad visuals featuring people, clothing, or settings need to align with local norms and expectations.
Make sure imagery works in one region may not resonate in another.
- Calls to action (CTAs)
It should be adopted based on local shopping behaviors.
For instance,
A successful ad campaign in the US using a humorous tone may need to be entirely rethought for a market like Japan, where subtlety and respect play a bigger role in advertising.
4. Leveraging Automation Tools for International Scaling
Automation tools native to ad platforms and third-party solutions aid in streamlining campaign management, but still enable localized control.
Automation tactics to help scale international PPC campaigns
- Smart bidding
Leverages machine learning to optimize bids for conversions or ROAS, adjusting bids based on real-time data.
- Dynamic search ads (DSAs)
DSAs aid in expanding your reach by automatically generating ad headlines that are based on your website’s content. So, ensuring your website is properly localized for ensuring DSAs serve relevant, accurate ads.
- Automated rules and scripts
Setting up automated rules or scripts for adjusting bids, pausing underperforming keywords, or increasing budgets during peak times.
Suppose, for example, setting rules for increasing bids during holidays and individual regions, like Singles’ Day in China or Diwali in India.
Instead of taking the place of your physical labor, automation tools should be used to enhance it. Even though they might make managing big campaigns easier, frequent monitoring and optimization are still crucial.
Holistic Approach to International PPC Success
Expanding into international PPC campaigns is both challenging and opportunistic. It depends upon the approach towards keyword localization, tailored bidding strategies, localized creatives, and effective use of automation.
You may take advantage of the distinct search habits, cultural quirks, and competitive dynamics of customers around the world by customizing your tactics for each particular area.
The evolving global PPC landscape, as well as regular monitoring, testing, and optimization are key for staying ahead of the competition.
Whether managing campaigns in-house or as part of an agency, these practices aid in optimizing your international PPC efforts and driving better performance across borders.
