Taking your brand global: The foundations of international PPC

Pay-per-click (PPC) is one of the cornerstones of digital marketing. Helping your brand reach the right customer at the right time; PPC is undoubtedly one of the most powerful tools in your marketing strategy. But what about taking your PPC international? If your brand already has a global presence, you’re probably wondering how you can use PPC to build on this. While it can be tempting to simply copy and paste your existing PPC strategy, this is one surefire way to see your campaigns flop. Creating an international PPC campaign requires an understanding of different markets, cultures and their individual needs. In this article, we discuss the merits of taking your PPC global and some key considerations before you begin your international campaigns.

The benefits of international PPC

Running a successful international PPC campaign has a plethora of benefits for your brand and when used in conjunction with other digital tactics, can help propel your brand globally. Some of PPC’s greatest benefits include:

• Speed: When done effectively, paid media offers swift results compared to other digital marketing methods. While SEO is vital for long-term success, it’s not known for quick wins. With your strategy set, PPC campaigns launch quickly and reveal what works, making them highly adaptable.
• You’re in control: With PPC campaigns, you’re firmly in the driver’s seat. You control budgets, create ad copy, and target specific products, audiences, and keywords.
• It's all in the data: Your campaigns and data are in your hands. This insight lets you quickly see if campaigns deliver what you need to succeed internationally. Running multiple ads helps identify hits and misses, allowing you to track progress and adjust plans.

The building blocks of taking your PPC international

While there’s no magic formula or ‘one-size-fits-all’ for successful international PPC campaigns, several factors can help rather than hinder your efforts.

1) Specify which countries you want to target

It’s not enough to simply state you want to go global. You must understand which countries or regions you want to target. Focusing on key areas can be tricky, especially with ambitious growth plans. Without focus and using a ‘catch-all’ approach, you risk missing most or all of your target audience. Selecting countries to start your international PPC can use tactics like:

• Competitor analysis: Where are your competitors focusing marketing efforts? Knowing their investment areas helps identify where you should concentrate.
• Global search trends: Has interest spiked in your products or services in certain areas? Use tools like Google Trends with customer data and keywords to find key markets searching for your offerings.

2) Tailor your campaigns

After choosing your targets, next steps matter. You can't simply reuse existing campaigns without considering various aspects:

• Understanding local culture(s): What works for one group may not for another. Learn different cultures in your audience and tailor ads accordingly.
• Focusing on unique pain points: Every market has unique challenges. Research these and how your brand addresses them.
• Language and localization: Don’t just translate ad copy. Write in the native language for natural, engaging content.
• Appropriate landing pages: Your ad effort shouldn’t fall short at the landing page. Like ad copy and creatives, landing pages must be tailored. Ensure copy is natural and correctly translated. Pricing and key info must be adapted to each targeted location too.
• The right side of the law: How does compliance vary internationally? Understand laws on online ads to avoid harming campaign success.

3) Don’t stick to the status quo

Just as your messaging must adapt, so must your underlying approach. What works in one place won’t necessarily work elsewhere.

• Adjust your budget accordingly: Campaign costs vary greatly by country, with cost per click (CPC) differing due to location and competition. Budgets must be flexible. Use tools like Keyword Planner and SEMrush to estimate keyword popularity and costs but be ready to revise after your initial launch.
• Look for more local search engines: Google is popular, but don’t narrow your audience prematurely. Countries have their own preferred search engines. Research where locals browse online and prioritize your ad spend there.

Creating ongoing success with your international PPC

Whether you're managing PPC campaigns locally or handling international PPC efforts, long-term success depends on learning and adaptation. The advantage of PPC is the constant flow of data throughout campaigns, giving insights to improve next time. Regularly analyze your data to identify what works and what needs changes. Maybe some keywords underperform, but others yield better results. Testing and monitoring help you quickly see which markets respond well and where strategies need adjustment.

Leave it to the experts

International PPC is challenging, especially if you're new. Finding the time and resources to research target countries and create tailored campaigns can be difficult. Partnering with paid media experts lets professionals manage your international campaigns and guide you to global success. If you want to launch or improve your international PPC, contact our team today to see how we can assist.