Making your international AdWords campaigns a success

You have an export company and want to boost your business in a country? Discover the best ways and tips to put all the chances on your side when launching your international AdWords campaigns.

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Efficient segmentation

Our first advice, also valid in your national campaigns, is to segment your account effectively. Whether by products, services, categories,… never neglect the importance of segmentation. You will thus be able to manage your campaigns precisely, read the indicators, adjust your CPCs or distribute the keywords as well as possible in your ad groups.

Creating separate campaigns for each country or language targeted is the best strategy to track, develop and optimize your keywords and ads individually. Internet users will thus obtain an answer in adequacy with their request, and the success of your campaigns will necessarily pass through this point. As well as the success of your product’s export.

Quality translation

Google Translate is a great tool that can save many students from a guaranteed low score every day. However, in the professional world, the expected quality must be much higher. No doubt the rendering of a freelance computer robot or translator can be of very good quality, but the keywords and ads in your Adwords account are vital data for the success of your international SEA campaigns. A misinterpreted double meaning or a spelling mistake can put your ad groups at risk. This error will impact both your profitability and your reputation abroad.

It is therefore essential to have all these key data validated by competent professionals. Whether it is a renowned translation agency or an SEA agency with bilingual or trilingual consultants on its teams. If you do not have the means to use these professionals, cross-check several sites, tools or dictionaries. Also take into account that no one will know their products better than your customer. Do not hesitate to have your campaigns validated by him if he speaks the languages concerned.

Intelligent targeting

Are you ready to export your products internationally thanks to the Internet? Now is the time to launch your AdWords campaigns internationally. To do this, don’t spread yourself all over the world, but target your audience intelligently and gradually. A budget that is too diluted in many geographical areas would be counterproductive to your objectives.

As always on AdWords, look for the most qualified audience. If you want to promote your 5* hotel on AdWords just a stone’s throw from the Eiffel Tower, refine your targeting by using relevant geographical and socio-demographic criteria. Start by targeting German or Russian citizens living in the richest cities in their respective countries, with urban profiles more likely to travel, with a focus on tourism, and CSP+ to reach the rich clientele that match your hotel’s standing.

Each market is different

7.6 billion human beings on earth, and as many different purchasing behaviors. A statistic that should never be forgotten when talking to different markets. As always in ASP, it is essential not to leave with prejudices. This is true from a consumer point of view, but it is all the more true given the competition. Indeed, for an equivalent product, you may find yourself in a monopoly situation or in an ultra-competitive market. It is up to you to adapt to it and differentiate your strategy if necessary.

Concerning your target, a last major element is to be taken into account in B2B. If your customers are at work when they order your products or services, then find out about their working hours. A Spanish and English worker will not be connected at the same time of day at their workplace. Discover the subtleties of each market to export as efficiently as possible.

Fluctuation in exchange rates

By conquering new markets, you have a good chance of crossing paths with foreign currencies. A fact that is easy to forget when working daily on accounts in the “Euro” zone. However, this additional data is essential in other countries of the world working in Dollar, Yen, Pound,…

Although the major inflationary crises in Yugoslavia (1994) and Zimbabwe (2008) are still fresh in some minds, we are now living in a period of financial stability. Disaster scenarios are therefore not very conceivable, but small regular deviations can make a big difference at the end of the year. This applies to all dimensions of your account. From your shopping flow, to your price extensions, to the adjustment of CPCs. Remember to check these exchange rates regularly.

Every detail counts

A new little detail that could lead to a catastrophic intervention on your accounts. Export means international campaigns, time zones. Remember that the scheduling of your ads is based on the time zone of your account. Take this into account to make sure that your ads are published when relevant. This also applies to bidding adjustments on the broadcast calendar.

Beyond time zone changes, event calendars are also different. A period of balance in France may be a slow period in another country. Segment your promotional campaigns by geographical area to reach targeted Internet users at the right time.