Choosing a language, platform and localization strategy

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Understanding social norms will help you choose the right wording for your ad copy;
avoid stereotypes and overgeneralizations;
Explore the influence of historical events on modern people's attitudes towards certain topics.
We also share useful real cell phone number list information about Webpromo and IAB Ukraine market reviews. Market review projectsPoland,UAEAndKazakhstancontain practical business cases and real advice on promotion for various niches. We are sure that this information will be useful when preparing to launch international PPC campaigns!


Choosing the language and platform that best suits your target audience is important for any advertising campaign, not just international ones. By choosing the right channels and communication style, you can maximize your reach and get your message across.

Thus, the most popular international advertising platforms include Google Ads, Meta Ads and Bing Ads. Separately, it is worth mentioning the use of localized keyword research strategies to ensure that you reach the right audience. Localized keyword research strategies involve researching the language, culture and location of your target audience.

For example, if you are targeting an English-speaking audience in a particular EU country, you should research what queries people use to express their needs and desires. You should also research cultural specifics to ensure that your advertising is tailored to the preferences of potential customers.

By using localized keyword research strategies, you can create ads that will lead to higher click-through rates, increased conversions, and a better ROI.

Optimize your advertising budget distribution across countries
It is no secret that the cost per click differs in different countries. We recommend that you read the studyWordStream, which shows the average cost per click in 97 countries around the world, ranked from highest to lowest average CPC compared to the average CPC in the US.

However, the reality may be somewhat different. Therefore, we recommend starting with experimental research to determine the optimal advertising budget for your niche.

Tools such as:Ahrefs,Google Keyword PlannerAndSemrush. For example, with Ahrefs you can check the traffic of a particular keyword in a particular country. If a low-competition keyword generates significant traffic, you can allocate more effort to it, and vice versa.

Use Google Trends to Improve Your PPC Strategy
Google Trends is a powerful tool that allows you to compare the popularity of different search queries over time. Using this service, you can get an idea of ​​what people are searching for in a particular country. This information will improve your PPC strategy by helping you choose the most effective keywords.

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So, to start using Google Trends to improve your international PPC campaign, enter a keyword related to your product or service. Select the appropriate country and language to target, and review the results. Google Trends will show you a graph of how the popularity of that keyword has changed over time. You can also see related search queries and topics that will enhance your ad copy. You can also forecast trends in your niche internationally and model consumer behavior in different countries.

Also an effective tool will beGoogle Keyword Planner, which will show:

exact search volume for each keyword;
how much advertisers are willing to pay per click;
related keywords you can use in your ads;
the effectiveness of these keywords depending on the country, city, region.
International PPC Campaigns

Read also : Google Trends: Overview of Key Features and Tips for Working with It


Track the performance of your ads
Tracking the performance of your international campaigns is critical to optimizing them and maximizing your ROI. This way, you can identify gaps in your strategy early and pause underperforming ads.

You can monitor the performance of PPC advertising using Google Analytics and Google Ads. The tools allow you to track metrics such as click-through rate, conversion rate, and cost per conversion across countries and regions. You can also track the performance of individual ad groups and keywords to see which ones are driving the most traffic and conversions.

Don't Forget About Social Media Marketing
Social media is an integral part of modern life, which means that this channel will strengthen your PPC campaign. Research the popularity of social networks in a particular country. For example, Facebook and Instagram are more popular in the US and Europe. At the same time, Asian countries such as China, Japan and South Korea prefer KakaoTalk, WeChat and Weibo.

Once you have decided on your social media channels, you need to create content that will resonate with your target audience. Again, this is about understanding their interests, values, and cultural sensitivities. For example, ads in the US are more focused on humor, while Asian regions prefer high-quality visuals.

It is worth making sure that the content for international markets is literate: unfortunately, most online translators and applications make critical errors. We recommend using a native speaker to ensure the correctness and accuracy of the texts.

Ultimately, it is important to engage with your audience on social media by responding promptly to comments, messages, and inquiries. This builds trust and loyalty among your audience, which will contribute to the success of both your social media and PPC campaigns.

Make sure you have a local domain
To be successful in launching international PPC campaigns, it is very important to gain authority and trust of the audience. Using a local domain can become a significant competitive advantage for your brand in the long term.

Using a domain that matches the target country increases the likelihood that a person will click on the link. Thus, in Ukraine the most recognizable domain is “.com.ua”, while in the US people prefer “.org”. You can learn more about domain zones, as well as how to choose the best one, in ourarticle.