Conduct competitor research
Check out your competitors who have been in the new market for some time. There may be companies among them who have only recently set their sights on a particular country. They will likely have already adapted their strategy to the new region, so take inspiration from their activities.
Tools such as these will help you research your competitors:SimilarWeb,Semrush,Serpstat,Google Keyword PlannerUnderstanding how and where your competitors are getting their traffic from will help you make informed decisions about contextual advertising.
Another thing to consider is competitor bids, which can be an effective way to reach potential customers. You may need to supplement your keyword list with other companies and brands.
It is necessary to analyze the competitive environment comprehensively: for example, pay attention to the quality and conditions of service, the completeness of the assortment, pricing policy, etc. Maybe customers complain about long delivery times? Then why not make this your competitive advantage and emphasize it in your ad?
Setting up a PPC campaign for new regions
Read also : Competitor Analysis in Search Results: Step-by-Step Instructions and Helpful Tips
Remember the importance of personalization and localization
Creatives are the foundation of success for your brand and advertising activities in general. They influence the reputation and attitude of consumers towards the company. Pay attention to creating personalized ads and consider the following tips:
Consider local nuances such as currency, phone numbers, and email addresses. Don’t forget that landing pages should be localized. Use professional translators to check the quality of texts, not Google Translator.
Add subtitles. If you plan to run video ads, the audio track should be supplemented with subtitles in the language of the target country. This will help clearly define the messages in text format to attract as many users as possible.
Focus on the target country. Your goal is to make the contextual ad as relevant as possible to the country in which you are launching the ad. For example, in Muslim countries, it is not customary to show nude or overly provocative images. Intrusive sales offers are not typical for Japan: videos with figurative and semantic loads are preferred.
It is important to note that when targeting another country, you should also consider the types of devices that the target audience uses. Depending on this, you should optimize your campaigns: the US, India, and China lead in terms of smartphone usage.
Determine demand for keywords
Keyword demand is a metric that measures how many times users search for a specific keyword per month. You can view keyword demand to determine how popular and competitive they are. Focusing your efforts on the right keywords will help your ad appear more often, which will lead to more traffic to your site.
Additionally, determining the projected demand for keywords will help in setting realistic budgets and compiling a list of keywords for proper targeting. To determine the demand for keywords, you can use the Google Keyword Planner or Microsoft Keyword Planner, which offer free solutions for this task.
It is worth noting that these results will not be 100% accurate, because they are based on historical search data. Thus, the demand for key queries may differ depending on the niche, season, country, language, etc. The conducted research will help to predict the effectiveness of the future PPC campaign.
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Add regional keywords
If you are planning to run a PPC campaign for a local business, it is worth considering finding and implementing relevant keywords. For example, regional terms can include city/county/state/province names, as well as popular links to a certain area.
Important : Regional phrase and broad match keywords should show up for queries that contain local modifiers. For example, the keyword phrase “clothing tailoring” can show up for the query “clothing tailoring Kiev.” With this in mind, it makes sense to structure your campaign and split your ads by region.
In addition, it is not enough to add regional keywords only once. All changes should be monitored periodically in order to adjust the list if necessary and improve the effectiveness of campaigns.
Set up additional offers
Sure, you've already studied the contextual advertising market in the country you're planning to target. However, problems arise when it comes to creating a unique and attractive ad. You need to not only follow your competitors' example, but also think about how to adapt a particular offer to a specific region.
For example, if you opened a physical store in a particular region, you could offer a gift in the ad to the first 100 customers. It’s always difficult at the beginning: if you already have activity in certain markets, then determine which actions are most effective. Over time, you will learn which keywords, messages, and offers work best in each market.
Set up conversion tracking settings
When running a PPC campaign, it is very important to get accurate conversion data . For example, reports in the advertising account may be inaccurate for some time, since the platforms need time to learn. How then can you track the effectiveness of your efforts?
If you are driving traffic portugal cell phone number list to new landing pages for new ad campaigns, you may need to set up new conversion tracking. You should make sure that the relevant URLs are tagged correctly.
This can be done by creating UTM tags that should be unique for each campaign. Add special parameters that will be synchronized with the corporate CRM system or other automation platform.
Targeting new markets is a complex endeavor that goes beyond just launching PPC campaigns. Don’t expect to launch your website in a new country and have users discover it immediately. Depending on your industry and your brand’s target audience, you may want to consider using additional channels for promotion, such as social media pages . Set different targets based on market maturity – new markets that require much more investment in the sales funnel are less likely to deliver a high ROI right away.
Articulate your brand’s specific value proposition, be consistent in your actions and offerings. It’s important to use the same narrative across all channels to improve user experience and avoid confusion and misleading information.
As an additional channel, you can run Google Discovery campaigns that will reach an in-market audience for products/services in your industry and an audience based on top-converting search queries and competitor URLs.
Ivan Burach, Head of PPC Webpromo,recommendswork primarily with the tools of the lower stages of the attraction funnel:
“Conversion tools such as search or conversion campaigns on the website, Facebook or TikTok will have more potential than building complex marketing with work in all areas at the same time (building reach, attracting traffic, generating leads as three separate areas) - this will be expensive and less effective for small or medium businesses in other markets.”
Don't set lofty goals
Setting KPIs to track the effectiveness of your efforts in a new market is critical to the overall development of your business. When you expand beyond the familiar regions where you have been operating for years, you cannot expect the same performance and conversion rates.
The new audience is just beginning an exciting journey with your brand, and the advertising platform is gradually adapting to the new settings. Be flexible, track new changes and adapt to them.
As we have already said, you will definitely have to experiment with different tactics before you find the right combination that will work most effectively.
Structuring International Advertising Campaigns
It is certainly difficult to manage and track the results of several international campaigns at once. We recommend structuring your advertising campaigns in one of the following ways:
Separate campaigns for each country . This method allows you to customize targeting, ad copy, and other campaign elements to meet the specific needs of your target market. You can also set different budgets for each market.
Separate campaigns for each region. This approach allows you to consolidate targeting and bids for large areas. You can also group countries if your products or services are similar in some regions.
Separate campaigns for each language . This method allows you to customize your ad copy, keywords, and targeting options to match the specific language and cultural preferences of each target audience. This approach can be effective if you are targeting multiple languages and want to ensure that your campaigns are optimized for each market.
A hybrid approach combines elements of the above methods. You can create a customized campaign structure that meets your specific needs.
Note that the necessary structure should be selected based on the characteristics of the industry and the company as a whole. At the same time, structuring campaigns in one of these ways will help to effectively promote your products or services in different countries and regions.