Google Ads in International Markets
Google is the first port of call for many consumers when it comes to searching for products and services. It is therefore not surprising that companies are keen to maximize their customer conversions through targeted Google Ads. However, the challenge becomes clear when considering the linguistic and cultural differences between international markets.
Localizing Google Ads in International Markets
We all know how often the average person searches Google. Therefore, it should come at no surprise that every company wants to maximize customer conversions using Google Ads. Of course, this gets more complicated when doing so in international markets, due to vast language and cultural differences across countries. CSA statistics share that 76% of internet buyers prefer to purchase products that provide information in their native language, so it is clear that localizing international marketing efforts are important.
In this blog post, we will discuss why Google Ads localization is beneficial and what factors are critical to the success of localizing these campaigns in an international market.
Why localize Google Ads?
The statistic above helps us to understand that most consumers are more inclined to purchase when a company provides product/service information in their native language. Not only this, but also localizing Google Ads increase their reach by focusing on high-intent search prospects when localized. Additionally, it could be more cost effective with local keywords being less competitive to their perhaps more general English or worldwide counterparts.
Know-how
What tips can you implement to help master your international Google Ad campaigns?
Local team
A very beneficial way to approach setting up your international Google Ad campaigns is to have an experienced local team. Conduct thorough research and find out what is already working in that market, and the best people to navigate the local landscape would be a local team that is experienced and knows what to look for and implement. They will also perform a competitive analysis. With various players active in various markets, and you want to learn everything you can about them so that you can compete from an informed standpoint.
Market nuances
It is very important to learn about market nuances. Companies should focus on research into current trends, language regulation laws, regional preferences through surveys or interviews with customers from those markets to ensure ad campaigns are tailored correctly for each region. These little tips, which can also be learned from a localized team, can really make the difference between success or failure.
Search terms are culturally relevant and sensitive
On a similar note, ensure local search terms are culturally relevant and sensitive. Companies should consult these experts from the local markets who have an understanding of the cultural context when creating localized version of their ads. They should also be prepared to adapt content quickly if necessary due to changing public sentiment or regulations in those areas.
Keyword lists
Build keyword lists as opposed to translating a full list because product interests may differ, varied marketplaces have varied search behavior and intent, localized long-tail keywords may have lower search volume than their English counterparts, making them obsolete and you may better utilize a variable number of synonyms. Companies should do keyword research using tools like Google Trends or Google Search Console to understand the terms used by prospective customers and build a relevant search term list for each market accordingly.
Translate everything important
Lastly, don’t translate only the keywords, translate everything important. Often, advertisers simply translating the essential components of their ads. An effective Google Ads localization approach should include not only landing pages and ad copy, but also sitelinks, callouts, and pricing extensions. To get the most out of your campaign, make sure they’re all localized.
Google Ads can really help your business in international markets become more successful if you do it right. Try these tips for your localized Google Ads and see if they help you become more successful!
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