Advertising on the Internet can offer you the opportunity to be seen by people all over the world. Just imagine, with a great campaign you can expand your business into a whole new market with very little financial outlay. But if you want to reach other cultures, it might not be as simple as just translating an existing ad into the local language. If you want to run a pay per click marketing campaign in a new country then you should consider getting the advice of a local or international expert.
Before you launch your PPC campaign, your PPC management agency should examine and discuss the analytics with you for that particular market. You might be able to use the same keywords, or just change them slightly in areas where the locals speak English, even if it’s as a second language. If the local people don’t speak English at all, then you’ll need to think about translation services.
Another point to consider is the use of local analytics to harvest the best keywords for use in searches. Some search terms will be more popular and have more positive associations for the local population. A good PPC consultant will be able to find out which terms are the best to use.
You will also want to consider the internet usage in a particular country. In some areas, the only users are at work and might be unable to get to your website even if they wanted to. In others, the majority of locals might use an alternative browser, like Baidu in China or Yandex in Russia. A PPC expert will be able to provide you with statistics on internet usage and guide you towards the best places to run your campaign—and the places to avoid.
Another thing to consider is the difference in work weeks, hours, and seasons between countries. For example, running an advertising campaign for sun screen would work great in the summer in America, but it would be winter in Australia, and wouldn’t go over very well. If you are running a long campaign, then you should produce and analyze reports on a regular basis.
The last thing to consider is the currency which you are going to use. If possible try to run the campaign using one of the major currencies to limit the effect of market fluctuations. But if you have to use a local currency, you should try and recalculate those values on a daily basis so you can catch currency variations as soon as they happen.
The world is becoming global at a breakneck pace, and there’s simply no reason to limit your sales to your home country. As you expand your sales “territory,” you’ll quickly begin to interact with the world and watch your company become an International one. But don’t forget that when you’re planning a global pay per click campaign, it will be important that you hire an expert that will be diligent and focused on the management of it.
