Are you utilizing the power of pay-per-click advertising to get the foreign traffic you deserve? This type of marketing can bring a brand or service to clients all over the world who would otherwise be out of reach.
Even if you already use pay-per-click (PPC) advertising, the English language will only get you so far in the quickly changing internet scene. Looking back to 2012, Asia had 44.8 percent of the world’s Internet users, greatly outnumbering North America’s 11.4 percent. Even more intriguing were the growth data, in which the North American region came in last. Africa, the Middle East, and Latin America, on the other hand, have experienced massive expansion.
As these trends continue, all internet businesses will need to adjust to meet the needs of these emerging markets. Their preferences are important, from how they connect to the internet and search to the languages they use.
Here’s how to develop an international PPC plan that can keep your company current with developments and allow you to contact customers all around the world.
The way people access the internet has changed dramatically as a result of changing global demographics. In Asia, as well as other fast-emerging regions around the world, mobile devices reign supreme.
According to Forbes, mobile traffic accounted for 13% of global Internet traffic at the end of last year. This number is only going to rise. According to the Ericsson Mobility Report from November 2012, 6.5 billion mobile broadband subscribers was made available globally at 2018. According to the same forecast, smartphones will lead the mobile revolution, with 3.3 billion subscriptions expected by 2022.
There has never been a better opportunity to make a mobile advertising investment. According to eMarketer, mobile ad expenditure in the United States will reach $7.19 billion this year, rising to $20.89 billion by 2023.
Remember that with mobile PPC, you’ll be dealing with a variety of users and will need to create a separate campaign for them. Mobile consumers are more likely to be ready to act right away, which is why mobile-friendly landing pages are so important. You may also need to write various ad material and measure your success using different metrics.
Get Your Keywords Right
It’s wonderful news for worldwide business in terms of keywords. In foreign-language markets, keyword competition is frequently less strong, making it cheaper to target growth markets in Asia, South America, or the Middle East.
Keyword selection, on the other hand, necessitates some caution. Don’t settle for dictionary equivalents if your best English performances don’t always translate flawlessly. Use Google Trends to figure out what terms international clients are using to locate your type of goods or service.
Even if you come across a popular search word, double-check with a native speaker to ensure that it doesn’t have a different meaning in your target language. For example, in Italy, the term ‘Madonna’ has extremely high search traffic, reflecting the country’s Roman Catholic religion rather than a love of pop music.
Be Influenced by Culture
As the preceding example illustrates, the influence of culture on how people search should not be overlooked. If you want to appeal to international web users, your ad copy must also reflect cultural variations.
A direct call to action, for example, is a successful strategy to convert PPC traffic in many countries. In some cultures, however, a more vague and open attitude is favored. In some Asian marketplaces, for example, taking direct orders appears to be disrespectful to your potential consumer. Similarly, Western markets prioritize individual individuality, whereas Eastern markets favor a more communal approach.
Cultural awareness is even more vital if you employ banner ads. Color and graphics must be tweaked to suit local tastes. In countries like Hong Kong, bright colors and a bustling ad will attract attention, but they may put off web users closer to home.
Research Regional Ad Networks
Statistics for your local market may indicate that you’ve covered PPC using Google AdWords. Other networks, however, dominate search in various parts of the world. China is a good example, with AdChina and Madhouse ad networks leading the way. The majority of search traffic in South Korea is handled by Naver rather than Google.
Some ad networks specialize in specific languages, giving them a competitive advantage in those regions. Harrenmedia Network, for example, is the market leader in Latin America for online advertising.
Finally, look into their ad networks, such as Facebook Paid Ads, Amazon Product Ads, or Reddit Ads, if you want to be seen on certain websites. These can be a more cost-effective way to target a niche demographic than AdWords. In terms of mobile PPC, you might want to look into iAd, InMobi, or mMedia.
Don’t let yourself down. You may claim your position on the global scene by utilizing international PPC to its maximum potential. It’s a thrilling environment to be in.