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Navigating Your Way Through Global PPC

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Pay-per-click (PPC) campaigns offer an opportunity to promote your product or service out on the Web, increasing sales in a fast, cost efficient way. Multiplying this opportunity across international borders opens up many doors.  According to Internet World Stats, there are over 2.4 billion internet users across the globe. E-commerce sales in China grew over 130 percent in 2011 and online B2C sales reached an estimated $307 billion in Europe last year, as stated on Internet Retailer. With global e-commerce growing faster than ever, there is huge PPC potential in untapped markets, but before you begin your campaign it’s important to develop a strategy.

Locate Your Target Market

Who is best suited to your product or service? If you’re in the ski jacket business, it’s probably best to cut out Caribbean markets from your target audience. Take into consideration tax and export laws and make sure you can handle the international shipping if you’re providing a tangible product.

Once you choose your market and are ready to get on the web, don’t necessarily run into the arms of Google. According to Alexa rankings, Baidu in China and Yandex in Russia are just some international search engines that outrank Google. Find your target market’s internet presence and make sure you’re reaching potential customers on the right search engines.

Choose Keywords Wisely

Top-ranking keywords are going to vary by language and culture. Research your market’s lingo and understand what they’re looking for. Analyze search results to find suitable keywords to adapt to your campaign.

At this point, you might be asking yourself, “Why do all this research when I can just translate my existing campaign to the local language,” right? Wrong! Direct machine translation from one language to another leaves room for errors that can cause confusion for your target audience. Instead, look to transcreation, a service that uses real human beings: in-market translators providing culturally appropriate and accurate translations.

Localize Campaign Content

The key to localization is research. How does the culture you’re targeting run? Work hours and holidays may vary across markets. It may be below freezing in New York, but your potential customers in Australia are enjoying their summer vacation on the beach.

Currency is not only going to change, but so are global payment preferences. According to a report by Ecommerce Europe, popularity of Visa, PayPal and online bank transfers is going to change across borders. Make sure your images are culturally appropriate, too. A photo of an American football team may cause confusion for a campaign in Japan and the shot of a woman in a sleeveless top may not be acceptable in all countries.

But localizing doesn’t end there! What’s going to happen when you get potential customers to click on the campaign? Follow up with a visually stimulating landing page in the local language to retain interest. There’s no use getting potential customers to your site if they can’t read the information about your product or service.

Make sure to stand out. Translating and localizing is only half the battle. No matter what language a campaign is in, a bland advertisement is going to get overlooked.

Analyze and Monitor Results

So you’ve gotten your campaign out there and now it’s time to see how it’s doing. Are the right customers clicking on your ad? Do they understand your copy? Did they make a purchase? Figure out what works and what doesn’t and make the necessary adjustments.

Analyzing your PPC report is a very important step to see where and when you’re making impressions. If your target demographic isn’t clicking on your ad, what can be done to change to the copy? Are they online at certain times? If “Get beach body ready!” isn’t getting 55- to 65-year-old men to order your fitness DVD, adjust your content and see how it affects your ROI.

Global PPC campaigns are an inexpensive way to reach out to international customers, but it’s important to have a strategy. You wouldn’t jump out of a plane without a parachute, so make sure you’ve taken the necessary precautions before diving into new markets. Do your research and you’ll find success in the growing world of global e-commerce.


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