Global Pay Per Click: Some Considerations

The Google Pigeon update has really swung things in favor of local businesses, but that doesn’t mean you have to avoid taking on a global pay per click campaign. It just means there are some extra considerations. Let’s look at a few things you need to do before you start spending money on worldwide search ads.

First of all, you need to do the same homework you would on domestic soil but in the other countries that you are targeting. Identify the demographics you are trying to reach and learn everything that you can about their online behavior. Be sure to consider everything from language spoken (your PPC won’t do any good if you put it out there in the wrong dialect) to local culture.

Also, keep in mind the Pigeon update. You may not have a local store, but you can still advertise that you sell in the local area. Geo-tag your ad correctly to get more visibility in the location that you are targeting.

Have a goal in mind and check key performance indicators regularly. This will ensure that your efforts (and money) aren’t being wasted. As always, stick with what has been effective, but be prepared to tweak campaigns that are found wanting in ROI. For example, a campaign that has always worked well might not be working, simply because of a cultural reason you were not aware of.

Finally, be sure to hire a translator if no one on the team speaks the language that you are targeting. Google translate is great when you are on vacation, but it’s not a business tool. Don’t rely on it to translate your ad in a way that will resonate with a native speaker. Also, be sure that the language used is appropriate for the targeted area. Spanish is very different in Mexico and Spain. Even within Central America there are major variations.

Before you start paying for ads in other countries, do your due diligence so that the campaigns are successful the first time. Global pay per click sounds good, but there are a lot of minefields to traverse.