How International PPC Campaigns Differ From Domestic

If you’re familiar with PPC, you likely understand how to create ad campaigns for a local or domestic market. However, international PPC campaigns are different when it comes to preparation, ad creation, and distribution.

Here are the main differences between international and domestic ad campaigns and what you can do to bridge the gap for your audience, according to international PPC experts.

Domestic ads can be repurposed but not replicated for international markets.

It can be tempting to take a successful domestic PPC ad campaign and distribute it to all of the new markets you want to target. But simply replicating your ads won’t yield the results you’re looking for.

Ready to launch your campaign in an international market? Follow this step-by-step guide to create your next international PPC ad.

1. Determine your target location.

Geographic targeting is key to any PPC campaign, but it’s especially important for an international ad.

Use your PPC management tool to decide exactly where your target location is. You may know that you want to target customers in the UK, for example. But do you want to reach people in bustling London or the English countryside?

Every region within a country is different so identify exactly who your target customer is when determining your target location.

While localization is important, it’s crucial to do your research into cultural context and audience behaviors so you can understand what actually resonates with your customer — and what doesn’t.

“To run ads in France, you don’t need to have someone in a beret with a baguette,” notes Stirling.

“In some cases, I’ve actually seen full localization of every aspect of a customer journey, from ad to landing page, go really poorly in places like China, Japan, India, France, Germany, and Italy, especially in the SaaS space.”

2. Identify target keywords.

Use Google Keyword Planner or a tool like SEMRush to identify the keywords you want to target in your international PPC ads.

When identifying your target keywords, remember that certain keywords may not directly translate into the international target market language. To avoid saying something offensive or just plain wrong, invest in translation services.

If you don’t have the resources for a translation service, at the very least, run your keywords through Google Translate. Keep in mind that direct translations don’t always work, so if possible, it’s better to work with a person or service to get context behind the keywords and language of the market you’re targeting.

3. Determine your CPC budget.

As we mentioned earlier, depending on where you’re running your campaigns, the cost will likely be different from what you’re used to.

For example, English-speaking markets are typically the most expensive to advertise in, so you may want to adjust the budget if you’re targeting a different market. You can always modify your budget and reallocate spending once you get started and have a better idea of what your CPC and acquisition costs are.

4. Choose or build your landing pages.

Next, decide where to direct people who click on your ad. Search ads are designed to drive traffic to your website, whether that’s your homepage or a specific landing page — it depends on your goals.

You can either optimize an existing page on your website to match the ad or build a new landing page from scratch.

The key is to make sure everything on the landing page aligns with the ad campaign you’re running.

If your ad headline promises a quick and easy way to book a flight, the last thing someone wants is to click through multiple steps to find the booking page.

Make sure your ad and landing page are aligned when it comes to messaging, content, and calls to action.

5. Build your ad.

While you want to be mindful of the markets you’re running your ads in, consider using more general visuals and weaving localization in where it matters, like in the ad copy and currencies.

Figure out what your ad copy and landing page creative will be and how it all speaks to your international audience. “Making sure every element is localized, or at least palpable, for an international market is key,” says Stirling.

As you build you ad, refer to other international ad campaigns you noted during your research. Keeping the standard PPC ad structure in mind — headline, display text, URL — weave in the localization elements for the new market you’re targeting.

PPC Landing Page Examples

To get a better idea of what an effective PPC landing page looks like, let’s take a look at a few international PPC search ads and how their landing pages match up.

Hotels.com

It should come as no surprise that the travel industry excels in running international PPC campaigns.

When you have a global brand that reaches customers around the world, you need to be skilled at localization and running multiple campaigns at once.

One example from the travel industry comes from Hotels.com. The hotel booking site uses search ads to promote its easy reservations process, top-rated hotels, and positive customer reviews to travelers from around the world.

This particular ad targeted the French market. Not only did it use French language for the ad copy, but it specifically highlighted hotels in different French cities, from Lyon to Marseille.

If you click the ad, you land directly on the Hotels.com booking page. The landing page is in French which is in line with what you’d expect when clicking on the French search ad.

Everything about this international ad is clearly optimized and localized.

PPC Tools

To create effective paid campaigns for an international audience, follow these four best practices recommended by PPC experts.

1. Use native language.

The number one thing to remember when creating global ad campaigns is to use the native language of your target market.

While this may sound like a no-brainer, it can be easy to overlook details if you don’t keep international in mind throughout the entire campaign process.

Make sure that not only does your ad copy use native language, but that your landing page is a fully connected user experience.

This means the landing page should use the same language as the ad and the product experience should match your target audience, from their behaviors to currencies.

Another best practice to keep in mind when it comes to using native language is to avoid using direct translations. “Ads and the experience that follows are a creative endeavor,” says Stirling. “Your brilliant English copy, if translated poorly, is going to result in less than stellar results.”

To avoid confusing messaging and increase the chance that your ad will convert to a new market, Stirling recommends transcreation.

“Having access to a solid transcreation team or service that can take your English copy and not directly translate it, but transcreate it so it makes sense in the context of another language gives you a huge leg up,” he says.

Another way to create effective copy for international campaigns is to be proactive with the language barriers.

If you already know which international markets you want to target, you can prepare by working with native-speaking copywriters in those regions *before* you distribute your ad.

This can be a great way to understand the market and the audience you’ll be speaking to and get more context behind the message.

2. Get specific with your ad groups.

Effective PPC campaigns should have a series of ads within the campaign. Think of these as a way to A/B test everything from the headline to the landing page.

For international PPC ads, consider getting even more specific within your ad groups. Rodrigues recommends structuring campaigns with consideration for both locals in their home countries and locals living abroad.

“Consider factors like language and currency preferences for users in a specific location,” says Rodrigues. “If you target only English-speaking users in the UK, you may miss out on millions of expats, so consider targeting users in French, Spanish, German, and other languages.”

3. Experiment with campaign settings to optimize results.

All successful PPC campaigns require continuous testing and optimizing, and international ads are no different. Always test and refine your ad creative, copy, targeting, and bidding strategies.

As you learn more about the international market you‘re targeting, you’ll pick up on things that may be working and what’s not. Take what you learn, apply it to your campaign settings, and track the results.

4. Build with international in mind.

If you’ve already found success when creating domestic PPC ads, then you’re halfway there. You already know how to structure, create, and budget for ads that convert. Now take that knowledge and build for a broader audience.

“The tried and true method for me is to build with international in mind, using product screenshots that are language agnostic, then test those ads in English-speaking markets with English copy where you’re already advertising,” says Stirling.

“These are typically the most expensive places to advertise, so if you can win there, you can win everywhere. Take your winners, transcreate your copy and landing pages, and launch internationally.”

Build Your Own International PPC Strategy

If you’re marketing to customers around the world or in a specific global region, having an international PPC strategy is essential for your marketing team.

By using these international ad best practices and tools, you’re setting up your team for global success.