Best practices for International and Multilingual PPC in 2021
If you have landed in this post, you have probably already chosen several geographical locations within your international digital marketing strategy for this year. And you possibly know that a solid PPC campaign is one of the best tools to initially test how those markets react to your products and services offer.
When running an initial multilingual PPC campaign for your international brand, there are some aspects to consider, return from this type of actions can be really good, but competition is usually high and mistakes can cost you good money.
Running keyword research on different countries where people have a different language and culture, requires carefully using the intelligence data you ideally have about how your potential buyers search for both, the products and services you sell, and the problems these can solve. When products or services are new to the market, it could happen that users haven’t got yet a reference about how they should search for such products or services. They search for solutions to problems they have. For example, in markets where smart fleet management solutions are quite new, fleet managers will probably Google questions like: How can I improve commercial fleets’ productivity and delivery?
Therefore, we need to make sure our keyword research is not just a collection of translated keywords from already existing campaigns in other languages. In different markets with different languages and cultures, users will possibly use search differently. It would be best to use these particularities in your research to obtain positive results from your investment.
Creating Campaign Assets
Similarly to what happens with keyword research, your ads shouldn’t just be the translation from another language version. As a native Spanish speaker, I have seen many times ads that were literally translated, making no sense at all or meaning a completely different thing to what it was intended for a native speaker. Here, making sure our ads correctly use language-specific expressions, industry terminology and tone for the target audience will be crucial. We strongly advise always to run your ads by a native speaker. Not doing so can affect your campaign’s performance and negatively impact your image in the destination market.
Your campaign structure and different ads groups should be based on the previous research about your different search personas. When you look at this structure, you should clearly see how the different groups cover all your potential clients’ questions and pain points. Following the micro-moments present through different customer journeys, potential customers may go through, will reinforce your chances for success within a multichannel experience.
Landing Pages and Testing
Now that you have keywords and ads which perfectly match your multiple search personas for the different countries and languages you are targeting. The last step consists of creating landing pages that follow the structure generated by your campaign structure. If you currently don’t have content in the destination language that perfectly matches what is promised in your ads, it’s totally worth creating such content. Your account structure follows a story, your clients’ story looking for a solution to their problems, and your landing pages should match the different chapters of this story.
Have you run a multilingual campaign across different markets? We’d love to hear your story and remember, if you are not getting the results you want from your international PPC campaigns, our multilingual paid advertising team can help you in almost any language you may need support.