Expanding your business into new foreign markets can be a daunting task, but with the right digital marketing approach, the process can be significantly smoother.
One highly effective method is leveraging Google Search Ads to create brand visibility and generate leads in new export markets. Even if your website hasn’t been localised yet, Google Ads can provide a fast and flexible way to test and gain visibility and leads in new markets. And if you have done your homework and your website has already been localised for export markets, so much the better! In that case, Google Ads provides a faster and additional option to traditional SEO for getting leads in your chosen export markets.
However, to avoid wasting money and effort, it’s crucial to plan and execute these campaigns correctly. Here’s how to make the most out of Google Ads for your international expansion.
Why use Google Ads for international expansion?
Google Search Ads offer several advantages for businesses looking to break into new markets:
• Immediate visibility: Google Ads enables instant exposure of your business to potential customers, providing a rapid entry into new markets compared to the equally important but slower results of SEO.
• Market testing: Google Ads makes it possible to quickly test and gather data on new markets, allowing you to adjust your internationalisation and localisation strategy based on real-time feedback.
• Cost efficiency: With precise control over budgets and the ability to optimise spending based on performance, Google Ads can be a cost-effective tool for reaching new audiences.
• Competitive edge: As Google Ads allows you to quickly establish your presence in new markets, this also helps you gain a competitive advantage over your competitors.
However, achieving success with Google Ads in new markets requires careful planning and execution. Here are some key areas to focus on:
4 key tips for Google Ads strategies for international expansion:
1. Tailoring Google Ads campaign and ad group settings for your chosen export market
When launching Google Ads in new markets, it is essential to create separate campaigns for each target market. This approach allows you to customise settings to match the unique characteristics of each market.
The most important settings at campaign level to adapt are:
• Geographical targeting: Set your campaign to target a specific country or a region within a country. This ensures that your ads are shown to the right audience.
• Language settings: Adjust the language settings to match the local language of the target market. This ensures that your ads are relevant to the audience.
2. Conducting thorough keyword research in the language of your chosen export market
Keyword strategies that work in one market may not necessarily be effective in another. Obviously, keywords need to be in the language spoken in the target market. However, simply translating keywords from one language to another is usually not sufficient.
At Glocafy we recommend:
• Avoid direct translation of keywords: Unfortunately, direct translation of keywords usually always fails. There are several reasons for this, including differences in language usage and language structure as well as the fact that search patterns and volumes vary between markets and languages. Additionally, keyword costs can also differ significantly between countries.
• Adapt a native language approach for keywords: Work with a Google Ads expert who is a native speaker of your target market and get them to conduct keyword research in the same way you would for your native market. Start with a seed list, brainstorm, build a longer list, analyse search volumes, search intent, and keyword costs, and finally select and group keywords for use in your new localised Google Ads campaign.
3. Crafting effective and compelling ad copy for your chosen target market
Ad copy is a critical component of your Google Ads campaign. Like keywords, ad copy needs to be in the language of your target market. While translation or transcreation can sometimes work for ad copy, it’s generally more effective to recreate the ad copy for each market.
At Glocafy we recommend:
• Customised ad copy and messaging: Use the original domestic market ad copy as inspiration. Then get your multilingual Google Ads expert to write new ad copy for the target market. This ensures that the messaging resonates with the local audience and the ad text adheres to Google Ads character limits.
• Incorporating keywords: Make sure the ad copy for your export market incorporates the new keywords identified and chosen during your keyword research for the new market.
4. Optimising your landing pages for your chosen target export market
The landing page is where potential customers will go after clicking on your ad, so it must be relevant and engaging and in the language of your target market. Here you typically will need the help of a professional translator specialised in marketing text or a native Google Ads expert.
At Glocafy we recommend:
• Relevant translation: While translation can work for landing pages, ensure that the translator understands the ads and the keywords used and the intent of the ads campaign. This alignment guarantees a smooth user journey.
• Specialised translation or transcreation: Use a translator who specialises in marketing translation or transcreation to ensure the language is persuasive and fits the market context or use a native Google Ads expert.
• Comprehensive briefing: Adequately brief the translator or Google Ads expert on the product or service being advertised to ensure accurate and compelling content.
Conclusions for Google Ads strategies for international markets
Expanding into new markets with Google Ads can offer substantial rewards if executed properly.
By tailoring your campaign settings, conducting fresh and thorough keyword research, crafting effective ad copy, and optimising your landing pages, you can maximise your chances of success in new European markets and minimise the risk of wasting budget and time on ads that simply will not work.
At Glocafy, we specialise in helping SMEs navigate these complexities and achieve their international marketing goals with Google Ads.
Ready to explore new markets? Contact us to learn how we can help you with Google Ads so your business grows globally.
