Tips for Crafting International PPC Ads That Convert | McElligott Digital Marketing

10 Essential Tips for Crafting International PPC Ads That Convert

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Have you tried running ad campaigns that would work well outside your country? For running international ad campaigns, you have to understand the local culture and appeal to the local audience.

In this blog article, we’ll discuss what international PPC ads are and the best strategies for creating an international PPC ad. 

What is International PPC and How It Can Help Your Business Grow

Advertising your business in multiple countries with the same service or product through International PPC, also known as multi-language campaigns, is a method of advertising that allows you to select certain countries in which you would like to advertise your services or products.

With international advertising, you can set up ad groups and keywords that are specific to each country. You can also use geo-specific targeting within your campaigns. By doing this, you save time on manual ad copy translations and improve the visibility of your website.

Advantages of International PPC-

  • Improve visibility through geo-targeting for a reduced cost in your campaigns
  • Use the same website, product, or service in multiple countries
  • Increase conversion rates by getting customers from other countries to click on your ads
  • Reduce the cost of traffic by international visitors to your website 
  • Boost your conversion rates by international visitors to your website
  • Boost visibility for the same budget-
  • Improve customer acquisition 
  • Increase conversion rates at a reduced cost 

10 Tips for Crafting International PPC Ads That Convert

Tip #1 – Choose the Right Language & Platform for Your Audience

Choosing the right language and platform for your target audience is essential for any successful advertising campaign. With the help of international ad platforms, you can ensure that your message reaches its intended audience in their preferred language. Moreover, it’s important to use the best language translation tools available to ensure that your message is accurately conveyed.

By selecting the right language and platform for your target audience, you can maximize your reach and make sure that everyone understands what you are trying to communicate. This will help you build trust with potential customers and increase conversions.

Popular international ad platforms include Google AdWords, Facebook Ads, and Bing Ads. With Google AdWords, you have the ability to target your audience with the most relevant message. It’s important to choose a target market that has a high propensity for your message. 

For example, if you’re selling bras, you might want to advertise in international women’s magazines that are popular in other countries. By targeting specific markets with tailored advertising messages, it’s possible to reach more potential customers and build trust with those who purchase products. 

Tip #2 – Research Cultural & Regional Differences in Your Target Markets

Researching cultural and regional differences in target markets is an essential part of any successful business. Knowing what is acceptable in different countries, states, and cities can help ensure that you are marketing your product or services in a way that resonates with your target customers.

Different countries and regions have different cultures, beliefs, and values, so it’s important to research and understands these differences in order to create effective international ads. For example, an ad targeting a European market may be more formal and direct than an ad targeting the US market, which may be more playful and informal.

It’s also important to understand how different cultures view your product or service. In some countries, the concept of luxury or luxury products may be viewed differently than in others, making it necessary to tailor your message accordingly.

Finally, it’s essential to understand the local market for your product or service. Knowing who your competitors are, what their pricing and marketing tactics are, and other information about the local market can help you to better understand what your target customers are looking for and what strategies will be most effective in reaching them.

By doing thorough research into the cultural and regional differences in your target markets, you’ll be in a much better position to develop an effective marketing strategy that resonates with your target customers.

Tip #3 – Leverage Localized Keyword Research Strategies to Reach the Right Audiences

When creating international ads, it is important to use localized keyword research strategies to ensure that you reach the right audiences. Localized keyword research strategies involve researching the language, culture, and location of your target audience.

For example, if you are targeting an English-speaking audience in India, then you should research the type of language they use to search for products or services. You should also research what words they use to express their needs and wants. Additionally, you should research their culture to ensure that your ad is tailored to their preferences.

By leveraging localized keyword research strategies, you can create ads that are more likely to be seen by your target audience. This will result in higher click-through rates, more conversions, and improved ROI. Additionally, by researching the language, culture, and locations of your target audience, you can ensure that your message resonates with them and is more likely to be successful.

Tip #4 – Monitor Your Ads Performance Across Different Regions & Languages

Monitoring the performance of your international ads is crucial to optimizing your campaigns for maximum ROI. By tracking the performance of your ads across different regions and languages, you can gain insights into what is working and what isn’t. This information can help you make data-driven decisions about which ads to continue running, which to optimize, and which to pause.

To monitor the performance of your international ads, you can use tools like Google Analytics and Google Ads. These tools allow you to track metrics like click-through rates, conversion rates, and cost per conversion across different regions and languages. You can also monitor the performance of individual ad groups and keywords to see which ones are driving the most traffic and conversions.

Based on this data, you can make adjustments to your campaigns to improve their performance. For example, if you notice that your ads are performing well in one region but not in another, you can adjust your targeting to focus more on the successful region. Similarly, if you notice that certain keywords are driving more conversions than others, you can adjust your bidding strategy to focus more on those keywords.

Tip #5 – Use Data from Google Trends to Drive International PPC Strategy

Google Trends is a powerful tool that allows you to compare the popularity of different search terms over time. By using this tool, you can gain insights into what people are searching for in different regions and languages. This information can be used to inform your international PPC strategy, helping you to choose the most effective keywords and ad copy for your target audience.

To use Google Trends for international PPC, start by entering a keyword related to your product or service. Then, select the region and language that you are targeting. Google Trends will show you a graph of how the popularity of that keyword has changed over time in that region and language. You can also see related search terms and topics, which can help you to refine your keyword targeting.

Based on this data, you can choose the most effective keywords and ad copy for your international campaigns. You can also use this data to identify trends and patterns in different regions, which can help you to create more effective marketing messages.

Tip #6 – Advertise Across Multiple Platforms for Increased Reach and Visibility

Advertising across multiple platforms is a great way to increase the reach and visibility of your international campaigns. By advertising on multiple platforms, you can reach a wider audience and increase your chances of driving conversions.

Some popular platforms for international PPC include Google AdWords, Facebook Ads, Bing Ads, and LinkedIn Ads. Each platform has its own strengths and weaknesses, so it’s important to choose the platforms that are best suited for your target audience.

When advertising across multiple platforms, it’s important to ensure that your messaging and targeting are consistent across all platforms. This will help to build brand recognition and trust with your target audience. You can also use data from each platform to optimize your campaigns and improve their performance over time.

Tip #7 – Reach Your Target Audience Using International Social Media Marketing Tactics

Social media has become a critical aspect of modern-day marketing, and this is true for international campaigns as well. To reach your target audience effectively, you must develop a social media strategy that speaks directly to them.

When it comes to international social media marketing, several tactics can be used. The first is to research the social media channels that are popular in the countries you are targeting. For example, while Facebook and Instagram may be popular in the US and Europe, other countries may have different preferred platforms. For instance, in China, WeChat and Weibo are the most popular social media platforms.

Once you have identified the right social media channels, you need to create content that resonates with your target audience. This requires an understanding of their interests, values, and culture. For example, humor may be more effective for some audiences, while others may respond better to factual content.

Another important aspect of international social media marketing is to ensure that your content is translated and localized for the specific regions you are targeting. Using machine translation tools may seem like an easy solution, but it’s important to have a native speaker review the translations to ensure accuracy.

Finally, it’s important to engage with your audience on social media by responding to comments, messages, and inquiries in a timely manner. This builds trust and loyalty with your audience, which is essential for successful social media marketing campaigns.

Tip #8- Local Domain Extensions

To ensure the success of international PPC campaigns, building credibility and trust is of utmost importance. This is where using a local domain extension comes in handy. Matching your domain extension with the country you’re targeting can quickly build trust, especially when you only have a few seconds to grab someone’s attention.

Although it may seem insignificant, having a domain extension like “.au” or “” can make a huge difference in the long run. It gives you a local appearance, and it can give you an advantage over competitors who are using standard extensions like “.com” or “.org.”

Using a domain extension that matches the country you’re targeting increases the likelihood of someone clicking on your link. Trust signals exist in every country, just like in the US, where people debate between using “.com” or “.org.”

These trust signals are universal, and every little bit of trust helps in the success of your international PPC campaign. You can find a comprehensive list of domain extensions for specific countries on

Tip #9- Optimize Budget by Country

Determining the cost-per-click and cost-per-acquisition of your ads may vary across different countries. Conducting experiments by targeting a broad audience and then narrowing it down as you learn which country is generating the best results can help you determine the best approach.

To get an estimate of how much to allocate for specific countries, using tools such as Ahrefs or SEMRush can be helpful. For example, with Ahrefs, you can enter a keyword and examine its traffic in other countries.

If a low-competition keyword generates a lot of traffic, you may want to consider allocating a larger portion of your budget to that word to see if it performs well.

Tip #10. Connect to Local Businesses and Talk to your Customers

To gain insight into effective marketing language for your new market, it’s useful to review the ads, website copy, and social media posts of local businesses, especially your competitors. By paying attention to common words and phrases used, you can get a better sense of what works best in that particular region. This can also help you align your communication style with local businesses in their home market.

Another way to learn about your new customers is to talk to them directly. As you build relationships and generate new leads and sales, take the opportunity to gather feedback from your customers. Find out what attracts them to ads and adjust your approach accordingly. 

It’s important to continually test new ad copy until you find what works best for your target audience.

Final Word

While the fundamental best practices for PPC advertising are applicable to all campaigns, running international campaigns requires some additional considerations and nuances. 

To create a successful international PPC strategy, it’s crucial to conduct thorough research on location and language targeting, bidding in local currencies, scheduling according to time zone differences, local communication tactics, and other relevant factors. 

Implementing these strategies not only increases the chances of success for your campaigns but also offers a chance to immerse yourself in diverse cultures, learn new words and phrases, and appreciate the fact that marketing is a universal language that transcends geographic boundaries.

Need help with running your PPC ad campaigns?

Schedule a free consultation with us at 833-7724-897 now.

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