Creating an integrated global digital marketing campaign requires fully thought out strategies across the spectrum of digital marketing channels. A brand looking to expand overseas or increase its market share in an existing market will need detailed plans for each channel.
You’ll require a well fleshed out SEO strategy to capture organic traffic, fully localised video campaigns (the digital marketing tactic that captures the most engagement online), a social strategy that targets users where they socialise and smart email campaigns to convert leads into customers.
It’s no different for paid advertising. In this article, we’ll provide actionable tips to help you get your paid Adwords and display marketing strategy right for overseas markets.
As a brand using Adwords in your primary market, you probably already know the level of reach Adwords campaigns can generate and the influence a well-targeted campaign can have.
Here are some stats to highlight just how powerful Adwords campaigns can be.
- 90% of consumers agree that ads influence their purchasing
- 75% of internet users say paid search helps them find information
- 63% of internet users have clicked on a Google ad at least once
Can we just translate our English keywords for overseas markets?
Many brands when looking to expand into overseas markets wonder if they can just translate their campaigns and target keywords into their new market when they launch Adwords campaigns in new markets.
In our experience as professional translators, this is a mistake. A straight translation of your keyword list won’t take language nuances, search intent, or a user’s semantic search patterns into account, meaning you’ll be left with a list of keywords which won’t reflect the best keywords for your brand.
Instead, begin an international keyword research project. Collect data from local search engines to find what your target audience is searching for, and put budget behind keywords that you’ve identified to have the highest search intent in that language.
Localise your ads for every operating market
Now you have your keyword list to hand, you might think you can simply translate your ad copy and sprinkle in a few keywords. Again this would be a mistake. Localising your ad copy is more likely to create sparkling copy which captures the imagination of searchers, increases your ad click-through rates, and ultimately converts customers.
To do this, hire a native speaker through a professional translation agency that understands the cultural cues of your market and can localise your copy so that it really speaks to the user in their language.
Display marketing campaigns
Display advertising campaigns allow brands to interact with potential customers on the platforms and websites they are already using. The value of this is that with accurate segmentation and targeting a brand can get their messages in front of receptive audiences quite easily.
Display advertising is only becoming more popular due to the global pandemic, as more people are staying at home spending more time on the internet and being exposed to fewer outdoor campaigns in the wider world.
Display advertising is expected to grow by 18.5 per cent in 2021. So, now is the time to perfect your brand’s overseas display advertising campaigns.
Targeting and ad creation
First, you’ll need to think about the audience you are targeting in each specific territory. They’ll likely differ slightly from your primary market, more so when you’re expanding into vastly different cultures from your own.
When creating your ads consider working with local content creators, including copywriters and designers. They will understand what works for your audience and the wider market. Be prepared to localise your brand messaging and offering, try not to be too married to the home-market interpretation of your brand, unless you already have high brand recognition and recall around the world.
When formulating global paid advertising campaigns it’s important to factor in the localisation of your campaigns by local language experts. At Bubbles, we offer language translation services to clients looking to expand to new markets and international companies who need the support of native speakers for an important campaign.
Our language translation services could be the ideal support for your paid advertising campaigns in overseas markets. Get in touch with us today to learn more and discuss your project aims and requirements.