Prior to the Internet, embarking on a new adventure meant effectively researching the local area where your business would be set up in order to maximize profits. An online business and website gives you the opportunity to reach markets far beyond the scope of your location, but have you optimized your ads to make use of your global traffic? Christian Arno gives us some tips from his article on Creating a Successful Global Campaign. Let’s break it down into language the average businessperson can understand.
It is still important to carve a niche and local target
If you are starting an online company that sells t-shirts, you may feel that your site targets people across the planet and therefore does not need to go after one demographic. This is faulty thinking. Even if you get consumers from the USA to China, you need to go after a target. Others will find your site, but researching a target audience will help you gain authority in a particular market.
Once you get the “click”, can you deliver?
Getting a user to click on your ad is only the first step. If you decide to target a market that is foreign to your native language, it is crucial you research factors like:
- The translation of your site into other languages. Does it sound awkward? Do you need to work with a translator?
- Do you know the laws around shipping, taxes, and other financial aspects?
- Are there any exportation laws prohibiting the sale of your product in certain countries.
It isn’t just about Google
Though Google is one of the most popular search engines in the world, China for example, has another search engine (Baidu) that is number one. Depending on your market, you will need to work your ads, SEO, and other marketing strategies to rank well on these other search engines.
Once your PPC campaign is up and running, monitor your ads carefully to see how they are performing in your targeted area. A translator can go a long way in helping you find the right keyword in the language of the demographic you are targeting. Don’t get stuck on one group of keywords. Change it up to see how it performs. Sometimes one word makes all the difference in impressions
Does the text in your ad sound authentic?
Even if you have nailed the keywords for your niche, how does your text in your ad read in another language? Many automated translations sound awkward and thin, effectively reducing the number of click through’s and impressions you might receive. A translator can rewrite your text so it sounds like a native speaker wrote it.
Keep track of your ads
Throwing an ad up on the Internet isn’t going to bring you the results you are looking for. It is important to take into consideration the time zone of your target. Have you scheduled your ads accordingly? Pay attention to the holidays of your target audience, and adjust your ads accordingly. You’ll want to understand the culture of the people you are reaching
With careful strategies, you can break into global markets that just a few decades ago, were unreachable. Invest in the tools of effective marketing today, and you will reap the benefits for years to come.