At Epiphany, we have been run dozens of global PPC accounts for our clients in the past few years and so have managed countless different multinational PPC campaigns. There are significant differences in the way these campaigns are set up and managed when compared to locally run PPC projects, so if you are thinking of launching, or already running, global or multi-national PPC campaigns, here are some key pointers for smooth running:
- If you are advertising all over the world, start by creating separate campaigns for each language. This ensures that visitors will see the advert in the correct language to their country.
- Try to ensure there are at least landing pages in each of the languages you are advertising in. Create a Russian campaign for example, targeting Russian language browsers with a Russian landing page.
- Analyse the countries you are attracting clicks from and consider using separate campaigns for these countries following the 80:20 rule of focusing on the areas with the most potential.
- Look out for the behaviour of countries where the product/service is native, compared to other countries. It is common to find conversion rates differ.
- Group countries into similar categories based on language or proximity, so that you can analyse a larger data set that is likely to perform similarly.
- Use a local/native speaking translator whereever possible, this ensures that keywords match what real users will understand and search with.
- Test Ad Copy regularly and even consider trying English in a test against other languages, especially if the product is business focussed. We find that sometimes there is a desire for a more universal product if it is a multilingual company looking to buy.
- Identify seasonal trends and events/traditions that may cause changes to performance in certain countries, such as Ramadan.
- Don’t forget time zones. When analysing spend levels, it may be common to see that 75% of the budget has gone by midday, or only 5% due to different time zones. As long as you track whether the campaigns are over/under spending over the full day, these patterns are normal.
- Don’t make assumptions. Never assume that a country is not worth advertising in until you have tested it. We have seen great success from countries we didn’t expect, such as Norway and Brazil.
If anything has been missed, or you have some tips for running a global PPC campaign, feel free to share them below.