Expanding your business into multiple markets through Google Ads can unlock new growth opportunities. However, improper targeting can lead to wasted ad spend and missed potential customers. To help you optimise your international Google Ads campaigns, here are key strategies for effective market targeting.
1. Understand local search behaviour
Different markets have unique search behaviours and preferences. Conduct thorough research to identify how your target audience searches for your products or services. For example, while UK users may search for “trainers,” US consumers will likely use “sneakers.” Adapting your keyword strategy accordingly can improve your campaign performance.
2. Use location targeting wisely
Google Ads allows you to target users based on specific locations. Instead of broadly targeting an entire country, narrow your focus to regions or cities where your audience is most active. For instance, if you’re advertising a luxury product in France, targeting Paris over rural areas may yield better results.
3. Optimise for local languages
Running ads in the native language of your target market significantly enhances engagement. Even within the same language, regional differences matter. A campaign in Spain may require different messaging from one in Latin America due to vocabulary and cultural nuances.
4. Adapt ad copy and creatives
Beyond language, cultural relevance is crucial. The imagery, tone, and messaging that work in one country may not resonate in another. For example, humour used in UK ads may not translate well in Germany. Customise your ads to reflect local preferences.
5. Set the right bidding strategies per market
Ad costs vary significantly across regions. A competitive CPC in the US may be too expensive for smaller markets, requiring adjustments in bidding strategies. Use automated bidding to optimise performance based on market conditions.
6. Align landing pages with local markets
Sending international traffic to a generic landing page can harm conversion rates. Ensure each region has a dedicated landing page that reflects local language, currency, and preferences. For example, a UK audience expects prices in GBP, while a German audience prefers EUR.
Maximise your global reach with Erichsen Consulting
Targeting Google Ads across multiple markets requires strategic planning, continuous optimisation, and in-depth knowledge of each region. At Erichsen Consulting, we specialise in helping businesses expand internationally through data-driven ad strategies. Our expertise has enabled many clients to scale successfully across different markets. Contact us today to discover how we can help you achieve global growth through Google Ads.