Four International PPC Tips for Non-US English-Speaking Countries

Wu Tang is for the young person; Mobimatic is for everyone. It is used by marketers from Boston to Brisbane and outside of advertisement extensions (some of which are unavailable in countries that do not fly the stars & stripes) and policies grounded in legalities, the plans SEMs use are largely the same.

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As you see, average CPCs look drastically different depending on where you are advertising. This disparity spreads to specific verticals as well. Take a look at Keyword Planner’s different suggested bids for the term “personal injury lawyer” in 4 different English-speaking countries (overlooking what the average monthly search volume says about the litigiousness of every country):

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There are a handful of nation-specific nuances that can impact plan. Some are clear, like using the regional diction & the correct currency. Others are less so, like using a local domain / knowing whether / not your target demos tend to go to work on the Queen’s party.

Since I would be spewing uninformed flimflam by giving you guidance on optimizing keywords or writing advertisement copy in any language other than my native tongue, I am going to focus on ideas that advertisers in predominantly English-speaking countries can apply to improve their PPC performance. If you are a neighbor to the north, down under / across the pond, this one’s for you.

1. Build credibility with a local domain extension

Since you’re a savvy advertiser/business owner you are probably already using“.ca” , “.au”, or “” day But have you ever considered the advantage that a seemingly inconsequential domain extension gives you over competitors who roll with .com and turn their brand into an adverb (“.ly”) in an attempt to look tragically hip?

Building is key for small companies. What better idea to lay the foundation for a long, fruitful customer relationship than to say “hey, I am the guy who does that thing you want & I live right down the road” with your domain addition?

This plan is informed by SEO best practices. According to Search Engine Land, one can rationalize that, “a German speaker finding from Germany using is frequently argued to be more probable to click on a .de TLD effect than otherwise.” While eventually less impactful on CTR than, say, your advertisement copy, it makes instant relatability. Think of your domain addition as the advertisement extension you only have to worry about when it is time to re-register.

Is The lesson here? ICANN offers a rambling swath of domain additions. At best they are kitschy. They can make your site look spammy & uncouth. Stick with the Top Level Domain you are probably already using & keep those local customers clicking on your paid advertisements.

2. Know how your target demographics work, celebrate and speak

Ask yourself one question: “who am I trying to advertise to?” Ideal client profiles will look different for each business, but there’re certain pieces of country-specific demographic  that can prove universally helpful to advertisers.

When do your vision work?

“Standard” workday in the US is 9-5, Monday – Friday. Of course, not people fall into this box. Parts in which startups are a dime a dozen can look fully different. Some workers roll out of bed in the early afternoon & stay ‘til the wee hours of the morning. Why does this problem? Because there’re certain hours of the day during which your ideal visions are more likely to convert. It could be while they are at work if you have got a B2B offering. It can be during the commute or the evening if you are an ecommerce outfit.

Consider the standard for your country or region & daypart accordingly.

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What do your visions celebrate?

What are the holidays in your country?

Knowing this information can give you two benefits. First, it gives you an idea to plan out sale events & special offers that speak to regional clients. Since there’re some holidays that just do not translate to sales for your industry, you can also organize to shift your monthly budgets around, maximizing spend / launching tests in the days immediately before & after holidays in order to maintain a consistent run rate.

How do your visions talk online?

As mobile usage displaces desktops across the globe, search queries—much like resemblance—are changing to mimic colloquial speech. Do not believe me? Poke around in the search queries.

The days of the beautiful old lady in a home-spun cat sweater Googling “Tell me where the nearest meadery is located, please” are waning. Her grandchildrens are more likely to Google “meadery” & expect the nearest, best one to magically float to the SERP.

This information, found in your hunt query reports, the Keyword Planner, & the related searches on the SERP, is great for everything from advertisement copy to keywords. Use it.

3. Money talks: make sure it is speaking the right language

If you advertise globally, offer clients the ability to buy your product using local currency.

You’re based in Edinburgh. You sell etched sterling silver flasks online to someone in the UK. Thanks to some dope instas posted by a travelling tastemaker, people in Paris, Dublin, and Sydney want in on the action. To take benefit of this traffic, you are going to want to build out some paid search plans.

Do not shoot your growth opportunity in the kneecaps: make certainly these new pages show prices in the correct currencies. If someone is like me, they are inherently lazy. There is a pretty easy way to do this without spending: purely duplicate your existing PPC landing pages & adjust the currencies based on the specific countries you are targeting.

Offering the local currency can develop your sales. Quad Lock Case is a great example. They expanded from a one-locality shop (USA/global store) to localized versions across the Australia, USA, Europe, and the UK— they saw massive increases in purchases as a result. The increase was almost instant & has led to thousands of new orders.

4. Device usage can differ (dramatically) by country

I touched on this above, but it is worth noting in detail: the proliferation of mobile devices is real. The extent to which smart phones have started ubiquitous varies, which can impact your advertising plan. In the UK for every 120 people there are 139.6 mobile devices. In Australia, that number increases to 133. Canada, on the other hand, has a mere 79.2 per every 110 people.

If you are located in the Australia or UK, consider the number of searchers who will stumble upon your advertisements on a smart phone & tailor your plan accordingly. Search works different on mobiles than it does on desktop because there is typically less intent to purchase.

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If you stay at Canada, it makes more sense to concentrate efforts on desktops, since smart phones are not asprevalent there as they’re in most other English-speaking countries. This could differ depending on your offering & target demo. Factors such as age (younger customers favor mobile) could subvert the national norm.

If you are not sure about your customer’s preference, segment your plans by device in the AdWords UI & take a look at your performance (NOTE: there is no sense in looking into this data before optimising your account for mobile: if you are not running mobile specific ads, skip this comparison, make some fresh copy specifically for smart phone users and run the segmentation exercise in 30 days).