The following factors can cause anxiety for digital marketers looking to invest in paid media services in global markets:
Are my CTAs appropriate in other languages? Has my ad copy been translated properly?
Can you tell me if my keywords are relevant to the products or services I offer? What markets should I invest in?
Our team has compiled some of the most costly mistakes we’ve seen along with possible solutions to help brands avoid making them in the future.
1. Not localizing, but translating
It may be quick and easy to translate long lists of keywords and ad content, but is it culturally correct? Ad copy that performs well in one market or language may not necessarily perform well elsewhere unless it is culturally relevant or accurate. There is often grammatically incorrect or awkward phrasing in direct translations of English content. In addition to failing to read correctly, translating keywords can cause significant issues, including modifying meaning or simply missing high-volume terms.
Solution: Conduct thorough keyword research to ensure ad copy and landing pages are localized properly, providing users with the right context and message while capturing the desired intent. By taking a thorough approach, you will ensure that you do not bid on the wrong keywords, but prioritize your expenditures where performance is most likely to be improved.
2. Translating nothing at all
Although it seems obvious that your copy should be translated, we’ve seen clients launch paid media activities in international markets without localized content. These clients rely on English as a medium. Are you certain that your ad copy triggers correctly across different markets, even if you have local content? Users who speak only Italian will not want your English ad copy to appear on your EN site. There are only a few limited circumstances when it makes sense to advertise in English to a non-English speaking market, and you need to be extremely careful to set it up correctly.
Solution: The importance of translating your copy is obvious, but clients have launched paid media campaigns in international markets using English as a medium without localized content. Even if you have local content on your EN site, are you certain that your ad copy triggers correctly across different markets? Users who speak only Italian won’t want your English ad copy to show up there
3. Pay-per-click account optimization is lacking
Even though it’s obvious that your copy needs to be translated, our clients have launched paid media campaigns without localized content, relying instead on English as the medium. Do you know that your ad copy triggers correctly across different marketers who only speak Italian.
Solution: Involve a native speaker in essential account optimization. We have seen clients launch paid media campaigns in international markets without localized content and use English as the medium. Do you know if your local ad copy triggers correctly across different markets? Users who speak only Italian won’t
4. Market (s) you are targeting are the wrong ones
After nailing your UK proposition, you may be tempted to expand into the US. You might be right, but there are several things to consider:
Do you have a sufficient budget? Would your products or services be accepted in other markets?
Do you know of any other markets with a high level of interest in your products that you haven’t investigated?
Suppose your retail business earns a healthy return on ad spend in the UK, but decides to expand to the US, where those returns turn into losses. Performance can be adversely affected by factors such as delivery time expectations or clothing size interpretation, encroaching on brand trust and reputation that has been hard-earned.
Solution: In order to identify potential barriers to entering a new market, it is crucial to conduct extensive market research before expanding your offering. Based on any findings, you will be able to tailor your strategy through an international paid media agency and ad copy to reveal where the greatest opportunities are located.
5. In addition to Google and Facebook, other platforms are not taken into account
It is not necessarily the most effective strategy in other markets to stick with major search engines and social media advertising platforms.
If you enter the US market or start with a small budget, Microsoft Advertising can become more profitable – Microsoft Advertising CPCs tend to be lower, and the platform attracts high-net-worth audiences who are more likely to buy from you. The Oban team of experts has seen first-hand how Yahoo Japan can outperform Google Adwords in Japan if you’re advertising there.
Solution: Consider carefully your ad platforms before spending, since your choice in a new market can greatly affect your revenue and ROI based on your products and services.
To scale your international marketing further and achieve accelerated growth, it is essential to think carefully about who is able to consume your assets and on what platforms.
You should invest time in setting the right strategy for your international marketing before you make costly mistakes that cannot be reversed.
Let Emerge Digital help you maximize your digital advertising budget if you’re looking for further assistance with international paid media.
