International Multilingual Pay Per Click (PPC) is a great way to promote your website, offering instant results which are fully traceable and measurable. As with any international marketing activity, it is vital that each campaign is targeted at the relevant international markets using the right keywords, selling messages and landing pages.
Search behaviour is not the same all over the world so why should your marketing be?
In order to maximise your return on investment (ROI) in a multilingual Pay Per Click (PPC) campaign, a large list of long-tail keywords (multi-word search phrases) must be created from a list of seed words. This is far better than targeted the more generic terms as these are more competitive and therefore more expensive per click.
Grouping these keyphrases into logical and targeted Ad Groups helps to ensure that you have a good quality score for each phrase. A low quality score will increase the minimum bids on keywords, making the campaign more expensive. Learn more about Multilingual Keyword Research for Pay Per Click (PPC).
Advert Writing for international and multilingual Pay Per Click (PPC)
Each Ad Group must have its own adverts written specifically for the target keyword(s), again to maintain a good quality score and to improve the Click Through Rate (CTR). Wording and structure is key to writing good adverts; the local language and wording is vital, the target keyword should appear more than once in the copy and the advert overall should focus specifically on that keyword targeted to each international market.
Each Ad Group should have its own targeted landing page. This should be tailored to each international market, using appropriate selling messages and languages, translated locally for each territory.
Multilingual Pay Per Click (PPC) Management
Once set up and running, the international PPC campaign needs to be monitored on a regular basis. The more competitive the market and the greater the daily budget, the more frequent this will need to be. The number of campaigns/ad groups running will also affect the amount of time required to manage the overall campaign.
Over time, keywords should be monitored and under-performing ones should be discarded, focusing the budget on the most relevant and effective words. Similarly, if the multilingual PPC campaign is not performing as desired, suggestions must be made to the client as to how to improve the performance – this may be through increased budget, additional keyword/ad groups or new/improved landing pages.
If you’d like to learn more about how International PPC Advertising could work for your business, or if you are already running PPC campaigns and want to make more out of them, give us a call on +44 (0)115 8232772 or contact Us and we’d be delighted to hear from you.