International PPC

A marketing led approach has always been at the forefront of 4Ps Marketing SEM activity and is no different for international online marketing where cultural differences have the same impact on any marketing activity entering a new territory. The team here at 4Ps Marketing have a great deal of experience in international PPC campaigns and I just thought I would try and highlight a few areas of cultural diversity that make a huge difference in the management and optimisation of any global SEM campaign.

The biggest and probably most important aspect of multilingual ppc is the ability to ensure that all pay per click advertising is relevant to the search terms. This can sometimes be difficult when your mother tongue is English and you need to conduct Russian or French keyword research.

International PPC relies heavily on understanding the language and particularly the way that locals use it. Trading languages such as English and Indonesian have a bigger vocabulary than insular languages due to the absorption of other regional vocabulary. In theory this makes keyword relevance far easier. With languages such as French having less words in the dictionary, but a more complex word structure, ensuring you understand the local meaning is vital to creating a relevant international PPC campaign. That’s why we have our French keyword expert Vic Ramlaul on hand!

English is not only recognised as the business language of the world, but also the third most spoken worldwide. It can therefore not be ignored for any international PPC campaign and for the majority of counties should be included in all SEM activity, whether this is your number one target language or not. I would urge any multilingual PPC manager to not simply rely on this.

SEM Marketing should be at the heart of any PPC campaign and international PPC is no different. Adverts should be created by those with a good knowledge of the language with all the usual best practice rules applied, including a point of difference and call to action. Landing pages should be tailored to the search terms and customers expectations should ALWAYS be met once on site.

Most importantly of all optimisation of international campaigns should remain bespoke. This will ensure that not only are overall objectives reached, but ppc marketers can structure and manage international PPC campaigns to deliver the best return on investment for each market, as after all competition is fierce.

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