Introduction: Expanding Your Google Ads Campaigns Internationally
Running Google Ads campaigns in international markets presents exciting opportunities but also unique challenges. Many businesses assume that what works in their home country will work globally, but search behaviors, regulations, and bidding strategies vary significantly by region. This guide will walk you through the 13 crucial settings to optimize before launching an international PPC campaign to ensure success.
1. Location Targeting: Ensuring Your Ads Reach the Right Audience
One of the most common mistakes in international PPC is improper location targeting. By default, Google Ads includes users who "show interest in" a location, meaning your ads could be seen by people outside your target country.
How to Fix It:
- Change your location targeting setting to “Presence: People in or regularly in your targeted locations.”
- This ensures that only users physically present in the selected country see your ads, reducing wasted spend.
Learn more about Google Ads location targeting
2. Ad Scheduling: Adjusting for Different Time Zones
Ad scheduling optimized for one country might not work well in another due to time zone differences.
Best Practices:
- Set ad schedules based on the local time zone of each targeted market.
- Consider using a separate Google Ads account for each region to simplify scheduling.
Read Google's official guide on ad scheduling
3. Currency and Conversion Tracking: Preventing Revenue Miscalculations
Using different currencies for billing and reporting can lead to misleading performance insights.
Fix This by:
- Ensuring your Google Ads billing currency matches your reporting metrics.
- Double-checking that conversion values reflect the correct currency.
See Google’s guide to setting up conversion tracking
4. Language Settings: Reaching the Right Audience in the Right Language
Google’s language targeting does not translate your ads. If your ads are in English but your audience searches in Spanish, German, or French, you may miss out on potential conversions.
Solution:
- Create separate campaigns for different language groups.
- Use localized ad copy and keywords.
Explore best practices for multilingual Google Ads campaigns
5. Keyword Match Types: Optimizing for Local Search Behavior
Search behavior varies by country. A broad match keyword in the U.S. may trigger irrelevant searches in Europe.
What to Do:
- Research local search trends before selecting match types.
- Use phrase and exact match to maintain ad relevance.
Check Google's keyword match type guide
6. Bidding Strategies: Adjusting for Market Conditions
Bidding strategies that work in one region may not be effective elsewhere due to differences in competition levels and conversion rates.
How to Adapt:
- Start with manual bidding or Maximize Clicks before switching to automated bidding.
- Use Smart Bidding after understanding local market dynamics.
Read more about Smart Bidding strategies
7. Product Feed Optimization: Customizing for Local Markets
For Google Shopping ads, simply copying a product feed to a new country is not enough.
Best Practices:
- Adapt product titles and descriptions to local terminology.
- Ensure correct currency, tax settings, and product images.
Optimize your Google Shopping feed
8. Compliance and Regulations: Avoiding Legal Issues
Different countries have unique advertising regulations, like GDPR in the EU or data privacy laws in China.
Key Actions:
- Familiarize yourself with country-specific advertising policies.
- Ensure your data collection and targeting methods comply with local laws.
Check Google’s advertising policies
9. Payment Methods: Understanding Regional Billing Differences
Google Ads billing options vary by country, and some payment methods may not be available everywhere.
Solution:
- Verify that your preferred payment method is accepted in each target region.
10. Audience Targeting: Building Custom Audiences for Each Region
Your U.S. audience lists may not work well in Europe or Asia due to differences in consumer behavior.
How to Improve Audience Targeting:
- Create new audience lists for each country.
- Use Google’s Audience Insights for refined targeting.
Learn about audience targeting in Google Ads
11. Ad Copy: Adapting for Cultural Differences
A direct translation of your ad copy may not resonate with international audiences.
Best Practices:
- Adapt messaging to fit local customs, humor, and expectations.
- Test multiple variations of ad copy for engagement.
Google’s guide on writing effective ads
12. Competitive Analysis: Setting Realistic Benchmarks
CPCs, conversion rates, and ad competition vary significantly by country.
How to Stay Competitive:
- Use tools like Google Ads Auction Insights.
- Analyze industry benchmarks before setting performance goals.
Google Ads competitive analysis guide
13. Landing Pages: Fully Localizing for Better Conversions
Sending users to a generic English landing page can hurt conversion rates.
Fix This By:
- Translating landing pages and adapting content for local preferences.
- Using region-specific payment and checkout options.
Learn how to localize your landing pages
Final Thoughts: Making International PPC Work for You
Running successful international Google Ads campaigns requires careful planning and strategic adjustments. By optimizing these 13 crucial settings, you can avoid costly mistakes, improve ad performance, and maximize your return on investment (ROI).
By continuously monitoring and refining your Google Ads strategy, you’ll be better positioned to expand your business globally.
