Top 15 Game-Changing Tips & Tools for Running Global Google Campaign
Most of the companies are aiming to expand globally due to the ease of technology and thus comes the dire need of Global Google Campaign. The increasing popularity of digital marketing has changed the definition of conventional marketing entirely, and this cannot be thought of without the effectiveness of Google campaigns. Google can single-handedly make a business rise from zero to a popular household name.
Like most other competitive things globally, there is an “if” in the success of marketing through Google campaigns. That is how proficiently the campaigns are planned, targeted, and executed.
Suppose a company wants to step outside its local boundary and start its business in foreign lands or the global market. In that case, Global Google campaigns can be a fantastic move to penetrate a new market in a different country. But here is a catch; you cannot just add your global campaign as an extension to your local Google Campaign.
This blog gathered the answers to the most common questions that usually occur before starting a global Google campaign. All the know-how and some must-knows before you set sail to a new land are right here. So, grab a coffee and note down the tips!
Latest Google Ads Must-Knows
Google Ads, previously known as Google Adwords, is a widely known paid advertising platform that follows the pay-per-click (PPC) and pay-per-impression (CPM) on a particular advertisement. Google effectively serves the purpose of making you visible in front of your targeted customers.
What do the stats say?
The expansive reach of Google in terms of marketing needs no further introduction. Google’s search engine receives more than 5 billion search queries in a single day! Before going for a digital marketing channel, the first question that pops is the click-through rate. And to surprise everyone, Google PPC ads have a click-through rate of 8% approximately. This definitely ensures a possibility of a good ROI and lead flow if the campaign is well-planned.
Google search engine changes its algorithm from time to time, yet it is impossible to rank your ads and gain leads through them. Good ad design, targeting, and timing are all-time prerequisites. However, when the aim is to expand internationally, location targeting, language, local culture, etc., needs to be added to the to-do list.
Why Use Google for Global Campaigns?
Google is the most used search engine for the past two decades and reached the point that “Googling” in itself is an activity. So, if digital marketing is the selected mode, Google Marketing is the most profitable and effective PPC advertising platform along with its associate platforms like YouTube.
Do you want to pop on someone’s search results when they ask for something your service or product can solve? Of course, Google is the way. But, organic searches do not rank as much as paid promotions do. In fact, your outstanding content can be pushed lower because of the higher click-through rates of paid search pages.
Another big reason to use Google Ads is that this is where most of your competitor brands are battling. Without using the Global Google campaign at all, your brand can fall behind to a great extent despite having all the potentials.
Adding a cherry on top of all these, YouTube’s growth in the ad market steps in. Statistics say, 43% of people buy stuff they see on YouTube Ads. So, no doubt remains that the Google campaign is a must on your list of Mobile app and Social Media Ad campaigns. We’ll now move on to our key discussion regarding the Global Google campaign after a brief on essential tools. Even in I-venture, we have conducted successful campaigns for our customers through Google Marketing.
Essential Tools Related to Google Campaign
Google Ads itself is a versatile platform for advertisers to publish different categories of ads, namely search engine ads, display ads, YouTube video ads, Android ads, and so on. Google Ads operate through the keywords bid of advertisers, and the payment is made on PPC or CPM basis. Although signing up for Google Ads is always free, one only has to pay if the ads get clicked.
Related tools to combine with Google Ads are Google Analytics, Google My Business, and a robust SEO tool. Google Analytics provides you detailed reports on your online presence, website scores, and much more. Google Business, on the other hand, connects you with your customers, helps you update your searches, maps, and further details.
If you already know up to this stage and applied in your business, this is your time to proceed with your Global Google campaign expansion. All these tools for your local PPC marketing will still be needed, along with the following special tricks.
Things to Know before Expanding Global Google Campaigns
As mentioned previously, Google Ads does not let you hold a global campaign just within your existing one. Instead, you’ll require separate campaigns with a different location, language, and customizations. However, insights from previous campaigns, product reviews, and customer reviews are always helpful and can be assimilated with the potential and new market.
I-venture presents you some goldmine tips for the global Google campaign, which we gathered from our experience while working with different industries of multiple countries:
1. Identify the suitable target market for your business
When you start for a global campaign, you first need to identify the exact demographic population that would want to look into your ads and convert from them. A feature called Market Finder of Google Ads can easily find other potential markets for your product or service based on Google Analytics. It will provide you data on the target market, competition, and so on.
It is always wise to consider other metrics like what kind of ads the target market prefers, their search language, search time through other statistical sources; if possible, by real field research or survey from people over there.
2. Incorporate location and language targeting
Targeting the big cities is usually a safer and prosperous approach for a new country. When you select a location, it is better to get into the details, choose a particular region of a nation and apply all its nuances.
Combining the location and one or more local languages increases the chances of accuracy and lead conversion. It even makes the task of managing and calculating your global Google campaign progress easier.
3. Separate campaign for different countries is more profitable
Separate campaigns in Google Ads allow more customization and scope for detailed analysis. For example, you aim for expatriates of a particular location with a different language. Tools and options of Google Ads work better when the global campaigns are individual instead of in general for every place or country.
It even opens room for further expansion or shut down based on the outcomes.
4. Professional translation is required in every element of the global campaign
When your ads cross the borders of your home country, language matters a lot, and localization of spellings, grammar, and other details are essential.
You will lose the game in a new market if your ads’ translation is not like their local brands. Comparing from multiple sources and getting it done by a local can be the right decision.
5. Include local culture and details in campaign designing
No matter how much global trends influence cultures worldwide, people always hold a special place for their cultural symbols. For a particular product or service, you should consider including more of the norms of the targeted country to win the hearts of people amid all their local brands.
This trend is seen in the traditional marketing of famous multinational brands.
6. Generate local keywords as much as possible
Keep track of what the locals search regarding similar products or services. You can convert their search queries to effective keywords. Localizing keywords gives you a place in that location.
Put keywords like ‘near me’ or other place-centric words, include them in ads and websites, and social media posts.
7. Analyze local preferences thoroughly instead of merely targeting location
Localization comes in different layers and does not limit to location, language and culture. There is a different internet behavior pattern, ad preferences, modes of browsing, and local weekly holidays.
When you get them right, you are highly likely to get more useful traffic generation.
8. Conduct competitor research on Google
This point is inevitable for all kinds of marketing campaigns. But in the case of international market competitor research, you have to run some extra miles.
Make a thorough report of market leaders of similar products or services, their history, modes of marketing, and marketing frequency. The insights will be handy for ad creation and bidding.
9. Using ‘observation mode’ carefully can help in demographic research
This is a bit tricky but works well for many. Global google campaign offers this option under the audience section. Observation mode allows automated, analysis-based audiences for the ad campaigns. But sometimes this invites irrelevant audiences, which can be a trouble.
The goal of choosing observation mode at the beginning is to ‘observe’ the new market and get a more in-depth view of the local audiences.
10. Beginning with a brand awareness campaign in a new market is the best bet
Not sure which type of ad campaign will kick-start your company in the global market? Get ready and scheme a brand awareness campaign because no matter your plan for the future or which path you take, this is the first step in a global google campaign that will always be to make your brand familiar.
A brand awareness campaign is basically the first impression or face value.
11. Keep an eye on the timezone settings
Global Google campaign keeps the timezone of the place your account was opened in. So, it is necessary to adjust the timezone and the ad schedule. If the ads are not scheduled, they will run all the time, which will not be cost-effective. Keep in mind, timezone and scheduling are important.
12. Choose your account structure wisely
When you go for global campaigns, your Google Ads account structure becomes complex. It is suggested that you stick to a specific account structure. Account structure can vary among one Customer ID for a country and a product irrespective of the languages, country, and language for in campaign products and lastly, a language regardless of country and product.
13. Be careful about local spellings
A very easy way to put it would be, a British customer might not be pleased to see the spelling ‘color’ instead of ‘colour’ while searching.
Beware of spellings, cases, and writing patterns. These details coming from a foreign company give a sense of compatibility while running your global Google campaign.
14. Welcome feedback from your new customers
It always opens doors to betterment through communication with new customers. You can welcome forums, in-person complaints, or queries, and even survey the new country to see what your target market wants. This will make your global Google campaignmore inclusive.
15. Measure your global campaigns with Google Analytics
Google Analytics is a powerful tool to measure ROI, ads reach, leads, responses, and much more in graphs, charts, and any way you want. This makes all your digital marketing activities scalable and easy to present in front of your company, foreign investors, and clients.
There’s always more room for different techniques of successful global Google campaigns. This blog was a small approach to bring all the essentials for a Global Google campaign in a scroll.
Please let us know about your queries or experiences regarding Google campaigns in the comments. You can also have a discussion with I-venture anytime you want!
Are you looking for the most hassle-free way for your Google marketing? I-venture team got your back on this one as well.