After identifying new markets to pursue, connect with your new target audience through these ad localization best practices.
Start with new markets that are easier to expand into.
Some new locales are easier to expand into. For example, if there’s no language barrier and their culture is reasonably close to your own, then it will be a pretty straightforward process. Think of an Austrian company targeting Germany - same language, similar cultural elements. It’s an opportunity worth pursuing. That same Austrian company going into Brazil, though, has more to consider.
As you identified export conditions in the above step, you should also identify your own capabilities. If translation might be difficult for you, focus on countries that speak the same language. If shipping and logistics are going to be difficult, look for your neighbors. You can ultimately define what markets are the right type of “similar” for your needs.
If you start with a place you’re more comfortable with, it’s a matter of testing and optimizing, which should be common practice for Google Ads users.
Take cultural differences into account and localize your keywords, ads and landing pages.
Even as you find the right way to minimize impact while exporting, you’ll still need to account for whatever new culture you’ll be reaching. Translating to a new language isn’t enough. The customer journey varies by market, and your ads should take that into account. Develop unique local strategies that align with how someone researches, wherever they may be. Their behavior will dictate how they connect with your brand, and you want to have the right content in place to capitalize on that.
As you create localized ads and landing pages for your Google Ads campaigns, keep an eye out for cultural nuances and how users in different markets behave. Things that seem simple, even colors and the faces of people in the images on your site, could vary from market to market. Think about the calls-to-action in your ads and be more deferential in countries where politeness is prized. Even the medium that you connect with users can be modified by the market. What’s great video content in one location might be better as an image ad elsewhere. Things like the preferred browser of one market might affect how your landing pages are rendered. Consider average broadband speeds and designing your site for countries that take longer to load pages.
The Consumer Barometer can help explore internet and shopping habits in other cultures.
Remember, you’re not translating. You’re localizing. It’s a cultural process - not simply a linguistic one.