How to Localize PPC Campaign and Increase Conversions?

Still confused on how to increase conversions? You can try to personalize your ad copy to fit the location of each search. It is called localize PPC campaign. Read more details about what localization is and how to localize your PPC campaign to increase conversions.

Read also: Guide on How to Track PPC and How to Make Conversion Funnel

What Is Localization?

The first is when a company uses PPC advertising to target people near physical stores (franchises, retail stores, etc.). In this case, PPC advertising can be geographically or demographically targeted to consumers such as nearby zip codes, corresponding income groups, and gender. 

This allows businesses to target consumers who are likely to come to that particular facility or store. This is the first type of localization-local targeting of ads. But there is another type of localization. 

When a company expands its target customer base to a foreign language / region / country, localization refers to the translation and localization of all content. This includes their websites, blogs, social media posts, and advertisements. A company must know the website localization examples to make a good localized website.

You can significantly improve your results by translating into these target languages ​​and ensuring that the languages, images, etc. are culturally appropriate for these target groups.

There are some benefits for localizing your PPC campaigns. Here are some of them.

Searchers Use Keywords

People often use keywords to search for companies and products in their locale. In addition, foreign language searchers prefer to search product localisation in their own language (although many search in English). 

If you’re doing PPC advertising localization, you’ll need to review your search queries and keywords against the appropriate reports. 

Read also: What Are the Tips to Do PPC Keyword Research in 2021?

You may find that your competitors are using foreign language search terms for their foreign language audience / country. If so, it would be wise to do the same. If not, you need to. 

This expands your account keywords and makes your account appear in search terms as well. You want your target customers to believe that you value them-and this literally says nothing more than speaking their language. 

To create a better business case for translating keywords, you can use Google’s ad preview tool to see other ads displayed on the results page. 

In addition to using the keyword, it’s also wise to localize your entire ad in these consumer languages. Of course, you can use Google Translate as the easiest way to translate your PPC ad copy. 

Simply translating a keyword in a simple way can waste more money than it’s worth, especially if it’s completely translated by another advertiser. Another important point is to find a native speaker to check the translation. 

Word order and context may vary and online translation tools do not take this into account. No advertiser wants to run an ad that doesn’t fully reflect the brand. Hiring a professional translator is worth it.

Consumers Want Local Services

People in the service industry use search terms with local qualifiers.

Here are some examples: “Columbus Ohio Software Development Company”, “Dublin Ohio Attorney”, “Ohio Best Marketing Company”. In many cases, searchers start with a locally modified search first. 

These business examples are good for localizing ads in both locales and languages. That way, these ads are a great way to get qualified traffic.

If your business is service-oriented, consider the benefits of localisation campaigns for your city and state. If you are creating a PPC campaign for a company that offers services nationwide, you can create a few small local campaigns and test them in the national campaign. 

However, companies should be careful not to consider this localised marketing strategy as a “bait” for potential customers. This means presenting yourself as a local business in your ads, just to present yourself as something else on your landing page. You may need to experiment with different expressions on your ad and landing page until you find the right combination.

Budget

PPC is a cheap form of advertising when a company can keep bids relatively low. The advantage is that people who click on your ad are more likely to take your product / service more seriously than those who are the recipients of large, expensive “old media” campaigns. 

For example, radio commercials can be somewhat productive (especially if commuters are listening in the car). But if a radio commercial has a website or phone number, how do people remember them? Also, it is difficult for advertisers to track the results of radio commercials. 

The TV, on the other hand, is generally very expensive and is dedicated to the “Big Boy”. So what’s left is digital localization ads (or mailers-trashed). The great thing about the PPC campaign is that you can trace every lead back to its source. 

If the PPC campaign is working (and the company needs to give it for a while), the company can easily identify and move on. If a particular PPC campaign fails, you can easily see, fix, or delete it. 

PPC Is a Good Complement to Other Marketing

There are many marketing and sales tools available to businesses. With the technology available today, digital marketing has become a true science. Consumers can be divided into specific target groups. They can be targeted and readjusted. 

You can track their buying behavior and get to know their demographics. All of this gives marketers a much more efficient way to place ads on the web through social media, email campaigns, paid direct mail, and of course PPC. It can be used to boost and enhance other campaigns that marketers are already running. 

You can use PPC advertising to target local or demographic targeting that is likely to be effective by analyzing the results of other types of campaigns. 

For example, suppose state-wide television advertising directs many people to a particular branch of a carpet cleaning business. To take advantage of this, you can create a PPC campaign that targets only the area around the store (because you already know that people in that area are interested in your brand).

Conclusion

Building a localized PPC campaign is necessary for franchises and businesses. Localize campaign aims to reach your customers in specific language, region or country. 

To localize your campaign, you need to use foreign language search terms for their foreign language audience / country. 

You can significantly improve your results by translating into these target languages ​​and ensuring that the languages, images, etc. are culturally appropriate for these target groups.

If your business is service-oriented, consider the benefits of localisation campaigns for your city and state. If you are creating a PPC campaign for a company that offers services nationwide, you can create a few small local campaigns and test them in the national campaign. 

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