Reaching international markets can be the next logical step for advertisers looking to expand their footprint and grow quickly. But, it’s important to realize that your strategy can’t simply be copied and pasted — you need to consider each new market individually to truly connect with your audience and maximize growth. Below are tips and techniques on how to thoughtfully approach international growth to drive sustainable results.
Where should you start? (Literally)
Your business may have already identified specific countries in which to expand. Perhaps they have already invested resources in these countries and thus want advertising to support the new initiatives. However, there are some other ways to determine priority countries and channels that may not be so obvious:
- Keep an open mind when it comes to geotargeting. Don’t rule any countries out just because they don’t currently perform well as part of your English campaigns. Maybe localized campaigns are exactly what you need to best reach this audience, and the English/USA campaigns simply aren’t resonating with them.
- Consider platforms that may be popular in other parts of the world that you might not be familiar with, like Naver or Yandex. You may find a unique combination of channels for each country that works best, and it could be contrary to your initial assumptions.
- Don’t make assumptions about the channels where your prospective audience spends their time. Test localization across multiple channels to see what best resonates with your audience in each location.
[TIP] Pro tip for advertisers with Google account strategists: ask your strategist for a Brand Development Index/Category Development Index (BDI/CDI) Report to understand where you have low brand demand and low or high category demand, and focus on those countries to start.
Localization
Advertising in local languages is key to connecting with those audiences. That doesn’t just mean ad copy - it’s the whole experience, from creative to landing page to checkout or conversion experience. If users click on an ad in their language then reach a page they don’t understand, it’s likely they will bounce and be left with a negative perception of your brand.
[TIP] 72% of consumers spend most of their time on websites in their native language
If your product is not available in local languages, you can still see success through localization of advertising. For example, if you’re in the SaaS vertical, your target market likely already has English proficiency. In this case, localize landing pages and the entire conversion flow, but make it clear before users convert that your product is only available in English to prevent frustration once they become customers.
If your product or service is available in local languages, the sky’s the limit. Demonstrating your localization to prospective customers will establish trust early and make them more eager to convert. Product or service localization also makes customers more likely to be regular users or repeat customers, if not advocates.
Either way, localization is much more than simply translation. Advertisers need to go beyond translation - use the right currency, relevant images, local expressions, and other features that make your audience feel like you’re communicating directly with them.
[TIP] 82% of consumers are more likely to buy if the promotional material is in their own language
How to expand without localization
Google’s advertising clients indicated that localization is the #1 operational hurdle in their international efforts. For some advertisers, this is a prohibitive factor that can’t be circumvented.
If your product isn’t available in local languages and you aren’t able to localize landing pages, consider expanding your language targeting to languages other than English in countries with high English proficiency. You may unlock reach to users who have set their browser to the local language but are searching in English. Ask your favorite LLM for input on which countries might be most relevant for you.
For example, in early 2023, a SaaS client targeting developers asked us how we could increase presence in Israel. We identified Israel as a prime opportunity in which to expand language settings, due to a combination of high English proficiency and the developer audience target.
Personalization
Personalize your user experience as best you can based on the locations you’re targeting. For example:
- Make preferred payment methods available, such as digital wallets (like PayPal) in some European countries
- Provide preferred shipping options, like free shipping in Canada
[TIP] 67% of online shoppers abandon carts because a site does not support local payment methods
[TIP] 56% of those abandoning a cart did so because the delivery options offered were too expensive
Ready to go?
Diving into new markets isn’t a one-size-fits-all game. Success means connecting with your audience, from choosing the right countries for your business to focusing on benefits that draw a response from your target audience. Whether you’re adjusting language settings for wider reach or going all-in with full localization, it’s all about making your brand resonate. Strategic steps and a knack for nuance are your tickets to global growth. Ready to expand? Make your brand not just seen, but understood.
