What’s the quickest way to get loads of new traffic – and customers – to your website? Search engine optimisation is essential to gradually building your profile, but it can take time to see results. In contrast, PPC (pay-per-click) advertising is a way to leap-frog to the top of the rankings and get (almost) instant results.
We’re obviously passionate about the benefits of using the foreign language internet. International PPC campaigns are a great way to reach out to new markets. If growth is stagnating in the UK and Europe, it can help tap into growing markets and massively expand your customer base.
PPC can be surprisingly cost-effective compared to traditional forms of advertising. One benefit is it’s relatively risk-free – you only pay if someone clicks on your ad. And it’s even cheaper in foreign languages due to the relative lack of competition. Put simply, there are fewer companies bidding for foreign keywords, so you pay less!
It’s not surprising that a survey by Practical eCommerce found that 87.5 per cent of respondents used it to increase web traffic and believed it was good value for money. But other research shows that many of these are missing out on the full benefits. A report by the World Federation of Advertisers found that many international companies were failing to track results or set firm targets or budgets.
International PPC campaigns can take more work than monolingual ones. It’s not as simple as just translating your keywords or advertising. A little research will find out which keywords are popular in different markets – and how much competition there is. You’ll want to target different search engines for different markets – for example Baidu is the leader in China. In Russia, the popular Yandex offers some different features and advantages over Google.
It’s also worth paying native-speaking copywriters to ensure the advert is as compelling as possible. After all, you only have as little as 25 words to grab people’s attention!
Many companies fall down by failing to carefully monitor and track results. There are also lots of ways to fine-tune the results. For example, Google allows quite specific geo-targeting, allowing you to target particular cities or regions, or speakers of a minority language within a country.
And when you do get it right, the payoffs can be huge – exposure to a global audience. For a helping hand to get started, contact our Foreign Language Internet Marketing specialists.