Back to all resources

How to make your Google Ads campaigns work in overseas markets

Back to all resources

How to make your Google Ads campaigns work in overseas markets

Key take-aways

Google Ads is a great way to reach new customers online and grow your business. But what if you want to find new markets overseas, and widen your pool of potential customers? In this article, you’ll discover how Google Ads and other Google tools can help you do just that.

1. Introduction to overseas expansion

2. Determine which markets to expand to

3. Localise your keywords, ads and landing pages

4. Localise your website

5. Make the most of Market Finder’s free tool and guides

6. Get your international Google Ads campaign up and running

7. Organise your account

8. Enhance and improve your campaign

What is Google Ads?

Google Ads, formerly known as Google AdWords, is an advertising service by Google that allows businesses to display ads on Google search results and its advertising network.

Try Google Ads now

Knowing how different markets behave online will have a big impact on your goals and what you can expect to achieve.

1. Introduction to overseas expansion

For those already using Google Ads, you’ll know how it helps your business reach new customers online. If you’d also like to expand into new markets outside of Australia, here’s a quick guide to getting started.

2. Determine which markets to expand to

To determine which markets to expand to, find out which countries have a high demand for your products or services using Google’s free Market Finder tool. Simply enter your website URL, and the Market Finder will identify the top three markets that are a good fit for your business.

What is Market Finder?

Market Finder is a free Google service for businesses interested in expanding abroad. It provides detailed insights into which markets are best suited to your product or service, plus useful guides on how to prepare your business and market it online.

Learn more

3. Localise your keywords, ads and landing pages

To make sure your ads, keywords and landing pages sound local, consider using a professional translator. Note that you may need to change entire phrases and sayings, rather than just translating your ads word-for-word. It helps to be mindful of local contexts and frame of references.

4. Localise your website

Your keywords, ads and landing pages aside, you’ll also need to localise your website based on cultural nuances and preferences. Here are some examples:

  • The colour of your website: Is the existing colour well-received in the new market?
  • Calls-to-action on your website: Are your existing CTAs phrased appropriately? If you’re entering a market where politeness is prized, such as Japan, you might want to reword your CTAs to be more deferential.
  • Videos on your website: If you house videos on your website, but you’re expanding into a market where internet speeds are slow, consider using static images or animated GIFs instead.

5. Make the most of Market Finder’s free tool and guides

Finally, read up on how consumers in your target market browse the internet and make purchases online, so that you can fine-tune your digital strategy in time to come.

To do this, check out Market Finder's free reports and data. If you want to do a deep dive, you may use Market Finder to create customised reports detailing online access and device usage in the countries you’re targeting. Market Finder also gives you insights into each country’s online purchase behaviour, purchase breakdown by product, use of smartphones in online purchases, and more.

6. Get your international Google Ads campaign up and running

When setting up a new Google Ads campaign, the two most important things to consider are:

  • What are your campaign goals?
  • What type of campaign do you want to run?

Firstly, decide on your campaign goals. Do you want to sell more products? Grow customer loyalty? Engage with more customers? Think about what makes sense for your company, and brand.

Next, choose whether you want to run Search or Display ads. Go with Search if you want to reach people searching for specific goods or services, or choose Display if you’d like to capture attention earlier in the buying cycle with a variety of ad formats. If you’re not keen on both Search and Display, there are other campaigns that you can choose from, including Video, Shopping, and App campaigns.

7. Organise your account

The more ads, ad groups and campaigns you have, the more complex your account gets. Here, it’s important to organise your account, so that you can keep track of your ads and ensure that your campaigns are running smoothly.

Learn more about organising your Google Ads account.

8. Enhance and improve your campaign

Naming conventions

Even if your naming feels simple, this might get tricky as you expand to new countries. Try using standard abbreviations in names, and things like country, language and targeting method should be in your labels wherever possible.

Automation

The more you expand, the more ads and activity you’ll have to manage. Google’s automated tools can come in handy here. These include:

  • Automated bidding, which automatically optimises your bids based on your goals
  • Ad customisers, which adapt your text ads to what someone is searching for, taking into account their device, location, and even the date, time, and day of the week

Summary

When entering a new market, you’ll need to adapt your keywords, ads, and landing pages to the market. First, use the free Market Finder tool to ensure that your marketing messages resonate with your overseas audiences. Once you’ve got your campaign up and running, organise your account and use the same naming conventions throughout, and consider using automated bidding and ad customisers to reduce your workload.

Sign up for Google Ads today

  • 1. Choose your advertising goal
  • 2. Decide your location targeting
  • 3. Set your budget and go live
*

Or call us for help setting up your account. Mon-Fri, 9am-6pm AEST.