How to internationalize your business through PPC

Are you thinking about internationalizing your business, but don't know where to start? If your company is considering carrying out its business opening borders to other countries, or if it is already doing so without achieving the expected results, at Novicell, such as international SEM agency, we accompany you step by step to successfully design a 360º internationalization strategy for your business, adapted to your needs, and with a particular focus on PPC (Pay-Per-Click) campaigns. It's not a process that can be improvised and that's why we want to help you, explaining everything you need to know about it and teaching you the methodology we implement with our clients.

WHY INTERNATIONALIZE YOUR BUSINESS 

Whether your company already offers its products or services outside national borders or if this is a short-term strategic objective, it may be time to take advantage of the opportunities that the increasingly multinational and cross-border market currently offers.

As a basis for this process, you should be clear about the expansion objectives you are setting in relation to the company's current possibilities in terms of logistics, legal, resources and product. This will allow you to plan a strategy that meets your needs for sustainable development and constant growth for the future.

We could summarize the concept in 3 different objectives that, despite the strategy we will need to carry out and the different marketing actions for which each company in its own way must implement, will be the ultimate goals of our expansion:

1. To transform users from other countries who visit our company's website into customers.
2. Expand the business and generate profits in other strategic markets
3. Increase reach and ROI

So, once we know where we want to go, we will go deeper into the operational/strategic part in order to achieve our international objectives.

PPC IS AN ESSENTIAL CHANNEL 

PPC (Pay-Per-Click) is undoubtedly one of the keys to internationalizing your business and is surely the most direct way. We are mainly referring to international paid search engine campaigns such as Google, Yahoo, Baidu, Bing and Yandex.

Whether you want to get leads, calls, generate product sales or simply generate brand “awareness”, PPC is today a fundamental method to be present in the Customer Journey, and there are several ways in which PPC can grow your business.

An overwhelming example: Today nearly 90% of YouTube users say they discover new brands or products on the same platform. From here, we could obtain thousands of data and statistics that will make us realize the relevant role that certain media and channels, other than traditional ones, play in the daily lives of consumers.

We must also highlight the weight of social networks, which today represent an infinite universe of possibilities for companies, not only in terms of expansion, but rather in terms of positioning in the local market. From Facebook And Instagram upto Twitter, LinkedIn or TikTok (and many more), depending on the target of our businesses, advertising on social networks will have to be an active part and play a crucial role in our PPC strategy.

THE KEY POINTS OF AN INTERNATIONAL PPC STRATEGY

Before your company looks out the window of a supposedly more strategic and profitable foreign market, you have to analyze different factors before deciding where and how to launch an international SEM campaign.

1- Learn about new markets and competition.

We started with the study phase of a market. We are going to discover what the main search trends have been and will be in relation to our products or services in the short and medium term. We will understand seasonality, strengths and weaknesses, we analyze the competition, their activity and their market share. We research the click costs by keywords, the potential reach and the expected results of our campaigns. All this, using Google tools and other platforms that allow us to get an idea of the pros and cons of each target country.

2- Analyze web traffic in detail.

Second step: identify opportunities. We must decide where to steer geographically and why. For this reason, it is extremely important to know how to analyze our website traffic, in this case with respect to visits from other countries, through in-depth research regarding the behavior of these users on our website, volume, conversion rate, how many sales or leads they generate and what value they provide. All this will allow us, together with internal possibilities and previous market studies, to prioritize the countries where we internationalize our businesses and define the budget that we will need to invest in order for our campaigns to be competitive and profitable.

3- Combine PPC campaign management with resources in UX/UI, CRO, SEO and Analytics.

Be careful, a business internationalization strategy is not just PPC! Rather, it's about combining several resources, an approach that at Novicell allows us to develop a complete, functional and multilevel strategy. The user experience on our website is the basis for conversion optimization (CRO). An analysis from an SEO point of view will allow us to improve our organic positioning. A complete technical implementation of the traceability of the objectives and a continuous and meticulous analysis of the data are the only ways to establish and measure the effectiveness of the strategy and the possible improvements applicable throughout the project.

4- Reports that provide value.

Fundamental data that allow us to make decisions. Everything is stored, studied, elaborated and summarized to have an efficient and updated table of the results achieved, month after month, and to focus on the next actions necessary to face the new challenges.

IT'S NOT ABOUT TRANSLATING, BUT ABOUT UNDERSTANDING CULTURE

Each country has its own way of expressing itself (recurring words, terms or expressions are not always the same) and simply translating the ads that work for you is not synonymous with success. That's why, at Novicell, we believe that soaking up popular culture and working with Marketers Natives are the basis of an efficient international PPC campaign.

To begin with, if we want to expand our online horizons, it will be necessary for our website to first have a version (optimized for mobile) in the reference language of the same market. When our advertisements include a textual part, they cannot do without a perfect and accurate wording of the Copy.

Our international PPC team offers a linguistically faithful approach to multilingual campaigns and performs keyword research and writes the best advertising text in their native language.

Do you want more information about PPC International?

Contact us, we will be happy to help you.