Correctly Selecting Your Adwords Language and Location Settings
The first step to snagging a new customer is attracting their initial attention. The next step is being able to effectively communicate that you have a product or service that fulfills their needs. This is the definition of a simple business interaction, but you need to make sure that your settings in Google AdWords are allowing you to target your audience effectively. This can be as basic as making sure that your search ads are appearing in appropriate geographic locations and within the language of which you plan to utilize during your business exchanges.
Carefully targeting your ads by geographic location and language can help you gain powerful insight as to where your customers reside as well as their native tongues. This information will ensure that you aren’t wasting money advertising in countries where your products or services are irrelevant, or can’t be offered due to shipping restrictions, or a number of other limiting factors. When you organize your settings in Google AdWords, you will have the chance to choose one of the default location/language options already available (All Countries, US and Canada, US only), or you can use the text field to enter your own customized location and language under the “Let me choose . . . “ option.
Really consider your global marketing efforts when choosing your settings. Even if you are capable of transporting your products internationally, you will want to focus on offering your items in areas of the world where they will be used most frequently. In the simplest sense, you probably don’t want to spend the majority of your advertising dollars promoting your ski-gear and winter apparel company to people who are living near the Gulf of Mexico. As with any marketing plan, it’s essential that you know your audience so you can strategically get the most out of your ad dollars, and increase your overall ROI throughout the course of your campaigns.
Similarly, you wouldn’t want to display your text ads in a language that doesn’t match that of the potential customer. If your website has translation services available, make sure your ads match the landing pages to which the potential customers are being directed. With that in mind, avoid displaying your ads in multiple languages if you don’t have the website translations to back it up. In most cases, if a potential customer were to be directed to a landing page that they couldn’t understand, they would leave your site immediately, causing a bounce and loss of a sale for you. This should all be common sense, but it takes careful planning and plenty of foresight.
While a lot of your success with location and language targeting depends on your attention to detail and utilizing your own best judgment, keep in mind that testing may be necessary to recognize the most profitable areas of the world for you. It’s okay to be ambitious, but use caution with your ad dollars when they are in play on a global scale.
About Zach Etten
Zach is a seasoned leader with nearly 10 years of digital marketing experience. His analytical and goal focused approach has helped businesses achieve lofty growth initiatives through search, social, and content marketing. Outside of work, you can usually find Zach cheering on any of the Boston sports teams.
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