Choosing the Right Platforms for Multilingual PPC
We live in an increasingly digital world where almost everyone visits websites, scrolls through social media or browses something daily. However, modern consumers spend a lot of time on their phones and computers, making it hard for marketers to stand noticed. This is why pay-per-click advertising has become an integral part of digital marketing strategies for many companies. With pay-per-click (PPC) networks, businesses can promote their products to new demographics in an objective and quantifiable manner. The question then becomes, how does one choose the best PPC platform? Let’s take a deep dive and get to know.
Identify Your Target Markets
Although it is possible to configure your PPC campaign to reach users throughout the world, doing so is probably going to be a waste of money. The reason is, that you should target just those people who are very likely to be interested in your items and make a purchase, rather than hoping that everyone sees your ad.
Before you start making ads or building a pay-per-click (PPC) campaign, you need to figure out who you’re trying to reach. You should include as much detail as possible on their locations, languages, cultural preferences, and other individual aspects. Your pay-per-click (PPC) ads will have the most impact if you zero in on certain demographics for your target market.
Research Popular Platforms in Each Region
Every pay-per-click (PPC) platform has its own distinct target demographic and degree of intent. Additionally, the ad placements, pricing models, and formats vary among different channels.
Google Ads and Microsoft Ads are two of the top platforms that provide a lot of language targeting options. Both of these platforms rely on keywords. They provide various formats for marketers to choose from, including app advertisements, picture and video ads, dynamic search ads, and more. These platforms display your ads to users based on their search queries on their respective Search Networks or Search Partner sites.
Other leading PPC platforms that can help you market your products and services in various regions of the world are:
- Yandex.Direct: Leading platform in Russia, ideal for targeting Russian-speaking audiences.
- Baidu: The primary search engine in China, crucial for reaching Chinese-speaking users.
Explore Social Media Advertising Options
Social media has become an integral part of many people’s daily lives online, allowing them to maintain relationships with friends and family, learn about current events, and participate in conversations about products they love. Facebook, Instagram, and Twitter have traditionally dominated social media PPC marketing. However, the influence of platforms like Pinterest, TikTok, and LinkedIn should not be overlooked.
When considering multilingual localisation, not every social networking site offers the same capabilities. Each platform has its advantages and disadvantages. Facebook stands out because it features superior localisation tools, making it a logical choice if it fits your strategy.
Assess Platform Features and Capabilities
Some features are standard across all pay-per-click ad networks. However, these features can vary and even little differences in implementation can affect the platform’s worth to your business. When comparing networks, focus on three key features:
- Ad format: With the given ad formats potentially varying widely among platforms, this feature is crucial for narrowing down your alternatives, especially if your business has a specific format in mind.
- Keyword research tools: When it comes to targeting, different platforms use keywords differently. For example, Facebook has features that can help in targeting and keyword research. But because keywords are just a small component of their overall targeting capabilities, they don’t put as much emphasis on them. Google Ads and Microsoft Ads, on the other hand, rely significantly on keyword research, which is why their keyword research tools are more advanced.
- Ad inventory (placements): Your options are limited by the PPC platform you choose. These sites have their own exclusive PPC networks. Microsoft Ads has the Microsoft Search Network and Yahoo, Google Ads has Google.com, and LinkedIn has its own LinkedIn Audience Network.
Ready to Launch Your International PPC Campaigns?
As seen, there are various PPC platforms available for multilingual PPC campaigns, each offering distinct advantages. Your choice should align with your brand, product, and where your audience is most active. However, establishing a multilingual PPC marketing campaign can be daunting, particularly without the guidance of local translators, SEO experts, and marketers.
In such a situation, collaborating with an international content marketing firm like Eskimoz Agency can be invaluable. Eskimoz Agency has the expertise and tools to handle every facet of your multilingual advertising campaign. They can help you keep your brand’s voice and objectives intact while creating and implementing effective multilingual marketing.
