Building a global PPC campaign can be a great way to reach a wider international audience. This presentation uncovers key steps for setting global PPC campaigns for success and discusses the importance of treating your international markets as you would your home market. The session also discusses what role localisation plays in building a global PPC campaign.

1. How to set up International PPC
campaigns for success

2. Ad platforms and languages
Google Ads: in 44 languages
Baidu Phoenix Nest: in Chinese
Yandex.Direct: in Russian, Belarusian, English, Turkish and Ukrainian
Naver Search Ad: in Korean and English

3. Key steps for setting
your global PPC for
success

4. Account set up

5. Baidu account
set up

6. ü Business registration /
certificate of
incorporation
ü Website screenshot
(homepage)
ü Proof of company bank
account

7. ü Original and Simplified
Chinese
ü Colour-scanned in high-
resolution
ü Singed on every page
OR company seal
ü Handwritten “与网站一
致” or "与原件一致"

8. Successful applications

9. Campaign creation

10. Role of
localisation in
building your PPC
campaign
Localisation of keywords and ads

11. You should never
translate your
keywords

12. Keyword Local monthly
searches (UK)
cheap hotel 135000
budget hotel 14800
low cost hotel 480
economy hotel 260
affordable hotel 210
inexpensive hotel 91
low price hotel 73
reasonable hotel 46
economic hotel 28
economical hotel 12
Local search volumes
Keywords don’t have the same search
volumes in different countries

13. Keyword Local monthly
searches (UK)
cheap hotel 135000
budget hotel 14800
low cost hotel 480
economy hotel 260
affordable hotel 210
inexpensive hotel 91
low price hotel 73
reasonable hotel 46
economic hotel 28
economical hotel 12
Keywords don’t have the same search
volumes in different countries
Local search volumes

14. French translation Local monthly
searches (France)
hôtel pas cher 8100
hôtel budget 0
hôtel bas cout 0
hôtel classe économique 0
hôtel abordable 0
hôtel bon marché 16
hôtel bas prix 0
hôtel prix raisonnable 110
hôtel économique 91
hôtel économique 91
Keyword Local monthly
searches (UK)
cheap hotel 135000
budget hotel 14800
low cost hotel 480
economy hotel 260
affordable hotel 210
inexpensive hotel 91
low price hotel 73
reasonable hotel 46
economic hotel 28
economical hotel 12

15. Keyword Local monthly
searches (UK)
cheap hotel 135000
budget hotel 14800
low cost hotel 480
economy hotel 260
affordable hotel 210
inexpensive hotel 91
low price hotel 73
reasonable hotel 46
economic hotel 28
economical hotel 12
French
keyword research
Local monthly
searches (France)
hôtel pas cher 8100
hotel pas chere 1900
hotel moins cher 1900
reservation hotel pas cher 880
promo hotel 720
hebergement pas cher 720
hotels pas chers 320
chaine hotel pas cher 320
trouver un hotel pas cher 320
chambre hotel pas cher 210

16. French
keyword research
Local monthly
searches (France)
hôtel pas cher 8100
hotel pas chere 1900
hotel moins cher 1900
reservation hotel pas cher 880
promo hotel 720
hebergement pas cher 720
hotels pas chers 320
chaine hotel pas cher 320
trouver un hotel pas cher 320
chambre hotel pas cher 210
If you do keyword research in French for France, the search
volumes are much better
French translation Local monthly
searches (France)
hôtel pas cher 8100
hôtel budget 0
hôtel bas cout 0
hôtel classe économique 0
hôtel abordable 0
hôtel bon marché 16
hôtel bas prix 0
hôtel prix raisonnable 110
hôtel économique 91
hôtel économique 91

17. Why is this so
important?

18. If you’re bidding on keywords with no search
volume, you’re missing out on a whole audience
of potential customers.
Missed opportunities
You could also be wasting valuable media
budget on irrelevant keywords.

19. Wrong impressions

20. Over 70% of consumers are more likely to purchase a product
if the ad is in their own language. It is important for consumers
to believe a brand cares about them and their needs enough to
make custom advertising.
Source: https://hbr.org/2012/08/speak-to-global-customers-in-t
Build trust with
your audience

21. What about ads?

22. Do not copy and paste your ads
directly into the local search
engine

23. Be aware of different character limits
in different search engines

24. Be aware of
translating
your ads

25. Be aware of character
limits

26. If you reference a famous place or person in one
language, that same place or person might not be
recognised in another market
Be aware of regional
nuances in ad copy
This also applies to local festivals, national
holidays and regional celebrations

27. Be aware of calls to action

28. Localise your ads the right way
1. Fresh keyword
research
Run keyword research in local
language using a native speaker.

29. 1. Run fresh keyword research in the
local language using a native speaker

30. Localise your ads the right way
1. Fresh keyword
research
2. Ads written by a
native speaker
Run keyword research in the local
language using a native speaker.
Get your ads written by a native
speaker from that country or region.

31. so the language will be correct
2. Get your ads written by a
native speaker from that
country or region
so the writer will be aware of cultural nuances
and regional differences

32. Localise your ads the right way
1. Fresh keyword
research
2. Ads written by a
native speaker
Run keyword research in local
language using a native speaker.
Get your ads written by a native
speaker from that country or region.
3. Test, learn and
adjust
Do Search Query Reports to
expand on well performing
keywords and find more negatives

33. Review and evaluate performance – tracking your
key KPIs
3. Test and Learn
Tweak and optimise – adjust bids, adjust keyword
match-types
Do Search Query Reports to expand on well
performing keywords and find more negatives

34. Localise your ads the right way
1. Fresh keyword
research
2. Ads written by a
native speaker
Run keyword research in local
language using a native speaker.
Get your ads written by a native
speaker from that country or region.
3. Test, learn and
adjust
4. Don’t forget about
landing pages
Do Search Query Reports to
expand on well performing
keywords and find more negatives
Think local language, quality score and
relevant content.

35. Make sure your landing pages are in local
languages too
4. Don’t forget about
your landing pages
Use localised keywords on your landing pages
that you are also using in your ads – to ensure a
good quality score
Make sure your landing page is relevant to your
ads

36. Explore all advertising options
so your brand stands out

37. Baidu
Landmark
Ads
Ads
Ads
Baidu forum
Baidu education platform
News
Q&A
Organic results
Baidu wiki
Organic results
Brand Zone
Baidu

38. Search Ads (Desktop)
Top of Page Bottom of Page

39. Brand Zone
Desktop Mobile

40. Brand Zone Mini
Desktop Mobile

41. Key points for setting
your global PPC for
success
Set up local accounts - get help from a native
speaker or agency
Campaign creation - Do not copy and paste (or
translate) your ads and keywords directly into the
local search engine
Explore all advertising options so your brand
stands out

42. Conclusion
Allocate enough time for account set up
Do fresh keyword research in your target language
Write ads using a native speaker
DON’T use Google Translates
Monitor, review and tweak
Successful campaign!

43. Questions?
Anna Milburn
Business Solutions Manager
anna.milburn@webcertain.com
/in/anna-milburn