Expanding your Google Ads campaigns to international markets is a game-changer—until you encounter unexpected challenges that can impact performance and ROI. If you assume that what works domestically will work globally, think again. From currency mismatches to targeting errors, international PPC demands a tailored approach.
To ensure optimal campaign performance, here are 13 crucial Google Ads settings you must check before launching or optimizing an international campaign.
1. Location Targeting: Are You Reaching the Right Audience?
Many advertisers mistakenly assume that Google Ads only shows their ads to users in the targeted country. However, by default, Google includes users who “show interest in” a location, leading to wasted ad spend.
What to do:
- Modify location targeting settings to “Presence: People in or regularly in your targeted locations.”
- This ensures your ads are shown only to users physically present in your chosen market.
2. Ad Scheduling: Does It Align With Local Time Zones?
A well-optimized ad schedule in your home market won’t necessarily perform the same in different time zones. Peak conversion times in New York may fall during off-hours in Paris.
What to do:
- Adjust ad schedules to match local business hours and audience activity.
- Use separate Google Ads accounts for international PPC campaigns under an MCC (My Client Center) to simplify time zone settings.
3. Currency & Conversion Tracking: Are Your Numbers Accurate?
Miscalculating revenue due to currency mismatches can lead to misleading ROAS (Return on Ad Spend) insights.
What to do:
- Ensure your Google Ads billing currency matches reporting metrics.
- Validate conversion values so they reflect the correct currency.
- Maintain separate ad accounts for different currencies to prevent miscalculations.
4. Language Settings: Are Your Ads Reaching the Right Speakers?
Google’s language targeting doesn’t translate ads—it only determines who sees them based on browser settings.
What to do:
- Create separate campaigns for different languages within a region.
- Use localized ad copy and keywords aligned with regional search behavior.
5. Keyword Match Types: Are They Effective in Every Market?
Search behavior varies across countries. Direct translations of keywords can alter meaning and lead to irrelevant clicks.
What to do:
- Research local search trends and adjust keyword match types accordingly.
- Use exact and phrase match to control spending in new markets.
- Implement a negative keyword strategy to refine targeting.
6. Bidding Strategies: Are They Optimized for Market Conditions?
CPC (Cost-Per-Click) and CPA (Cost-Per-Acquisition) vary significantly between countries. A CPA of $50 in the U.S. may be excessive in another region.
What to do:
- Start with manual bidding or “Maximize Clicks” to understand market conditions.
- If using Smart Bidding, allow time for Google’s algorithm to learn local trends.
7. Product Feed Optimization: Is Your Shopping Feed Localized?
For Google Shopping, direct translations of product titles and descriptions may not align with local search behavior.
What to do:
- Optimize product feeds with localized product titles, descriptions, and pricing.
- Ensure compliance with local tax and shipping regulations.
- Adapt imagery to respect cultural differences.
8. Regulatory & Compliance Settings: Are You Following Local Laws?
Different regions have distinct advertising regulations, such as GDPR in the EU, which affects data collection and remarketing.
What to do:
- Familiarize yourself with Google’s advertising policies and local legal requirements.
- Seek legal consultation if targeting highly regulated industries (e.g., finance, healthcare).
9. Payment Methods: Are You Aware of Billing Differences?
Google Ads billing options differ by country, and not all payment methods available in the U.S. work internationally.
What to do:
- Verify Google Ads’ accepted payment methods for each target country.
- Use separate ad accounts for different regions to streamline payments.
10. Audience Targeting: Are You Using the Right Signals?
Imported U.S.-based audience lists may not perform well in international markets due to different user behaviors.
What to do:
- Build new audience lists for each market.
- Use Google’s audience insights to refine targeting.
- Test and optimize performance before scaling.
11. Ad Copy & Ad Assets: Have You Adjusted for Cultural Differences?
A literal translation isn’t enough—cultural nuances impact how messages resonate.
What to do:
- Adapt messaging, humor, and urgency to local preferences.
- Verify that ad extensions and callouts align with regional norms.
12. Competitive Analysis: Are Your Benchmarks Realistic?
Assuming CPCs, conversion rates, and competition levels mirror your home market can lead to unrealistic expectations.
What to do:
- Use Google Ads Auction Insights and industry benchmarks.
- Conduct competitor analysis to set market-specific performance goals.
13. Landing Pages: Are They Fully Localized?
Driving international traffic to a generic English landing page can hurt conversion rates.
What to do:
- Ensure landing pages are fully localized in terms of language, currency, cultural references, and legal disclaimers.
- Adjust even small details (e.g., “shopping cart” vs. “basket”) for better engagement.
Final Thoughts
Running Google Ads internationally requires careful adjustments to settings, targeting, and messaging. By addressing these 13 critical Google Ads settings, you can maximize your campaign’s effectiveness, avoid costly mistakes, and achieve higher ROI in global markets.
Need Help with Your International PPC Strategy?
Optimizing Google Ads for international markets takes expertise. Whether you need campaign setup, localization, or ongoing management, our team of PPC experts is here to help. Contact us today to scale your Google Ads campaigns globally!
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