4 big mistakes in international PPC campaigns

Reading Time: 3 mins. 21/03/2018

PPC campaigns are a very important tool to attract traffic to the web. But a successful campaign in the national market does not work in the international market. Discover the 4 big mistakes to avoid.
The SEM or PPC (Pay Per Click) marketing is an important tool for hotels to generate traffic to their own website. But the fact that a PPC campaign has obtained very good results in the national market does not always translate into success in the international market. These are some of the biggest mistakes in the global PPC campaigns that hotels should avoid:
1. Translate keywords literally
Translating a PPC campaign to the target language is obvious. However, hotels sometimes rely on translation tools to play content in the language of the country where they want to do the campaign. But certain words and phrases have no equivalent, so the translation can sometimes be riddled with errors that will affect the results of the campaigns.
This happened to a hotelier who translated their English keyword Cheap Hotels into traditional Chinese for the Taiwanese market, only to discover later that the term "cheap hotels" in Taiwan meant "brothel".
2. Forget to adapt the content
Adapting content for international audiences goes beyond simply having the right translations. Understanding the cultural norms of each country is key to a successful PPC campaign.
For example, the voice tone used in the PPC ad must match the local preferences. While in Spain speaking about ‘Tu’ (informal you) is correct in most contexts, in Germany the first contact should always be from ‘Sie’ (formal you).
It is also important to take into account the cultural values of each country. While US travelers are mostly looking for bargains and deals, Swiss travelers seek quality and luxury. Also, in this case, just because the Swiss speak German, does not mean that they share the same preferences as the Germans.
Hoteliers should also keep in mind that the best indexed keywords for their hotels in a national market may not necessarily be the same in other countries. Analyzing these details is important to maximize the chances of success of a campaign.
3. Assume Google is the only one

Google's dominance as a search engine often leads hoteliers to assume that their domain is global, but this assumption can affect a campaign.
While Google dominates around 88% of the market, certain regions of the world are led by other important players. For example, in China, Baidu is the main actor and in Russia, Yandex is at the level of Google.
Depending on the objectives of the campaign, we must take into account not only Google as a search engine, otherwise we may be limiting the scope of the campaign.
4. Wrong budget
Assigning a budget to an international PPC campaign is not an easy task, and sometimes hoteliers find that the budget allocated is much lower than what is really required. The reason is reduced to fluctuations in PPC costs.
When a campaign is launched to several countries, Google standardizes the cost of PPC which can cause an increase in cost, a fact that not all hoteliers take into account when budgeting a campaign.
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