Do you market to lots of different countries and cultures? Or are you looking to break into a new market in a new country? Adwords managers often use pay per click advertising to market to lots of different countries and cultures, and this is indeed one of the most effective routes to market.
If you want to target several countries and each of them speak a different language, it’s advisable to set up a pay per click advertising campaign for each country you want to market to. A good digital marketing agency can help you with this.
If you are targeting several countries who all speak the same language, such as Australia, the UK and US, then you can either set up different campaigns with different adverts and landing campaigns, or you can use the same one.
Before you decide which route is best for you, there will be some obvious (and some not so obvious) differences between the different cultures you are targeting that you need to consider. Using Australia, the UK and the US as examples, here are some of the key things to think about.
Language
Although Australia, the UK and the US all use English, each country has their own unique, local differences in the way they speak the language. Not understanding these subtle differences has the potential to spoil your campaign before it starts. At best, the campaign won’t engage your audience, or at worst, people simply won’t understand it. A very simple example of this is the word ‘flat’ used in the UK to describe where someone lives. In Australia it means nothing, as people live in ‘units’. In the US it is ‘apartments’. It’s also worth noting that different regions of the same country also have their own colloquialisms.
If you do intend to use the same adverts and landing pages, it may be an idea to concentrate on communicating essential information and benefits in a clear, concise way, rather than attempting to be clever with copywriting.
Culture
There is also big cultural differences between English speaking countries to consider. British people love tradition and it is traditional to wish each other a ‘Merry Christmas’. However, in the US ‘Happy Holidays’ is more appropriate.
Thinking of doing a Fathers’ day or Mothers’ day campaign? Then remember that these are celebrated on different dates in different places.
If you want to do specific campaigns like this, it might be worth considering separate seasonal strategies for different countries.
