The thought of managing international accounts give sweats to many, but there is also some part of you that is intrigued.
Managing international accounts can surely add some serious skills to your overall experience. All you need is to know the ways of managing a PPC account and this is why you should continue reading this piece of writing.
Treat the International Account as a New Client
It doesn’t really matter whether you are there in the company or is with your client for a long time- the moment they assign you the task of managing an international account, you are a newbie. This is the time when you should start researching. Go through a thorough interview process.
The actual key is to know that this is not at all a copy-paste job. Culture, conversion rates, volume and cost per acquisition all of them vary per location.
Consider Brand Recognition Globally
Flagship regions always do better with branded campaigns; it makes enough sense that if a company is launched in the US 10 years back has more brand power than the company that is only five years old.
In such situations, you will often assign more of your actual budget to the non-brand campaigns internationally. This is to be done for preserving the overall budget and starting to build awareness around the services and products themselves.
Find out if the brand has guidelines globally or you need to start creating them. Things like logo usage, colors and so on will help you set the stage for what will be on brand when you will be creating ads.
No Need to Bet on Your Current Landing Page Strategy
Just because your landing page strategy works better for a US market, does not mean that it will work better in the other markets too. Besides language differences, there are also cultural differences that creates impact on opinions as well as user experience. For example, longer landing pages can work better for one of our UK clients, but will not for a US client.
Find Out How PPC Channels Work Globally
This is all about tapping into historical wins and understanding the advertising guidelines for the country you are operating in. For example, if you are remarketing for one of the clients with location in Europe and India has delivered less than stellar results, but the US market relies on it heavily.
Don’t Expect the Same Results
It is always better to set realistic expectations. You need to consider a lot of factors when understanding conversion rates, including the budgets assigned to international accounts, so it is vital to educate the global teams.
International PPC can be really exciting as well as rewarding for the global companies, but it involves a lot of moving parts. If you have the chance, move forward and broaden your horizons with international PPC. This will benefit you and your company to a large extent. For better assistance on this, consult VGlobal Inc a leading Digital Marketing Company
