Expanding your Google Ads campaigns to international markets can significantly boost your business growth. However, running international PPC campaigns is not as simple as copying and pasting your domestic strategy. Different regions have different user behaviors, languages, time zones, and regulations. If you don’t optimize your Google Ads settings, you could waste a lot of money on ineffective targeting.
At Osumare Marketing Solutions, we specialize in creating high-performing international PPC campaigns tailored to different markets. If you’re searching for the best digital marketing agency in Bengaluru to handle your global campaigns, our expertise can help you achieve maximum ROI.
Here are 13 critical Google Ads settings you should check before launching an international PPC campaign.
1. Choose the Right Campaign Type
Google Ads offers multiple campaign types, including:
- Search Ads – Best for intent-based marketing.
- Display Ads – Useful for brand awareness.
- Shopping Ads – Ideal for e-commerce businesses.
- Video Ads – Great for engagement on platforms like YouTube.
Selecting the right campaign type is essential for ensuring your ads reach the correct international audience.
2. Set the Correct Target Locations
Targeting entire countries may not be the best approach. Instead, narrow down your location targeting to cities or regions where your target customers are most active.
💡 Pro Tip: Use Google Ads’ advanced location settings to target “People in or regularly in your targeted location” rather than those just searching about it.
3. Optimize Language Targeting
Language settings in Google Ads allow you to target users based on their browser language. However, selecting a language is not enough—your ad copy, landing page, and keywords must also be in the local language.
If you’re targeting Spanish-speaking users, ensure your ads, CTAs, and landing pages are fully translated and culturally appropriate.
4. Adjust Bidding Strategy for Different Countries
Bidding costs vary significantly across different regions. For instance, the Cost-Per-Click (CPC) in the U.S. is usually much higher than in India. If you apply the same bid strategy globally, you may overspend in one country and underperform in another.
To avoid this:
✅ Research the average CPC in your target countries.
✅ Use automated bidding strategies like Target ROAS or Maximize Conversions to adjust bids based on market competition.
5. Manage Time Zones for Ad Scheduling
Running ads at the wrong time can lead to wasted spend. If your campaign is targeting multiple countries, ensure that you adjust your ad schedule based on each region’s local peak hours.
🔹 Use Google Ads’ Ad Scheduling tool to run ads when users are most active.
🔹 Consider running different campaigns for different time zones.
6. Allocate Budget Strategically for Each Country
Not all markets perform the same, so your budget allocation should reflect that. Analyze past data and assign more budget to countries with high conversion rates while reducing spending in low-performing regions.
7. Use Audience Targeting and Demographics
Understanding audience behavior in different countries is crucial. Google Ads allows you to refine targeting based on:
- Demographics (age, gender, household income).
- Interests & behavior (travelers, tech enthusiasts, etc.).
- Custom intent audiences (users actively searching for products similar to yours).
Tailor your ads to match the unique behaviors and preferences of each target market.
8. Conduct Localized Keyword Research
One of the biggest mistakes advertisers make is translating keywords directly instead of researching search intent in each market. A keyword that performs well in one country might not work in another.
✅ Use Google Keyword Planner to identify region-specific search terms.
✅ Avoid direct translations—consult native speakers or SEO experts for localized keyword research.
9. Adapt Ad Copy and Creatives for Each Market
Your ad messaging should be adapted to each market’s cultural nuances. What works in one country may not resonate in another.
Best practices for localization:
✅ Use local references, idioms, and cultural symbols.
✅ A/B test different ad creatives for different regions.
✅ Avoid colors, images, or words that may have negative connotations in some cultures.
10. Use Negative Keywords to Filter Out Irrelevant Traffic
Different regions may have different search intent for the same keywords. If you’re not careful, your ad might show up for irrelevant searches, wasting your budget.
🔹 Regularly update your negative keyword list to filter out unwanted traffic.
🔹 Use Google Search Term Reports to identify non-converting search queries.
11. Optimize Landing Pages for International Users
Even if your Google Ads campaign is well-optimized, it won’t convert if your landing pages aren’t localized.
✅ Ensure landing pages are translated into the local language.
✅ Use region-specific testimonials and local currency.
✅ Ensure fast page loading speeds for users in different countries.
A poorly optimized landing page can result in high bounce rates and low conversions.
12. Comply with Local Advertising Laws
Different countries have different advertising laws and regulations. Some regions have strict rules regarding:
- Data privacy (e.g., GDPR in Europe).
- Restricted products and services (e.g., healthcare, finance).
- Banned keywords (some terms may be illegal in certain countries).
📌 Always review Google’s advertising policies per country to avoid compliance issues.
13. Track and Analyze Performance by Country
Without proper tracking, you won’t know what’s working and what needs improvement.
📊 Key Metrics to Monitor:
✅ CTR (Click-Through Rate) – Are users engaging with your ads?
✅ Conversion Rate – Are clicks turning into sales or leads?
✅ CPC (Cost-Per-Click) – Are you getting value for money in each region?
✅ Bounce Rate – Are users leaving your landing page too quickly?
Use Google Analytics and Google Ads Reports to analyze country-wise performance and refine your campaigns accordingly.
Final Thoughts
Running international PPC campaigns is a fantastic way to expand your business, but it requires precise optimization to be successful. By carefully configuring these 13 Google Ads settings, you can ensure that your campaign is cost-effective, highly targeted, and conversion-driven.
If you need expert assistance with your Google Ads campaigns, Osumare Marketing Solutions is here to help. As one of the top digital marketing agencies in Bengaluru, we offer tailored PPC strategies to maximize your global reach.