Maximize Your International PPC Exposure in Microsoft adCenter
December 29, 2008
One of the more unique challenges of advertising with PPC is targeting customers on the international level. Google has made it maddeningly simple with AdWords (one account can reach the entire world), but Yahoo! and MSN aren’t as advanced. Yahoo! forces you to open a new account for each location you’re targeting – which can thankfully be placed under a single master account login. MSN’s geo-targeting functions are fairly flexible – that is once you decipher the mumo-jumbo that is the adCenter help section. In the end MSN allows you to target multiple countries from a single account, but the language settings keep you rather constricted!
Language before Location
When you create a campaign and ad group in adCenter, you will be asked a series of questions under the “Target your customers” section. The first (and only required) setting is “Distribute your ads by language and market.” This setting is based on the language your ads will be written in and the market your ads will be distributed through. For most of you – this will be English – United States. In other words, the ads will be written in English and distributed throughout the US.
MSN is very clear that this setting “does not prevent people outside the market from seeing your ad.” By default, a new campaign is set to “display my ads to all customers.” Meaning your language and market decision will guide your ads – but technically anyone can see your ads. This is important to note if you have a US-only PPC campaign. If your products can only be sold in the US, you must move onto the “Target your customers by location” section and choose the US accordingly.
The most important note about the language and market settings is that this is a one-time decision! You choose the language and market when you create an ad group – and it is permanent. If you want/need to target other languages/markets, you have to create a new ad group to do so.
Maximize International Exposure
Because this language and geo-targeting process is such a mess, you have to adopt a specific approach to ad group creation with international PPC campaigns. The first thing to realize is that MSN adCenter only recognizes English and French when writing ad texts. After that, you will need to figure out what combinations of language/market and geographic location will work best for you.
One client that I work with targets the entire world – but they do this in English (not the best, I know). So, to maximize this client’s exposure in adCenter, for every ad group I create – there are actually 4 ad groups needed.
- Language/Market – English-United States, Location – all countries
- Language/Market – English-Canada, Location – all countries
- Language/Market – English-UK, Location – all countries
- Language/Market – English-Singapore, Location – all countries
Now this is just one example where I am trying to maximize my ads’ reach through the 4 English language options in adCenter. You can of course go much more granular by choosing any of those 4 Language/Market options and then dividing up even more ad groups with specific locations (and set an incremental bid for those locations, too)! And if you’re really feeling industrious, you could write ads and landing pages in French and open up 2 more Language/Market options.
So, if you’re looking for an international PPC boost for MSN adCenter, there you have it. I’d be interested to read how everyone else targets international markets with MSN. Leave me a comment!
How Should You Use Display Advertising?
We hear similar questions from clients on a regular basis. One question we hear often is “How do your other clients use Display Advertising?”
Expanded Text Ads: 7 Million Clicks Say They’re Underperforming
Over the past 6 weeks, we have been lucky enough to experiment with expanded text ads, and frankly, I’m not impressed with their performance.
£300 Off Hero Conf London Ends Tomorrow!
Time is nearly gone to reserve your seat for Hero Conf London, 24-26 October at etc.venues St Paul’s, at a huge discount off the regular conference rate!
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Expanded Text Ads Come To Google AdWords Editor
Advertisers have been able to create expanded text ads, but couldn't utilize AdWords Editor. That has now changed with the release of the latest version of AdWords Editor.
Bidding Farewell to Adwords Converted Clicks: Don't Panic
AdWords will soon be saying goodbye to the "Converted Clicks" metric. Learn more about what this means for your account and how to prepare for the transition.
Olympic PPC Ad Strategies
How spectators consume sporting events and a massive expansion in the digital space will prove to shake up who and how advertisers reach their audiences.
Hanapin's PPC Resources Are Now Ungated!
You can now access Hanapin's whitepapers and toolkits without having to fill out a form!
View Ad Creative Through The Eyes Of Your Searchers
Learn to understand that ads do not live in the vacuum of an excel sheet and common practices should be tested.
[New Webinar!] 11 Red Flags To Watch Out For When Working With An Agency
Leveraging Analytics For Remarketing: Picking The Ripest Fruit
Remarketing prevalence is well founded based on competitive returns in both volume and efficiency. With that said, this "low hanging fruit" world isn't always easy to pick.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.