One of the more cliché statements about the internet is that it can extend your reach as a business, either around the corner or around the world. But as most of you know, it really isn’t that simple. Don’t get me wrong—advertising your business online is one of the best ways to reach new customers and discover new areas for expansion. But there are definite hurdles in the way. To address these potential issues, Google is launching Global Market Finder and Ads for Global Advertisers. Global Market Finder is a new product that allows marketers to search for new markets and keywords in different countries with many customization options. Ads for Global Advertisers isn’t necessarily a new product, but a better integration of several existing Google products (including Global Market Finder) that makes it easier for businesses to address overseas markets. These two new and exciting tools are huge steps in terms of global internet business, and will be discussed in depth in the following paragraphs.
Global Market Finder is a lot like the Adwords Keyword Tool, but much more nuanced, and actually geared for finding different locations opportunities for keywords. Before getting into what differentiates this tool from the pre-existing keyword tool, lets first discuss what the Global Market Finder actually does. Global Market Finder allows you to find how a keyword competes in other countries. This is then ranked by “Opportunity,” which is defined by Google as “…a dynamic metric based on local monthly search volume, suggested bid, and competition between different locations in your target market.” (https://www.google.com/support/globalmarketfinder/?hl=en). So, you set your business location and language, enter a specific keyword or keywords, and then filter by global market (G20, European Union, Americas, Africa, Oceania, etc.). The Global Market Finder then ranks each country in your predefined global market filter by opportunity. Next to this opportunity rank it displays statistics for local monthly searches, the suggested Adwords bid, and competition. Also, underneath each country’s listing, you can display what language the keyword is ranking for in that country, as well as a translation. Google boasts that these keyword translations can be applied in up to fifty-six different languages, allowing you to explore most languages that someone could possibly search Google with. So in short, Global Market Finder is a good addition to any business looking for global opportunities in their Adwords marketing campaigns.
Google Ads for Global Advertisers combines Global Market Finder, Adwords, Google Translate, and several other tools to add an international element to any Adwords campaign. Much like how My Client Center is the hub for any PPC company managing multiple accounts, Ads for Global Advertisers serves as a central page that organizes all of these tools for you the advertiser. Also, it allows several different options for international payment, shipping, and customer service. And, like any other Google service or tool, there are many tutorials to aid in your global expansion.
Yet Ads for Global Advertisers has it’s own share of shortcomings. The machine-based translations of your website may often be missing the point or larger message, and oftentimes focus on a word-to-word translation as opposed to an overall message/meaning translation. This can lead to many misunderstandings, as well as an inability to gain international customers. So, Google suggests looking for translators to supplement or replace it’s translation services (for a cost, of course). This can be especially tricky for businesses with a specific industry vernacular, as you have to find a translator with an understanding of what your business actually does, and the type of industry that you are in.
In addition to the issue of your business being “lost in translation,” there is also the issue of cultural practices. You must do your research into an area in which you are attempting to advertise in (here is a video detailing such research). The culture in the area may be much different than what you expect, and as such it is important to address this issue so as to conduct an effective ad campaign. Keep in mind that an ad campaign that works in America might not be suitable for an ad campaign in Europe, or vice versa. Do your homework, and be sure to test out many different types of ads in order to find what works in certain countries.
To recap, Global Market Finder is a great tool in which to see business opportunities in various other countries. Also, like the Keyword Tool, it can help to show you what keywords are working in different areas as well as in what language they are being searched. Ads for Global Advertisers is a great new addition, as it combines many of Google’s pre-existing tools, and puts them together in an easy to use interface. So, if you are looking to expand your global marketing reach, these tools are a great way to start looking into an increased clientele. And, as Google says on it’s Global Advertiser homepage, “There are 1.9 billion Internet users worldwide. Wouldn’t you like to add them as customers?”