How to approach Search advertising

A guide to being found by potential customers in global markets

How to approach Search advertising

1 Overview

The challenge

Creating a successful AdWords Search advertising campaign so that potential customers in new global markets can find out about your product or service means you have to understand the cultural factors and user behaviours in play. It’s about more than having keywords and ads in the right language (though, of course, that’s essential too).

Your aim

To create an AdWords campaign that works in maximising keyword searches, conversions, and minimising CPM costs, by getting to know each market’s individual customs, culture, and online consumer behaviour.

How to go about it

There are 2.3 million Google searches per second.1 Be just a Google search away in any global market.

AdWords has two main networks: Search and Display. The AdWords Search Network reaches people when they’re already searching for specific goods or services they want to buy. The Display Network helps you capture someone's attention earlier in the buying cycle, with a variety of ad formats across the digital universe. Here’s what you need to consider when you are planning a global Search campaign.