Pay Per Call campaigns are not a set-it-and-forget-it tool for marketing. The key to a successful Pay Per Call campaign is the ability to adjust strategies. You can and should adjust your Pay Per Call not only to leverage different strategies, but also to make it applicable and productive in various regions. If your business has a global footprint, it's important to know what sets international Pay Per Call apart from national campaigns. Here's what you need to know for success, and how you can take some important first steps.
On the surface, national and international Pay Per Call campaigns have a similar goal: driving phone calls. You want to encourage engagement by presenting valuable information to the consumer and making it easy for those individuals to reach out to your business with questions or to complete a purchase. However, the approach to national and international campaigns will differ.
First and foremost, you need to understand the cultural differences that exist between consumers in the US and those you're attempting to reach overseas. This is likely to be far more complex than it is when you adapt your Pay Per Call campaign for regions within the United States. Sure, it's important to know that Americans in the Midwest call it pop while those in the South call it soda, but at least the meaning of the word is the same. Whether you're dealing with Canadian, British, or Australian consumers, you'll find that certain words don't just sound different, but they also have completely different meanings.
It is also important to understand how consumers in other countries might interact with your brand or connect with it in different ways. Consider social media usage as an example. Social media is a great tool in your Pay Per Call arsenal, but its popularity with consumers differs. For example, the vast majority of Latin American consumers actually prefer to engage with brands on social media. While 97.5% of Latin American consumers use social media to engage brands, just 67% of American consumers do so. This means you need to consider where your Pay Per Call content appears and how that might need to change for international consumers.
Finally, there are other differences that apply to the technical side of your Pay Per Call. For example, the timing of your ad displays throughout the day and the specific keywords you use must be adjusted to attract international attention during your local business hours. Now that you are aware of some of the basic differences, how can you put those into action?
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Tips for International Traffic
As alluded to above, there are a few tips you can follow to help drive more international calls. Remember that language is a key differentiation point in any Pay Per Call campaign. As such, when selecting your keywords for international campaigns, make sure they take regional dialects in other countries into account, including the manner in which international consumers may conduct voice queries when using voice-enabled devices.
Rather than generic 800-numbers, consumers feel better about calling a business with a local number. Obtaining a local number of the country you are targeting traffic for will help increase the traffic to your Pay Per Call campaign.
Finally, when creating the content for your Pay Per Call campaigns, keep in mind that the pain points of international consumers may differ from those of US consumers. At all times you want your content to be relevant to the reader, whether they are in Montana or Indonesia. Be sure to address an international audience with content that speaks to their needs.