Here are the 7 Most Important Google Settings for a Successful International PPC Campaign!

What is PPC Advertising?

Pay Per Click (PPC) advertising is a digital marketing model where advertisers pay a fee each time someone clicks on their ad. It’s an effective way to drive traffic to websites, generate leads, and boost sales. The most popular platform for PPC services is Google Ads, but Facebook Ads and other platforms also offer powerful tools for advertisers.

Where are Pay Per Click Services Used?

PPC advertising is used across various industries and platforms, including:

• E-commerce businesses looking to drive sales through Google Shopping Ads.
• B2B companies targeting niche audiences with LinkedIn or Google search ads.
• Local businesses using location-based advertising to attract nearby customers.
• SaaS companies promoting their software solutions through search and display ads.

7 Most Important Google Settings for a Successful PPC Campaign

Setting up a successful international PPC campaign isn’t just about creating an ad and selecting keywords. The right Google settings can help ensure that your ads perform well across different regions. Let’s explore the seven most critical Google Ads settings you need to optimize.

1. Location Targeting

If you're running a global campaign, you need to target the right countries and exclude irrelevant locations. Use Google Ads' advanced location settings to choose:

• People in, regularly in, or showing interest in your targeted locations.
• People in your targeted locations only (to avoid clicks from users outside your intended market).

For instance, if you're promoting a product in Canada, but you see traffic from the U.S., adjusting these settings can prevent wasted ad spend.

2. Language Targeting

Google Ads allows advertisers to target users based on their preferred language. If you’re targeting multiple regions, ensure your ads are in the correct language for each audience.

3. Bid Adjustments by Location and Device

Not all countries or devices perform equally. Use bid adjustments to increase or decrease bids based on performance data. For example:

• If mobile conversions are higher than desktop, increase mobile bids.
• If certain regions convert better than others, raise bids for those areas while reducing them in low-performing locations.

4. Ad Scheduling (Dayparting)

Different countries have different peak browsing times. Use ad scheduling to display ads when your audience is most active. For example:

• If you’re running ads in the UAE, where weekends are Friday-Saturday, adjust scheduling accordingly.
• For B2B campaigns in Europe, target office hours when professionals are more likely to engage with ads.

5. Campaign Budget Allocation

If you are a well-established company, this point may not bother you as much. However, small business owners cannot afford running continuous ads for an unlimited period. You can customize your spending in a way where you prioritize the best performing ads and pause the non performing ones for some time. For example:

• Allocate higher budgets to high-converting markets.
• Use portfolio bid strategies to optimize budgets across multiple campaigns.

6. Remarketing Audiences

Some customers need a little bit of persuasion as they don’t convert into buyers right away. Using Google ads Remarketing can help you convert these types of customers. Examples include:

• Dynamic remarketing for e-commerce stores to show users the exact products they viewed.
• Standard remarketing to retarget users who visited a service page but didn’t sign up.

7. Automated Rules & Smart Bidding Strategies

You can use automated rules to stop or pause some of the PPC Ads that aren’t performing well. Smart bidding strategies like Target CPA or Maximize Conversions can optimize bidding based on machine learning insights.

For example, if you're running a Facebook Ads and Google Ads hybrid campaign, Smart Bidding can adjust bids dynamically to compete in high-value auctions.

Conclusion

To conclude, PPC can be a breath of fresh air for your company’s advertising strategy. Running a successful international PPC campaign requires careful attention to Google Ads settings. By optimizing location targeting, language preferences, bidding strategies, and remarketing efforts, businesses can maximize their ad performance across different regions.

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