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Going global: Common sense considerations too commonly ignored
If you only advertise in the United States, you're missing out on billions of potential customers. But before you enter the international PPC market, consider this advice from columnist Brendan McGonigle.
The profession of a paid advertising specialist is one of circular efforts; any declaration of success is met with a request for greater efficiency, expanded reach or fine-tuned creative.
Around and around we go.
When tasked with the “expansion” objective, instincts and common practice most often lead to a keyword review. We sift through synonyms, misspellings, secondary definitions and search query reports in an effort of laborious discovery. Keywords are the foundation of our paid advertising, and keyword review is always healthy practice, but too many hours are exhausted hunting keywords with minimal yield at the expense of the lowest-hanging expansion fruit of them all: actual expansion.
The global internet audience is almost 3.7 billion, less than 10 percent of which calls the US home. So if you’ve achieved profitable efficiency in your primary market, it may be time to open your doors to some of the remaining 90+ percent.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.