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One of the advantages of advertising on the Internet is the ability to reach a worldwide audience of potential customers. If you want to target your pay per click advertising campaign to an international audience, you have several options to choose from.
Before you try to reach a global audience with your advertising, make sure you are prepared for international business. This means that can ship your products or provide your services overseas, taking into account international shipping costs and import and export laws. Also, you will have to deal with many different currencies and, depending on your audience, different languages.
Using U.S. PPC search engines for foreign markets
Most major U.S.-based PPC search engines enable customers to reach international audiences, especially English-speaking markets such as the U.K., Canada, Australia, and New Zealand. Some of these search engines allow you to set up your account with a targeted audience overseas, or in the U.S. and abroad. Because major U.S. search engines already have an international audience, this can be convenient way to advertise to foreign markets. If you are already using a U.S.-based PPC search engine that you like, check to see if it offers access to international markets.
Using foreign PPC search engines
If you have a non-English speaking audience, and especially if you already have experience doing business in a particular region of the world, it may make sense to use a foreign PPC search engine. Be aware when doing so of laws that may be different in the countries where you are doing business.
One example of a major foreign PPC search engine is Baidu.com. Baidu is a Chinese language search engine that reaches a large audience in China and other parts of the globe. An advantage of going with such a search engine is that the search engine is geared toward the language and search patterns of the country it is based in. Users must be aware, however, of cultural and legal differences in foreign search engines. For instance, Baidu has come under criticism because it has allegedly allowed copyright violations. Also, ads on Baidu are subject to censorship by the Chinese government.
If you are ready to take your PPC ad campaign international, you can consider both U.S.-based and foreign PPC search engines. When choosing PPC search engines for an international audience, make sure you research carefully so you know exactly what you are getting from the search engine.
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