Localization is becoming more important in the way that we browse the internet. Search engines are already placing a higher value on localized content, and you’ll see content for your area first when browsing the internet. To benefit from this new trend, businesses have to localize their content as well – this includes their digital ads.
When planning your localized ads, you may want to see what competitors are doing. This can be difficult as the information you’re being shown is directly impacted by your location. This is where SERP API tools like Google Hotel API and similar ones come into play. These APIs can help you collect valuable localized data such as prices, descriptions, and more on your competitors. Keep reading to learn the importance of localized ads and the benefits they can have for your business.
What Is a Localized Marketing Campaign?
A localized marketing campaign is one that’s been curated specifically for users within a certain location. These campaigns are carefully crafted to take into consideration various attributes of a culture’s buying habits. A localized marketing campaign considers the language, preferences, and taboos of the market when planning its ads.
The digital marketing landscape is growing more competitive every day. By localizing your content, your business has a competitive edge. Communicating with your intended audience in a way that they understand and that appeals to them is crucial and enables businesses to create future-proof marketing campaigns that are personalized and more effective.
Challenges of Placing Localized Google Ads
There are a few challenges when it comes to localized Google ads. The first challenge comes in right at the beginning stages when you’re conducting marketing research. Search engines get to know you the more you use them. They start to learn what content you prefer, combined with your location and other details, to personalize your browsing experience. However, this isn’t ideal for research, as the data can be biased.
In this situation, you need to be able to conduct completely unbiased searches related to the location you’ll be targeting with your ads. Therefore, you’ll need a fresh IP address from the target location.
Another challenge is seeing competitor ads in the location you’re targeting. This can be easy if you’re only targeting your immediate area. However, if you’re expanding your business to new locations, this becomes more difficult. The Google Ads you see are based on your location, so seeing competition in another country will be impossible unless you have an IP within that location.
Finally, you also want to verify your localized ads to ensure that they’re displaying correctly. Again, this becomes difficult once you start expanding your business. To verify local ads, you need a local IP.
Luckily, there’s a simple solution to these hurdles – proxies. Proxies are intermediary servers. SImply put, they act as the middleman between the user and the internet. They also assign you a new IP, which makes geo-targeting possible. This means you can choose an IP in the location where you want to verify your ads. There are also combination tools, like a Google Hotel API, that combine a SERP scraper, parser, and proxy in one. With a Google Hotel API, you can research localized hotel ads and easily target new locations.
Benefits of Localized Ads
There are many benefits to placing localized ads that make it worthwhile for any business. If you haven’t localized your ads yet, it’s time to start experiencing the difference a few slight tweaks can make to your marketing campaigns.
Enhances Organic Visibility
Localizing your content and ads means you get the right message to the right audience. With search engines placing greater importance on local content, you’ll gain SEO benefits when localizing your content and ad campaigns. By improving your SEO while simultaneously targeting your intended audience directly, you’ll also improve your organic visibility.
Decreases Barriers to Market Entry
Localizing your content makes market entry much easier. For example, more than half of internet users aren’t English, which means there’s a largely untapped market for you to branch out to. However, don’t think that your generic English website or ads that do well in the US will perform equally well in other markets. Localizing your approach will remove the barriers that come when entering a new global market.
Assist with Brand Recognition
Localization isn’t just about telling your audience about your products and services in a way they understand. It’s not even just about establishing your business in a market so that it appears to be local. Localizing your content and marketing approaches will adapt your brand to these new markets so that the local audience starts to recognize it. Building trust within a new market is difficult if your brand isn’t recognized.
Final Thoughts
The internet is adapting and focusing more on providing a personalized browsing experience to users. As such, localization is becoming increasingly important. By localizing your ads, you can ensure you reach your target audience in such a way that they’ll want to learn more. However, just as it’s essential to create localized content, it’s equally important to verify your local ads using reliable proxies. This will ensure they display correctly for your audience and will help you prevent ad fraud.
