How do you scale SEM campaigns across markets and languages?

1 Use a centralized platform

One of the first steps to scale your SEM campaigns is to use a centralized platform that allows you to manage multiple accounts, campaigns, and languages from one place. This can save you time and resources, as well as ensure consistency and alignment across your global strategy. Some of the popular platforms that offer this functionality are Google Ads, Microsoft Advertising, and Adobe Advertising Cloud. These platforms also provide tools and features to help you optimize your campaigns, such as automated bidding, dynamic keyword insertion, and responsive search ads.

2 Conduct keyword research and localization

Another key step to scale your SEM campaigns is to conduct thorough keyword research and localization for each market and language. You can use tools like Google Keyword Planner, SEMrush, or Moz to find relevant and high-volume keywords for your products or services. You can also use tools like Google Translate, DeepL, or Unbabel to translate your keywords and ad copy into the local language. However, you should always check the accuracy and quality of the translation, and preferably hire a native speaker or a professional translator to review and edit your content. You should also consider the cultural and contextual differences that may affect how people search and respond to your ads.

3 Segment and target your audiences

Another important step to scale your SEM campaigns is to segment and target your audiences based on their location, language, device, behavior, and preferences. You can use tools like Google Analytics, Facebook Pixel, or Hotjar to collect and analyze data about your website visitors and customers. You can also use tools like Google Ads Editor, Microsoft Advertising Editor, or Adobe Advertising Cloud Editor to create and modify your campaign settings, such as geo-targeting, language targeting, device targeting, and ad scheduling. By segmenting and targeting your audiences, you can deliver more relevant and personalized ads that match their intent and needs.

4 Test and optimize your campaigns

The final step to scale your SEM campaigns is to test and optimize your campaigns regularly and systematically. You can use tools like Google Optimize, Microsoft Clarity, or Adobe Target to run A/B tests or multivariate tests on your ad copy, landing pages, and conversion goals. You can also use tools like Google Ads Performance Planner, Microsoft Advertising Performance Planner, or Adobe Advertising Cloud Performance Planner to forecast and adjust your budget, bids, and keywords. By testing and optimizing your campaigns, you can improve your click-through rates, conversion rates, and return on ad spend.

Scaling SEM campaigns across markets and languages is not a one-time project, but an ongoing process that requires constant monitoring, evaluation, and improvement. By following these tips, you can scale your SEM campaigns more efficiently and effectively, and reach more potential customers around the world.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?