A copy saves a week of work and usually costs more than that week. At JustIdea these are the three things we check first in every account that enters a new market.
The currency of a Google Ads account is set when the account is created and cannot be changed, because billing depends on it. An account opened in dollars stays in dollars, and switching means a new account that starts without history.
Google requires the price in the currency of the target country on the product page and in the cart, and outside the US and Canada the price includes VAT. A feed copied from a US store has to be adapted to each country before the first product ad runs.
Conversions and remarketing lists from Europe depend on whether the site asks for consent and whether the platform receives the answer. A setup error costs you data, not just a tidy report.
Both put ads in front of buyers abroad. The difference is whether anyone works out which country earns money.
| Element | A copy of the US campaign | Campaigns for each market |
|---|---|---|
| Account and currency | One account, currency set once | An account in the market's currency where it differs |
| Product feed | US prices without tax, English text | A separate feed: price in the country's currency, VAT outside the US and Canada, local language |
| Keywords and ads | Translated from English | Keywords from the market and copy from a native speaker |
| Consent | The US setup for everyone | Consent signals checked for traffic from the EEA |
| Budget | One pool for all countries | A budget and a break-even threshold for each market |
| Report | Platform result, countries combined | Sales and ad spend country by country, profit once margin and returns data are connected |
We build the first market most carefully. The following countries go faster, because the structure and the report already work.
before launch
For the countries on your list we work out customer value, margin after shipping and returns, and each one's break-even point. On that basis we agree which one or two to start with.
first month
We open accounts in the right currencies, prepare a feed for each country and check consent signals. Only then do the ads go live.
first quarter
We start with a test budget to check the assumptions of the calculation against real orders. Keywords and ads are adjusted every week.
after a quarter
A market that reached its threshold gets a bigger budget. One that did not is switched off or gets a new plan. We write the threshold down before launch.
every month
We carry the proven process over to the next country and report each market's result separately every month.
A store owned by one of our clients entered foreign markets with Google Ads campaigns in January 2022. The plan covered Ireland, the USA, Canada, Slovakia, Germany and the United Kingdom, and South Korea turned out to be a strong market too. Sales came mainly from Performance Max campaigns, and ads matched to the store's content and to people who had already visited it played a large part. The figures come from a case study on the JustIdea blog and describe the revenue of the whole store, including sales outside the campaigns.
average monthly revenue in 2022, against a goal of about €23k set at the start
conversion rate in South Korea, a market outside the original plan
Campaigns in a foreign market are run by an outside team, on your budget and without your control over the language, so it is worth checking how other clients rate the work before you decide. Every rating links to the site where it was left.
weighted average of 224 reviews across three platforms. Clients gave them, and each site links to the profile with the full text of every review.
Read the reviewsCampaigns in several countries usually span more than one platform. Each of the three statuses gives us a route to support on the platform's side, and the Clutch ranking rests on client reviews.
The status gives us access to features before their public launch and support on Google's side. We reach for it most often with new campaign types and when we need to find out where one country's result came from.
The highest tier of the Microsoft Advertising partner program. For international campaigns it means a shorter route to platform support when we have to explain why the UET tag does not count conversions from one country.
The status gives us event quality diagnostics and platform support for server-side measurement. We use it when events from one market do not match what the pixel sees.
A ranking of paid campaigns in e-commerce. Clutch verifies every review in a conversation with its author, so this position rests on campaigns settled with clients.
We have no single price for international campaigns, because the scope depends on the number of markets and accounts. You can order the audit and the strategy on their own, before you commit to ongoing work. The Profit package includes the audit and the strategy for one channel. We confirm ongoing work after the audit, for a set number of countries.
A review of the account, analytics and campaign structure, with a list of changes for the markets where you already advertise.
A unit economics calculation, a choice of channels and a campaign map for several channels at once, before any budget is spent.
Running campaigns in one advertising channel with a budget of up to €10,000 a month, together with support for international campaigns.
The call is led by a new business specialist. When we get into the details of an account, the specialist for that channel joins in. We reply within one business day.
Before the meeting we review your website, your visibility and what your campaigns show from the outside. We will not open with “so, what does your company do?”.
The reply comes from the same new business specialist who will run the call. No qualification form and no call from an unknown number.
We go through your numbers and your questions. If it turns out we are not the right fit, we will tell you straight away.
