Contextual advertising as entering the international market is a completely rational and relevant issue for Ukrainian business. Now, among us there are many displaced persons, and many entrepreneurs are expanding their business to other countries of the world, such as Poland, Romania, European countries, the United States of America and others.
Contextual advertising as entering the international market is a completely rational and relevant issue for Ukrainian business. Now, among us there are many displaced persons, and many entrepreneurs are expanding their business to other countries of the world, such as Poland, Romania, European countries, the United States of America and others.
My name is Yevgen Kholostenko, I am an expert in Google advertising and analytics in Ukraine. Today we will consider options for expansion and launching advertising abroad — from the simplest to the most complex cases. Such as, for example, launching online shopping in EU countries.
When you come to another country, you analyze the demand in your niche through the Google Ads keyword planner, create a website, launch advertising, add your contact details and test contextual advertising.
For example, you already have an existing business in Ukraine, and you want to open new salons in Poland. To do this, an additional language version of the site is created — for example, in Polish. You indicate current contact details, describe the benefits, add relevant content. You can also use subdomains, but this is a more complicated administrative option, so we do not recommend it.
A dream for many businessmen who have moved to the European Union. This is a large market — over 400 million people, which is much larger than Ukraine. But you should not forget — the EU consists of many countries, each of which has its own language, habits, laws, currency. That is why, so that you do not find yourself in a difficult situation, I recommend starting with one country, gradually scaling the business to others.
Previously, all starting projects used separate sites or subdomains for each country. But later they switched to a more innovative and effective approach. It is about creating a single site with regional folders and language versions inside. For example, a separate folder is created on the site for Germany, Poland or Portugal, each of which has its own prices and stock levels, and within them — language versions.
First, you go through moderation in the Merchant Center for one country, then add others, thus the scaling process occurs gradually. You should also not forget that you need to take into account regional stock levels, delivery conditions and create advertising campaigns separately for each country, adding them to the Google Ads system.
This is how you can scale your business within the European Union using the right contextual advertising and deliver goods to different countries in this region. This approach has long been working for well-known brands such as Zara, IKEA and others.
I was with you today, Yevgen Kholostenko — an expert in Google advertising and analytics. For additional information, please contact our agency — «Holostenko & Partners».
