• PPC Blog, Tuesday, July 22, 2008 11:45 AM

Gordon Choi outlines some tactics for running international campaigns with Yahoo Search Marketing. The first step is, of course, to test. "Whether you are starting a keyword list from scratch or migrating the keyword list from your Adwords campaigns, start by launching search-targeted campaigns in the country that can deliver the most traffic to your Web site," he says. "This will allow you to test Yahoo Search Marketing's platform thoroughly and quickly."

Once you've tested to see which countries and keywords will work best, bring in a professional copywriter (or appoint someone from your team) to deal with drafting the copy. Either way, the person should be a native speaker of the target language, as even if you're targeting another English-speaking country, you'll still need to take into account their use of accents and colloquialisms.

Try to stay on top of local news, so you can also develop ad campaigns that (tastefully) capitalize on major events. "Writing the exact copy for the exact events will certainly improve CTR with conversions," Choi says.

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