Grow your business globally with Facebook

One of my main purposes with this blog - other than sharing my thoughts and information about new product launches - is to highlight useful Facebook and Instagram features and best practices that are a bit lesser known or utilised by users and businesses. 

Today, I want to walk you through some of the marketing and advertising features developed specifically for businesses who sell their products in multiple markets, and explain how they can make a difference to your ad performance and overall efficiency. 

International/Multi-country Lookalikes 

Find potential future customers in new markets that are similar to your existing best customers. For example, if you are a Swedish business that want to sell your products in Germany, you can upload a list of email-addresses of your most valuable Swedish customers and generate a German target audience with similar characteristics. To reach them, will most likely be a great place to start your advertising campaign in this new market. 

Worldwide/regional targeting 

Instead of running ads to multiple markets separately you can target your ads to multiple markets, or worldwide, at one time - and let Facebooks ad system find the best customers (based on your objective, for example online sales) wherever they are in the world. 

Dynamic Language Optimisation

With dynamic language optimisation, you are able to reach people in their local language. By uploading several different language versions of your ad copy and creative (if relevant) within a single ad set, you can let the system display the ads in the most relevant language for that specific person. 

Multi-country, Multi-language dynamic ads

Those of you that are already making use of dynamic ads can most likely guess how this solution work by the very descriptive name. Simply upload specific catalogues for users who speak different languages or live in different countries by adding secondary language and country feeds. That way, users will not only see the specific product that is the most relevant to them, but the ad will also be displayed in the correct currency, language, and direct them to the right version of your website - all by just setting up one single ad! 

The three latter solutions are developed so that instead of running advertising for different markets in completely separate campaigns or ad sets (or even ad accounts) you are able to run one single campaign/ad set to all markets (or, to bundle the markets together by region, stage in the brand or product lifecycle or by cost/ROAS). In other words, what these solutions have in common, is that they allow businesses to simplify their advertising, which has two main benefits:

1. Time saving: By spending less time creating and optimising your ads you can spend more time on strategy and creativity.

2. More signals: By allowing for more signals (such as sales, leads, or clicks) per ad set by not spreading your budget so thin, your ads will get out of learning phase quicker and Facebooks optimisation algorithm will be better at its job - showing your ads to the users most likely to take the desired action (making a purchase, for example).

A common misconception when I talk to businesses about cross-border solutions is that they believe such strategy will lead to less relevant ads being shown to users, but by using these features in a clever way the opposite should in fact be true. 

I am more than happy to help you set up a cross-border strategy for your business, contact me to learn more!