How to set up international Facebook ads

Although Facebook was started in the U.S. and piloted at American and British universities, it has quickly become a global network, connecting people from all over the world. Facebook has the most users among any social network, approaching 1.5 billion in early 2015, according to Statista. 

As Facebook is expected to grow, the areas where people will be creating new accounts the fastest are in emerging markets. According to eMarketer, India, Brazil, Russia, the Middle East and parts of Africa as expected to lead the expansion of this popular social network. 

For 2015, eMarketer projected monthly users of Facebook to grow by about 28 percent in India, 9.8 percent in Brazil, 21.8 percent in Russia, and nearly 20 percent in the Middle East and Africa. 

"Emerging markets are making up a significant amount of Facebook's growth."

If your business is looking to add new customers in these developing markets or established markets that already spend much of their time on social media, such as Latin America or Southeast Asia, it's a smart move to develop international ads for Facebook. This process isn't only effective at reaching new segments of the global population, but it's an inexpensive and simple process. Here's what you need to know. 

1. Establish a Facebook presence 
The first step to creating a successful international ad campaign is to provide your audience with a digital space where they can engage with you. Set up a Facebook page that lets your existing and future customers like, share and follow your posts and brand. While you may want your first page to be in English, be sure to establish language-specific Fan Pages for each of your target audiences.  

Use professional translation services to give each of your language pages an authentic and natural voice that will engage your audience better than a mechanically translated passage. 

In addition to language-specific pages, consider using localization services to establish pages unique to different geographical regions, such as Brasilia or New Delhi, where your new customers may be. 

2. Create your ad 
The key to the success of an ad campaign, regardless of language or location, is that the advertisement is good. Use Facebook's tools to create a custom ad that achieves the exact goal you want. 

Otherwise, try to make something simple, engaging and attractive to potential clients. Create an ad that they'd actually click on. Use graphics and video, as well as copy and images. 

Use translated Facebook ads to reach new audiences. Use translated Facebook ads to reach new audiences.

3. Translate your advertisement and Web presence
Once you develop a good global tagline and click-inducing image, use a content translator who can help get your message across for each and every audience. Additionally, have your website translated so that after your new users click on that ad, they don't end up on a website that they can't read. 

If you don't want to translate your entire Web presence, ensure that you have some landing pages and ecommerce functions fully translated. 

4. Use Facebook to reach your new audience 
When using Facebook to advertise, you can reach the exact demographics you want. Take advantage of Facebook's 1.5 billion users and the site's advertising functions to customize who you want to see the ad and who you don't. This can help you reduce overspending and maximize the prospect of a sale on each click. 

5. Test and monitor 
Once your advertising is live on the site, it's time to monitor your results and make adjustments. Consider split testing your ads to figure out exactly which copy and colors are most effective for each language audience. As you start to see different results, be flexible and adjust your spend to maximize return on investment. 

6. Look for new tools 
AdWeek recently reported on a new tool launched by Facebook to help major companies, such as Nestle or Coca Cola, sell in emerging markets. Although these areas of the globe are quickly making up a large percentage of Facebook traffic, that hasn't yet translated into revenue for many companies. Facebook has created a tool that lets ads adjust to the mobile device type, the Internet speed and the user. Even people on inexpensive phones with slow connections will be able to see ads. 

Although this tool isn't available for small businesses yet, it may be soon. 

6 tips to launch superior social media ads

Chances are you and most people you know have a social media account. As of January 2014, 74 percent of online adults use at least one social networking website, according to the Pew Research Center's Internet Project. 

Facebook killed the television ad
Since social networks first emerged in the mid-2000s, they have exploded in popularity across all age ranges and have only become more commonplace with the proliferation of smartphones and other mobile Internet-connected devices, Pew noted. As of September 2014, Facebook is still the most popular social network with 71 percent of online adults using it. However, other networks such as Twitter, Instagram, LinkedIn and Pinterest are also each used by about one-quarter of online adults. 

"74% of online adults have a social media account."

While watching television still takes up about half of the average American's leisure time, according to the Bureau of Labor Statistics, advertising on this medium has become more complex. Aside from sporting events and certain primetime shows, few programs bring in the large audiences of the past that would guarantee return on investment. Instead, the population is growing increasingly segmented – watching television on an array of devices and services outside of traditional advertising. 

This has made advertising on social media a superior, smarter option. Not only does social media allow for more direct advertising, but it helps your message reach the people who you want as customers. 

When you look at prime advertising demographics, the usage rates of social media are even higher. About 89 percent of adults age 18 through 29 use social media, and 82 percent use these sites between ages 30 and 49. Additionally, 78 percent of adults, regardless of age, who earn above $75,000 per year use social media, according to Pew. 

Once you decide to launch social media advertising, the key is to create a superior campaign that will allow for maximum exposure and ROI. Try one of these six tips to improve your social media advertising strategy and get your message directly to your users' computer screens. 

Social media advertising helps you reach people of different demographics throughout the day. Social media advertising helps you reach people multiple times a day.

1. Make sure your content is engaging  
Advertising on social media is often a good option for small businesses because it can cost less per click than ads on Google and can target exact demographics and populations. As Entrepreneur magazine explained, advertising on Facebook and other sites can even be easier than other forms of advertising.

"These campaigns are easier to monitor than complex pay-per-click search engine marketing because they require much less day-to-day tinkering," the magazine explained. "They also are less expensive than traditional media ad buys. Done properly, Facebook ads can drive fans to your page and viewers to your website – and most important, create new customers." 

While social media is a great space to advertise in, you still need to provide the user with something to click on. Choosing an engaging image and click-worthy copy can be the difference between getting traffic to your site or not, regardless of how smart the media buy is. Ensure that the landing page your ad sends the user to is also entertaining and engaging. Use videos, user experiences and graphics to entice customers. 

"Translate your ads into other languages to broaden your reach."

2. Have a presence on the networks your customers are using
Don't focus your advertising efforts on Pinterest if more customers use Instagram or Snapchat. Whether or not you spend heavily advertising on these networks, make sure you at least establish a presence for your customers to mention, link to and engage with.

3. Invest in professional translation services 
The popularity of social media isn't just growing in the U.S. – it has spread across the globe. And, as Web connectivity is only expected to grow in some of the world's most populous countries, such as India and Nigeria, social media usage is expected to continue expanding. 

Enlarge your company's reach, regardless of the size of your business, by translating your social media advertising and reaching demographics that you won't with English-only ads. You'll be able to get the jump on your competition and corner the market in whatever language you choose.  

Don't limit your audience to English. Don't limit your audience to English.

4. Take advantage of split testing 
Before you sink the majority of your marketing budget into a certain advertising strategy, use split or A/B testing to determine which parts of your ads are working. From the color of your image to the message you're trying to get across, this type of testing can help you figure out where you should really be spending your money.

Additionally, with social networks, you can test different options across demographics, tailoring your message to each segment of the population, increasing the likelihood you'll bring in exactly who you want to.

"Target social media users who already visited your site."

5. Sponsor posts and remarketing
Social media ads allow you to have a presence in front of your potential customers' eyes while they're doing other things. This can raise your brand awareness and increase traffic, whether subconsciously or consciously. 

Social media blogger Jeff Bulla noted on his site that Polaris Apartments in Columbus, Ohio, increased the rate of clicks on their site by 33 percent by remarketing ads on social media. People who had visited Polaris' website were followed on Facebook by ads for the apartment complex, increasing exposure to someone who's already shown some interest. 

6. Don't forget about organic marketing 
On sites like Twitter, you don't necessarily need to be paying to sell your product. Simply establish a presence and post about relevant and timely events. However, be smart and patient about how you post to avoid any public relations disasters. 

3 tools for more effective digital marketing

According to Nielsen, U.S. adults spend about 61 hours a month on the Internet on average, with a sharp increase in the amount of time spent browsing the Web on mobile devices since 2012. With so much time spent on mobile devices (34 hours per month) and computers (27 hours) – not to mention watching videos on the Web (6 hours), watching videos on a phone (6 hours) or using a game console (7 hours) – advertising through these media outlets is the best way to reach many Americans.

“The average American spends about 612 hours online a month.

However, as digital marketing has proved itself successful and profitable, it has also brought in a lot of competition. With multiple firms competing to establish brands, improve search engine rankings and optimize click advertisements, it’s critical that digital markets use the most efficient and effective tools. Here are three basic online tools that can help digital marketers make the most out of every minute they’re working.

1. Google Drive 
If you have Gmail, you have Google Drive. Despite its name, this isn’t just a cloud storage space to place docs and photos. It allows you to collaborate and work seamlessly with a number of team members.

As a digital marketer, you’re likely switching devices frequently, working remotely, and working with various clients, team members and freelancers. Google Drive lets you create word documents, presentations and spreadsheets, which you can choose to share with whomever you want. Furthermore, they can collaborate on the document or simply comment on it.

The co-founder of 3 Door Digital, Alex Moss, explained on Moz that Google Docs beat out all other information sharing tools when his company merged because it was so simple, efficient and effective.

Drive can be an affordable option for many small businesses.Drive can be an affordable option for many small businesses.

“In the past few years, I’ve used numerous task management tools and decided to put a few to the test to see which one would work for us,” Moss wrote. “In the end we found that Google Docs was actually the best platform for us to use. This may seem like an uncommon choice but with the correct setup it has proved to be extremely successful.”

When it comes specifically to online marketing, WebpageFX explained that Google Drive can do even more. You can use Drive to do keyword research, evaluate sites on shared spreadsheets, manage media buys, conduct open online surveys, Web scrap and many other projects.

2. Adobe Marketing Cloud 
This Adobe tool is tailor-made for digital marketers. It’s designed to provide easy management for analytics, social media, targeted advertising and specialty campaigns, not to mention its mobile integration and customizable functions.

Adobe Marketing Cloud is an all-in-one online tool that consolidates a digital marketer’s needs for easy access. You can also set up dashboards to keep track of your key metrics.

“Use VerbalizeIt to fully translate and localize your apps.”

This tool has many of the aspects that companies like Smart Insights and OutBrain say are critical to digital marketers, such as social media management, mobile accessories and ways to measure customer behavior.

 

3. VerbalizeIt

The Internet has allowed businesses unparalleled access to markets all around the world. However, now that many infrastructures and trade barriers have been toppled, there’s still one that remains: language.

To reach audiences at home or abroad that speak a different language, use VerbalizeIt to fully translate and localize your apps, website and any advertising. Digital marketers can use VerbalizeIt to fully translate businesses’ Web presences in just one click, launching them into multiple markets at the same time.

Unlike other online services, VerbalizeIt’s professional translation services don’t use inaccurate machines or unreliable freelancers, but rather expert translators who can update a site and make translation easier for each piece of content or advertising going forward. Your client will be reaching a new customer base in no time.

Measure the performance of your translated site with these 3 tools

Using professional translation services to convert your website or app into a new language is a great way to expand the reach of your business and find a new audience of potential customers. However, after translating your Web presence, it can be difficult to see exactly how this investment has benefited your business.

Use these three tools to follow the most important indicators for your website’s and app’s successes to understand exactly how translation helps your online brand.

“Observe the benefits of translation with these tools.”

1. Google Analytics  
Google Analytics is an online tool from the search engine giant that can help you measure the most important metrics about your website. It allows you to see how long people are spending on the site, what they’re clicking on, how quickly they leave and what people are looking for. Google Analytics also lets you see where people are visiting your site from, allowing you to better use targeted localization translations.

You can use Google Analytics to measure the effectiveness of your site in English and in another language by comparing the data. With translation, you’ll likely see a boost in several important metrics among the population group you’re looking to attract. This online tool also lets you set up multiple dashboards so you can monitor your sites quickly and easily at a glance.

2. Optimizely 
Optimizely is a software company that lets businesses test websites and apps to see how effective they are. Through A/B testing, Optimizely allows business owners to see what type of difference a site change, such as translating, has on the bottom line. Additionally, companies can use this service to see exactly how users are navigating through the site. This can help discover any areas of concern to reengineer to give users the best possible experience.

Use Web tools to learn how to optimize your Web presence.Use Web tools to learn how to optimize your Web presence.

Use this on your service to compare your old site with the new translated one and view any areas where your new users could use help navigating.

3. Feedback management tools 
Companies like 
Qualaroo, Usabilla or OpinionLab provide the tools for users to quickly and easily give you feedback through your website or app. You can invest in a dozen different analytics tools, but there’s no one who can tell you what’s working better than your own users.

There’s a science to getting optimal and useful feedback. Provide users suggestions of helpful feedback, consider a multiple choice or rating system and allow room for comments. Additionally, you’re likely to see higher participation with some sort of incentive.