PPC ad copy localization: To-do steps, tips, & examples (w/ Tomasz Abbott-Wieczorek)

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The paid media lab

Lunio

25 episodes

1 week ago

The paid media lab is a podcast for performance marketers who want fresh, innovative, and actionable strategies to maximize return on ad spend. In each episode, we speak to a leading paid media expert about the one strategy, approach, or tactic that has consistently delivered impressive performance improvements across their campaigns in recent months. Presented by James Deeney and brought to you by Lunio, the ultimate anti-IVT tool. Get more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library

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PPC ad copy localization: To-do steps, tips, & examples (w/ Tomasz Abbott-Wieczorek) | S1 EP10

The paid media lab

25 minutes 30 seconds

8 months ago

PPC ad copy localization: To-do steps, tips, & examples (w/ Tomasz Abbott-Wieczorek) | S1 EP10

In this episode of the Paid Media Lab podcast, we're speaking to Tomasz Abbott-Wieczorek about the often under-appreciated topic of ad copy localization for international PPC campaigns.

You likely already know Tomasz as the founder of the PPC Profit Club, a sizable community of marketers sharing tips, strategies, and best practices for PPC success.

Individually, Tomasz has audited over $1 billion in Google Ads spend, and has been ranked amongst the top 100 most influential PPC voices worldwide.

In this episode, Tomasz discussed key strategies to maximize the ROI on international PPC campaigns - something Tomasz has extensive experience in - by aligning with cultural nuances, linguistic expectations, local buying behaviors, and more.

In just over 25 minutes, we discussed everything marketers need to know about adapting their ad copy for international campaigns:

Timestamps:

00:00 - Intro

02:35 - PPC Profit Club

04:03 - Why ad copy localization matters

05:38 - Likely performance improvements from localization

07:02 - Industries where localization really matters

09:25 - Tips for identifying the best local copy

12:09 - Case study: The best brands to learn from

13:52 - Testing/optimizing localization copy

17:22 - How use AI in localization

20:43 - Balancing unique localization & brand messaging

23:07 - Key ad copy localization tips

23:54 - Final thoughts / outro

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library