Targeting Specific Countries VS Worldwide Targeting (My Multi-Country Ad Account Strategy)
Summary
TLDRDans cette vidéo, Nicktario aborde les stratégies de ciblage mondial par rapport au ciblage spécifique à un pays pour les publicités. Il partage son expérience avec un client réalisant un chiffre d'affaires de 300 000 à 400 000 euros par mois, expliquant comment son équipe a consolidé les campagnes publicitaires et optimisé le retour sur investissement. Il insiste sur l'importance de la logistique, des taxes et des spécificités culturelles avant de s'étendre à d'autres pays. Nicktario recommande également de valider les marchés locaux avant de se diversifier, tout en considérant les différences créatives et linguistiques entre les régions.
Takeaways
- 🌐 Le script traite de la cible mondiale par rapport à la cible d'un seul pays lors de la publicité.
- 📈 Nicktario mentionne qu'il a travaillé avec des marques qui sont présentes dans plusieurs pays, améliorant ainsi leur efficacité.
- 💹 Un client clé mentionné dans le script gagne entre 300 000 et 400 000 euros par mois.
- 🔧 L'efficacité de la publicité a été améliorée grâce à la consolidation des campagnes et à la réduction du nombre de campagnes actives.
- 🗣️ La langue et la créativité sont soulignées comme les deux facteurs clés à considérer lors de l'expansion dans de nouveaux pays.
- 🚚 Les coûts de livraison et les taxes sont des éléments importants à prendre en compte lors de l'expansion géographique.
- 📊 Il est conseillé de ne pas se précipiter dans l'expansion dans de nouveaux pays sans avoir atteint un certain niveau de profitabilité dans son pays d'origine.
- 💡 Nicktario suggère de commencer par valider la demande et la viabilité avant d'expansion dans de nouveaux pays.
- 🔗 L'utilisation de créateurs de contenu locaux peut aider à connecter avec la culture et les valeurs des marchés cibles.
- 📈 Si la créativité fonctionne dans tous les pays, il n'est pas nécessaire de créer des campagnes spécifiques pour chaque pays.
- 🔄 Lors de l'expansion, il est important de réévaluer régulièrement la performance des campagnes pour s'adapter aux besoins du marché.
Q & A
Quel est le sujet principal de cette vidéo de Nicktario ?
-Le sujet principal de la vidéo est la cible mondiale versus la cible d'un seul pays lors de la publicité, et les considérations à prendre en compte lors de l'expansion dans plusieurs pays.
Quelle est la première question que Nicktario répond dans la vidéo ?
-La première question qu'il répond est si vous avez vraiment besoin d'élargir votre couverture géographique pour la publicité.
Quels sont les facteurs clés que Nicktario mentionne pour considérer avant d'expansion dans un nouveau pays ?
-Les facteurs clés incluent la logistique, les coûts d'expédition, les taux d'imposition, et la nécessité de créer des publicités adaptées à la culture du pays cible.
Pourquoi Nicktario mentionne-t-il que les coûts d'expédition sont importants lors de l'expansion dans un nouveau pays ?
-Il mentionne que les coûts d'expédition sont importants car ils peuvent affecter la rentabilité de chaque pays et que les taux de livraison peuvent être beaucoup plus élevés dans certains pays.
Quels sont les avantages potentiels de la consolidation des campagnes publicitaires selon Nicktario ?
-Nicktario mentionne que la consolidation peut réduire le nombre de campagnes et d'ensembles publicitaires, ce qui rend la gestion plus efficace et peut améliorer le retour sur investissement.
Quels sont les deux types de campagnes que Nicktario a consolidé pour une des marques qu'il mentionne ?
-Les deux types de campagnes consolidées sont une campagne de prospection avec une optimisation de budget (CBO) et une campagne de re-ciblement.
Quelle est la stratégie de Nicktario pour tester de nouvelles publicités dans un nouveau pays ?
-Il suggère de commencer par tester la publicité gagnante d'un autre pays dans le nouveau pays, tout en étant conscient que les résultats peuvent varier en raison des différences culturelles et de marché.
Pourquoi Nicktario recommande-t-il de ne pas étendre dans un nouveau pays si votre chiffre d'affaires mensuel n'est pas élevé ?
-Nicktario recommande de ne pas étendre dans un nouveau pays si votre chiffre d'affaires mensuel n'est pas élevé car il est préférable de se concentrer sur l'expansion et la croissance dans le pays d'origine avant de gérer les complications logistiques liées à l'international.
Quels sont les avantages de la spécificité linguistique lors de la publicité selon Nicktario ?
-Nicktario mentionne que la spécificité linguistique peut aider à augmenter le retour sur investissement publicitaire, car cela permet de connecter avec les utilisateurs sur un niveau plus personnel et culturel.
Quel conseil Nicktario donne-t-il aux propriétaires de entreprise qui veulent étendre dans de nouveaux pays pour des raisons de prestige plutôt que de rentabilité ?
-Nicktario conseille aux propriétaires d'entreprise de se concentrer sur la diversification créative et de résoudre les problèmes de stratégie de la publicité plutôt que d'étendre dans de nouveaux pays pour des raisons de prestige.
Outlines
📈 Introduction au ciblage international vs national
L'auteur, Nicktario, introduit le sujet du ciblage publicitaire mondial par rapport au ciblage d'un seul pays. Il évoque des questions récurrentes dans les commentaires et souligne l'importance d'étendre ses campagnes publicitaires à plusieurs pays. Avant de commencer, il invite les spectateurs à liker, s'abonner et commenter s'ils sont en train de s'étendre à de nouveaux marchés.
🌍 Gestion de campagnes publicitaires internationales
Nicktario explique comment il a amélioré les performances d'un compte publicitaire d'une entreprise opérant dans plusieurs pays. Avec des dépenses publicitaires d'environ 5000 dollars par jour, il a consolidé 20 campagnes en seulement deux pour simplifier la gestion. Il détaille la stratégie consistant à utiliser un ensemble d'annonces unifiées avec des campagnes de prospection et de remarketing, tout en utilisant la fonctionnalité de traduction de Facebook.
🛒 Impact des coûts de livraison et des taxes sur l'expansion internationale
L'auteur met en garde contre les pièges de l'expansion rapide dans d'autres pays, en soulignant l'importance de prendre en compte les coûts de livraison et les taxes, qui varient selon les pays. Il explique comment ces facteurs peuvent affecter la rentabilité, en prenant l'exemple de l'Australie, où les coûts de livraison augmentaient significativement le seuil de rentabilité.
🖼️ Importance des créatifs et des langues dans les campagnes internationales
Nicktario aborde l'importance des créatifs et des différences culturelles dans les campagnes publicitaires. Il explique que les campagnes doivent parfois adapter le langage et le visuel pour mieux correspondre aux attentes des audiences locales, en particulier dans des pays ayant des cultures ou des valeurs différentes. Il souligne que la langue et le créatif sont des facteurs clés pour réussir dans les marchés internationaux.
📊 Structuration des campagnes publicitaires par langue
L'auteur détaille la stratégie de segmenter les campagnes publicitaires selon les langues parlées dans chaque région. Par exemple, il propose de créer des campagnes spécifiques pour les pays de langue néerlandaise ou espagnole, ce qui permet de mieux cibler les publics et d'optimiser les budgets publicitaires en tenant compte des différences linguistiques.
🚀 Quand et pourquoi s'étendre à d'autres pays
Nicktario explique que l'expansion à l'international n'est pas toujours nécessaire, surtout pour les entreprises qui ne génèrent pas encore 50 000 dollars par mois. Il recommande de d'abord maximiser les opportunités dans son propre pays avant de s'aventurer à l'étranger, car l'expansion prématurée peut réduire la marge bénéficiaire à cause des coûts logistiques supplémentaires.
🎯 Adapter les campagnes publicitaires à des marchés spécifiques
L'auteur décrit une méthode pour tester les campagnes publicitaires dans de nouveaux pays en utilisant des créatifs locaux. Il insiste sur l'importance de collaborer avec des créateurs de contenu locaux afin d'adapter les messages publicitaires aux cultures locales. Cependant, il note que, dans certains cas, un créatif unique peut fonctionner dans plusieurs pays.
📊 Conclusion et conseils pour l'expansion internationale
Nicktario conclut en insistant sur l'importance de valider la nécessité d'une expansion internationale avant de lancer des campagnes spécifiques à d'autres pays. Il recommande d'adapter les langues et les créatifs uniquement si nécessaire, et de toujours prioriser l'optimisation des campagnes dans le pays d'origine avant de s'étendre. Il termine en invitant les spectateurs à partager leurs expériences d'expansion internationale.
Mindmap
Keywords
💡Ciblage mondial
💡Ciblage par pays
💡ROAS (Return on Ad Spend)
💡Consolidation des campagnes
💡Créativité localisée
💡Langue des publicités
💡Logistique
💡Créateurs de contenu
💡Campagne CBO (Campaign Budget Optimization)
💡Expansion internationale
Highlights
Discussion about the difference between worldwide targeting vs single country targeting.
Example of a brand generating 300,000-400,000 euros per month in revenue, needing a more efficient ad system.
Consolidating ad campaigns from 20 campaigns down to 2 to improve efficiency and reduce the account's mess.
The company is targeting multiple countries including Germany, Russia, UK, Ireland, USA, Canada, Australia, and New Zealand.
Reduced spend by 50-60% after consolidation, with a focus on consolidating English-language ads.
The use of Facebook's translation features to simplify running ads in multiple languages.
Analyzing profitability differences between countries, highlighting higher shipping costs in Australia.
Shipping and taxes are crucial considerations when expanding to different countries due to profitability impacts.
Creative differences for ads may be required when targeting different countries due to cultural and visual preferences.
Language and creative adaptation were key when scaling ads internationally, with language-specific campaigns yielding better results.
Strategy for combining multiple countries into one ad set with consistent creative and language.
Importance of testing country-specific creatives, while acknowledging that some successful ads may work across regions.
Scaling locally before expanding to other countries is more profitable; US-based brands under 500K/month should focus on the US first.
Advised businesses to explore creative diversification instead of expanding internationally too quickly.
Final insight on focusing scaling efforts on high-demand countries using country-specific campaigns to avoid logistical challenges.
Transcripts
yo what's going on guys welcome back to
the channel my name is nicktario today i
have an exciting new video for you guys
be kind of short um but i get this
question a lot and it kind of goes
around uh you know like worldwide
targeting
versus cinch single country targeting
and stuff like that and i've answered a
few times in the comments but i just
really want to kind of go through my
kind of prospects and views based around
this particular area so with that being
said before we get started hit that like
button hit that subscribe button and
drop a comment below if you're currently
expanding into a few different countries
and stuff like that and i'm curious of
how many of you guys are out there
actually going out further than just one
country maybe in multiple different
countries so that being said let's dive
into the video
[Applause]
[Music]
so we're currently working with uh a few
brands that are in different countries
not just single countries and uh you
know one of our bigger spenders they're
doing about 300 000 400 000 euros per
month uh in revenue with their business
and uh we've came into their account
we've improved the broads uh by i think
like 10 15
20 they were already crushing it let me
get leave that out full transparency
they're already crushing it but uh they
just needed more of an efficient system
and also too they needed us to
essentially come in and um basically um
you know one just take over because
they're super busy and they can't run
ads themselves but uh long story short
uh they're crushing it we came we proved
throughout a certain level degree and
then um but a big thing is is we're
actually in that account like 50 to 60
less than uh before and that account
before was just some messes all over the
place and um what we did was is we
basically consolidated that account um
again this is an account that is pretty
much worldwide they're in like 10
different countries you know like
germany russia you know uk um ireland uh
united states um canada
like all these like a lot of big
countries essentially australia so
new zealand things like that and uh they
had basically a campaign two campaigns
for every country a main campaign which
is like their uh their prospecting or
cold audiences and then they are
retargeting for everyone so so we
basically consolidated that account we
basically took all of these campaigns
and i think 20 of them running out of
time and we put it into two campaigns we
and literally two ad sets yeah crazy i
know and keep in mind we're spending
like five thousand dollars a day
in terms of um you know spin level and
actually less that's we're spending like
twenty two hundred twenty three hundred
a day uh but we didn't get up all the
way up to about five thousand dollars a
day uh spend for that particular account
and um we basically put into two
campaigns and
two assets essentially campaign uh one
which is your prospecting a cbo campaign
a few thousand dollar day budget and
then we had one ad set which had all of
the countries stacked and then we had
one ad or a few few ads essentially in
the uh for the ad perspective right
there and what we did was consolidate
everything down to english the language
and um and that was another thing to
some some of them had like different
variety and then we also utilized the
facebook like uh tran not trans
translation features so and then we are
retargeting campaign same thing just had
a retargeting creative inside of it so
so basically you have two campaigns two
ad sets and we did have more ads that's
running in our prospecting campaigns
just we'd lock down to that one winner
and then we'd test a new one every week
but that one winner's just been crushing
it to the point where it's like just
doesn't make sense like we haven't able
to find a new one that's totally okay
that's why we do testing so and uh
we crushing it everything like that so
but we did start splitting things up and
i wanted to bring you guys through that
on the process of of actually you know
what works best for you and uh the first
question we always get is do you even
need to expand into another country so
i get people asking all the time where
what country started testing i'm like
where are you based off where's your
logistics where's your shipping coming
from all that stuff granted we don't
work with drop shippers like we need
your operations in-house like to work
with you that's just that's it we have a
better relationship with those type of
people uh working for with our agency so
for your drop shipper look start from
the united states it just it makes so
much contextual essential stuff with
that so with that being said where is
your logistics coming from like that's a
big thing because
people want to expand to
other countries too quickly and realize
how profitability is different in every
country we were shipping to australia
for this one particular brand and
australia we needed like a two and a
half 3x robust to break even where
typical breakeven is like 1.5 and the
reason why the difference is is because
of how extreme the shipping rates were
and we typically do free shipping for a
lot of our orders so you need to look at
it from that logistical standpoint right
there shipping costs shipping costs
number reason why second is taxes taxes
rates different by country and that can
also affect you at some level as well
i'm not a tax expert right there that's
one area that i'm very uh you know
lacked in and lacking very much in that
area uh so just be worried too about um
specific tax rates for certain countries
as well as something else you need to
look at before you expand to a new
country so yeah look at your shipping
and you're looking to your taxes now the
third thing is are you going to need to
create so like a european creative might
be slightly different than a usa
creative and that's because you got to
look at it from the perspective of the
buyer um
a
25 year old male in the usa
may look different than a 25 year old
male in the uh your euro area and you
know different culture values different
belief system
uh different style as well so you gotta
look at that perspective as well so
when we consolidated everything into two
campaigns we were able to do it because
our we weren't branching our creative
and we weren't branching our language
and that's the two biggest things when
you start to expand to other countries
language and creative basically how you
portray it so
you can
like you can test your winning creative
for usa in other countries but just
again like don't expect it to crush it
the same way in the usa potential
potentially don't expect it to crush the
same way because again the different
views different cultures different
ethnicities different you know
backgrounds things like that there's a
lot of different things that go on when
you expand to a new country so you may
need new creative to kind of focus on
that area so what we did was is um we
were actually starting to
really focus more on language specific
because we find that language specific
also does help with an increase in
return on ad spend and hey like i agree
with that too um you know that's because
basically you know as you start to uh
you know creative may resonate with
people uh but the uh the language it
definitely is a big key right there so
just change up the copy different
language now that does pose a threat or
pose an issue because essentially what
happens is now is that um you um
you know you can't just do a worldwide
you have to go more country specific so
you can you can take all of all of your
spanish speaking areas all your dutch
speaking areas all your german speaking
areas all your russian speaking areas
all your
english speaking areas and you can do um
what we're doing currently right now is
we're putting those ad sets inside of
our main scaling campaign which is just
a cbo and then we're also gonna we're
also testing campaign specific for those
specific languages so here's here's the
um the campaign of all of our dutch
speaking um ads and all of our dutch
speaking specific countries that we're
going after and then here's also our our
campaign for spanish here um with our
spanish speaking ads and our
spanish-speaking countries so that's
another way to do it right there uh this
creates more campaigns and stuff but
it's a way to be a little bit just more
from an organizational perspective um
easier for you to um you know look at so
again that's also assuming that you want
to expand these countries this is after
you've already validated you want to
expand cities confirm you want to expand
cities and then you you want to go to
these other countries and then which you
can do a campaign specific um that also
allows you to force spin so when you uh
when you just toss a new country into
cbo it's probably still going to go
after the country that's been converting
rather than the country that is new so
just another perspective right there to
look at so um that's why also campaign
specific works a little bit better so
long story short you got to go down
through just this this process in terms
of okay do any expansion in our country
also too look let me tell you this
if you're in the usa and you're not even
doing 50k a month you do not need to
expand to another country if you're in
the usa now you're doing 500k emf you do
not need to expand in another country
there's a lot of business owners that
want to expand to in other countries
just for a bragging and more of an
egotistical perspective and it's very
true oh yeah i'm worldwide yeah and your
profit margins are actually 20 or 30
percent less than they could be because
you're paying for all these extra
shipping rates it's better to expand and
scale really hard in your current
country and a lot of times like go watch
my video on you know scaling past
barriers or scaling past like these
invisible ceilings and stuff like that
there's other things that could be done
is people think they oh hey i can't go
past you know 3 000 a day in revenue i'm
stuck at this i need to experience
another country no you just got to go
more as a creative diversification and
that's all that's going to fix your
brand essentially so it's not
necessarily the fact that uh you're um
you know
you met your quota in that particular
country it's just the fact that you have
other issues in your your creative
strategy that's once you fix it's gonna
allow you to one have higher profits to
scale past that um and three you don't
have to deal with the logistical
headache of going to these other
countries but let's say you're capped at
that country you're captain you know one
country you know you don't have a few
hundred thousand off you're very
profitable and now you want to look you
want to expand these other countries
just from the perspective of not more of
an ego standpoint of hey we're worldwide
but just due to hey we have a very high
demand people in australia that love our
product that would love to purchase from
us and we have it proven and everything
like that and then we expand to
australia well what we do is we'll set
up a separate campaign we'll use some of
those proven audiences already from our
other campaign and then we'll we'll
start create our we'll test our current
creative training out in this specific
area but we'll also to get some
australian content creators start to
create some content with our product
because again the culture and the
beliefs and the views of people might be
slightly different
um and they might approach a uh american
creative slightly different than an
australian creative if they they
pinpoint the uh the creator so so yeah
so then you can start scaling that up
and then you might have two or three
campaigns and if you don't notice any
difference at all between the creative
then you can just kind of put those
countries together in the same ad set
again we have way of another client that
same same creative works in all
countries we've tried other country
specific creatives it doesn't matter so
that way and in english is the primary
they don't have their website translated
at all so there's just no way for us to
even run a language specific creative so
what we do is we just do english and
then we have the winning creatives and
we just have you know our ad sets with
audience testing with um all the
countries that work for that specific
area and again just one cbo scaling so
it just depends it really just kind of
determines on um when you start going to
these separate campaigns is if we do do
another campaign for a country then the
language or the creative needs to be
different if not then just test that new
country in your main scaling campaign
put them in a budget behind it to get a
little spin to it and you're good to go
so i'm gonna get plenty of videos on my
channel that kind of talks about you
know how i structure my ad account stuff
like that so yeah really hope you guys
enjoyed this video i know this is not
like a common problem i probably expect
this video to do too well just because i
know it's not a common problem for
everyone it's a very uh niche problem um
but just kind of take you guys through
my thought process and my thoughts
around expanding to other countries and
stuff and setting up the ad account
things like that um didn't really show a
visual because i know people who are
experiencing this problem are very high
levels so i know that they could easily
kind of articulate what i said and do
that in that account so yeah a little
draw this video guys uh make sure you
drop a like and a comment below uh
comment what other countries you're
expanding into um how is that process
for you give me a little insight into
your issues with that how that worked
and went for you and uh yeah thank you
guys so much for watching this video uh
if you're making over 50k i'm off with
your econ business click link below it's
book call for me my team i'll help
multiple business scale to six to seven
figures a month love to help you do the
same with your business we'll do a
strategy call put strategies together
for your business you can take and run
with it or you have the option to work
with us if you choose to make it less
than 50 came off hit that subscribe
button stay watching my videos because i
am very transparent with a lot of stuff
um and like to uh really kind of educate
you guys as much as possible so thank
you guys for watching my name is
nicktario and i am out peace
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