This is an excerpt from our ebook, “How to Win International Markets with Meta Ads.”
Identifying the right audience is an important part of the Instagram and Facebook ad equation. But so is the creative you’ll put in front of them to introduce your brand and sell your products. Considerations here range from dynamic language optimization to dynamic ads and marketing calendar nuances by market.
Localize Your Ads With Facebook’s Dynamic Language Optimization (DLO)
In chapter 2, we discussed the importance of localization when it comes to your website and online store. But that same need naturally extends to your Facebook and Instagram ads, as well. Engaging and converting potential customers means getting your messaging and products in front of them in the language they prefer.
Fortunately, Facebook’s Dynamic Language Optimization (DLO) function can simplify that process for advertisers running campaigns in multiple countries. The concept is simple: you set up an ad in multiple languages, and the platform self-optimizes and campaign to ensure every member of your audience sees the ads in the language they prefer.
That entire process occurs in a single ad campaign, allowing for internal and dynamic budget optimization as well. Language no longer needs to be a part of the targeting setup, but can simply be a consideration for the ad the moment it’s shown to your audience.
Within Facebook Ads, you’ll have two options to set up your campaign in multiple languages:
Manually create each headline and primary text in the languages you’re targeting. This option works best if you have internal or partnered language and localization expertise that can closely and accurately translate your ad messaging.
Leverage Facebook’s automatic translation feature. The platform’s translation platform tends to be accurate, but you can still edit translations based on your own expertise. Facebook automatically adds an automatically translated label to these ads.
Automatic translations are fast and efficient, but may still need some manual touches. Still, they allow you to broadcast your ads at a global scope that goes far beyond any individual translation service. They’re currently available for ads in Facebook and Instagram Fees, Instagram Explore, Facebook and Instagram Stories, Messenger Stories, and Facebook in-stream videos.
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How To Win International Markets with Meta Ads
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Build a Global Product Catalog With Multi-Country Dynamic Ads
In addition to adjusting the language of your ads, Meta’s Ads solutions also allow you to build localized catalogs specifically for international audiences. The goal here remains the same: ensuring that your products, and the way they’re described, are as relevant as possible to all local audiences in the international markets you’re targeting.
Use dynamic (or Advantage+ catalog) ads when you have a product catalog directly on the platform that holds the inventory you’re looking to sell to Facebook or Instagram audiences. A localized catalog means not just adjusted language, but also adjusted currencies that translate directly to the version most relevant for any given audience.
Once the catalog is localized, you can build multi-language and multi-country dynamic ads linking directly to it. You no longer have to create separate catalogs for each language or country, instead being able to let the platform optimize and localize on your behalf.
Consider the Holiday Calendar in Target Regions for Your Marketing Creative
Every country around the world celebrates different holidays. Even those we typically consider universal, like Christmas or New Year, are not relevant in non-Christian countries or countries like Saudi Arabia that follow a different calendar.
As you choose your markets, consider the holidays in the cultures you’re targeting. They might provide excellent creative opportunities, leveraging promotional calendars tailored to cultural interests and priorities.
Sant Jordi Festival, for example, is one of the most important dates of the year in Spain. Meanwhile, Eid al-Fir is the much-celebrated end of the fasting month of Ramadan in Islamic countries. In China, Singles’ Day is a day of shopping and celebration with proportions rivaling American Black Friday.
It pays to familiarize yourself with both official and unofficial holidays in your international expansion target markets. Similarly, some global holidays that are observed in large swaths of the world can offer additional promotional opportunities. Build a calendar of these events based on the markets you’re targeting to create more relevant, persuasive, localized ad campaigns.
To learn more about driving international sales using Meta, check out our ebook here.
