Why It’s Important to Discuss High-Potential Markets with Clients for International Campaigns

When it comes to international paid media campaigns, identifying markets with the most potential is not just a matter of geographic interest. The right choice can mean the difference between a highly favourable outcome and a costly result with little return. But how do you know if you’re aiming in the right direction? This is where deep discussions with the client and a critical analysis of the various variables you seek in an attractive market come into play.

The first factor to consider in international paid media is the market’s growth potential. Not all markets are at the same stage of maturity; some are ready to explode, while others may be saturated. What does this mean for the campaign? It means you need to invest time in analysing data, identifying trends, and understanding consumer behaviour in those markets before launching campaigns. Some clients need guidance to understand that investment should be directed where real opportunities exist, not just where there is apparent demand.

A tool that can help you gather data on international markets, beyond search volumes, is Google’s Market Finder.

Another important aspect is understanding the local consumer. The cultural and behavioural differences between an Eastern country and a Western country, for example, highlight how vast these differences can be between countries, and what works in one place may not work in another, although the differences may not always be so significant.

If you overlook this, you risk launching a campaign that is not profitable. This is where you need to talk to the client about adapting the messaging and creatives to the particularities of each market, if necessary.

Local competition is a factor that cannot be ignored when planning an international strategy. What if the market has potential but is dominated by local competitors? It is vital to assess whether the client has the resources to compete or if it would be more strategic to focus on a less saturated market with good growth prospects. A frank conversation about the competitive reality can prevent unproductive investments.

Costs and infrastructure are decisive factors in international paid media. A market may seem attractive, but if the client cannot bear the entry costs or if there is no adequate infrastructure to support distribution and logistics, the campaign may fail. This is where the client’s experience and knowledge of their operational capacity must be integrated into the planning.

In conclusion, discussing these factors with the client is the foundation for a well-structured international campaign. Someone who overlooks this conversation may end up launching campaigns without direction or focus, wasting resources and opportunities.

How to Choose the Right Attribution Model 🧩

Selecting the appropriate model depends on the expected user behaviour and the type of action you want to measure.

For instance, if your focus is on engagement conversions or quick interactions on your website, the 1-day click, 0-day view attribution will be your best choice. This model allows you to capture only the most interested users, those who take immediate action after seeing your ad, avoiding artificially inflating the results.

On the other hand, if you are looking for non-commercial leads such as newsletter subscriptions or free content downloads, even for post-sale support, a 1-day click, 1-day view model would be more suitable. This model accounts for both direct interactions and views that, although they don’t result in immediate clicks, generate short-term interest and eventually convert.

Attribution models with short windows allow you to accurately measure the real value that engagement actions bring to your website. If we used broader attribution windows, the results could be inflated, and campaigns could lose weight in real conversions, especially if you are using multiple paid media channels and various campaigns with different objectives.

For most sales or commercial lead campaigns, the 7-day click, 1-day view attribution model is the standard. This model offers a broad window to measure the immediate impact of your ads without losing sight of those users who need a few days to convert after the initial click.

In the context of high-value products or B2B conversions that can take up to a month, the 30-day click, 1-day view model would be the most appropriate. This model is ideal for capturing considered purchase decisions that may require approval from multiple parties.

On the other hand, the 30-day click, 30-day view model is suitable for complex B2B purchase events and high-consideration products/services, regardless of whether the goal is sales or commercial leads.

Remember that you can adjust the attribution model afterwards if you find that user behaviour is not as expected.

What attribution model do you usually use in your campaigns? Have you considered adjusting your strategy based on these models? I look forward to reading your comments.

Points to be reviewed in regular meetings with clients

Maintaining regular meetings with clients ensures they understand both the strategy being followed in managing paid media campaigns and whether the results being achieved are making a difference at a business or commercial level. Here are the key points I usually review with clients:

• General Trend

Analyse whether the overall results are heading in the right direction. Compare current performance with the previous period and with the set objectives.

• Campaign Structure

Verify the campaign structure to ensure they are segmented correctly for each audience.

• Conversion Goals

Check if the conversion goals are being measured correctly and which ones are being used for campaign optimisation. Adjust conversion goals to align with the client's expectations, but not too frequently, only when necessary.

• Key Metrics

Evaluate metrics such as CTR, Cost/Conv., Conversions, Conv. Value/Cost, Cost, Conversion Value, and Clicks. These are some indicative performance metrics and show areas for improvement. Compare different periods to identify trends in time.

• Locations and Regions

Identify the geographical locations of highest and lowest performance. Adjust segmentation based on the results if necessary.

• Ad Scheduling

Ensure ads are shown on optimal days and hours. Adjust scheduling to maximise cost efficiency.

• Devices

Compare performance across mobile devices, tablets, and desktops, and adjust as needed.

• Keywords and Search Terms

Optimise keywords and search terms. Add or exclude as necessary.

• Creatives

Evaluate the performance of visual and textual resources. Create improved versions of the ads based on the results.

• Offers and Incentives

Review the offers and incentives in your ads and landing pages. Show incentives that competitors do not offer and/or adjust promotions and discounts to enhance the appeal of your ads.

• Budget

Ensure the budget is being fully utilised, or adjust as needed.

Reviewing these aspects in regular meetings aligns you more with the client's business goals, while also demonstrating a greater commitment to the success of the campaigns.