Google ads or PPC ads are an essential marketing strategy that can attract many visitors and potential customers if done correctly. An essential aspect of marketing with Google ads is targeting and segmenting your audience based on different demographic factors such as age, gender, nationality, and so on. Audience targeting based on such demographic factors is quite common in the world of digital marketing.
But when you’re focusing your ads and marketing efforts on people from different cultures, finding the right strategies and techniques can be challenging. The main reason is that there is no one size fits all approach for multicultural marketing. Various cultures have their own unique mindset and behaviors, and it’s challenging for a digital marketing agency to create ads that resonate with different cultures.
So if your target audience involves consumers from varying cultural and ethnic backgrounds, you’ll need a clever approach for running multicultural ads. And we’re here to help you with that, as today’s marketing guide will include a number of effective tips to create Google ads that will strike the right chords with multicultural consumers.
The Role of Cultural Influence in Consumer Behaviour
The need for multicultural marketing arises from the fact that culture influences consumer’s behavior, preferences, and purchasing decisions. Here are some simple and obvious examples that show how culture affects consumer behavior:
- Certain products are prohibited in specific cultures, such as alcohol and meat products.
- Various cultures have their own clothing preferences. For example, fashion statements in New York will not be the same as in UAE.
These are just some practical cases that clearly demonstrate how cultural factors dictate the consumer’s mindset. If you want to have a substantial impact on people from different parts of the world, your ads and marketing efforts must take into account their cultural background.
Tips to Run Multicultural Google Ads From The Best Digital Marketing Agency
As admitted by various Google ads management agencies, incorporating cultural elements in your Google ads campaign is going to be challenging. Most marketers don’t even know where to begin, as they are not familiar with the foundations, beliefs, preferences, and nuances of different cultures. How can you target multicultural audiences when you don’t even know everything about other cultures?
Now it doesn’t mean that you need to start learning about all the different cultures in detail. Here are some tips and strategies that will help you create perfect multicultural Google ads:
Focus on Cultural Locations
One of the simplest ways to understand target audiences from specific cultures and ethnicities is to focus on their location. Of course, the dawn of globalization has led to people migrate to various parts of the world, and many regions have people from mixed cultures living together.
Having said that, there are many locations where you will find a greater density of certain ethnic groups. Identifying and categorizing cultural groups based on their region makes it easier to observe and understand their values, mindset, and behaviors. For better efficiency, you should try to narrow down your radar and focus on specific ethnic regions rather than a country or state as a whole.
Study Stereotypes, And Then Avoid Them At All Costs
Stereotypes are bad – plain and simple. They generate misconceptions and false presumptions about communities and ethnic groups. Some stereotypes can be harmless, while others can be downright offensive and hurt the sentiments of your audience, which is just the opposite of what you’re trying to achieve.
If you’re not aware of stereotypes, they may unintentionally become part of your Google ads which will be a disaster for your campaign. Do your research and study the stereotypes related to your audience’s culture, then make sure that you avoid them at all costs in your advertisements.
Understand Cultural Nuances
Researching and understanding nuances is an integral part of multicultural advertising. Cultural nuances refer to the subtle differences that set apart various cultures. Some nuances are bold and distinct. For example, you can easily differentiate between the cultural practices of the far east and far west regions of the world. But nuances became harder to distinguish among closely related cultures.
For example, Latino and Hispanic groups are often generalized as one large culture, but you will find different cultures – Mexicans, Colombians, Puerto Ricans, and more within this group. Some of these groups even share a lot of similarities and even speak the same language. So it becomes harder to catch the subtle differences between them. Here are some ways to build a better understanding of cultural nuances:
- The first and best method is to get in touch with one or more people from a specific culture and ethnicity and learn through them.
- Digital media such as documentaries and informational videos are useful resources to learn about various cultures.
- And of course, the internet, with its vast pool of resources and materials, will give you enough information to familiarise yourself with cultural nuances.
Seek Help from Third Party Agencies
An effective way to launch your multicultural Google ads campaign with success is by enlisting the help of an agency that hails from the same cultural region. You may not always have the time and resources to sit back and deeply observe other cultures, especially those from far-off regions. But if you have the budget, you can hire local agencies from those regions and they will help you set the correct tone for your Google ads. Such agencies will have marketing expertise and the knowledge of their own culture, so it’s a double benefit for your ad campaign. The only catch is that it will cost you money while saving you time and effort.
So to wrap thing up, here’s a recap of our tips and strategies for running multicultural Google ads:
- Focus and target the locations where specific cultural communities reside in large numbers.
- Ensure that you are aware of stereotypes and be careful not to include them unintentionally in your advertisements.
- Understand subtle differences between closely related cultures to avoid cultural misappropriation.
- Hire third-party agencies that come from the same cultural regions and backgrounds as your target audience.
And lastly, we recommend you spend as much time learning more about multicultural or ethnic marketing. Culture not only influences people’s purchase behaviors but also affects their sentiments and emotions. So you should take your time to conduct proper research and never rush into the advertising campaign. We are certain that these strategies, when implemented with your best efforts, will make your multicultural Google ads campaign a sure success!
If you need more assistance, contact one of the best Google ads agency today.