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by Mike Essex on 22nd November 2010
Companies running AdWords campaigns in different international markets should be prepared to adjust their strategies to reflect the differences between nations, it has been advised.
This is the opinion of Indian businessman Uday Challu, who explained to the Google blog his company iYogi operates across the globe, offering services to users in Europe, America and Australia.
He told users of pay per click services that his team had soon noticed considerable differences between various markets, especially the US and the UK.
Mr Challu noted the popularity of keywords was not the same in the two markets, while there are also some spelling distinctions.
"We also learned … UK customers spend more time on the phone than do US customers. So, we edited our ad texts and landing pages to reflect these different keywords and values," he added.
In a recent article on Search Engine Land, columnist Josh Dreller said companies running pay per click campaigns should keep up with developments in the field by visiting blogs run by Google AdWords, Yahoo! and Microsoft AdCenter on a regular basis.