In this episode of the Paid Media Lab podcast, we're speaking to Tomasz Abbott-Wieczorek about the often under-appreciated topic of ad copy localization for international PPC campaigns.

You likely already know Tomasz as the founder of the PPC Profit Club, a sizable community of marketers sharing tips, strategies, and best practices for PPC success.

Individually, Tomasz has audited over $1 billion in Google Ads spend, and has been ranked amongst the top 100 most influential PPC voices worldwide.

In this episode, Tomasz discussed key strategies to maximize the ROI on international PPC campaigns - something Tomasz has extensive experience in - by aligning with cultural nuances, linguistic expectations, local buying behaviors, and more.

In just over 25 minutes, we discussed everything marketers need to know about adapting their ad copy for international campaigns:

Timestamps:

00:00 - Intro

02:35 - PPC Profit Club

04:03 - Why ad copy localization matters

05:38 - Likely performance improvements from localization

07:02 - Industries where localization really matters

09:25 - Tips for identifying the best local copy

12:09 - Case study: The best brands to learn from

13:52 - Testing/optimizing localization copy

17:22 - How use AI in localization

20:43 - Balancing unique localization & brand messaging

23:07 - Key ad copy localization tips

23:54 - Final thoughts / outro

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