Taking a brand to an international level is no small feat, it requires careful planning and execution to ensure a smooth transition and manageable growth period. 

The first step was a website migration from a domain ending in ‘.com.au’  to just ‘.com’ to entice more international users, as this is most commonly used as a signal to users that this is an international site.

The next step for Modelers Central was to plan and execute an advertising strategy. MC wanted to start selling into the United States immediately and we identified Google Ads as the perfect advertising platform to achieve market access and drive traffic. Together with Firewire Digital, a Google Ads strategy was devised to increase brand visibility and awareness in the US market. 

Entering a new market with paid advertising requires a dedicated data collection and responsive management approach. You need as much information as you can get, as quickly as you can get, so you can take decisive action in managing your campaigns to maximise your return on investment. Firewire Digital did this in two parts.

Part one, exclude geographic locations, whole states even, that return no conversions over a set period. We only wanted to invest money where a ROI was occurring. 

Part two, extensively research negative keywords. A negative keywords list plays a very important role in directing your campaign to focus on the search terms returning conversions. Search terms that are not bringing in traffic and converting can easily waste your budget if left unchecked.