When you’re drop shipping to Europe there’s a few things you should pay attention to. Most importantly you should streamline everything as much as possible to increase your conversions and sales.
A lot of people are tempted to target Europe as an entire continent.
That’s pretty easy by simply adding every country in Europe to the targeting settings in your ad set. However, from a strategic standpoint it doesn’t make much sense because each country is so different.
For example, if you set up an English store and target Germany, Austria, Spain, Portugal and so forth all in one ad set, then your campaigns will be less effective because your ad and store are too generic. You aren’t taking all the local differences into account.
If you target Spain with an English ad and store, you’ll get much worse conversions that if you’d set up a store and ad in Spanish.
Go to Spain and look at the percentage of people speaking English.
Most people either don’t speak English or don’t like speaking English, they prefer to keep things in their local language. So if you run ads and pay money to reach the Spanish market in English, you’re essentially trying to swim upstream and creating lots of friction.
It’s much better to create a separate store for every country that you’re targeting. So if you’re targeting Spain, create a store in Spanish, with Spanish customer support, a Spanish ad and even a .es domain ending. And if you’re trying to target Germany, create a store in Germany, with German customer support and a .de ending.
That’s what I mean when I talk about streamlining everything. You have to make sure everything is aligned and optimised for the exact market you’re trying to reach. Everything else will cost you sales.
Now of course this is a bit more work than just targeting all countries in Europe in one single ad set. But it’s definitively going to pay off.
All Posts
Website
