There are some differences between domestic marketers and overseas marketers in advertising promotion on overseas social media platforms. Taking performance monitoring after advertising as an example, many domestic social media operators will be on duty for 24 hours to monitor customer performance and immediately turn off ads with poor performance. However, many European and American advertisers will patiently observe for a period of time before taking action.
When taking action, experienced advertisers usually have clearly identified the key reasons for unsatisfactory performance, such as creativity, target positioning, advertising format, bidding method, etc. This process accumulates the necessary data foundation for future continuous optimization. Many overseas advertisers are also very concerned about how to optimize creativity through automated means, discover new potential target audience segments, and the most appropriate bidding method and price, rather than just turning off the worst performing ads. Since most mature overseas social media platforms have different anti-fraud designs, and the advertising bids and possible effects are relatively clear, many methods commonly used in domestic search engine marketing to deal with competitive malicious clicks and adjust advertising bids may not be applicable to these overseas social media platforms.
Finally, it is worth noting that even in the same country, different groups of people react differently to social media marketing. In a survey of North American netizens, after seeing social media ads, Asians generally had a higher conversion rate of shopping, sharing ads, or “liking” ads, while whites generally had a lower conversion rate. Marketers should pay special attention to this scenario when designing creative content marketing or advertising marketing. They should design different marketing plans and advertising ideas for different target groups.