We spoke to Talia, a Tech B2B optimization specialist, to get some fresh ideas on how to increase visibility to new customers in new markets. Read on for her suggestions.

Go abroad

When looking for additional traffic, think outside the border. International markets are a great way to reach new customers and expand your business. Although many users will search in their native language, you can easily reach English-speakers abroad without having to translate your keywords and ads. Here are a few tips to keep in mind when advertising internationally:

• Stay organized

  Set up a separate international campaign in your AdWords account to make management easier. If you'd like to track the performance of your ads more closely across multiple countries, create a separate campaign for each country. This will also allow you to set a distinct budget for each country.

• Research beforehand

  Use Google Trends to see keyword search patterns for the countries you plan to target. Read more about how to use Google Trends to work for you in the International insights section of this newsletter.

• Try new things

  Test a broad range of keywords. Keywords that are highly competitive in the U.S. may have lower competition outside of the U.S., resulting in lower costs-per-click (CPCs). Keywords may also perform differently in other markets, so keep an eye on clickthrough rates (CTRs) and Quality Scores.

• When in Rome

  Although a country may use English as a primary language, remember that spelling and usage may vary. For example, the proper spelling for the word "localize" in the U.K. is "localise." Similarly, "troubleshooting" is more commonly referred to as "diagnosis." This may also be true for countries like India and Australia. And don't forget numbers: the Metric system is widely used outside the U.S., so be sure to update any ad text that uses English system measurements.