scaling to different geo questions (3)
can't remember where i read it but the topic is about scaling a profitable camp to new geo, using the proven banners and landers etc.
what i don't understand is: new geo means a whole new bunch of ppl and different behavior/habit patterns. can you just use your existing banners and landers translated to another language and profit, without a completely new round of testing?
e.g. if you have profitable adult dating camps in France and you want to scale it up to other EU countries. do you just translate the copy and start launching new camps in new countries and profit? i'm not European but i guess one country could be vastly different from another, even though they're all in EU...my gut feeling tells me it's not that easy. maybe i'm missing something here?
(btw adult dating is just an example here; my question is not niche-specific)
If you have already done leg work in figuring out what imagery, angles and ad copy work best in France, then it is more sensible to roll the campaign out in Germany with the same components.
You can get ad copy translated by a local to avoid nuances of the French that wouldn't work in German.
You would still test in Germany as if it were a new campaign - i.e. split-test multiple components, but you would start with the components that have been identified as the strongest performers in another geo.
You're right - it's a different geo, different languages, habits, culture etc., but you might as well start with what you know is the strongest hand based on available data.
Much like how Coca Cola wouldn't launch a US drink product in Thailand and start from scratch with a different logo, colour scheme and drink taste. They would take what works in the US then test it and tailor it to the new geo, and/or would leverage data they already have on performance in Thailand to provide some slight variations on the US product that are predicted to do better.
Originally Posted by jaguar team
and +1 with Zeno.
Mehdi
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