Everyone Should Understand Google Ads for Multicultural Marketing
With the acceleration of globalization and the emergence of immigration, the multicultural market is expanding rapidly. According to research by Kantar and Google Ads, multicultural populations in Australia and New Zealand have become mainstream, with 51% of Australians born overseas or having at least one parent from overseas, and 27% of New Zealanders born overseas. These multicultural audiences not only have strong purchasing power, but also attach great importance to brand reputation and cultural resonance. In this context, marketers need to adapt to the needs of consumers from different cultural backgrounds. As the world's largest digital advertising platform, Google Ads, with its diverse tools and AI technology, has become the key for brands to accurately reach multicultural audiences.
Google Ads not only provides multilingual and localized features, but also helps brands stand out in multicultural markets through AI-driven advertising technology. This article will take an in-depth look at the application of Google advertisements in multicultural marketing and provide brands with practical strategic advice through successful cases and future trends.
I. Consumer Insights in Multicultural Markets
1. Characteristics of multicultural audiences
Multicultural audiences come from different countries and backgrounds, with unique languages, cultures and purchasing habits. For example, new immigrants tend to choose reputable brands and have a higher sense of resonance with familiar cultural and linguistic content. According to a Google advertisements survey, 74% of new immigrants and 65% of multicultural viewers believe that YouTube has high-quality content, making YouTube their main platform for obtaining information and entertainment. In addition, multicultural audiences’ preferences for digital platforms differ from those of local consumers. For example, they are more likely to use YouTube rather than traditional TV ads to research products and make purchasing decisions.
2. Consumer behavior trends
The purchasing behavior of multicultural audiences is deeply influenced by their cultural background and digital habits. In Southeast Asia, for example, 89% of consumers use YouTube to research electronics products, and 69% of respondents said YouTube Shorts make them more confident in their purchasing decisions. In addition, there is a growing demand among multicultural audiences for “shoppertainment,” an immersive experience that combines shopping with entertainment. It is predicted that by 2025, the total value of shopping entertainment merchandise transactions will exceed US$1 trillion. Brands that can provide engaging content through platforms such as YouTube will be able to more effectively attract multicultural audiences.
II. The core function of Google Ads in multicultural marketing
1. AI-driven advertising technology
Google Ads AI technology provides powerful support for multicultural marketing. For example, Performance Max can automatically optimize advertising creatives and targets based on audience intent, helping brands accurately reach multicultural audiences. In addition, Demand Gen focuses on mid-funnel marketing, increasing the engagement and conversion rate of potential customers through platforms such as YouTube, Discover and Gmail. These AI-driven tools not only improve advertising efficiency, but also provide personalized advertising experiences based on behavioral data of multicultural audiences.
2. Multi-language and localized tools
Google Ads supports more than 190 languages and provides translation and dubbing functions to ensure that advertising content is consistent with the cultural background of multicultural audiences. For example, brands can use YouTube Select to select culturally and language-specific content to accurately reach their target audience. In addition, Google advertisements AI translation tool can automatically translate and localize text assets, allowing brands to present advertisements in multiple languages, further enhancing the appeal of advertisements.
3. Advantages of video marketing
Video marketing is an effective way to reach multicultural audiences. YouTube Shorts has attracted a large number of young and multicultural audiences with its short video format, while Live Shopping provides instant interaction and purchasing functions, meeting the shopping entertainment needs of multicultural audiences. For example, Korean viewers can instantly discover and purchase products through YouTube’s shopping tab and live shopping channels. These video marketing tools not only increase brand awareness, but also directly drive purchasing behavior.
III. Success Case Analysis: Application of Google Ads in Multicultural Markets
1. HSBC
HSBC has successfully used Google advertisements to reach multicultural audiences in the Australia and New Zealand markets. The bank used YouTube and search ads, combined with cultural festival themes, to increase brand trust and conversion rates. For example, HSBC's advertisements during the Lunar New Year successfully attracted the attention of a large number of Asian immigrants. The results showed a 3.2% increase in brand awareness, a 31% increase in new bank account applications and a 23% surge in international transfers.
2. Shopee
Southeast Asian e-commerce platform Shopee successfully increased app installations and user engagement through vertical video ads on YouTube. Shopee uses Google Ads AI technology to deliver targeted ads and personalize creative designs for multicultural audiences. The results showed a 5% increase in app installs and a 3% decrease in cost per install. This proves the effectiveness of Google advertisements in multicultural markets.
IV. Challenges of multicultural marketing and solutions with Google Ads
1. Cultural differences and language barriers
The biggest challenges in a multicultural market are cultural differences and language barriers. Consumers from different cultural backgrounds have different understandings and acceptance of brand messages. If advertising content fails to adapt to multiple languages and cultural contexts, communication failure may occur. Google Ads solution lies in its multilingual and localized tools, such as AI translation and dubbing, which ensure that advertising content is consistent with the cultural background of multicultural audiences.
2. Precise reach and personalized experience
Multicultural audiences have different needs and behavior patterns, and brands need to provide personalized advertising experiences to effectively reach their target audiences.Google Ads AI-driven technologies, such as Performance Max and Demand Gen, can provide precise advertising and personalized creative design based on audience behavioral data, helping brands stand out in a multicultural market.
V. Future Trends: Deep Integration of AI and Multicultural Marketing
1. Continuous innovation in AI technology
In the future, AI technology will play a greater role in multicultural marketing. For example, more accurate audience prediction and advertising delivery, as well as automatic generation of personalized advertising creatives, will help brands reach multicultural audiences more effectively. In addition, AI can provide in-depth consumer insights through data analysis, helping brands develop more effective marketing strategies.
2. Cross-platform integration
With the diversification of digital platforms, brands need to integrate YouTube, Google search and other digital platforms to create a comprehensive multicultural marketing strategy. For example, brands can reach younger audiences through YouTube Shorts and increase brand awareness through Google search ads. This cross-platform integration will help brands achieve greater reach in multicultural markets.
3. Topkee’s multicultural marketing on Google Ads
Topkee provides one-stop online advertising services based on Google advertisements, helping brands accurately reach multicultural audiences. By using AI+manual methods to grasp every detail of Google Ads advertising, Topkee can provide brands with comprehensive marketing solutions. For example, Topkee's remarketing strategy can design personalized advertising content based on user behavior data to improve conversion rates and return on investment. Data shows that when ads are targeted to specific scenarios and user types, users who click on regular ads are more likely to buy by more than 70%.
Conclusion:
The multicultural market brings endless growth opportunities for brands, and Google Ads is a key tool for brands to accurately reach global audiences. Through AI-driven advertising technology, multilingual and localized capabilities, and the advantages of video marketing, brands can stand out in a multicultural market. If you would like to learn more about how to use Google Ads to enhance your brand influence, please contact Topkee’s professional consultants and we will provide you with customized marketing solutions.
