How Can BingAds Paid Search Help Overcome Cross-Border Challenges!

By Bassem Ghali

Bassem Ghali is a 2-time winner of the Canadian Entrepreneur of the Year award and a digital marketing strategist with over 20 years of experience working with companies such as Canadian Tire, Vistaprint, Remax Canada, Alpha Laps, Xplornet, and Toronto Star.

International opportunity: Reach new customers by targeting Canada

Now is the right time to consider a cross-border strategy into Canada if you haven’t already done so. Canada, just north of the United States, should be a natural extension for any advertiser already advertising in the U.S.

In fact, 75% of all Canadians live within 100 miles of the US-Canadian border. Since the 2008 global recession, Canada has posted the strongest growth among the G7 countries, and the World Economic Forum ranked Canada as the world’s most stable economy for the sixth consecutive year. Many companies view Canada as a natural extension to their customer acquisition efforts.

Besides the US, Canada is the largest trading partner with the United Kingdom.

According to McKinsey Global Institute1, there are five “global flows” of trade that connect the world economy across borders, they are: Goods, Services, Finance, People, and Data and communication. These flows provide actionable insights to companies looking to increase revenue:

Internet traffic increased by 18 times in the last 7 years, which makes up 1/5 of all Internet traffic
35% of all goods cross borders—that’s 1 out of every 3 products
90% of commercial sellers on eBay export to other countries. 25% of these sellers are small businesses
Accenture2 estimates that retailers can grow their bottom line by up to 25% if they sold both online and cross-border

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There is an opportunity to harness the changing attitude of consumers and businesses who are increasingly indifferent to where their goods are shipped from. Canada is ranked 8th on the McKinsey Global Institute Connectedness Index, which measures 131 countries across all five flows of trade. Canada’s flow value—its cross-border revenue activity both in and out of the country—is nearly $1.4B USD, which makes it a great economy to target for cross-border efforts.

If you’re ready to get started with new campaigns targeted to Canadian audiences, be sure to check out the Location Targeting page here on the Bing Ads site.

Author: Maor Daniel

Head of SMB Bing Ads at Microsoft

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