Before you sit down at your computer, create a new account, and launch Google Ads campaigns in :contentReference[oaicite:0]{index=0}, there are a few things you should consider in order to succeed with your Google Ads advertising.
A solid account structure
If your company already has experience with Google Ads advertising in other countries, there is likely a lot you can bring over from, for example, your Swedish account and apply to advertising in Finland. However, it is important to ensure that the account structure you are working from is solid, so that you do not “inherit” problems into the new Finnish :contentReference[oaicite:1]{index=1} account.
Create text ads in Finnish
It has probably not escaped anyone that the Finnish language differs significantly from Swedish and most other languages (with a few exceptions). For this reason, we recommend hiring an SEM specialist who creates new, unique Finnish text ads rather than someone who simply translates them from other languages. Of course, your previous ads can serve as a reference, but the long Finnish words can cause challenges when you are limited to 30 characters for headlines and 90 characters for descriptions. If translation is still the route you need to take, hire someone with solid experience—and do not open a new browser tab with translate.google.com.
Don’t forget (about) Shopping
We had to add “don’t” in the heading above, because until recently there was no opportunity to promote products with Shopping ads in Finland—but that has now changed. In June 2019, Google chose to launch Shopping ads in Finland along with a handful of other new markets.
Let’s do what we’ve always done
Much remains the same when using Google Ads advertising to acquire new leads for the services you offer or the products you sell online. However, we recommend that you treat Finland as a unique market, with certain cultural differences and audience behaviors that you will likely need to take into extra consideration. A simple example of this is how Finns prefer to pay for their purchases. A report from :contentReference[oaicite:2]{index=2} shows that online banking is still one of the most popular payment methods—unlike in Sweden, where checkout solutions such as Klarna have taken significant market share in recent years.
In summary
Entering a new market with Ads advertising is always a challenge. Even though Google has made things easier in Google Ads with Smart campaigns and allows you to easily choose bidding strategies based on your advertising goals, it is not a good idea to simply launch Google Ads advertising in Finland (or any other market) and then leave it unattended. Whether you manage the advertising in-house or hire an agency, we recommend that you first do your homework, make sure you understand the market, and take the time required to ensure that the keywords you use are relevant and that the ads are properly localized. By doing so, you maximize your chances of reaching your stated goals.
