Testing Multiple Markets with a Small Budget: Southeast Asia vs. Middle East 小预算测试多个市场：我们在东南亚和中东的投放对比
This client specializes in portable small appliances and wanted to test several countries in Southeast Asia and the Middle East simultaneously to see where to focus first. The total budget wasn't high, so maximizing testing efficiency with limited budget was key to this project. 这位客户主营的是便携式小家电，希望同时测试东南亚和中东几个国家，看哪里更适合先重点突破。 总预算并不高，因此如何在有限预算下最大化测试效率，是这次项目的关键。
I. Budget Allocation and Testing Framework 一、预算拆分与测试框架
At the start, we split the monthly budget evenly across 4 countries, launching 1 search campaign per country, then splitting into multiple ad groups by "brand terms + category terms + feature terms." This ensured each country had at least some impressions and click data. 起步阶段，我们把月预算平均拆分到 4 个国家，每个国家开 1 个搜索广告系列， 再按照"品牌词 + 品类词 + 功能词"拆成多个广告组。这样可以保证每个国家 至少都有一定的展示与点击数据。
For bidding strategy, we didn't start with "maximize conversions" right away. Instead, we used manual bidding with bid caps to control cost per click while ensuring click volume, avoiding budget being quickly consumed by a few expensive keywords. 在出价策略上，我们并没有一开始就启用"最大化转化"，而是先采用手动出价配合 出价上限，在保证点击量的前提下控制单次点击成本，避免预算被少量昂贵关键词快速消耗。
II. Creative and Landing Page Differences Across Regions 二、不同区域的创意与落地页差异
The same product appeals to different concerns in different regions. Southeast Asian users care more about price and discounts, so we emphasized elements like "limited time offers" and "free shipping" in ad copy. The Middle East values brand credibility and authenticity more, so we strengthened messaging like "official authorization" and "original warranty." 同样的产品，在不同区域用户关心的点其实不一样。东南亚地区的用户更关注价格和折扣信息， 所以我们在广告文案中更突出"限时优惠""免邮"等元素；中东地区则更看重品牌可信度 和正品保障，于是我们强化了"官方授权""原装保修"等表述。
For landing pages, we prepared versions in corresponding languages and currencies for different countries to reduce user comprehension costs after clicking. This is especially important on mobile, directly affecting dwell time and bounce rate. 落地页上，我们为不同国家准备了对应语言和货币的版本，减少用户在跳转后的理解成本。 这一点在移动端尤其重要，直接影响停留时长和跳出率。
III. Data Comparison and Country Consolidation 三、数据对比与收缩国家
After about three weeks of testing, we found that some countries had decent click volume but significantly lower inquiry and order conversion rates. A few countries also had high click costs, quickly hitting limits as budget was consumed. 经过大约三周的测试，我们发现部分国家虽然点击量不少，但询盘和订单转化明显偏低； 也有个别国家点击成本偏高，随着预算消耗很快就遇到上限。
Based on click-through rate, conversion rate, and cost per conversion, we ultimately kept 2 better-performing countries and concentrated the budget that was spread across 4 countries into these 2 markets. After consolidation, overall cost per conversion decreased by about 30% compared to the testing phase, and ad stability improved. 结合点击率、转化率和单次转化成本三项指标，我们最终保留了 2 个表现较好的国家， 将原本分散在 4 个国家的预算集中到这 2 个市场。收缩之后，整体单次转化成本较测试阶段 平均下降了约 30%，广告稳定性也更好。
IV. Suggestions for Small-Budget Sellers 四、对小预算卖家的几点建议
For merchants with limited budgets, we suggest: the first phase can moderately "cast a wide net," but the duration shouldn't be too long to avoid continuously raising trial-and-error costs. Once more promising countries are identified, be decisive in consolidating and focusing budget. 对于预算有限的商家，我们建议：第一阶段可以适度"撒网"，但时间不宜过长，避免长期抬高试错成本； 一旦识别出更有潜力的国家，就要果断收缩，把预算集中投入。
If you also want to test different country markets but aren't sure how to split budget and design structure, you can share your product category and expected budget with us, and we'll provide more specific recommendations based on past cases. 如果你也想测试不同国家市场，但不确定如何拆分预算和设计结构，可以把你的品类和预期预算 告诉我们，我们会根据过往案例给出更具体的建议。