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How to dynamically target ad campaigns by country
Introduction: why "dynamics" by GEO
The static target "for one country" is outdated: the cost of traffic, advertising rules, payment methods, holidays and the exchange rate - everything differs. The dynamic approach allows you to adjust the offer, price, creative, timing and bet for the country automatically, without producing hundreds of manual campaigns.
1) Strategy framework: 5 layers
1. Country identification (detectors): IP/ASN, time zone, browser language, SIM (mobile), payment BIN-info.
2. Offer matrix per country: price/currency/taxes, payment methods, bonuses, limits.
3. Creative and landing: language/tonality, visual codes, disclaimers, licenses/age.
4. Bidding/budgets: goals (CPA/ROAS/Value), daily pacing, GEO and device multipliers.
5. Measurement and control: UTM/end-to-end events, postbacks, incremental tests, fraud signals.
2) How to Define a Country: Signaling Source Stack
IP + GeoDB (main layer): accuracy is high, but there is a VPN/proxy.
Browser language/locale: useful for copyright, but not equal to country.
Time zone: for dayparting and sending.
Mobile signals: MCC/MNC, geo permissions; neatly with privacy.
Payment characteristics: BIN cards/wallets insure the country when paying.
Rule: collect 2-3 signals and enter a simple priority: payment country> SIM/timezone> IP/locale. If there is a conflict, we show a neutral option and ask you to choose a language/currency.
3) Offer matrix by country (and what to put in it)
For each country, enter a table:- Default currency, price band, taxes/VAT.
- Payment methods (cards/wallets/banks/local rails), commissions and ETA payments.
- Limits/bonuses/vager (for iGaming and promo in other industries - local text restrictions).
- Compliance: age/disclaimers, prohibited wording, permitted sites.
- Calendar of holidays/events (sales, sporting events).
- Channel priority and bids (CPA/CAC/ROAS landmarks).
Maintain the matrix as feed (CSV/table/DWH) so that creatives, landing pages and prices are replaced automatically.
4) Campaign architecture: from "forest" to "garden"
Account → Campaign → Group/Ad set → Creative → Country:- Strategy A (fewer budgets): one campaign per region (for example, LATAM), ad sets - by clusters of countries with a similar economy/language; creatives and offers - through dynamics/feeds.
- Strategy B (more control): one campaign per leading country; "long tail" countries - in a regional campaign.
5) Dynamic creative and landing
Texts/numbers: substitute currency, price, payment/delivery terms, deadline promo, local payment methods.
Visual: Change backgrounds/symbols/sports attributes to match culture (no stereotypes).
Disclaimers/age/licenses: auto-substitution by GEO.
Language: auto-detect + manual switch; keep the key (formal/friendly) in the offer-feed.
A/B modules: "first screen," offer plate, social proof, CTA text - as independent blocks.
6) Bidding and budgets by country
Purpose: value/ROAS, if there is event value (purchase/FTD/LTV valuation); otherwise CPA.
Multipliers: Raise the rate for countries with high ARPU/LTV and good CCL/pay.
Pacing: local dayparting (not at night), expand the hours during the holidays.
Minimum budget: Capture the learning floor (for example, ≥50 target events/week per country or cluster).
Auto-redistribution rules: if the CPA is below the 3-day target - + 20% of the budget; if above the goal - − 15% and a change of creativity.
7) Channel specificity (short)
Google/ASA: exact GEO, local extents, structures per brand/generic/competitor, price/lead forms with GEO currency.
Meta/TikTok/Shorts: wide purchase with signal audiences, whitelisting from local creators, strict text moderation.
Programmatic/CTV: whitelist venues across the country, QR/promo codes, post-view lift.
Affiliates: caps, postbacks' registration/kyc/deposit ', anti-fraud rules and black/white GEO lists.
8) Local payments and prices
Show default payment methods for country (icons/logos).
Price including taxes/commissions; honestly indicate the final amount.
For iGaming/fintech - KYC threshold and SLA payments in the offer card.
Watch for FX risks: when jumping currency, include a "corridor" of prices in the feed.
9) Rules and ethics (must-have)
Age labels, disclaimers, "responsible play "/responsible buying, links to rules.
Prohibited wording - remove from templates for the corresponding countries.
Cookies/consent in the local legal field; respect for privacy and frequency-cap.
10) Dimension: a single "truth" and incrementality
События: `view_content` → `lead/registration` → `kyc_passed` → `purchase/deposit_success{amount,currency,method}` → `repeat`.
Attribution: platform + server postbacks; for iOS - SKAN units.
Dashboards: CPA/ROAS/Payback by country, CR by funnel, payment failure, LTV cohorts (30/90/180).
Experiments: geo-split and holdout groups; at least one lift test per region per quarter.
MMM (light): once a month to redistribute the budget between countries.
11) Anti-fraud and traffic quality
Device/ASN flags, emulation, bursts of "zero" activity, frequent chargeback.
Country/ASN locks, caps for questionable sources.
In SMS/email/TG - frequency and suppression lists by GEO.
12) QA and monitoring (daily)
Auto substitution check: currency/prices/disclaimers/payment methods/FAQ.
Quick tests of creative feeds (once a release).
Alerts: CPA/CR drop> X%, increase in payment refusals, localization errors, outflow of traffic across the country.
Sample views of landing pages from real IP countries.
13) Ready checklists
A. Before launching the region
- GEO detection works (IP/locale/timezone)
- Offer-feed is full (prices/currency/methods/disclaimers)
- Creative/landing point localization (language, tone, visual)
- UTM/Naming/Events in Analytics
- Rate/Budget and Alert Rules
- Compliance check (age/advertising rules)
B. Weekly
- ROAS and Payback TOP Countries
- Replace tired creatives (frequency/CR)
- Replenishment of the offer-feed (holidays/events)
- Cleaning sources (fraud/blacklist)
14) Examples of "dynamic" scenarios
Scenario 1 - Holiday Spike (Country A):- For 72 hours → auto-increase of the budget + 20%, creativity with a holiday, expansion of the show time.
- On the landing - a timer until the end of the offer, local payment methods are the first.
- ROAS goal, bid-multiplier + 15% on iOS high-value, personal creatives.
- Communications: elite tone, SLA payments/delivery in the first screen.
- Cluster campaign (10-15 countries), automatic prices and currencies, total budget limit.
- Weekly - diversification: we single out leaders in separate campaigns.
15) Naming and UTM (copy)
16) 30-60-90 day plan
30 days (Pilot Fit)
Collect an offer-feed for 5-10 countries and launch regional campaigns with dynamics.
8-12 creative variations (first frame × offer × CTA), automatic exchange of currencies/methods.
Enable CPA/ROAS/Payback dashboard by country and alert.
60 Days (Prove & Scale)
Lead countries to withdraw in separate campaigns, include ROAS bidding.
Conduct 1 geo-lift test for the region, update budget sharing rules.
Expand the offer-feed: holidays, seasonal promotions, local collaborations.
90 days (Systemize)
Regulations: naming, UTM, frequencies, QA; library of local creative modules.
Light-MMM to distribute the budget among countries; quarterly compliance reviews.
Country quality standard: CPA, Payback, payment failure, NPS/CSAT - we decide to scale/freeze.
Dynamic targeting by country is not a "tick in the cabinet," but a system: several layers of signals about GEO, offer-feed, auto-localization of creativity and landing, country-aware rates and budgets, plus honest attribution and QA. Set up this pipeline - and you will scale not with your hands, but with the rules: each country will receive its own offer, its own language, its own payment methods and its own pace of purchase, and you will receive a predictable payback on global traffic.