How we used AI to accelerate the international growth of Aanhangwagendirect.nl

Our approach

In addition, we utilised Google’s International Growth Programme. Through this programme, we gained access to Export Insights for Germany and France, which enabled us to map out market opportunities, search behaviour and competition. We combined the insights from the programme with our own market research and a comprehensive compatibility check of the product range. We also utilised insights gained from participating in valuable Expert Circles. In this way, we laid a solid foundation for a successful launch in both markets.

The biggest challenge turned out to be not the technology, but trust. A literal translation of the online shop was simply not enough to achieve this. In France, the initial domain failed to gain sufficient traction. We therefore opted for a new, locally oriented domain, supported by stronger reviews and content that better resonated with the French target audience.

The differences between the two markets also called for a tailored approach. German customers were found to place particular value on delivery reliability and certifications, whilst in France, price and service carried greater weight. We translated these insights into keywords, adverts and landing pages.

Performance Max and ‘ Shopping ’ formed the basis of the campaigns for Aanhangwagendirect.nl, supplemented by Search to also reach the exploratory audience. AI was used to efficiently translate and optimise product descriptions for each market. Using GA4, Looker Studio and server-side tagging, we continuously monitored CPA, ROAS and margin, enabling us to make swift adjustments where necessary.