Here’s a quick tip for you on using global advertising on Google AdWords.
You can blow through your budget at an unprecedented rate when you advertise globally without any controls. It is far better to set up your architecture in this manner to be able to control your spend more effectively and in the global regions that really work for you.
First identify using your website analytics software where your traffic comes from and see if this meshes with your sales in the real world.
Second, group global areas into separate campaigns. Typically I will use a US & Canada market, an Asian market (includes Australia) and a European Market (includes Europe the Middle East and most of Russia). Then using my own time zone, I calculate the best times to show the ads in the grouped time zones. Typically I do not want my ads to show in the middle of the night in any of these markets as this is a way to encourage poor quality clicks. I want my budget to be spent in prime time. I am using ad scheduling to choose the best time zones. Remember in your control panel you enter your zone, but converted to the new time zone. I use this tool to help me arrive at those figures. http://www.timeanddate.com/worldclock/meeting.html
Third, I assign campaign budgets by region. I have found that this is a crucial step towards effective advertising. Additionally you will be able to evaluate clicks and conversions to adjust your spend as your program progresses.
With a little bit of advanced planning you can have AdWords global advertising work effectively for you.