If you own a business and reached the stage where you invest and develop into new geographic markets, it is time to think about how you market your products in a foreign language. Your time is well spent by researching the country you're going to expose your products to. Understanding a country's culture can also be translated into their online search behaviour, at least to a certain degree.
Vital language skills for your advertising
Different countries, different rules. What works in the UK does not apply in France, Spain or Germany. As a multilingual PPC agency, we looked into a great number of PPC accounts; and sometimes the insights were quite revealing with need for PPC opimisation. A small hint here, use Google Translate as a reference but don't use it for your Google ads.
PPC account per language
If your business is at an early stage of going into various markets with different languages, it is somehow tempting to have all your campaigns in one single account. If this is your decision, we'd switch on the warning lights. Your business might be still small and the campaigns are easy to manage. Comes growth and success one day, your account will expand and become bigger and bigger depending on the nature of your business. When it then comes to reporting or simply just exporting some basic data, it is quite a tidious process to split the languages apart. Applying filters which sort your campaigns according to your language will be a daily excercise. By the time you had enough of this and actually decide to split the languages into their own accounts, then of course, you will lose the Google history you've acquired over the period of time your ads were running. By separating the accounts, you basically start from scratch resulting in your CPCs being higher.
It pays to get the language and the tone right. This is a challenging task when it comes to ad copy in different languages. German PPC ads are different from French and English. The character count of 25 makes it difficult to squeeze everything in you want to say including ideally a main keyword, to capture a user's attention. However, if you get it right, you'll be rewarded with decent click-through-rates. Users in European countries are easily put off seeing English PPC ads. If you market specific niche products, your big competitors don't tend to go through the hassle of translating all the ads but instead use keyword insertion to display the actual search query of the user. This can be a powerful tool but again, since users become more and more search savvy, the way we look up things don't necessarily stand in a grammatically correct sentence and your German PPC ad copy will read something like "Rote Rosen kaufen wo?" which translates into "red roses buy where". Would you click on this ad? Exactly, neither to the Germans.
Multilingual PPC is the key to sucess
Not everyone in Europe speaks English, bare this in mind. And the ones who do might mistrust an ad in a foreign language. The focus of this blog was solely on multilingual PPC, ignoring the overall customer journey. An even more important bit is of course the language supported landing page. It pays off getting people with mother-tongue knowledge of a language to check your ads. Professional translators might not be entirely familiar with your business and might also struggle to use full potential of the character limit in Google Adwords. cheapclicks offers multilingual PPC in German, French, Spanish, English, Dutch, Portuguese and has further freelancing marketers based across Europe.