How to translate PPC campaigns in Google AdWords

How to translate PPC campaigns in Google AdWords

Launching a multilingual pay-per-click campaign is a good way to significantly improve your presence in a country. Most of the companies will not build multiple versions of their website based on language due to a lack of resources and a limited budget. However, through pay-per-click, advertisers have the possibility to reach international or bilingual audiences online easily and effectively.  However, some advertisers will launch international campaigns without paying too much attention to the accuracy of the translation. Before launching a PPC campaign, you must focus on some details:

1. The quality of the translation  

The success of a PPC campaign lies in the quality of the translation. This is the most important element, so it must receive the maximum of attention. There are many advertisers that tend to translate ad copy in a literal sense without consideration for localization. When this happens, ad and landing page copy is often confusing to a native speaker, which decreases the effectiveness of your campaign. Also, native speakers will observe mistakes immediately and they will dismiss your message.

2. Conduct Multilingual Keyword Research

Keywords or phrases can have multiple meanings when translated into another language. You need to make sure that your keywords and phrases remain relevant to your product after translation. A good idea is to conduct multilingual keyword research to best target keywords in the targeted language. Start with running a search query report to identify existing foreign language keywords that are serving your ads. You can also refer to competitor ads and landing pages to identify keywords or catch phrases that can prove relevant to your campaign.   Translate existing keywords as well. Start with those that you are targeting in English. You can hire a professional to identify the most common translation for those particular keywords or phrases.

3. Ask a native speaker 

If you want to make sure that the translation is perfect, you can always ask the opinion of a native speaker. He will help you identify mistakes and correct them. It is advisable to do so before launching your campaign even if it delays you a bit. This way, you will make sure that you’ll obtain the best results.

4. Use language-specific ad text and landing pages

You can’t have a translated copy without landing pages. The landing page needs to play off of the cultural promise from the ad text. So, if your ad text is in Spanish, then your landing page needs to be in Spanish. To maximize relevance and effectiveness of your campaign, both ad text and landing pages need to be translated to the targeted language. As with keywords, both the ad text and landing pages should not be a direct translation of the English copy.

All in all, these tips should come in handy for those who want to launch a PPC campaign. You can also think about Semrush.com, it might be useful for you.