In the perfect world PPC specialists would manage only the campaigns written in their native language. In reality, we’re sometimes asked to optimise or even create the campaigns for a country which language we don’t know. Running a foreign language PPC campaign brings its own unique challenges. Having created several Czech, Dutch or even Turkish campaigns from the ground up without any knowledge of the local language, I recommend the following techniques for managing multilingual Adwords campaigns effectively.
1. How to build keyword lists
Do you think that the easiest way is to have your English keywords translated into a local language by a professional agency? It isn’t so simple. Word-for-word translations in most cases don’t work. You should localize your campaigns which means adapt a text to local language – not translate.
Before launching international PPC campaign, conduct your own, detailed research how users look for your product. Look at your competitors’ website and note the phrases they use – Google translator is a great help here. Thanks to such tools as the keyword tool and competitive research (refer to competitors’ landing pages), you’ll be able to identify keywords that are relevant to your campaigns. Remember to check SQR regulary and add relevant searches to your keywords list.
2. How to create ads
People don’t trust ads that sound like they are written by a non-native speaker that’s why never use Google translator for creating ad copies. You can have your ads translated by a professional translating agency, but they still might sound unnatural. Research the local market by examining not only the advertisements of your closest competitors, but also from completely different sectors. Pay attention what kind of phrases, unique selling propositions advertisers use and try to implement them in your ads. You can also search in Google „Google Adwords ad copy tips” in the local language. Obviously, you won’t able to understand the whole article, but with a little help of Google translator, you’ll get the examples of phrases or call-to-action to use directly from the native speakers.
3. How to optimise performance
Optimisation is not really different to normal campaigns, but – since you don’t know the local language – you must know some clever tactics. You don’t necessarily need to consult a professional translator if you have doubts upon the meaning of some phrases that appeared in search query report. In most cases Google translator will do the work, but what if the suggested meaning is unclear? Type the keyword in Google and look at google graphics. Do the pictures represent anything related to your business? You can also check auction insight of the specific keyword. If you are the only one that takes part in the auction, you might bid on a unrelated term. Finally check if websites listed on the organic search engine results pages are relevant . If no, simply exclude the keyword.