You may have heard the discussions and have been left wondering, do I really need to translate my Google Ads?
There have been many cases made about the importance of Google Ads translation and whether businesses should translate their ads into a selection of different languages.
Our aim within this blog to answer any questions that you might have and to help you understand whether you too should translate your Google Ads and if converting your adverts is vital to your business and its success.
Keep reading to discover if you too really do need to translate your Google Ads and make the difficult decision for yourself without the need of a Pay Per Click Specialists.
Should you consider Google Ads translation?
If you are a business, whether big or small, that is targeting multiple audiences across a range of different languages, then the answer to whether you should consider Google Ads translation is a yes.
Perhaps you are a UK based company wanting to sell products across Europe, it would be wise to consider translating these ads so that they show in your intended language.
The only downside to creating a new set of Google Ads in various languages is that at present Google does not offer the ability to automatically update these ads for you.
The importance of translating your Google Ads?
We have discovered that it is recommended that companies consider translating their Google Ads, but is it really worthwhile?
If your intended audience is that of Spain, the vast majority of Spanish outside of the tourist areas are unlikely to speak or even read English. By creating adverts that they can understand and that can influence them to click your call to action, you can see much more traction than presenting them with only English ads.
Some research conducted by various companies has noted that click-through rates have doubled through the translation of the advert into the local language that they are targeting.
How to translate your Google Ads yourself?
If you are attempting to translate your Google Ads without the help of an external Ads specialist company, here are a few simple steps to simplify your Google Ads translation.
1- Use a trusted translator
Whether an external company to either create or check your copy for grammatical mistakes or a team member who speaks the language. It is recommended that you get someone to check the writing for any mistakes or errors. The clearer and more precise the text, the higher the click-through rate. For instance, if targeting an advert towards a Mexican audience, you do not want to use the same Spanish that they use in Spain, instead use the Spanish language with its variants that is spoken in Mexico, as certain words have different meanings.
2- Consider different character spaces
A top tip and one that is often forgotten about when conducting Google Ads translation and that is the difference in character space. While one language may require less space, another may overrun on the space that it requires. It might be worth putting together, multiple different ad
copy in case the original is too big for the space available.
3- Make sure to translate the landing pages
You have correctly translated the copy of the advert and have made sure that it fits within the space available. A common mistake that often follows and that is forgetting to translate the text on the landing page that your audience will click onto. If a Spanish reader is clicking an ad that takes them onto an English page and they are unable to read, this will lead to them to click off and a dent in your available budget.
4- Finding the appropriate words
When translating your Google Ads into a range of different languages, it should be noted that there may be some circumstances where the word you are wanting to translate does not have a similar or equal word in your language of choice. Be aware that some words cannot be translated and that this is perfectly normal. But with the addition of a local speaker who can help, they can find a suited word that would fit the space just right.
5- Check your keywords
You have spent much time and energy choosing the correct keyword for your target within the UK, but have you checked what your international audiences are searching for and their keywords of choice? With different keywords and variants in different languages, make sure to check your keywords.
6- Make sure to remember the Display Ads
You have successfully translated your Google Ads and the linking landing pages, but what about your Display Ads?
To successfully begin translating your ads, it is recommended that you remember to translate your Display Ads. A quick task, due to the lack of text, this essential addition is often forgotten about.
7- Create separate campaigns for various languages
If you are intending to target a range of countries at one time, having separate campaigns for these languages is recommended. Available to be set up in Google Ads, separate these campaigns under different languages to help you make sure that you are running each ad to its fullest potential.
8- Adjust your setting to target the right language
Often overlooked, when conducting Google Ads translation, make sure that you adjust and alter your account settings. By targeting the launch of your chosen customers, it can ensure that your ads are being shown on a range of sites and apps for your chosen language.
9- Maintain your English campaign
Businesses are often so occupied with correctly creating and translating their international ads that they forget about their English campaigns. If you are targeting a Spanish audience, why not consider running your English campaigns there too? This could prove beneficial with expats and English speaking nationals.
10- Negative Keyword Management
One top tip for successful running Google Ads translations and that is to be aware and expect a delay in negative keyword management. When working with a range of languages, you should expect negative keyword management to take longer. Not a crucial or damaging fault, just a vital element that you should be aware of when running multilingual campaigns.
There you have it, the answer that you have been looking for. If you are unsure of whether you should translate your Google Ads, then it might be a worthwhile addition to your strategy.
For those that are targeting an audience in another language, creating separate ads, landing pages and even display ads could prove beneficial in creating a higher click-through rate and a number of converting leads.
With a few simple steps to follow, make sure to double-check the language that you use, the keywords featured and that your new advert fits within the available space.
Have you translated your Google Ads campaigns before? We would love to hear from you and to discover if you found this process relatively straight forward or if there was a certain area that you particularly struggled with? visit below and share your experience today.