When it comes to using Google Ads, many factors regarding the target audience are considered. Where do they live? How old are they? What language do they speak? Most of which can be negotiated with ease to adhere to the target audience that is going to benefit your business the most.
But what about in a global industry, where your target audience may vary in language or culture? At a time where globalisation is prevalent and overseas expansion does not seem too out of reach for many, these are factors it would be wise for any business to consider when marketing through Google Ads.
Sadly, when using Google Ads, Google won’t automatically translate your ads for you in your ambitions to reach those who speak alternative languages to that of the original ad.
For example; An English-speaking business intends to attract Spanish speaking customers. Your business creates an ad in English and then selects those who speak Spanish as the target audience. So, you are left with Spanish speakers being presented with your Ad in English. Problematic?
Those Spanish speakers may well speak English too, but why take the risk? It is simply another factor capable of bringing down the CTR of your Google Ad. In amongst every other possible way to bring down an Ad’s CTR, having the correct language should surely be one of the most obvious issues to address, right?
How can you successfully adapt your advertising to adhere to the language of your target audience? Here are 5 small tips.
1. Get in touch with a trusted translation service
If Google Translate has previously been a go too, you will understand it gets the essence of what you may be trying to say, but that’s about it.
With the accuracy in the distribution of messages so important in global markets, it is crucial to work with a company who have access to those of the dialects intended to reach.
2. Consider the extra number of characters
As great as it would be, word for word translations are rare in the number of characters they may use. Let those providing the translation service know about this capacity, find out if this will be a problem.
3. Is the phrase your using specific to local dialect?
Are you using phrases like ‘a piece of cake’ or ‘hold your horses?’ If so, think twice about using them in an alternative language, as some things will simply get lost in the translation!
4. Don’t forget to translate your Display Ads!
The search network will often be the first to adjust due to it being so text heavy, all is lost if you forget to see to your display ads too. They shouldn’t take as long due to the nature in of their character content including less.
5. Landing Pages…
If the conversion of your translated Ad is successful, you must consider the next step in accommodating those of another language. The Landing Page! It is a pointless exercise translating Google Ads if all you’re getting out of them is a high bounce rate. The target audience must be greeted with a landing page that is also translated to their needs.
These 5 tips may not be quick fixes to a Google Ad campaign, but worthy investments in time and money to achieve transparency for all of your target audience.