Creating Non-English Campaigns – PPC Tuesday



Recently I’ve had more and more clients come to me requesting that we set up campaigns in languages other than English to capture buyers in locations outside of the U.S. and Canada. If you are going through your orders and find that you have a good amount of orders coming in from Europe, Latin America, and other non-English speaking destinations, localizing your campaigns can be a great way to target additional business, even if your site is English only.

Many international searchers are bilingual, but will tend to search in their native language. Directing users to your site for these searches can open your site up to a whole new group of potential buyers.

One way to determine if international users are trying to find you is to take a look at your reports in AdWords. If your campaigns are set to display in all territories and locations, or in any bundles outside just the U.S. and Canada, you already have access to data to see if users from other countries are coming to your site. To view this data, from the campaign level, select the “Dimensions” tab. From this tab, select a date range (in the above example, we’re looking at the past 30 days) and in the “View” menu, select “Geographic.” This will show you originating destination for your clicks, and you can add or remove additional levels of detail using the “Columns” menu.

In this example, I can see that the client is getting a good number of profitable sales from Puerto Rico, Trinidad & Tobago, Mexico, The Dominican Republic, and Singapore. As a result of this data, it is clear that there is a good number of possible Spanish speakers purchasing from my site.

Now that I know that Spanish speakers are searching for my products, and purchasing from my site, I want to know specifically what they are looking for and buying. In order to do this, I can expand the data in the Dimensions tab to learn more about these customers.

If I go to the “Columns” menu within the “Dimensions” tab, I can choose the “Ad Group” column to add to my data set. I can also see the region my searches are coming from, as well as Metro Area and City. This is good information to have- if I find that all of my purchases are coming from one specific city or metro area, I can target that area in the new Spanish Only campaign that I plan to create.

Once I see the ad groups that are producing the sales (or traffic, depending on your goals) I can then go into the keywords for that ad group, and select “View Search Terms.” This is where I will get the ideas for keywords I’ll want to use in my Spanish Campaign.

At this point, setting up a campaign in Spanish is much like setting up a campaign in English. Once I pull my search query report, I will be able to see the top keywords in Spanish that are producing sales or traffic. Since I don’t speak Spanish, I use translation tools like “Google Translate” to get a loose idea of what these keywords are referring to. Since free online translation tools are not flawless, I like to use this as a starting out point- for the most part these tools can get you close enough to what the searcher is intending to find that you will be able to figure out what type of product on your site is being searched for.

Now- in order to build my keyword list, I use tools like Google Insights for Search, and the Google Keyword tool to find breakout search terms that are similar to the ones in my search query report, and determine what the search volume and competition is for these keywords. I build out my keyword list this way, and then I’m ready to create my Spanish Campaign.

Once I have my keywords, I am going to set up a campaign only for Spanish speakers, based on the Geographic locations that I learned are producing sales in my Dimensions report.
When I create my campaign, in the settings tab, I specifically target The Dominican Republic, Mexico, Puerto Rico, and Trinidad & Tobago. Beneath the locations settings, there is an option to select language- in this example, I’ve selected Spanish.

Just like in other campaigns, I group my ad groups to include similar keywords. Using simple translation tools, I’m able to determine which keywords from my search query report, my keyword tool research, and my Google insights research that should go together.

All of this can be done in house with no additional resources. The one area where you may need help is in writing ads. Your ads will need to be in Spanish, while also sticking to AdWords best practices- that is, including a simple, clear message, a call to action, and including keywords from your ad groups. Unfortunately, free online translation tools are not the best choice for writing natural, grammatically correct ads in other languages. I suggest engaging the services of a translation house to translate your ads for you, or looking for a freelancer online who is a native speaker of the language you are targeting. It is not at all difficult to find a freelancer who can translate your AdWords ads to the language you want to target for a relatively low cost.

Once your ads are translated, your campaign is ready to go. Since we generally manage our campaigns based on the numbers, it is easy enough to see if a keyword is producing clicks and sales without speaking the specific language that the keyword is in. Manage your account with your eye on profitability, and these campaigns can broaden your reach, open new markets, and positively impact your bottom line!