Translation
Are you targeting only English speaking markets?
If your product is not language specific and you ship worldwide, you should also advertise in other major languages. For example, if you sell mountain bikes and ship to the entire EU, you should consider translating your English PPC/AdWords campaign to German, French, Italian, Spanish etc. Translating campaign in this case means translating keywords, ads and landing pages to desired language. You don't need to translate your entire web site, if your landing page gives enough information (product description, prices, shipping option) for a customer to make further action. Campaign translation is important for a few reasons:
- Targeting customers who perform search queries in their native language.
- Targeting customers who browse content network in their native language.
- Establishing trust between you and your customer – if you advertise in their region and language, you probably know the local market; you can ship to their country, solve customs declarations or give invoice in local currency.
Which languages to translate into?
Translation of an entire campaign costs a lot, so you should translate into a specific language only if you expect certain ROI. If the translation does not bring you enough new customers, it is pointless. The number of new customers is estimated using two factors: size of the market and purchasing probability. For example, let's say that you sell your software products worldwide for the same unified price. Mandarin speaking market is enormous but not many people in China buy software. German speaking market is much smaller in size but people in that market buy software frequently. For the same investment in translation costs, German speaking market can give you a much higher ROI.
If you are not sure which languages you should target, ask us for language market analysis.
Use professional translation
Don't make the common mistake and use automatic translation services to translate an entire campaign. You may think "let's try with a quick automatic translation, and if it works we will hire a professional translator". Most of the time you will have campaign that converts visitors badly, and you don't know why (because you don't know the language).
We have a professional translation agency and our consultants work with translators to explain what is the context and exact meaning of keywords, ads and phrases. We can also create language-specific landing pages, and all this for a very competitive price. Ask us for PPC/AdWords campaign translation.
