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Top 5 Tips – Multilingual PPC

At Upstream we have a wealth of experience managing successful international campaigns in 20+ languages, here’s our breakdown of how to get the strongest possible start:

 

1. Research The Search Market

When you say “PPC” you think “Adwords”. The truth is, that Google doesn’t always dominate the search market in every country. For example, Yandex drives around 60% of searches in Russia, and Baidu around 70% in China.

Learning and using these platforms is essential for driving a respectable volume of traffic from your paid search campaigns – always be sure of where your market is searching before you begin.

 

2. Work With Native Speakers

There are some great translation companies out there, we have worked with a few, but nothing compares to the knowledge and natural understanding of a native speaker.

Ideally, you will have a member of your paid team who speaks the language, understanding PPC is a massive bonus and saves time and effort on briefing translators. Failing that, make sure you work closely at every stage with a trusted translator who understands your objective.

 

3. Understand Localisation

Often overlooked, localisation is a key factor in understanding your target audience. How search patterns vary in country to country can be vastly different, anything from the average buying cycle to the intent of an average search.

Get to grips with how your audience is searching, here’s a few things we always check:

  • Organic searches from the targeted location – this will give you some insights
  • Advice from the client (who knows their market well) and the translator (who is hopefully native/a resident!)
  • Historical campaigns
  • Keyword Planner – pay attention to high monthly searches related to your keywords
  • Search funnels in the targeted location – understand the behavior of your audience

 

4. Don’t Neglect The Website

Landing pages are a crucial part of paid search performance, and this is amplified with multilingual campaigns. Send the wrong traffic to the wrong page and you kill the user experience, engagement will drop, quality score will plummet and it will be over before it began. Nightmare.

We understand translating an entire site can be tricky – so why not try isolating a specific, tailor made page? Provide all the information you need to drive your conversion, while keeping it native and natural, and eliminate the risk of the visitor navigating to an English page.

Failing everything else – Google provides a translation module that can be adapted as a plugin for the site. This isn’t ideal, as your copy will quite literally be run through Google Translate – but it is a good solution for a large site and a low budget.

 

5. Don’t Get Lazy With Optimisation

Once your campaigns are up and running, the tricky part begins. While PPC can largely be optimised from data alone, it is always an objective of paid search pro’s to test and improve ad copy, extensions, landing pages etc.

Here are the processes we follow for keeping the account tip top:

  • Create various ads to test initially. Having a variation of copy and understanding what it means is invaluable for future testing. Once you understand the correct tone for your audience, it becomes a case of simple fine tuning. 
  • Work with native speakers to produce new copy where necessary.
  • Test layout/graphical changes on your landing pages.

 

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