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Why translating your keywords and ads in your paid campaigns is a bad idea

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I explain why you should never translate keywords and ads, and why localisation and working with native speakers is best.

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Why translating your keywords and ads in your paid campaigns is a bad idea

  1. 1. Why translating your keywords and ads is a bad idea in PPC/paid media Olivia Lofts // Webcertain SLIDESHARE.NET/olivia.lofts @webcertain
  2. 2. Running PPC campaign and want to expand to a new market You translate your keywords and ads Push campaign live Performance is bad
  3. 3. WHY???
  4. 4. Running PPC campaign and want to expand to a new market You translate your keywords and ads Push campaign live Performance is bad STOP
  5. 5. 1. You should never translate your keywords
  6. 6. Keyword Local monthly searches (UK) cheap hotel 135000 budget hotel 14800 low cost hotel 480 economy hotel 260 affordable hotel 210 inexpensive hotel 91 low price hotel 73 reasonable hotel 46 economic hotel 28 economical hotel 12 Local search volumes Keywords don’t have the same search volumes in different countries
  7. 7. Keyword Local monthly searches (UK) cheap hotel 135000 budget hotel 14800 low cost hotel 480 economy hotel 260 affordable hotel 210 inexpensive hotel 91 low price hotel 73 reasonable hotel 46 economic hotel 28 economical hotel 12 Keywords don’t have the same search volumes in different countries Local search volumes
  8. 8. French translation Local monthly searches (France) hôtel pas cher 8100 hôtel budget 0 hôtel bas cout 0 hôtel classe économique 0 hôtel abordable 0 hôtel bon marché 16 hôtel bas prix 0 hôtel prix raisonnable 110 hôtel économique 91 hôtel économique 91 Keyword Local monthly searches (UK) cheap hotel 135000 budget hotel 14800 low cost hotel 480 economy hotel 260 affordable hotel 210 inexpensive hotel 91 low price hotel 73 reasonable hotel 46 economic hotel 28 economical hotel 12
  9. 9. French keyword research Local monthly searches (France) hôtel pas cher 8100 hotel pas chere 1900 hotel moins cher 1900 reservation hotel pas cher 880 promo hotel 720 hebergement pas cher 720 hotels pas chers 320 chaine hotel pas cher 320 trouver un hotel pas cher 320 chambre hotel pas cher 210 If you do keyword research in French for France, the search volumes are much better French translation Local monthly searches (France) hôtel pas cher 8100 hôtel budget 0 hôtel bas cout 0 hôtel classe économique 0 hôtel abordable 0 hôtel bon marché 16 hôtel bas prix 0 hôtel prix raisonnable 110 hôtel économique 91 hôtel économique 91
  10. 10. Different regions might use different words to say the same thing, so their search queries will be different Be aware of Regional nuances One keyword might apply to one part of a country for not another
  11. 11. Imagine a French fashion designer, selling their brand of chinos. They want to expand their sales into the UK and the US They have some ads running, and they’ve translated the French word ‘Pantalon’ into English. They get ‘Trousers’. But what happens with the search volumes?
  12. 12. UK: choose ‘trousers’ US: choose ‘pants’
  13. 13. Be aware of translating your ads
  14. 14. Be aware of translation mistakes
  15. 15. ‘KFC - Finger Lickin’ Good!’
  16. 16. ‘KFC – Eat Your Fingers Off!’
  17. 17. ‘Parker Pens – it won’t leak in your pocket and embarrass you!’
  18. 18. ‘Parker Pens – it won’t leak in your pocket and make you pregnant!’
  19. 19. ‘Parker Pens – it won’t leak in your pocket and make you pregnant!’
  20. 20. If you reference a famous place or person in one language, that same place or person might not be recognised in another market Be aware of regional nuances in ad copy This also applies to local festivals, national holidays and regional celebrations
  21. 21. Ads have clear character descriptions, and if you’re over your headline, description, call to action or path, your ads won’t be approved Be aware of character limits Be aware of different character limits in different search engines (Naver, Yandex, Baidu, Google)
  22. 22. Different meanings in different countries Be aware of call to actions US/EN – direct RU/CN/JP – non-direct
  23. 23. 2. Why is this so important?
  24. 24. If you’re bidding on keywords with no search volume, you’re missing out on a whole audience of potential customers. Missed opportunities You could also be wasting valuable media budget on irrelevant keywords.
  25. 25. Poor results from a campaign might lead you to think a market isn’t for you Wrong Impressions But if your ads are of low quality, you’re not giving the market a fair chance
  26. 26. Over 70% of consumers are more likely to purchase a product if the ad is in their own language. It is important for consumers to believe a brand cares about them and their needs enough to make custom advertising. Source: https://hbr.org/2012/08/speak-to-global-customers-in-t Build trust with your audience
  27. 27. 3. How should you localise your ads?
  28. 28. 1. Run Fresh keyword research in local language using a native speaker
  29. 29. so the language will be correct 2. Get your ads written by a native speaker from that country or region so the writer will be aware of cultural nuances and regional differences
  30. 30. Review and evaluate performance – tracking your key KPIs 3. Test and Learn Tweak and optimise – adjust bids, adjust keyword match-types Do Search Query Reports to expand on well performing keywords and find more negatives
  31. 31. Make sure your landing pages are in local languages too 4. Don’t forget about your landing pages Use localized keywords on your landing pages that you are also using in your ads – to ensure a good quality score Make sure your landing page is relevant to your ads
  32. 32. 4. What about SEO?
  33. 33. Similar process… Add keywords to meta data
  34. 34. Similar process… Identify native target keywords Incorporate into content as it is being created (or edit existing text)
  35. 35. Similar process… Identify native target keywords Add keywords to meta data Incorporate into content as it is being created (or edit existing text)
  36. 36. Similar process… Identify native target keywords Add keywords to meta data Incorporate into content as it is being created (or edit existing text)
  37. 37. Conclusion
  38. 38. Conclusion Find your target market
  39. 39. Conclusion Find your target market Do fresh keyword research in your target language
  40. 40. Conclusion Find your target market Do fresh keyword research in your target language Write ads using a native speaker
  41. 41. Conclusion Find your target market Do fresh keyword research in your target language Write ads using a native speaker DON’T use Google Translates
  42. 42. Conclusion Find your target market Do fresh keyword research in your target language Write ads using a native speaker DON’T use Google Translates Monitor, review and tweak
  43. 43. Conclusion Find your target market Do fresh keyword research in your target language Write ads using a native speaker DON’T use Google Translates Monitor, review and tweak Successful campaign!
  44. 44. Thank you olivia.lofts@webcertain.com

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