While PPC is one of the most simple and straightforward marketing methods out there, performing multilingual PPC campaigns can be a real challenge, which prevents many marketers from capitalising on potentially very lucrative markets. However, there are a few ways any marketer can get around language barriers and access these markets. Here are a few tips for those who would like to expand their PPC efforts beyond their native language.
Don’t Translate Keywords – Research
One of the most common mistakes people make when conducting keyword research for multilingual PPC campaigns is simply translating. This is a rather lazy and ineffective way of conducting keyword research. For instance, a colloquialism like “pumps” would not necessarily translate directly in another language. So make sure that you perform keyword research in the local language first.
If you don’t speak the language yourself, you can always work with an overseas online marketing firm. Eviblu.it, for instance, services the Italian market. Most have English speaking representatives that will conduct a thorough and relevant keyword research for your business and give you advice on how to better advertise to this specific market.
Use Local Search Engines
Google doesn’t have to be the end all be all of search marketing. Many countries have their very own search engines that have been established for years, and in some cases, these sites rival or even surpass Google in terms of search. Learn about their search marketing programs and requirements for enrolment. One of the advantages of international search engines is that clicks are often much cheaper, even in very lucrative niches.
Do You Have a Chance in this Market?
This is something a lot of people overlook. Do you even stand a chance in the market you’re trying to enter? There might be a high demand for your type of product in your area, but the market you’re targeting might be over saturated with the same product already. So, make sure you do your research before you even start your campaign.
Have Your Ads Written by Professionals
There’s no way around it. If you want to produce an ad for a certain country, you have to have it written by someone who actually speaks the language. Do not try to cut corners by doing an approximative translation or by using someone in your team that is not a native or fluent speaker. Again, working with a local firm will allow you to better connect with your audience. There’s nothing worse than a poorly written ad that was obviously not written by a native speaker. You could also hire someone on a freelance site to create ads for you, but working with a foreign online marketing firm would garner you better results as they know exactly which types of ads convert the most.
International and multilingual PC doesn’t have to be complicated. As long as you research your target market and understand how they search and buy, you should have no issues piercing into a new market.