Are Your PPC campaigns Lost In Translation?

A multilingual PPC campaign can be a good way of creating a presence within a country within a short space of time.  Most companies do not have the budget or time and resources to set up separate websites for each country but through pay per click you can access an international audience quickly online.

The downfall of most multilingual campaigns is simply laziness.  Most advertisers will launch an international campaign without factoring in accurate translations or ensuring the message is relevant to the country’s culture.  However, with some planning this can be overcome.

The importance of translations

The crux of a successful multilingual PPC campaign is in the translation.  You must ensure it is a high quality translation for it to be effective in receiving relevant attention.  Most adverts are translated literally without considering local translation.  This often leads to confusion both at the ad and the landing page and native speakers can simply leave.  Literal translations will stick out a mile and will smack of poor professionalism to the native speaker and they will ignore your message.

Avoid using online translation tools.  You need to get a real live person involved in translations so take time to research a quality agency.  A good quality service will involve the person reading the English version and rewriting it so that the tone and message are effectively conveyed in the new language.  When you get the translation back ask a native speaker to proof read it.

At Click Consult we can help with local and international pay per click search marketing.