Translating keywords and ads directly without localization can hurt campaign performance. Keywords may have low or no search volume in other languages and markets. Translations can miss cultural nuances or have different meanings. To localize successfully, companies should do fresh keyword research in the local language, write ads with a native speaker, test and learn through optimization, and localize landing pages. The same localization process applies to SEO with keywords, metadata and content.

1. Why translating your keywords
and ads is a bad idea in
PPC/paid media
Olivia Lofts // Webcertain
SLIDESHARE.NET/olivia.lofts
@webcertain

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. WHY???

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. 1. You should
never translate
your keywords

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. 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. 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. 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

11. 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

12. 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?

15. UK: choose ‘trousers’
US: choose ‘pants’

16. Be aware of
translating
your ads

17. Be aware of
translation
mistakes

18. ‘KFC - Finger
Lickin’ Good!’

19. ‘KFC – Eat Your Fingers
Off!’

20. ‘Parker Pens – it won’t leak
in your pocket and
embarrass you!’

21. ‘Parker Pens – it won’t leak
in your pocket and make
you pregnant!’

22. ‘Parker Pens – it won’t leak
in your pocket and make
you pregnant!’

23. 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

24. 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)

25. Different meanings in different
countries
Be aware of call to actions
US/EN – direct
RU/CN/JP – non-direct

26. 2. Why is this so
important?

28. 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.

29. 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

30. 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

31. 3. How should
you localise your
ads?

32. 1. Run Fresh keyword research in local
language using a native speaker

33. 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

34. 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

35. 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

36. 4. What about SEO?

37. Similar process…
Add keywords to meta data

38. Similar process…
Identify native target keywords
Incorporate into content as it is being created (or edit existing text)

39. Similar process…
Identify native target keywords
Add keywords to meta data
Incorporate into content as it is being created (or edit existing text)

40. Similar process…
Identify native target keywords
Add keywords to meta data
Incorporate into content as it is being created (or edit existing text)

41. Conclusion

42. Conclusion
Find your target market

43. Conclusion
Find your target market
Do fresh keyword research in your target language

44. Conclusion
Find your target market
Do fresh keyword research in your target language
Write ads using a native speaker

45. Conclusion
Find your target market
Do fresh keyword research in your target language
Write ads using a native speaker
DON’T use Google Translates

46. 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

47. 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!

48. Thank you
olivia.lofts@webcertain.com