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Why Translate Your Google Ads?

So, you have an advertising budget and are unsure if Google Ads is the place to spend it? Maybe you already have the ad ready to go and just need to translate it into your target market’s language? Before we dive deep into Google Ad’s translation, let’s understand what is a Google Ad. Google Ads is a Google-developed online advertising platform. It is strategic and built on the online behaviors of potential customers. Google Ads aims to attract best-fit customers or individuals with online habits similar to your customer base. So, whether you want to advertise service offerings, product listings, promotions, or short product videos, you can put your ad in front of true potential customers.

So, Why use Google Ads?

Google has 86.6 % of the global search engine market share and receives 40,000 search queries per second. Google is the world’s modern library and is the go-to place for answers. Google Ads places your ad in front of users who are asking questions related to your product or service. Other than Google’s massive market share and ad targeting strategy, why should you use Google Ads?

-Maintain full control of your campaigns at all times -Attract relevant traffic and good-fit customers to your business -See ad results and data laid out in an easy-to-understand format in Google Ads -Track your ad’s performance in real-time -Build brand awareness -Increase conversions rates. -Pay Per Click (PPC). Only pay when a user clicks on your ad -Appear on the search results page only when your ideal customer is searching for a product or service similar to yours.

Google Ads, just like Google, is global. People are more likely to click on an online advertisement in their native language. To increase the performance of your Google Ads, translate your campaigns into the language of your target markets.

Translation and Localization of Google Ads

The Google Ads translation process is different from the usual text translation. To better understand this process, you need to know the difference between translation and localization. Translation is the process of changing the words and grammatical structure of the source text according to the structure of the target language. On the other hand, localization is a much more thorough process. Localization is the act of rewriting and adapting the source text to the target language according to the culture and daily habits of the target audience. So to achieve the best output from your campaign, Google Ads localization holds an important role. To translate Google Ads, you have to work with professional translators specialized in marketing translation and localization. Otherwise, your campaign will not attract your target audience.

The Benefits of Google Ads Translation?

Do you need your Google Ads to be translated into local languages if you are a company with a global reach?


Unfortunately (or maybe luckily!) Google Ads will not translate your ads for you automatically. When you create a campaign in English, and you select Spanish as your target language, your announcement remains in English but targets Spanish speakers. As a result, your English ad will not have much traction, except for those Spanish speakers who understand English.

Click-through rates in the translated Google Ads are in some cases twice as high as English ads. But some advertisers avoid translating their advertisements, even when they know the positive impact on conversion rates.

They don't want the hassle.

But it's not as hard as you would expect – particularly when you go in prepared.

How to Successfully Translate Google Ads?

Localize your keywords: As mentioned, localizing your content for your target audience’s habits and preferences will give you the best results. Keywords translation has to be crucially held by native translators who know the culture and content the best.

Character limits: One limitation of Google Ads is the text field-15 characters to 90 characters depending on the text field. Depending on what language you translate into, the character count may be difficult to adhere to.

Use the right keywords: Local language differences noticed in how users search and what terms they use to search. You need to use the right keywords in your Google Ads translation to target specific customer segments.

Negative keywords: These are words that you don’t want to be associated with your ads. So, if you are a vegan soup company, you could make “meat” a negative keyword. Translating negative words will increase the relevance of your ad and prevent users from clicking on the ad then bouncing once they see your page. You will have paid for the click without getting a customer.

Change the target language in settings: Don’t overlook changing the target language in your settings to “people who speak Spanish,” for example.

Translate your ad’s landing page: If customers click an ad in their native language, but the landing page is foreign, they will likely bounce. So be sure to translate every page in your customer’s flow- from the landing page to the checkout.

Ready to Translate Your Google Ads?

Due to Google Translate's popularity, you may be tempted to use it to translate your Google Ad.

Please, don’t!

Google Translate is great for understanding the gist of something; the translation, however, is usually far from perfect. Google Translate does not typically account for regional differences within a language. In Spain, for example, the Spanish spoken is very different from the Spanish in Mexico.

Google Ad’s translation is complex and should be completed by a professional translation service with experience in marketing translation, Google Ads translation, and SEO. Don’t risk a translation faux pas-choose an experienced service provider. MotaWord is the world's fastest, lowest cost online translation agency specialized in Google Ad’s translation. MotaWord is built on the power of human collaboration and has 20,000 vetted translators across 95+ languages. A proofreader then finetunes your ad to ensure quality. Get a quote today to start translating your Google Ads.

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Published on Jun 18, 2021 by NATE SAYER

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