Have you ever managed a Pay Per Click (PPC) campaign for a non-English website? If so, you already know that it is, in many ways, different from running campaigns for an English language website in the US/UK. What are these differences and why it is important to know these differences? Well, these are the questions we are going to address in the following paragraphs. So, let`s get started without further ado.
Why It is Important?
There are various reasons as to why it is becoming all the more important to handle PPC campaigns for non-English websites.
- Although, English is still the most widely used language on the Internet being a quarter of the overall usage, Chinese and Arabic are slowly but steadily growing their share of online attention at the perils of English
- According to a recent survey conducted by a pan European institute EU Eurobarometer, only 18% of the people surveyed bought an item online from a website which was not in their mother language
- The survey further states that people feel more comfortable using their own language than in a foreign one while performing various activities online including online shopping
- Some non-Google search engines such as Baidu in China, Yandex in Russia, Yahoo in Japan, and Naver in South Korea have sizable market shares in their respective countries. So, you have got to listen to where they can take you in terms of business growth if used wisely.
So, What You Need to Do?
- Pay extra attention to keyword research as the literal translation of English language keywords will not do. Every language is different; it shows the culture of a region or a country where people use different words and marketing jargon in the context of their specific culture (s). The mere translation of the keywords you have chosen in English will not suffice. Get a native speaker of the language from the region or a country you want to target, to translate the keywords the way they should be.
- Understand the local culture and dig deep as to how people make buying decisions for the type of products and services you are offering
- Thoroughly explain the SEO process and the way keywords should be chosen to the local translators so that they know exactly what they are required to do to run the PPC campaign in question effectively.
- Test your ad copy, retest it, have it brutally reviewed by a local web marketer, if possible, monitor and make any changes you may need to as you would do in an English language PPC campaign
- Get a hand from different translators if you are not satisfied with the existing ones as the need may arise.
I know it is a trendy topic among the PPC campaign managers. What is your take on these issues? Please feel free to comment on this in the following lines.