Investing in Google Ads campaigns is a smart strategy to catch potential customers’ attention. If you’re planning on running campaigns in multiple languages, the first thing you’ll need is a strong translation of your SEA (Search Engine Advertising) copy.
More specifically, you’ll want to get these parts of your SEA campaign translated:
- Keyword lists, or your most important keywords
- The landing pages your campaign will highlight
- The content of your Google advertisements – preferably in a spreadsheet that tracks character limits
1. Keyword lists
Keywords are the search terms people type in a search engine when they’re looking for info about your service or product. Or, to put it differently: they’re the terms you want to use to attract potential customers. A digital marketing agency can carry out keyword research for you. (In case you’re wondering, Websauce is the agency that takes care of Blue Lines’ online strategy.) But you’ll already be able to come up with plenty of interesting keywords yourself just by answering these two questions:
- What do (prospective) customers write in the subject line of their e-mails to you? This blog post delves deeper into that question.
- Which of your services/products do you definitely want your audience to find?
Translating keyword lists: You could ask a digital agency to conduct keyword research in the language of your upcoming campaign. In practice, however, keyword research is usually only done in the source language, with the resulting keyword list then translated into your target languages. But it’s still useful to scroll through the e-mails you’ve received from customers who speak other languages. Which terms do they use when they request a quote or ask for more information? Compile a quick list of these terms and attach them to your keyword list (in the source language) as reference material. The translator can then take your findings into account and incorporate those terms when they’re translating your keyword list into the target language.
2. Landing pages
These are the pages your visitors are directed to when they click on your Google ad. You’ll want to mention as many of your keywords on these pages as possible (without diminishing the readability of your web copy!). Read more about SEO copywriting.
Translating landing pages: If you want to have your landing pages translated, make sure to send along your keywords for those languages. That way, translators can optimise the translation of your landing pages (SEO translation). Double-check whether your translator is a native speaker, as natives know best how to describe your product or service in their native language. And it goes without saying that any translator you work with should be an expert in your field.
3. Content for Google Ads campaigns
Your web agency will summarise the content of your Google Ads in a spreadsheet, with the cells containing ‘headlines’ allowing for max. 35 characters including spaces, and the ‘descriptions’ cells allowing for max. 90 characters including spaces. If you exceed these limits, the cells will turn red. You can download a spreadsheet template here. Below, we’ve included a screenshot of the spreadsheet for a Google Ads campaign Blue Lines ran on the topic of transcreation.
Always make sure the content of your Google Ads copy is closely related to the landing page you’re directing people to. Ideally, reuse the same words and content, so Google will decide your ad is relevant for potential visitors.