A Word on Language Targeting on Google Ads (Giving You Voice)
Google is an ad platform, and much more. It’s a platform for wonderful global connections!
Moreover, the ads section is a key part of this great connectivity. But, it still depends on the impetus of the free search engine to deliver results. Also, the success of a campaign here relies on several aspects.
Therefore, the right language targeting is very important.
Design a relatable ad creative. Find your voice! The audience should be able to read your ad and feel you. This is because emotional bonding is a key condition of good marketing.
You can achieve this bonding by the thread of familiar words. Native languages let the audience belong to the vibe of the ad creative. A good ad connects straight to the heart.
So, let’s have a word on the details of language targeting.
It is global
The search engine giant is global! English is an international language, but not everyone may know it. Besides, English ad copies would not connect with the audience so well in places where it is not the first language.
Google recognizes this multi-cultural strain and offers diverse language support. It covers 45 major languages for varied purposes.
Some of these are only for the ads interface. However, you can use any language for targeting.
For example, you can not use Bengali and Persian in the ad interface. But, you can use it to target a group of people. Punjabi and Tamil languages also have a similar strain.
However, you can make Czech ads for both purposes. Likewise, you can use English, French, Italian, Finnish, Hebrew, and German for both ends. Again, Icelandic use is only for targeting and not for the interface.
Set up locations and language
Location and language settings go hand-in-hand. Use your wisdom. You may want to target Danish-speaking people in Denmark.
So, you set the target language to Danish, while you set the location to Denmark. So, now the Danish ad will appear on the search history of folks in Denmark with Danish as the computer language.
Here’s the step-by-step process.
- Firstly, sign in to Google Ads.
- Secondly, click on ‘All Campaigns’ in Navigation.
- Access the Campaigns page from the left menu.
- You can find a prominent blue Plus button. Click on it.
- Set up the goals and campaign types. Now, click on ‘Continue.’
- Here, you can target locations by selecting one of the given options. You can also enter a specific location manually.
- Click ‘Save and Continue.’
Moreover, you can also edit your target language. Simply enter a language in the search box.
Then, check the box next to the intended language. Continue with the rest of the campaign settings, and save.
At once set the vernacular for multiple campaigns
The versatile system lets you speak in many voices at once, but say the same thing. You can set the language for multiple campaigns from the Google Ads account.
- Select the ‘All Campaigns’ tab in Navigation.
- Now, click on ‘Settings’ on the left-hand page menu.
- Follow it up by checking the box next to any campaigns you need to change.
- An Edit menu will appear, where you can select ‘Change Languages’
- There, you type the language in the text box.
- Now, select the vernacular you want from the list that appears.
- Finally, click on ‘Apply.’
You can also use the Preview switch to observe your campaign in the preferred language before going live.
Google Ads does not translate
Google Translate is excellent, but you cannot integrate it directly with Google Ads. So, you cannot just create an ad copy in English and translate it to any language you want!
You need to develop a good ad copy in the preferred language. Involve the native sentiments of various cultures. What’s acceptable in one place may be an object of sneer in another place.
At the same time, the ad must have a universal appeal that anyone can relate emotionally.
The core emotions of love, happiness, fear, and pleasure are always the same, in any language! Smiles and tears don’t need translation!
As for translation, you can make use of third-party tools available for the purpose.
Setting language-specific keywords
Google Ads does not have separate campaign settings for different languages. Only the words are different; everything else remains the same. However, you need to recognize the unique nativity of every culture.
For example, you can use the keyword ‘tote bags for women’ in English-speaking countries. However, its Italian wording, ‘borse per le donne’ does not cover the word ‘tote!’
So, women searching in Italian may have trouble finding the exact product unless you specify it in the keywords.
Also, use the other specifics such as match types and negative keywords list. Negative words are those queries that you don’t want your ad to respond.
For instance, ‘plus size’ may be an irrelevant keyword for women searching for tote bags! Fine-tuning the negative list helps you approach a highly specific audience even without location targeting.
Keyword matching is another vital tool in your arsenal. There are three types of matches.
- Broad/loose match: Ads come up in searches related to the keyword.
- Phrase/moderate match: Ads show in searches, including the keyword’s meaning.
- Exact/tight match: Ads appear in searches of the same meaning as the keyword.
Language targeting in search ads
The machine-learning algorithm of Google sniffs out various signals to understand user language preferences. These include user settings, query language, and other language signals derived from your browsing feedback.
These signals are used to dish out search ads in the familiar language of the users. The signals could be mixed. A same person may be comfortable in multiple languages.
In that case, search ads in those languages will start to appear.
For example, Maya is of Finnish descent, but she mostly uses English on Google search. However, she is more comfortable speaking in Finnish on the socials via her smartphone.
So, the ads served to her in her mobile interface will be mostly in Finnish. Whereas, in her desktop, she will see most ads in English.
Language targeting in display ads
The signals used for display ad targeting mainly include the languages on the sites one visits.
The app views of the individual are also taken into account. Depending on the feedback you have given, the display ads start to appear.
You can use the Google Ads platform to set ads in multiple languages. It can be an effective tool, along with location targeting, to reach out to a highly specific demographic.
However, you cannot use Google translate directly because it is not a part of the Google Ads suite.
The best way is to create a fresh ad copy in the native language you want to approach.
For any help with your Google ads management, you can contact me anytime you want : )