As an International Customer Success representative at nexus-security, I’ve encountered numerous multilingual campaigns. After all, it’s a small world!

However, expanding internationally can be daunting, so here are my tips for determining if you’re ready and how to launch your first experiment successfully. Why go international? PPC advertising, like Disney World, is often expensive and overcrowded. Ever experienced New Year’s at Disney? As a dedicated Disney enthusiast, I can attest it’s a nightmare.

International PPC is like having a magical fast pass, granting you priority access. Advertisers often shy away from new countries and languages, fearing low volume, but this couldn’t be further from the truth.

Should You Try Campaigns in a New Language? 7 Questions to Consider

Can you service customers in another language? Are you doing it already?

Imagine a potential client attempting to communicate in another language. Can you assist them? Does your company have a speaker of that language who can facilitate communication and sales? Are you already handling client calls, contact forms, and sales in various languages? If so, you should likely be advertising in those languages.

If not, that’s okay. Bilingual PPC can still be viable, but be prepared to adapt your sales approach. Many individuals may search in a different language but communicate effectively in English. A Google study revealed that only 20% of Hispanic searchers will seek a Spanish site after landing on an English one (Think with Google, 2015).

Are you equipped to serve an international audience?

Remember, “multilingual” doesn’t always equate to “international.” The US alone boasts over 300 spoken languages. If your plan encompasses multiple languages and countries, ensure your landing pages cater to your new audience with:

• International Pricing
• International Shipping Options
• International Phone Numbers (or at least the correct international dialing code)
• Your Hours of Operation in your Time Zone Even if you’re not ready for a full-fledged international expansion, consider starting with Canada, Puerto Rico, or the U.S. Virgin Islands. These regions are accustomed to online purchases from the US, minimizing site adjustments.

Are you situated in a culturally diverse region?

If so, consider advertising in the predominant languages spoken locally. This particularly applies to areas like Texas and Florida. If you’re not optimizing for Spanish, you’re potentially missing out on a vast market. For fellow geography enthusiasts, explore these maps, showcasing the most common non-English languages spoken in each state. You might be surprised by the linguistic diversity surrounding you.

What insights does your Search Query Data offer?

The Search Query report reveals how potential leads are finding your ads. If you’re receiving relevant searches in other languages, crafting targeted campaigns is a logical step for account growth.

Do your reports indicate readiness?

Two reports can reveal if you’re already appearing in unexpected locations. In AdWords, under the Dimensions tab, examine User Locations. This report pinpoints the locations of users clicking your ads. You might be surprised to find clicks originating outside your targeted US locations.

Next, navigate to Google Analytics and check which countries are driving website traffic.

Does keyword research suggest substantial traffic?

The AdWords Keyword Tool helps you determine search volumes for words within specific locations. Before launching a test campaign, compile a list of relevant keywords in your target language and assess their volume. If it’s low, you might reconsider diving into international PPC.

What does Google Trends reveal about search volume?

The Google Trends tool provides a comprehensive history of search volumes for all terms Googled since 2004. It’s invaluable for understanding volume trends and the most popular locations for specific keywords. For instance, consider the search term “lawyer” in English and Spanish (chosen due to its notoriously high cost). The English term has remained relatively stable over the years, with occasional spikes.

However, the Spanish term’s volume has consistently grown, particularly in states like Florida and Texas.

Having addressed key questions, let’s explore tips for launching your bilingual or international PPC experiment successfully.

You’re ready, young Padawan.

Bilingual and International PPC Best Practices

Always Separate Campaigns by Language!

• Isolate any AdWords experiment from your existing campaigns to prevent interference with current efforts.
• Different languages and regions often exhibit significant CPC variations, making separate budgets crucial.
• Begin with a smaller test budget, unless your finances resemble this:

Enable Multiple Languages in Campaign Settings

If a full-scale launch isn’t feasible, simply activate the desired languages:

Remember: Keyword Research is Contextual

Spanish, a common language for US marketers to experiment with, is the second most spoken in the US, with approximately 41 million native and 11 million bilingual speakers. However, Spanish encompasses various dialects, necessitating targeted keyword identification. Consider the simple word “bus” to illustrate dialect variations. Here are six different translations for this single word across various Spanish-speaking countries.

While Google Translate can assist with keyword list creation, consulting a native speaker is recommended for generating new suggestions.

Account for Time Zones When Scheduling Ads!

AdWords defaults to the account creation time zone, which is unchangeable. Therefore, always factor in both your account’s time zone and the targeted location’s time zone when scheduling ads or adjusting bids.

Mobile Optimization is Crucial

Many international users primarily access the internet via mobile devices. In fact, 68% of Hispanics searching on Google use mobile devices. Higher mobile bids, mobile-specific ads, and Call-Only campaigns can prove highly effective for international strategies.