When you manage online advertising campaigns for companies with global reach, the following question inevitably arises:
Do you really need to translate your Google Ads into local languages?
In most cases, the answer is yes.
Unfortunately (or perhaps fortunately!), Google Ads won’t automatically translate your ads for you.
If you create an ad in English and then select Spanish as your target language, your ad remains in English – but it will target Spanish speakers.
And unless those Spanish speakers also understand English, your English-language ad won’t get much traction.
In my experience, CTR rates are consistently (and often substantially) higher when ads are written in the local language instead of English.
For example, here’s what happened in one client account from mid-July to the end of October last year:
As you can see, click-through rates were twice as high in the translated ads as the English ads in some cases.
But even with these significant differences, some advertisers resist translating their ads.
They just don’t want the hassle.
I get that.
But it’s not as difficult as you may think – especially if you plan carefully.
Here are some tips on how to make the process easier.
1. Work With a Trusted Translation Service
Given the popularity of Google Translate, you might be tempted to use it to translate your ads from English into other languages.
If you’ve used Google Translate, you know it can help you get the gist of something written in a…