Google Ads Localisation

Google Ads, formerly known as Google AdWords, is the most common type of paid advertisement. Placing your business at the top of Google’s search engine results, this is a valuable tool for targeting local markets and increasing the flow of traffic to your website. By investing in the translation and localisation of your Google Ads, it can also be indispensable in reaching an international audience.

Google Ads Localisation

Reaching new markets

Your new audience might be physically located in another country, or you might want to target a global market from different language communities. Either way, simply translating your ads might not do the trick. In order to effectively reach local markets around the world and achieve your business objectives, you will need a localisation strategy designed to target specific locations.

This is because your Google Ads campaign relies heavily on using the right keywords that appeal to your target audience. Keywords are specific to each individual market, not just each language, and local language variations are reflected in the way users perform their online searches.

This means that even though they are both English-speaking countries, the keywords for a British audience might be different to keywords for an American audience. So, if your business is going to reach different audiences, you will need to localise your keywords according to audience-specific searches.

What is localisation?

Localisation is where content is much more than just a word-for-word translation. It involves both the linguistic and cultural elements, adapting a translated text to suit the needs of a specific country or region.

As such, language localisation requires a comprehensive study of the target culture. This understanding of the target culture then allows the content to be tailored to local needs. It can be used for different countries, as well as specific regions that make up a distinct linguistic community.

Localise your Google Ads for better visibility

Simply put, the goal of localisation is to convey the same message in a way that speaks to local customers. Google Ads Localisation is key to a successful campaign, boosting your visibility and setting you up as an important player in international markets.

The whole reason behind your campaign is to get people clicking on your ads. Human readers are the primary target of a localised text, which means that unlike SEO translation approaches aimed at search engines, localisation requires human

sensitivity. This means that along with an in-depth understanding of how your target audience are searching for your products, your ad also needs to be engaging and relevant.

Boosting your conversion rate with localised landing pages

As well as localising your ad text and keywords for better visibility, Google Ads Localisation also includes localising the relevant landing pages. This completes the entire localisation process, presenting your new audience with a customised page.

Getting a higher click-through rate will only mean something if your landing pages are also designed to convert. By localising your landing pages, you create unique pages tailored to each market, encouraging them down the customer journey funnel. This will reduce your bounce rate while increasing conversions within that specific market, making the most of your Google Ads.

Using the right tools to localise your campaign

In order to localise your Google Ads campaign, you need to thoroughly examine both your location options and location targeting. This is where Google Analytics will prove to be an important tool for your campaign settings.

The entire localisation process will require both the technical know-how and linguistic expertise of a professional localisation agency. At Intertranslations, we specialise in localisation in more than 50 language pairs. Drawing on over 25 years of experience, we can provide all the support you need to successfully localise your Google Ads campaign for multiple audiences.

Work with Intertranslations’ localisation experts

Our team is highly experienced in conducting keyword research for specific target audiences. We know how to find the best terms for maximum return on investment, uncovering the most profitable and most searched for keywords in your target market.

The localisation processes we use will ensure that your global customers not only understand your campaigns, but also relate to them on a cultural level. We can help increase your click-through rate by connecting with your audience, while also creating a custom landing page designed to convert.

Share your goals with our team of professional translators and localisation experts, and we will help you make the most of your Google Ads campaign.