How are you managing your PPC campaigns when they’re multilingual? As no one has the luxury of having a PPC expert readily available for every single language around the world, chances are you’re sending them for translation.

Sending ads for translation, however, means you’re missing out on many important PPC basics, like: 

• Unique keywords for each language
• Negative keywords for each language
• Making sure you have a good quality and ad structure
• Localized ad extensions
• Being able to edit your ads if they're not converting properly
• Choosing the right international platform (like forgetting Yahoo! in Japan)
• What happens if an ad group doesn't work for a particular market?
• Plus much more...

Not following the same best practices like you do in English could mean that you’re spending a lot more money on your multilingual ads than you need to be. And it could be impacting conversions, too.

So, to help make sure that every penny counts (especially true for today’s climate!), we’re putting on an OnDemand masterclass covering everything you need to know about multilingual ad campaigns.

Session 1

Our first session is designed for localization or content managers who don’t deal with the day to day running of PPC ad campaigns, but have to make sure that the ad copy is localized into different languages.

It will cover the theory behind PPC so that you know what goes on behind the scenes, giving you the knowledge to create better briefs and ensure that every single aspect of PPC is taken into account during the localization process, not just the text.

Tip: If you work with Google Ads regularly, we’d suggest skipping straight to the second session which will cover multilingual best practices.

Session 2 

Now that you know the theory behind how Google Ads really works, we’ll cover how to make your ad campaigns multilingual, and how to deal with the complexities of different markets. This’ll include taking a look at culture, international competitor analysis, language, and market trends. We’ll also look at different channels from around the world, and how to incorporate them into your paid search strategy.