Transcreation vs. Language Translation for Pay-Per-Click (PPC) Ads

Transcreation for PPC Translation

If you have attempted to use a standard language translation service for the purpose of converting a Pay Per Click 

Why is language translation insufficient? Because ad campaigns for PPC cannot simply undergo language translation, they have to undergo transcreation(PPC) ad campaign into another language, I am sure you learned the hard way all its shortcomings.

What is Transcreation?

Transcreation is the adaptation of the text into a target language while meeting certain constraints that require creativity to overcome. A transcreator can veer from the source text to achieve a high priority desired goal while maintaining the original intent of the source. Transcreators are knowledgeable of all goals and have the creativity skill to accomplish them.

For instance, when translating Google AdWords, or Tweets, most of us know that there is a character limit constraint that cannot be exceeded. But does this limit change with other languages? Yes, if you are dealing with double-byte languages. It gets even trickier when mixing double-byte with single byte characters as is often the case with Asian languages. If the character limit is exceeded, the string or ad will be truncated or not allowed.

Furthermore, search engines prohibit the use of certain words in their allowed ads. This list of words varies with different languages. If you simply translate while abbreviating to make sure that the character length is met, your ad may still be rejected.

Another important requirement is the proper use of keywords in the ads and in the keyword list. Will language translation of keyword suffice? Are these translated keywords used frequently by web visitors? Are they very competitive making your ads ranked low on the ad list, or driving your bids up? All these factors vary with each language and should be considered in the design of the campaign.

Your transcreation team will also be concerned about the naming of the landing pages. Often file names are not converted by language translation companies. But file names make a big difference in the SEO ranking. What about meta-tags and alt tags? Are you considering translating them?

You can simply translate your ad campaigns and hope that all the language variables will not cause you serious technical problems. Once the ad campaign is launched however, make sure you allocate a huge budget to pay search engines and expect lower return on investment, for your campaign will not be optimized as it would with correct transcreation.

Transcreation’s return on investment for PPC ads and keywords is significant. Don’t be penny wise and pound foolish; hire transcreation professionals that know what they are doing!

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