If you have attempted to use a standard language translation service for the purpose of converting a Pay Per Click campaign into other languages, you must have painfully realized that PPC translation is not a good option.
So, why is PPC language translation insufficient? Because ad campaigns for PPC cannot simply undergo language translation, they have to undergo transcreation!
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 PPC Google Ads, or Tweets, most of us know that there is a character limit constraint that we should not exceed. 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 we exceed the character limit, the search engine will truncate or not allow the string or ad to be used.
Furthermore, search engines prohibit the use of certain words in 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.
Importance of Keywords to PPC Translation
Another important requirement is the proper use of keywords in the ads and in the keyword list. Will language translation of keyword suffice? Are web visitors frequently using these translated keywords? Are they very competitive making your ads rank low on the ad list, or driving your bids up? All these factors vary with each language and you should consider them in the design of the campaign.
Your transcreation team will also be concerned about the naming of the landing pages. Often language translation companies do not convert file names. But file names make a big difference in the SEO ranking. What about meta-tags and alt tags? Are you considering translating them? An optimal PPC translation campaign should take into consideration all these factors.
You can simply translate your ad campaigns and hope that all the language variables will not cause you serious technical problems. Once you launch the ad campaign however, make sure you allocate a huge budget to pay search engines and expect a lower return on investment. This is because you have not taken the time to optimize your campaign as it would with correct transcreation.
Transcreation Return on Investment
Transcreation’s return on investment for PPC ads opens in a new window and keywords is significant. By using the proper positive keywords and blocking the negative ones, you can optimize your PPC translation campaign to minimize the cost per click and maximize quality web traffic.
Don’t be penny wise and pound foolish; hire transcreation professionals that know what they are doing!
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