Most businesses create paid search campaigns, also known as pay-per-click (PPC) campaigns in English. If your audience is primarily English-speaking, this may seem like a no-brainer. But limiting your PPC campaigns to one language could be costing you tons of revenue and new customers! After all, English only accounts for just over 25% of all internet content. If you’re looking to tap into the other 74+% of global consumers, you need multilingual PPC services. Keep reading to Explore Our Benefits & Drawback Guide Before Kicking Off a Multilingual PPC Campaign.
What is Multilingual PPC?
In multilingual PPC campaigns, your ads will transform from a one-language-fits-all approach to ads that are tailored to specific markets based on their location, culture, and language. This ensures your messaging will resonate deeply with audiences around the world who have different norms, views, and needs.
Why Should You Use Multilingual PPC?
International PPC campaigns will increase your brand reach significantly by exposing your brand to potentially hundreds of new counties and cultures — and millions of new customers.
Benefits of Multilingual PPC
The most significant benefits of international PPC campaigns include:
Target a Bigger Market
Supercharge your brand growth by increasing the size of the market your products and/or services are exposed to — seems like every marketer’s dream, right? That’s why you need multilingual PPC services.
Expand to Other Countries/Languages
Not limiting yourself to only English-speaking audiences is critically important for brand growth in today’s global marketplace. Here are some statistics that further prove the importance of multilingual PPC:
- 66.1% of the 520,000+ Spanish speakers in the world are internet users.
- From 2000-2019, the number of Malaysian and Indonesian internet users grew by nearly 3,000%.
- Arabic-speaking internet users grew by nearly 9,000%.
- 72% of consumers spend all of their time on the internet on websites in their native language.
- 56% of consumers reported the ability to get online information in their native language is more important than the price of goods and services.
- The top ten countries with the highest internet usage are:
- China
- India
- The United States
- Brazil
- Indonesia
- Japan
- Nigeria
- Russia
- Bangladesh
- Mexico
Gain an Edge Over the Competition
Today’s marketing landscape is more competitive than ever as consumer demands evolve at lightning speeds. Multilingual PPC services can give you a nice edge over your competitors.What’s more, there’s a strong link between multilingual content and the likelihood of a customer making a purchase. Recent research found that 76% of consumers would rather purchase from a website with content in their native language. That’s a large segment of the population that a simple international PPC strategy can help you capture. You gain a stark competitive advantage by using international PPC campaigns. The more languages your PPC ads are in, the higher you will soar above the competition.
Drawbacks of Multilingual PPC
There are also some potential drawbacks of international PPC campaigns to consider, including:
The Cost and Time
It should come as no surprise that international PPC campaigns require a bit more heavy lifting. You can’t just take your English ads and run them through Google Translate and hit “submit” — technically, you can, but to create ads that resonate with each target audience’s culture and language, a lot of thought needs to go into your international PPC campaigns. Once you have the translation down, you need to make sure the ad aligns with the country’s culture and values, that the colors make sense, and so on.
Website Landing Page Language
If you deploy international PPC campaigns, what language should your landing page be in? That’s a question that a lot of marketers ponder. This can be confusing and hard to determine. But there is a solution. Create separate landing pages for each language your PPC ads target. Each ad will contain a unique URL that leads customers to the landing page in their native language. Again, creating these separate landing pages will take more time, energy, money, and resources.
Considerations Before Engaging an Agency for Multilingual PPC
If you’re looking for an agency to partner with for your international PPC campaigns, there are a few things you should consider:
Experience
To create a strong multilingual PPC strategy, you should seek out an agency that specializes in international PPC, and that has a team that knows the ins and outs of creating multilingual ads that convert in international markets.
Language Connections/Native Understanding
For your multilingual PPC to be effective, nothing must be lost in translation. For this reason, you should find an agency that has people on staff with a deep understanding of your target country’s language and culture to avoid any potentially disastrous missteps.
Symphonic Digital Can Help
If you’re looking for multilingual PPC services from a team of experienced and dedicated PPC marketing professionals, Symphonic Digital is here for you. Symphonic Digital creates and delivers performance-driven digital marketing campaigns for small and medium-sized businesses. Our collective experience and commitment to excellence keep us at the forefront of digital marketing solutions and technology. Contact us today to learn more.
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