How to successfully targtet non-English speaking users

[esllou]

I have an ad written in Swedish. Three of them in fact, two images and a text ad.

Which is the better option?

1.) Choose "Swedish" in the language settings and "Sweden" in the countries settings.

2.) Choose "all languages" in the language settings and "Sweden" in the countries settings.

3.) Choose "Swedish" and "English" in the language settings and "Sweden" in the countries settings.

I have this doubt because I'm not sure what Google uses to deduce what language a user speaks: their browser language setting or the version of Google they are using (e.g. google.se) If that's the case, there must be many swedes using google.com, hence my idea of number 3 option.

The other thing is I am running a content-only campaign so these ads won't even be on google sites, only on sites showing AdSense, so if google generally looks at the google site being used to determine language, how would that work on a content-only campaign?

[lysglimt]

Your best bet is to choose Sweden as country and choose "all" as language.
The country IP range detection is fairly accurate now, the Sweden language dectection is much less accurate as many people in Sweden will use the Google in English, use the default Firefox Goolge search toolbar in English etc etc.

Then again - allways split test.

[barrymossel]

Agree on All languages and country Sweden... IF... you target it to Sweden as a country. If you want to reach all swedes, that will be another case.

I'm in the Netherlands and when I target to Holland, I use the option above (All languages and for country the Netherlands). This way I will reach all dutch Google users, who live in Holland.

[esllou]

OK thanks for those replies. The ads in each of these campaigns is in the relevant language e.g. Swedish. The keywords are in the same language - but you would still suggest targeting "all languages" in the language settings?

[lysglimt]

Yes.

You issue here when it comes down to it will be to have a high CTR to get the price down.

Open broad - allow content network etc. The start narrowing down.
You might even want to set up more than one campaign targeting segments of your market.

Say a campaign for: Content network in only Swedish but world wide.

You never really know what might work.

It is however only worth the effort if you have a decent size on you operation.

Good luck! :)