Language settings

[smallcompany]

Has anyone saw a big difference in selecting one (main) language vs. multiple or all?

For example, in US you pick English and you get 1,000 impressions a day. Then you pick all languages. Was there any significant change?

I assume we can expect bigger difference in Canada for example in selection of English only vs. English and French.

The reason I came up wit this post is a question how much multiple language selection influences the QS and performance of the campaign?

Is it worth of selecting all languages if it negatively reflects onto a campaign? Is there any connection between language choice and QS? Having landing page in English but selecting Chinese for example?

Any experience?

Thanks

[lammert]

I am running multiple language campaigns, buy when there is a large audience to target, I always try to translate the ad in the language of that audience, instead of adding multiple languages to the campaign.

The reason is not because of QS, but because of user experience and click rate. If a visitor from Canada happens to use French as his main language, and in a given SERP he sees 2 French, and 2 English language ads for his search query, he will probably click the French ones, just because he is more familiar with it, even though he might pretty well understand English.

If the ad is in French, it is better to have the landing page also in that language to prevent bounces. These are the worst visitors for you. You pay for their click, but they don't bring any value because they don't understand your content. In that case it is better to have English only ads to prevent others from clicking it and draining your budget.