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What languages should I target?

Considering targeting all of them

     
10:13 am on Mar 27, 2009 (gmt 0)

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Currently we have some international campaigns targeting all countries except the UK (we have our UK only ones separate).

At the moment they only target the English language. However I am wondering if we are missing a large part of our audience because of this.

As I understand it, the language targeting works on whether the user has set a language preference and if not it defaults to the language for the google domain e.g. Google.fr would be French. The language of the search query is of no consequence.

Although we are targeting people who have a good level of English (our product is education sector), they will not normally have English as a first language, and therefore I would not think they would deliberately choose to set their default language to English.

I spoke to someone who had lived in Japan about this and she said that indeed they would just use Google Japan without changing any settings, even if they were doing searches in English.

The only downside I can think of by doing this is that perhaps our ads would get shown to people who didn't understand them, and so could reduce CTR. I also notice that Campaign Optimizer only works if you target one language only.

Anyone have any thoughts/experiences with this to share? Thanks.

10:49 am on Mar 27, 2009 (gmt 0)

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If your current campaign is doing well then I would recommend not messing with it too much. Just set up a new campaign for testing other specific languages.

If you havenít already, do use conversion tracking to track your success.

6:09 am on Apr 3, 2009 (gmt 0)

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In my opinion there is little point in targeting a language other than the language of your website. Ie if you are targeting Japanese u need a Japanese ad and a Japanese landing page (at least).
1:54 pm on Apr 27, 2009 (gmt 0)

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Thanks for the idea Seb7, that is exactly what we did, set up a campaign targeted to a specific language - in this case French. The ads and keywords and landing pages were all in English still.

The outcome was that there wasn't a massive amount of traffic, but what we got was well targeted - CTR of 3.59% for the Search network and 0.47% for the content network, which is quite good compared to our campaigns which only target English. Conversion rates were good also - 44.44% and 20.32% respectively.

We may well try out some more languages with this.

In my opinion there is little point in targeting a language other than the language of your website

We are targeting people who may be international travellers and happen to be using a computer set to a foreign language. Our keywords are still in English so we are not aiming it at people who don't speak English.

 

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