Multiple languages in one ad group

[idolw]

I have a website in English only that used by other nations, too.
It shows up on non-English searches in search engines, so people click it.
Some of my Adwords campaigns include broad match keywords in English. Ads are in English, too. I noticed that some of them trigger ads in languages different than English.

It would be cool to take advantage of these non-English keywords but in comparison with ads in English. I would not like to make user feel the site they click to is in their mother tongue.

Anyone has experience of using ads and keywords in different languages?

[poster_boy]

It shows up on non-English searches in search engines, so people click it.

Do these visits convert? Is your ROI positive?

It sounds like there's an opportunity here, but I would advise managing ad groups for each market in their own campaign. Even if you choose to leverage the same English keywords and ads to start, a.) each market's clicks will almost definitely be worth a different price, b.) you'll want to target any new market-specific keywords (incl. negative keywords) only to that market, and c.) you're exposed to negative Quality Score implications if some English ads happen to be impacted by the language disconnect.

Therefore, if you proactively target, you can proactively manage these (and other) points of customization.

Good luck!