Tips for Google AdWords – Language & Location Settings
When choosing settings for your advertisements in Google AdWords, you will come to a place that will require for you to choose the location and the language(s) that your ads will appear within. Geographic and language targeting is a key factor to understanding where your customers are, and what language that they speak.
If your business is able to ship products internationally, you should also take into consideration the market for the item being sold within that nation. Although you may ship items to that location, if the product will not be purchased in that area often, advertising in that location would simply cost your business more money. If your business provides website language translations, you should change the language setting to allow users in another language to be able to see the advertisement.
Language targeting is also a key aspect of Google AdWords settings. If your website is based only in English, you obviously would just want to leave the setting at English. If you choose to target another language, and the user is sent to your website, the user would most likely leave the website without ever purchasing the item. To choose another language setting for Google AdWords indicates that you are able to provide multiple language translations for your website; ensuring that you will advertise only to potential customers.
You can “test market” your products within various countries to see how the ads perform, and then later choose to include them within the ads for that particular country. In order to test market an advertisement for another country, you would create a similar ad to your current text and title, but place it at a lower bid. Doing this ensures that you will not lose very much profit if the ad is placed in an area that will not perform very well for your particular service or item. When running a test market campaign, you would simply track the “click to conversion” ratio, and if it is high, you would place that country or language within the general advertisement to be included with the others.
When choosing Geo-targeting and language targeting for Google AdWords, compare it to opening up a store within these nations. Ask yourself: “would this nation buy my product or service?” Answering this question will help you to understand what settings that you should choose for language and location settings in Google AdWords.