Many advertisers rely on translators and automatic suggestion tools to help build their keywords and text ads. But when it comes to global search marketing, translation causes problems. Why? Because translated keywords and text ads don’t always resonate with their intended audience. The reason has to do with the way people search for the information they need.

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2. We frequently
hear from advertisers
who are struggling with
global search marketing.
“Our international
ppc campaigns are
performing poorly.”
They want to know why,
and they want to know
how to improve their
results.
2

3. Translation is
NOT
I never think of a term
the in another language,
answer
translate it to my language
and search on it
Many advertisers rely on translators and
automatic suggestion tools to help build
their keywords and text ads.
But when it comes to global search
marketing, translation causes problems.
I pick a term in my own
Why? Because translated keywords language, and it’s probably not
and text ads don’t always resonate with
even related to the keyword
their intended audience. The reason has
to do with the way people search for the derived from translation
information they need.
What works well in the home market
can fail miserably when applied to
other countries.
3

4. It helps to But scooter customers are known to search for
“vespa” in those markets. By using the literal
look at some translation of scooter instead of vespa, the
advertiser misses opportunities for impressions,
examples click-throughs and conversions.
Similarly, a debt consolidation business might
innocently use the Spanish translation “deuda”
A US-based advertiser promoting for the English word “debt.”
scooters in Italy, France and Spain, might
use Google Translate to build a keyword But the term “deuda” can be offensive to
list for scooter: “motorino” (Italian), Spanish speakers. A more appropriate search
“trottinette” (French), and “escúter” term for this audience would be “préstamo.”
(Spanish).
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5. So what’s the This rebuilding
right approach for process is called
Search Marketing
international Localization.
PPC?
Since simple translation doesn’t deliver
true local equivalents of search terms,
a better approach is to work with
in-market experts to rebuild
keywords and text ads specifically
for the target markets.
5

6. Search
Marketing
1
Crowdsource the local
search terms
Localization
involves three
important
2Use in-market human
experts to edit and validate
the crowdsourced terms
steps:
3Rebuild a list of highly
relevant, locally-tested
keywords
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7. “Search Marketing Localization is exactly what
we’ve been looking for to deliver better results
What kind of results for our clients. Our deployed clients have seen
significant campaign uplifts over human and
can advertisers machine-generated alternatives.”
expect with Akin Tosyali,
Search Marketing Director of Online Acquisition, Merkle
Localization? Localization outperforms both
human and machine translation.
Advertisers using localization for
Localized
their international ppc campaigns Conversion
are achieving a 20-300% increase in
conversions over human or machine
Human
translation alternatives. Translation
Machine
Translation
Time
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8. A
quick The results?
case
200+% average improvement in
impressions
400+% average improvement in
study
click-throughs
This client operates a travel-related website
and had been human-translating keyword
campaigns into Spanish with unsatisfactory
results.
Through Search Marketing Localization, the
client received 3 rebuilt ad groups with new
Spanish keywords.
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9. How to learn
more about
Search
Marketing
Localization
Read a Blog
International PPC Campaigns: How to
Improve your Global Uplift
Multilingual paid search - keyword
relevance
International PPC Campaign
Challenge
Contact
Our Solution Marketing Director to
discuss your situation and hear more
about this service.
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10. Who is
Lionbridge
We’re a $400MM public company with offices
in 26 countries and over 70,000 crowdsourced
experts for global performance media
operations.
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