In today’s increasingly globalized marketplace, businesses that want to succeed need to be able to reach customers all over the world. One of the best ways to do this is through multilingual Pay-Per-Click (PPC) campaigns.

Multilingual PPC campaigns allow you to target your ads to specific languages and locations. This means that you can show your ads to people who are most likely to be interested in what you have to offer, regardless of where they are in the world.

The benefits of multilingual PPC campaigns

A recent study by Statista found that 75% of consumers are more likely to buy from a website that is in their native language. This suggests that there is a huge opportunity for businesses that are willing to invest in multilingual marketing, including multilingual PPC campaigns.

There are many benefits to running multilingual PPC campaigns, including:

  • Increased reach: Multilingual PPC campaigns allow you to reach a much wider audience than you could with single-language campaigns. This means that you can generate more leads and sales.
  • Improved brand awareness: When you run multilingual PPC campaigns, you are increasing the visibility of your brand in global markets. This can lead to increased brand awareness and loyalty.
  • Competitive advantage: Many businesses are still not running multilingual PPC campaigns. This gives you an opportunity to gain a competitive advantage by targeting these markets.

How to set up multilingual PPC campaigns

A recent study by Search Engine Journal found that businesses that run multilingual PPC campaigns see an average increase in ROI. This suggests that multilingual PPC campaigns can be a very profitable investment for businesses of all sizes.

Setting up multilingual PPC campaigns can be complex, but it is worth the effort. Here are a few tips to get you started:

  • Choose the suitable languages and locations: When choosing the languages and locations to target, it is essential to consider your target audience and your budget.
  • Create separate campaigns for each language and location: This will allow you to tailor your ads and landing pages to each specific audience.
  • Use relevant keywords and ad copy: It is important to use keywords that are relevant to your target audience and the language they are speaking. You should also write an ad copy that is persuasive and relevant to your target audience.
  • Localize your landing pages: Your landing pages should be localized for each language and location that you are targeting. This means translating your pages into the local language and using culturally relevant images and videos.
Multilingual PPC campaigns

Google Ads localization tips

Effective localization is a critical factor in the success of Google Ads campaigns targeting international or multilingual audiences. Advertisers who understand the importance of adapting their ads to different regions and cultures can achieve better results and improve the return on investment (ROI). Here are some essential Google Ads localization tips to consider:

  • Translate your ad copy and landing pages into the local language: This is essential for creating a seamless experience for your users.
  • Use culturally relevant images and videos: Images and videos can be a great way to connect with your target audience on an emotional level. Make sure to use images and videos that are relevant to the culture of the country you are targeting.
  • Tailor your messaging to the local audience: Your messaging should be tailored to the specific needs and interests of your target audience in each country.

Google Ads language targeting options

Localization in Google Ads is a critical aspect of any successful advertising campaign. It involves tailoring your ad content to resonate with specific target audiences in different regions or markets. Here are some essential tips to help you achieve effective localization in your Google Ads:

  • Target specific languages and locations: You can target specific languages and locations by setting your campaign settings accordingly.
  • Exclude specific languages and locations: You can also exclude specific languages and locations from your campaigns. This can be useful if you are only interested in targeting specific markets.
  • Use negative keywords: Negative keywords are words or phrases that you do not want your ads to show. You can use negative keywords to prevent your ads from showing for searches that are not relevant to your business.

PPC translation best practices

PPC advertising is a powerful tool for businesses seeking to reach a global audience. It’s essential to adhere to best practices in translation to maximize the effectiveness of PPC campaigns in international markets. To learn more about this, we interviewed Kate Banaag, the Demand Generation Manager of Tomedes, a leading company that provides high-quality translation services for multinational companies. From our discussions, Kate stated that in the global market, English-only content isn’t enough, especially if you’re building up a presence in another country.

“I firmly believe that PPC translation goes beyond mere words. It’s about capturing intent, culture, and emotion. In digital marketing, precision matters — and in multilingual PPC campaigns, that precision is rooted in authenticity. The best practices in PPC translation don’t just translate; they transform content to resonate deeply with every unique audience. After all, true engagement stems from understanding, not just language,” Kate explained.

Here are a few best practices from Kate when it comes to translating your PPC campaigns:

  • Get your keywords and ad copy translated by a professional: It is essential to get your keywords and ad copy translated by professionals who have experience in translating marketing materials.
  • Use a translation management system: A translation management system can help you streamline the translation process and ensure that your translations are consistent and accurate.
  • Proofread all translations carefully: It is crucial to proofread all translations carefully before launching your campaigns.

Google Ads tracking

It is essential to track the results of your multilingual PPC campaigns so that you can see what is working and what is not. Google Ads offers a variety of tracking tools that you can use to measure the performance of your campaigns.

Set up conversion tracking to measure the results of your campaigns

Conversion tracking is the process of tracking how many people who click on your Google Ads end up taking a desired action, such as making a purchase, signing up for your newsletter, or downloading your white paper.

To set up conversion tracking, you will need to create a conversion action in Google Ads. Once you have created a conversion action, you will need to add a conversion tracking code to your website. This code will track when someone takes the desired action on your website and sends the data back to Google Ads.

Once you have set up conversion tracking, you will be able to see how many conversions each of your campaigns are generating. This information can help you to optimize your campaigns and improve your ROI.

Track key metrics

In addition to tracking conversions, you should also be tracking key metrics such as click-through rate (CTR), conversion rate (CVR), and cost per conversion (CPA). CTR is the percentage of people who see your ad and click on it. CVR is the percentage of people who click on your ad and then take the desired action. CPA is the amount of money you spend on each conversion.

Tracking these metrics can help you to see how well your campaigns are performing and to identify areas where you can improve.

How to track Google Ads

There are a few different ways to track Google Ads. One way is to use the Google Ads reporting dashboard. The reporting dashboard provides a variety of reports that you can use to track your campaign performance.

Another way to track Google Ads is to use a third-party tracking tool. There are a number of different third-party tracking tools available, each with its own strengths and weaknesses.


Multilingual PPC campaigns are essential for global marketers who want to reach customers all over the world. By running multilingual PPC campaigns, you can increase your reach, improve brand awareness, and gain a competitive advantage.

There are a number of resources available to help you get started with multilingual PPC. Google offers a variety of help articles and tutorials on its website. You can also find a number of third-party resources, such as books and online courses.

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