In a PPC career, every PPC professional faces situations where they have to manage ads in languages they don’t know. Keywords are essential in PPC; without them, it’s useless. Conducting keyword research in a foreign language is impossible without external help, especially in Europe with its many languages. I’ve been there, and here’s an effective strategy that worked for me and will definitely work for you.
If you’re stuck in such a situation, I’ve got your back. I was there too.
Translations
We can use translators or GPT for ad copies and keywords. Personally, I recommend DeepL for translations. You can use any translator of your choice, and GPT is also available for free to everyone.
Keyword Research
We can use translators or GPT for ad copies and keywords. Personally, I recommend DeepL for translations. You can use any translator of your choice, and GPT is also available for free to everyone.
Here are some ways to conduct keyword research:
- ChatGPT
- Translator
- Google search suggestions
- Competitors landing pages
- Keyword planner
I do not recommend using content from GPT and translators directly for keywords. Instead, use these tools to discover more accurate search keywords.
1. ChatGPT
Use prompts to generate highly relevant search terms in a foreign language. Write these down in a spreadsheet.
2. Translator
Translate your English keywords into the relevant language.
3. Google Search Suggestions
Turn on a VPN for the target country. Go to Google and type in the seed keywords you found using GPT or translators. You’ll find many suggestions from Google, and at the bottom of the search page, Google provides related keywords with high search volumes.
4. Competitors Landing Pages
Scan your competitors’ websites in the Keyword Planner. You’ll find a lot of seed keywords.
5. Keyword Planner:
Now that you have a lot of keyword data, it’s time to pick the top main seed keywords and place them into the Keyword Planner. The Planner will return keywords with search volume. Pick the keywords with high search volume.
GPT keywords can also be used directly in the Keyword Planner, but this way, I ensure that I don’t miss anything.
Ad Copies
Create ad copies in English, translate them through GPT, and add those translated keywords into them for relevancy.
Note: For Ads content, you can ask the client or verify your own created content. Don’t run without approval, it could affect their voice tone in advertising.
Feed Update
Update your Google Shopping titles and descriptions with keywords you found through your research.
I suggest using a supplementary feed for this because we will later update them again, and a supplementary feed is very handy for updates.
Campaign Types
In this strategy, we are going to be use only 2 types of campaigns.
- Search
- Standard Shopping
1. Search Ads
You can use standard search ads with broad matches and set tROAS on it, but the campaign will take time to run because you won’t have any data yet. However, I’d recommend using Dynamic Search Ads to capture search terms more effectively.
2. Standard Shopping
Create a standard shopping campaign with manual CPC and include those products.
After execution, identify irrelevant keywords and create a negative list for them.
Irrelevant keywords are inevitable since Google tries to match to everything.
However, using negative lists is the best option.
Monitor your campaign daily and implement negative keywords.
Let it run and spend.
You will have search terms with data.
Download all search terms from DSA & standard shopping and update your titles again.
If performance is good, continue running and scale.
If not, consider shifting to Performance Max and use the negative list from the PMax update form.
Another thing,
It’s just for the language barrier,
Still, you have to learn the consumer psychology toward your products line.
This is universal.
Here’s the recent results this strategy generated for me.
Performance Max for Germany
Standard Shopping for Netherlands
