Google Search gives advertisers the ability to transform a search engine result page to other languages, better reaching non-English speakers. You can reap significant revenue gains for your brand by using this underutilized search opportunity. By targeting other languages in the US market, ads will reach a wider audience. Campaigns using the default English setting only appear in browsers set to English. For example, if a person is a native Korean speaker living in the United States, they will likely change their Google language setting to their native language, i.e. Korean. Therefore, you can reach the Korean speaker living in the US that changed their language browser setting by adding English copy to Korean language campaign setting. This shift opens up opportunities in the PPC landscape, which advertisers can test and explore.
For many of our CPG clients, their largest product markets are in Asian, Brazilian and Spanish cultures. We recently completed a test for a client where we ran top branded keywords against specific language browsers combined with a US location. The results did not disappoint:
When setting up these campaigns, keep the following in mind:
If your target customer speaks another language, think about using this strategy. It can help accounts that are experiencing diminishing returns, as they can expand into previously unexplored search opportunities in the US market.