In our diverse world, where people speak different languages in the same geographic location, advertisers' goals are to reach the broadest audiences that speak the campaign's language. As an advertiser, I want to configure my campaign settings to cover all audiences relevant to my campaign: AdWords offers both geographic targeting and language targeting. Language targeting aims to target multi-lingual users who search in one language, but prefer to use their mother tongue language as their primary language on the internet.
By setting the correct languages, the ones commonly spoken in the location targeted, I expand my campaign's exposure and increase my impressions.
How does Google identify a user language?
Google uses three major techniques to identify the user's language:
- The user's Google domain interface: -Each Google domain is assigned to a default language. Googl.fr has French as its default language, goggle.de is set to German as its default language and google.com uses English as its default language
- The user's language preferences in his browser settings.
- The user’s actual location.
Why multi-lingual settings?
Here are a few examples why advertisers should consider targeting more than one language:
- An advertiser, who runs a campaign across the UK in English, may want to target French native speakers, who are fluent in English and are located in the UK. French is their native language, and they prefer to set their browser preferences to French, but, they also conduct searches in English on google.co.uk.
- A Canadian who runs a campaign in French wants to target English-speaking Canadians who speak French as well.
- A US advertiser that runs an English campaign that targets Florida, wants to target Spanish native speakers, that live in Florida who conduct "day to day" business in English, however, prefer their internet browser setting to be in Spanish.
How to target languages on AdWords:
- Identify the primary languages spoken In the Geo-location region you are targeting. (Those are not necessarily official languages),
- On the AdWords language setting tab check those languages and click save.
(If you target Japanese, Korean, Thai or Greek, - For these languages, the alphabet characters define the language. If your campaign is in one of these languages, you do not need to set languages. For these languages, a keyword can trigger an ad, regardless of the user's browser language settings.
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