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Multilingual and multicountry structure. What are your opinions?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello community,

I am setting a multi-country and multilingual account and I would like to know your opinions before starting the account.

 

These are my settings:
- There will be 6 countries.
- A, B, C countries will have English language ads only. None of them has English as their native language.
- D, E, F countries will have English language ads and ads in their language too.

- A, B, C, D, E, F countries will have exactly the same English keywords.

- A, B, C, D, E, F countries will have keywords in their native language.


For example for country "A", 
- Ad Group: EN clothes online. - Keywords : English (same for A, B, C, D, E, F countries)
- Ad Group: GE clothes online. - Keywords : German (Only for A country)

- Both ad groups will have ads in English language. (same for A, B, C countries)

 

For example for country "D", 

- Ad Group: EN clothes online. - Keywords : English (same for A, B, C, D, E, F countries)
- Ad Group: SW clothes online. - Keywords : Swedish (Only for D country)

- EN clothes online will have English ads.
- SW clothes online will have Swedish ads.

 

 

This is my structure now:

Campaign Name: Europe (A, B, C)
Location: A, B, C countries. Languages: A, B, C, ENG.

- Several ad groups with A language keywords and ENG ads

- Several ad groups with B language keywords and ENG ads

- Several ad groups with C language keywords and ENG ads

- Several ad groups with English language keywords and ENG ads

 

Campaign Name: D

Location: D country. Languages: D, ENG.

- Several ad groups with D language keywords and D ads
- Several ad groups with English language keywords and ENG ads

 

Campaign Name: E

Location: E country. Languages: E, ENG.

- Several ad groups with E language keywords and E ads
- Several ad groups with English language keywords and ENG ads


Campaign Name: F

Location: F country. Languages: F, ENG.

- Several ad groups with F language keywords and F ads
- Several ad groups with English language keywords and ENG ads


I would really appreciate to know your comments, opinions, advices, any suggestions on what to change.


For example, my thoughts that I would like to discuss is in the form of: Should I have one only campaign locating ABCDEF countries with languages ABCDEF + ENG ?


Thank you very much for your time and effort.

1 Expert replyverified_user

Re: Multilingual and multicountry structure. What are your opinions?

[ Edited ]
Top Contributor
# 2
Top Contributor

I should say that I was not able to understand the structure (e.g. "A, B, C countries will have English language ads only. None of them has English as their native language." - why would you target users who don't speak English?)

 

So let me explain: Adwords does not translate the keywords. The keywords  and the ads should be in the language the  users use in  a search query. The goal of multilingual targeting is to target users who speak  more than one language, in  the targeted geographic area. (eg. Users in the USA, who speak English and Spanish, and their browser setting is Spanish, but search in English. You want that your English ads will be shown to those users.)

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Multilingual and multicountry structure. What are your opinions?

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
I am targeting these 3 countries with english language, because it may not be their native language, but they are english literrate.