January 28, 2010

Don't exclude Customers who speak other languages from your AdWords.

Writing about web page http://www.e-warehousing.co.uk/eWarehousing.aspx?id=12

When you publish a web page in English or bid on a keyword term like pick pack and dispatch you expect the search visitors will have used English words.

Yet the visitors to the CCM site, this first month of 2010 have used 66 languages. Looking at the keywords logs confirms that everyone did search using English as you would expect with a site written in English.

Here the language is being picked up from the visitor’s language settings.
Google AdWords notes the language set in Google’s search preferences, the interface language for the search button and links.

Even if Polish employees sets their preferences to Polish they will still work and search in English in the UK. Google is starting to highlight the limitation of most AdWords campaigns that only target English.

I set up a campaign around Cambridge and AdWords suggested targeting more languages, see below:
 Interface Language suggestions by Google AdWords

I had been setting the target languages to ALL for many years on AdWords until they removed this option and forced me to tick all 41 language options. Still it is good to see official confirmation of my old tactic. Now, can Google AdWords give me back the All Languages button please?

Why did I use E-Warehousing as my keyword example? Because they are going one better at their Spring Fair International stand by having a Chinese language speaker available. They have got a volunteer from WMG to help them link up Chinese exporters with their local, Kenilworth based, fulfilment service. Find E_Warehousing in NEC Hall 9, Stand H 32, from the 7th to the 11th Feb.


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