Multilingual PPC Services
Multilingual Keyword Research
Multilingual pay-per-click requires researching keywords in specific languages, taking into account that local search volumes for various regions may differ, which can affect budgets and result forecasting. Sometimes in multilingual PPC general tools can show you zero search volume, while in reality this keyword can drive traffic and leads. Leveraging PPC tools that are focused on local keyword research, I am able to provide more precise search volume, forecasted clicks and conversions data for my clients. For example, "cloud services" in English will be translated to "Cloud-Dienste" in German, whereas the propoer term used by local techies would be "Cloud-Lösungen".
Local Competitor Research
Before starting any PPC campaigns, it is vital to research local competitor companies and their ad strategies. Typically I explore the value proposition, ad assets, landing pages, ad copies, keywords and, most importantly, costs. The modern ad intelligence tools allow to understand how much your competitors spend, what messages do they promote and how do they change them dynamically during campaigns, what kind of traffic do they get, what keywords do they switch on and switch off in their campaigns, and even more. This enables my clients to build effective campaigns right from the start, avoiding costly experiments.
Landing Page & Ad Localization
If your multilingual PPC agency recommends you to simply translate landing pages and ads in local language, in my opinion, this is not efficient. Certainly, professional translation is required, but this is not enough as your message needs to sound culturally appropriate and engaging. If there is such an opportunity, I try interacting with a native speaker (if I don't know the language) to make sure the landing page message and the ad content both resonate accurately. If your budget is tight, then I don't exclude the use of automated translations making sure it's aligned with manual proofreading recommendations.
Campaign Planning & Structure
The key to effective multilingual PPC is the structure of your ad account. I recommend my clients to run one campaign for one single language, even though it is not required by Google. However, if you're running a campaign with several language settings simultaneously, your automated bidding strategy might maximize conversions only from a single language, which will hurt your diversity of leads. In multilingual and multirigional engagements, I master a "one language-one campaign" approach by duplicating campaigns, but certainly also tweaking keywords and ad copies after each duplication.
Campaign Management & Reports
At least 3 times per week I am in the ad account checking its performance, because multilingual PPC campaigns require extensive control procedures. For instance, the "Search Terms" report, which is used to prevent irrelevant clicks, should be checked regularly. In addition, the general performance metrics like cost-per-click, conversion rates, cost-per-lead and others need to be monitored to ensure the budget is spent in the most effective fashion. Above all, I provide detailed monthly reports to my clients indicating all the metrics above and my suggestions for their improvement.
Remarketing & Display
Advanced display remarketing strategies are a must in multilingual PPC to get conversions. I insist on the language segmentation for remarketing audiences, and therefore, each language needs a separate remarketing campaign with bespoke ad creatives to effectively move prospects through their sales funnel. Moreover, your multilingual PPC ads will show on third-party websites in the display network and need to be adapted to the local context and cultural sensitivity. With multilingual display and remarketing, you're able to boost conversions and increase the local brand knowledge.
About me
Since 2006 I have been involved in digital marketing and multilingual PPC in the rapidly growing software company Parallels, where we served international markets. In 2009 I founded an innovative digital marketing agency in the CIS region, where I implemented multilingual PPC strategies for a diverse range of well-known technology companies. In 2014 the business was sold to one of the largest independent digital marketing groups, where I became responsible for multilingual PPC strategies for SMBs.Since 2016 I started to individually provide multilingual PPC services to various companies worldwide. Some of the clients are listed in my portfolio below.My deep PPC industry experience is supported by certifications in Google Ads, Google Analytics, YouTube Ads and other platforms.
My Multilingual PPC Languages
Languages I speak fluently
● English (IELTS 9.0)
● German (B2 certificate)
● Russian (native)
● Hebrew (ב-level)
Using localization & proofreading
● Italian
● Spanish
● Brazilian Portuguese
● Scandinavian (Swedish, Norwegian, Danish, Finnish)
● Balkan (Croatian, Slovenian, Slovak)
Multilingual PPC Portfolio
A Notable SharePoint Apps Vendor
This company is developing web parts and apps for SharePoint on-premise and Microsoft 365 (SharePoint Online). The name of the client is under NDA. This three-year project aims to improve organic SEO traffic and generate trial downloads, ultimately leading them to sales. The target regions include North and Latin America, Western Europe, and ANZ. The…
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A Trusted SharePoint Data Protection Vendor
This vendor provides solutions that help businesses and governments identify, protect, and control access to sensitive information. These solutions restrict access to sensitive content to IT administrators and make it difficult to steal or misuse information. This two-year project included lead generation using PPC advertising in Google Ads, display retargeting, SEO optimization, social network advertising,…
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A Prominent B2B ECommerce Platform
This company is an enterprise-level B2B e-commerce platform with an advanced architecture that allows the creation of multivendor marketplaces, e-procurement solutions, order management systems, PIM systems, and more. The client’s name is under NDA. Since 2018, we’ve witnessed a significant surge in our SEO traffic, catapulting from 150 to an impressive 450 visitors per day….
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A Trusted Cybersecurity Software Vendor
This enterprise cybersecurity vendor supplies a platform for secure collaboration and sharing classified and top-secret data among defense and military organizations. The client’s name is under NDA. Over the past 12 months, the cumulative number of Google Ads qualified leads has grown from 0 to 400. According to Statista, the cost-per-lead for paid acquisition channels…
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Fintech SaaS – Subscriptions Tracker
Originally founded as a dedicated server provider, the company later expanded to offer premium CDN solutions on a reselling basis. Based on customer feedback regarding difficulties in managing subscriptions, the team developed a financial subscriptions tracker as a spinoff. Initially the project faced challenges with ranking for competitive keywords like ‘subscription tracker’ and ‘track subscriptions’…
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A Growing Creative Management B2B SaaS
This company is a B2B SaaS workspace that allows you to create, collaborate on, and launch ads at scale. It enables design and marketing teams to multiply creative volume and variety, go to market faster, and out-market competition. The client’s name is under NDA. As of mid-2022, we’ve achieved a remarkable feat by catapulting the…
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B2B SaaS – An Ultimate Workspace Collaboration Tool
This vendor is a leading workspace software company focused on providing CRM, project management, collaboration, websites, and HR solutions in a single workspace tool that improves the organization’s productivity, streamlines operations, and enhances marketing efficiency for companies of all sizes. The project aimed to establish account-based marketing (ABM) through LinkedIn as a lead generation channel…
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Enterprise Backup Software Vendor
This multi-year project includes inbound and outbound online lead generation using PPC, SEO, account-based paid social, review and intent-based marketing, email marketing, and lead nurturing. The target regions to generate leads include: the USA, Canada, Western Europe, part of Eastern Europe, ANZ, and part of Latin America. We tripled (+300%) the number of leads in…
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A Leading BIM Software Company
This company is developing the industry-leading integrated BIM software. The name of the client is under NDA. The goal of this 5-year project is to generate leads (trial downloads, contact form submissions, and whitepaper downloads) and nurture them to the end of a 3- 6 month sales cycle. The target regions include North America, Western…
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Testimonials
Awards & Certificates
Free Evaluation Offer: Forecast Your Campaign ROI Using Multilingual PPC
Multilingual PPC launch requires a commitment to invest in content localization and PPC agency services. This may be a significant investment, and therefore, challenging to get approved. To boost your confidence in taking this decision, I can forecast how your investment in multilingual PPC can transform into leads and sales.
On top of that, I offer one language/one PPC campaign setup for free along with two weeks of free campaign management, to help you identify the quality and outcomes of my services.
What's included:
- PPC keyword research for one of your locations and languages
- Multilingual search camapaign setup
- Campaign management for a 2-week period
- Insights on potential traffic and other KPIs growth
Don't miss this opportunity to unlock new markets and boost lead numbers!
How to leverage AI in multilingual PPC?
The use of AI in digital marketing has skyrocketed over the last 2 years, and PPC is not an exception. With the responsible use, AI can enable companies to translate and localize landing pages and ads faster, while reallocating budgets from translation to actual campaigns. I do recommend using AI in any forms or tools to translate and localize the content on scale, but always back it up with proofreading and native speaker reviews.
How to reduce the cost of multilingual PPC?
The pricing structure of multilingual PPC consists of the ad budget itself plus the agency service fees.
If we talk about the budget, it depends on a number of factors, some of which can be optimized. Firstly, the wise choice of keywords with lower competition along with choosing the proper bidding strategy and utilizing negative keywords to prevent irrelevant clicks will reduce the overall campaign cost. Secondly, optimizing the quality score is vital to reduce the cost per each click. In multilingual campaigns, landing page and ad relevance are the key to high quality scores. Thirdly, don't forget about geographical targeting and set it to "Presence" from "Presence and Interest" to reduce irrelevant clicks.
Agency fees, on the other hand, depend on other factors including the number of languages, targeted countries, campaign size and competition levels. To reduce agency fees, you can handle some tasks in-house, especially if you have native speakers in staff. You can try performance-based approach if that's accepted by the agency and tie part of the fees to numerical results, or negotiate volume discounts for multiple campaigns in multiple languages. One of the important things to consider is if the agency fee depends on the budget. If it is a percentage from the budget, the client needs to be aware that this model may be disadvantageous for them because it motivates the agency to grow the budget, while not always maximizing results.
Why choose a multilingual PPC expert over an agency?
A single expert might not seen by some as enough resources and qualifications for multilingual PPC campaigns. Conversely, others consider that hiring a multilingual PPC consultant is more cost-effective, straightforward to manage compared with agency communications, and delivers more prominent results.
As the former agency owner and now a certified Google Ads consultant, I think that when I am the only personally responsible for the customer's campaigns, it is much more productive and enables to establish long-term partnership between me and the client.
While in some agencies the staff members can be rotated and let go, I am constantly staying on top of your campaigns and gain all the historical performance insights in my head to adjust the strategy. In my opinion (which is biased to a certain extent), as a single expert I am more willing to explore the client’s business model and work out bespoke campaign strategies, while the communication with me directly eliminates the possibility of miscommunication.
Lastly, hiring an individual multilingual PPC expert is often more cost-effective than hiring an entire agency. The cost factored in my commission is less because I don't have a headcount and benefit from reduced administrative expenses.
Multilingual PPC FAQ
What is multilingual PPC?
Multilingual pay per click is the advertising method that involves running traditional search advertising campaigns in various languages and locations. This strategy requires adapting keywords, ad copies, landing pages and other elements of ad campaigns to effectively convert global audiences. Multilingual pay per click is important if you would like to expand your business in the regions where English PPC campaigns can't engage with prospect, for instance, in most of the European countries. The goal of multilingual SEO is to achieve higher SEO rankings and traffic for keywords in various languages other than English. Typically the organic traffic is set to grow in several regions, which is why such SEO sometimes is also called multiregional.
What metrics demonstrate the client's success in multilingual PPC?
To confirm the results of my multilingual PPC services, I utilize various KPIs and metrics that are traditional among pay per click companies. In my reports and ongoing management I monitor the cost per conversion, the overall number of conversions, ROI and ROAS - that's a must. In addition, there are more specialized performance criteria like quality score for keywords, impression share in different markets and conversion numbers broken down by country.
What is the difference between multilingual PPC and traditional PPC?
Multilingual PPC targets audiences in multiple languages and regions by applying translation, localization, and cultural adaptation of campaign content. Traditional PPC, on the other hand, typically focuses on a single language and a single region without the need for localization across worldwide audiences.
What platforms and tools do you use for multilingual PPC?
As for platforms, I use Google Ads and Microsoft Ads. As for tools, I leverage Semrush and Mangools KWFinder for the PPC intelligence and competitor research. In addition, Google Analytics and Google Search Console are used for reporting and analysis, while DeepL is used for automated translations.
How long does it take to see results from multilingual PPC?
In general, digital marketers tend to think that PPC results come faster than organic search ones, and I agree. Although, with multilingual campaigns' complexity this might take a while, also depending what the client means with the word "results". In my opinion, you can witness the first conversions literally during the first day, but the optimization process to minimize the cost per conversion will take at least 2-3 months to get sufficient amount of data.
What companies can benefit from multilingual PPC services?
In general, all the companies that are either already working internationally or plan to conquer new markets can benefit from multilingual PPC as it helps to start get international leads almost immediately. Such companies can include professional services, B2B services, technology startups, lawyers and attorneys, financial services, medical services and others. The key to distinguish such a company is its willingness to go global in sales and operations, and PPC on the first step can be a good way to test expansion hypothesis.
Why would a company need to invest in multilingual PPC companies instead of building their own team in-house?
Companies invest in multilingual PPC agencies because of their industry expertise and experience. Also, sometimes agencies provide immediate access to native language skills. They are usually scalable to manage PPC campaigns for multiple markets. In-house PPC brings the burden of building and maintaining an internal team, which is time-consuming and costly. In addition, agencies often have established procedures and tools that would be costly to buy and time-consuming to build for a company.
Get in touch
Feel free to ask me questions on multilingual PPC services. I will try to reply you in 1 business day.
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Email
[email protected] -
Phone & WhatsApp
+972 55 770 0370 -
Address
Israel, Rishon LeZion