Google AdWords and the Google Translator Toolkit

March 21st, 2014 by Kelly Levine

BLOG-translateMany of you are probably aware of the useful marketing tools that are available through Google AdWords. You have most likely used the Keyword Planner, the Ad Preview and Diagnosis tool, Google Analytics tools, and all sorts of various reporting tools. From day-to-day account analysis to campaign construction, these tools are the basic bread and butter for most PPC Management professionals.

There are some other fantastic tools afforded by Google that have not had as much spotlight presence. One of these tools is the Google Translator Toolkit.
The Google Translator Toolkit is a great thing to utilize if you have an AdWords campaign that advertises to foreign countries and languages. It automatically translates your AdWords campaign(s) to a language that you select. Not only does it translate keywords, but your text ad copy and negative-matched keywords will get translated as well!

Before using the Translator Tool, it is recommended that your landing pages are also translated to the language you plan to target. You should make sure to have payment and any other support systems ready to accept international customers.

To get started, from AdWords Editor, export an AEA backup of the campaign/campaigns that you wish to translate. To export in this format, choose File, Export backup (AEA). Launch the Google Translator Toolkit by logging into your Google account and clicking here: http://translate.google.com/toolkit/

To upload the AEA file you just created, click the red Upload button on upper left corner. Choose “Add content to translate”, find your AEA file, and upload it. Choose your preferred language, and then click on Tools. You can choose to share your translations, or keep as personal. I always keep it personal, but this preference is up to you. Once selected, click the blue Next button.

ads translation tool

You will now come to screen that will give you the choice to pay for an optimized version of your translation, or do it yourself. If you choose to pay, that is completely up to you. I have never chosen this option myself, so I cannot comment on that service at this time. To continue this process on your own, click the grey “No, thanks” button.

Your Translator Toolkit will open back up, and your AEA file will appear in active translations. Click that file, and you will now see your translated content. To import back into Google AdWords Editor, click file, and download. You must save it as an AEA file in order to re-import it back into Editor. Once saved, open up your Editor again, and choose “Import account snapshot” under the File menu. Select your AEA translated file.

You will notice that when you re-import your file, it will NOT import it as new. It will actually change your existing campaign data. If you do not wish to replace your existing campaign with your translated file, please do NOT post changes. What you will need to do is click “Keep changes”, copy your new data, and paste it into a new Excel workbook. Save this file. It will be what you use to import as your new translated data.

Go back to your Editor, and highlight the bolded changes. Choose “Revert changes”. This will change your translated content back to your original campaign content.
You’re almost ready to import your newly translated content. Before doing this, you must review your translated file. Check to see that the translations make sense, including keywords, negative keywords, and ad copy. Make sure that your ad copy does not exceed recommended character limits. Once this review has been completed, you can now import your translated campaigns.

To import your newly translated content, open the excel file containing the data you pasted from Editor. Rename your campaign in the campaign column, making sure to copy down this data for the whole column. Save the file as a CSV. From the AdWords Editor File menu, select import CSV. Locate your CSV file, and choose Import.

Your newly translated content will now appear in your Editor. Before posting data, be sure to apply the appropriate targeting options and do another review of your translated content. Also, make sure to change your existing URLs to match your translated site’s landing pages. If the domain is different for your translated pages, make sure to change your Display URLS as well. Once you feel that you have successfully accomplished these tasks, click Post Changes. Your new translated campaign is now ready for advertising!

Thank you! – Merci! – Grazie! – ¡Gracias!


Remarketing to Your Converters (Stop Excluding Them!)

March 5th, 2014 by Faina Shapiro

BLOG-remarketconvertersGoogle AdWords remarketing campaigns are an excellent marketing tool. They offer businesses a way to segment site visitors and serve ads to them as they browse the sites within Google’s Display Network (which is most of the web!). This means higher overall conversion rates and a chance to reach visitors who didn’t convert right away.

Many remarketing campaigns are set up to exclude previous converters. Ads are only served to users who have visited a site but haven’t bought a product, filled out a lead form or converted in some other way. If you are trying to get a user to take that initial action, excluding converters will make the audience more targeted.

The Power of Referral – Converter Remarketing

Converters, however, are a valuable segment because they already liked your business enough to buy from it or ask for more information. Creating campaigns targeting past converters can be a powerful way to:

  • Ask for Referrals: In lead generation, a referral is typically more valuable since recommendations from friends help influence decisions more than ads. Creating a special landing page for referrals would help make this campaign even more targeted.
  • Bring Back Repeat Customers: For ecommerce, past converters can be segmented by time of last purchase. Running campaigns against shoppers who have converted more than 30 days prior (or another time window) would be a great way to promote new offers and bring these customers back.
  • Evaluate the Customer Experience: If you’re on a quest to improve your web site and customer service experience, remarketing to converters with surveys would represent a new opportunity to hear what their experience was like and what can be improved.

Don’t forget the converters! This audience may prove to be just as critical – and often times even more critical – than the non-converters.


Bing Ads – Features You Might Have Missed

January 22nd, 2014 by Charlotte Catsadimas

BLOG-BingFeaturesEven though Google dominates the US search market, advertisers shouldn’t overlook the almost 30% that Bing/Yahoo controls. With most of a PPC professional’s time focused on Google AdWords, it’s easy to miss out on the different features Bing Ads has to offer.

Unlike Google AdWords, in Bing Ads you are able to monitor the performance of the search partner network with their Publisher Performance report. This can be found in the reports area of the Bing Ads UI. Then you can easily exclude the search partner sites that have performed poorly by simply pasting them into Bing Ads Editor. Just select the campaign you want, click on “Exclude Websites” and paste.

Bing has also been retooling the User Interface in order to increase efficiency and productivity.  Like Google AdWords, Bing now has added a navigation pane so advertisers can easily navigate their accounts. From the left side of your screen you can switch between your campaigns, ad groups, keywords and even ads. If you are looking for a specific keyword and want it fast, simply type in the search box and the term will appear in the results.  On the navigation pane, you can also create a campaign, import campaigns or change your account settings.

If your screen is getting a little cramped and you need more room, just collapse the pane by clicking on the arrow located on the top right side. The new navigation pane definitely makes campaign management much easier and saves you time!

Some other Bing Features you might not be aware of include:

  • Reports for negative keyword conflicts
  • Device Targeting
  • Quality Score Reporting
  • Geographic and ad rotation settings at the ad group level

There are always features being added to Bing, so make sure you stay on top of them by checking out the Bing Ads Support website.