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!

Amp Up Your Keyword Research

September 27th, 2012 by Kelly Levine

BLOG-AmpUpKRAs advertisers, we are always looking for ways to reach our customers. In PPC advertising, that way begins with choosing the right keywords. There are many online tools available that can help you generate lists of keywords that are closely related to your products/services. Some are free, like the Google AdWords Keyword Tool, some require monthly or even yearly memberships, such as products like Wordstream and Keyword Discovery.

Most of us are familiar with the available keyword research tools that are out there, but there is one more that deserves a mention. It is a free plug-in from the people of Microsoft. As long as you have a Bing Ads account, and use the ’07 or newer versions of Excel, you’re just a few clicks away from a quite powerful, insightful research tool – Bing Ads Intelligence.

With Bing Ads Intelligence, you can generate keyword lists while working in Excel. This intuitive interface allows you to pull fine-tuned search data from Microsoft and Yahoo! websites, create and customize keyword research templates that apply directly to your business, as well as find more affordable keywords to maximize your investment. Not only can you gain insight into average performance, demographic targeting, bid estimation and traffic volumes, but this great tool also automatically organizes the information so you can easily understand the data that is being provided.

If you’re like me, finding the best keywords possible is the goal. If you feel like you’re just not getting the results you crave, I suggest adding the Bing Ad Intelligence tool to your keyword research arsenal. You won’t be disappointed.

Microsoft Bing adCenter Desktop Duplicate Keyword Error

July 28th, 2010 by Kelly Levine

If you advertise on MSN’s Bing and use the Microsoft adCenter Desktop, you have probably run into errors when attempting to sync your account.  These issues typically come after adding new keywords to a campaign and can be extremely frustrating to work through.  The most common error we have seen here at JumpFly is that there are duplicate keywords in the account.  We search and search but can never find these alleged duplicates.  So, we did some research and found out some useful information about what MSN calls “Normalization.”If you use Microsoft adCenter Desktop to manage your Bing PPC advertising, the following information may be useful:

Duplicate Keyword ErrorWhen working on Microsoft adCenter Desktop, have you ever attempted to “Sync” your account after adding new keywords to a campaign, only to receive an error that there are duplicates in the account?

I receive this error quite often, but in my case, it is not a matter of adding two of the exact same keyword. Often times, it is because I am trying to enter two forms of the same keyword that the Microsoft system has “Normalized”.

Normalization is the process by which Microsoft adCenter removes extraneous characters from user queries. An automatic scan finds and removes duplicate forms from the search query to help minimize redundant content.

For example, let’s say you are trying to add the following keywords in your account:

“jump fly”

jump & fly

jump fly/

jump-fly

jump’s fly

the jump fly

Each form of the keyword ‘jump fly’ above will be normalized to be read by the system as ‘jump fly’.

After attempting to sync your account with these new keywords, you will get an error message telling you that you are trying to create duplicate keywords, even though visually the keywords are very different.

Don’t get frustrated, here’s the explanation from MSN.  If you are looking for the latest release notes on what changes have been made to the adCenter Desktop tool, you can find that here.

As always, if you need assistance with Bing PPC Campaign Management, contact a qualified professional at JumpFly.