One of the main concerns of many advertisers when they are in the process of internationalization is how to increase the coverage of their Google Shopping ads profitably in a market that is completely unknown to them. If we have the possibility of doing worldwide shipping , in which country do we start advertising? What type of campaigns do we do? How do we manage translations?
At CrackPPC we want to share with you a little trick that has helped us with many clients to carry out small tests in some “new” markets, without having to dedicate additional resources in any area, and that has been key when deciding where to start the internationalization process of our Google Shopping campaigns.
Language settings
In order to explain this, it is necessary to phone numbers list in india emphasize how the language settings work in Google Ads and, more specifically, in the Search Network:
“ Google Ads uses a variety of signals to determine which languages you know… These signals include the language of your query, your settings, and other language signals detected by our machine learning algorithms. ”
Basically this means that, for example, if a user searches in English, they may see ads in English and if a user has their browser set to German, they may see ads in German, regardless of their physical location.
Internationalization in Google Shopping
As you know, internationalization (launching SNBD Host advertising for a specific country) on Google Shopping is not always an easy task. According to theory, we need at least:
A Google Merchant account linked to our Google Ads account.
A website, verified and claimed on Google Merchant, in the target language of the ads.
A data feed in the target language of the ads.
So, theoretically, if we want to start advertising in, say, Germany, we would need a data feed and website translated into German, right? Well, yes and no, and that’s the key.
It would be possible to reuse the data feeds and websites we currently have, regardless of the language, and configure the feeds, in Google Merchant, and the campaigns, in Google Ads, with the destination we want.
Internationalization in Google Shopping
In this way, and continuing with the previous example, if we had the feeds and the website in Spanish and English, we would be covering, in Germany, any related search that is carried out in English/Spanish or any related search from users who have the browser in one of those languages.
Percentage of searches in a language by country and by vertical
You might be thinking: “ Okay, yes, but how many searches are there actually in Germany in English/Spanish or searches that are made by users with the browser in these languages? Is it worth it? ” Not many, it is true, but the percentages can be very surprising in some countries (especially when we are talking about the English language).
Example of percentage of searches in English in different countries for a given vertical.
Internationalization with Google Shopping
Source: Google
Carrying out this exercise can provide us with a wealth of information about purchasing behaviour in different countries and help us decide which ones are worth effectively translating the website and feed into the appropriate language.