{ "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "When should we consider creating campaigns in languages other than English?", "acceptedAnswer": { "@type": "Answer", "text": "Deciding when to launch campaigns in languages other than English should be a data-driven decision. The primary signal is identifying a significant and growing source of valuable traffic from non-English speaking regions. Before investing in full localization, it's crucial to ensure your campaigns in the local market are already profitable and running efficiently in English. Key indicators that suggest it's time to localize include:Website Analytics: If you notice a substantial volume of website traffic, conversions, or high-quality leads originating from a specific country or language group, it's a strong sign of untapped potential. Analyze this traffic for engagement metrics like session duration and conversion rates.Sales and Customer Feedback: Direct requests from your sales team or potential customers in a new region indicate clear market demand. If your team is struggling to close deals due to language barriers, localization becomes a strategic priority.Market Research: Proactive market research can uncover opportunities before they appear in your analytics. Tools like Google's Market Finder can help you assess market size, competition, and consumer search behavior in different regions.Competitive Landscape: If your competitors are successfully operating in a non-English market, it validates the market's viability and suggests you should consider entering as well to maintain a competitive edge. Start with a pilot program in one or two high-potential languages to test the waters before committing to a large-scale, multi-language expansion." } }, { "@type": "Question", "name": "What is the process for localizing our Google Ads campaigns for a market like France or Spain?", "acceptedAnswer": { "@type": "Answer", "text": "Localizing Google Ads campaigns for a new market like France or Spain is a structured process that goes far beyond simple translation. A successful launch requires careful planning, from initial research to ongoing optimization.Localization Process Checklist:Market and Keyword Research: Begin by understanding the new market's cultural nuances and search behavior. Research local keywords using tools like Google Keyword Planner, focusing on search intent rather than direct translation of your English terms. Identify local competitors and analyze their strategies.Campaign Structure: Create entirely separate campaigns for each new language. Do not mix languages within a single campaign. This allows for precise control over budget, targeting, and messaging. Use clear naming conventions to keep your account organized.Localization of All Assets: Translate and adapt every component of your ad. This includes headlines, descriptions, sitelinks, callouts, and any other ad extensions. Ensure all assets respect local character limits and conventions.Landing Page Optimization: The user's journey must be consistent. The landing page they click through to must be fully localized in the same language as the ad. This includes not just the text but also currency, date formats, and contact information.Transcreation and Native Review: Use a 'transcreation' approach for ad copy and landing pages to ensure the messaging is culturally and emotionally resonant. It is essential to have a native speaker review all materials to check for tone, accuracy, and cultural appropriateness.Targeting and Budgeting: Set location targeting specifically to your new market (e.g., France). Start with a controlled test budget to measure initial performance metrics like Cost Per Lead (CPL) and scale up as you gather data and see positive results.Tracking and Optimization: Implement conversion tracking to measure performance accurately in the new market. Continuously monitor your campaigns, A/B test ad copy and landing pages, and refine your strategy based on what the data tells you." } }, { "@type": "Question", "name": "Do we need to translate our keywords, or do security professionals in Europe search in English?", "acceptedAnswer": { "@type": "Answer", "text": "The answer is nuanced: you need to do both. While many technical and B2B professionals in Europe, including those in cybersecurity, do search in English for specific technical terms, ignoring local languages means missing a significant portion of your potential audience. A comprehensive strategy involves a mix of English and localized keywords.Many internet users—72% according to one report—prefer browsing and shopping in their native language. While a cybersecurity expert in Germany might search for \"cloud penetration testing tool,\" they might also search for \"pen-testing werkzeug\" or other German equivalents, especially for broader, research-phase queries.The best practice is not to simply translate your entire English keyword list. This approach fails because:Search intent differs: A literal translation may not match how a local professional actually searches.Synonyms and slang vary: Each language has its own technical jargon and colloquialisms.Search volume is different: Long-tail keywords that work well in English might have negligible search volume in another language, making them ineffective. Instead, start by translating your top-performing, high-volume keywords. Use these as 'seed' keywords in tools like Google Keyword Planner, Ahrefs, or SEMrush, with the location set to your target country (e.g., Spain), to build a new, unique list of localized keywords based on local search data. It's also wise to run campaigns targeting both English and the native language within a country to capture all relevant search behavior." } }, { "@type": "Question", "name": "What are the SEO implications of using a subdomain (e.g., jp.site.com) vs. a subfolder (e.g., site.com/jp) for different countries?", "acceptedAnswer": { "@type": "Answer", "text": "The choice between a subdomain and a subfolder (also known as a subdirectory) for international websites has significant SEO implications. For most businesses, using a subfolder structure (e.g., site.com/jp) is the recommended approach for international SEO.Why Subfolders Are Usually BetterThe primary advantage of subfolders is that they consolidate your website's authority. Search engines like Google view content in subfolders as part of the main domain. This means that any backlinks and authority your main domain (e.g., site.com) has acquired will be shared with the language-specific subfolders. This consolidation of 'link equity' helps new international pages rank faster, as they benefit from the existing strength of your root domain. Managing SEO for a single domain with multiple folders is also generally simpler and more resource-efficient. When to Consider SubdomainsSubdomains (e.g., jp.site.com) are treated by search engines largely as separate entities from the main domain. This means they don't automatically inherit the authority of the root domain, which can fragment your SEO efforts and require you to build authority for each subdomain from scratch. However, there are specific scenarios where a subdomain might be appropriate:Distinct Branding: If you need a completely different brand identity or user experience for a specific market. Vastly Different Content: When the content, user intent, and keyword focus are significantly different from the main site. Technical Constraints: Sometimes, technical limitations or the need for separate server locations in different regions can make subdomains a more practical choice. In conclusion, while subdomains offer flexibility, subfolders are generally superior for consolidating SEO authority and achieving better rankings more quickly in new international markets." } }, { "@type": "Question", "name": "How do we handle ad copy and landing page 'transcreation' versus direct translation?", "acceptedAnswer": { "@type": "Answer", "text": "Handling 'transcreation' versus direct translation is critical for connecting with international audiences. While translation focuses on linguistic accuracy, transcreation is about recreating the message to evoke the same emotional response and intent in a different cultural context. For marketing content like ad copy and landing pages, transcreation is essential.Translation: For AccuracyDirect translation is best suited for content where precision is paramount and there is little to no cultural subtext. This includes:Technical specificationsLegal disclaimers and contractsUser manualsProduct descriptions where features are the focusTranscreation: For Connection and ActionTranscreation is a creative process, blending translation with copywriting, and should be used for all top-of-funnel and persuasive content. It adapts slogans, headlines, and calls-to-action to be culturally relevant, ensuring that humor, idioms, and brand voice aren't 'lost in translation'. For example, a slogan that rhymes or uses wordplay in English will likely need to be completely rewritten—not just translated—to have a similar catchy effect in Japanese or Spanish. The process involves a creative brief and often results in new messaging that aligns with local values and preferences. Because it is a creative service, it is typically billed by the hour or project, not per word. A practical approach is to use both: transcreate the emotionally-driven marketing messages (headlines, CTAs) and use high-quality translation for the more informational parts of the page. Crucially, all transcreated content must be reviewed by a native speaker to ensure it resonates authentically." } }, { "@type": "Question", "name": "Are there cultural differences we need to consider in our messaging for different regions?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, absolutely. Ignoring cultural differences in messaging is one of the biggest risks in international marketing. A one-size-fits-all approach rarely works, as what resonates in one culture can be ineffective or even offensive in another. Adapting your message to align with local norms, values, and communication styles is crucial for building trust and driving engagement. Key Cultural Dimensions to Consider:Communication Style: Some cultures, like the United States, value direct and explicit communication. Others, particularly in Asia and Latin America, prefer a more indirect, high-context, and personal approach where building a relationship is key before getting to business. A formal tone might be expected in a market like Japan, while a warmer, more personal tone might work better in Latin America. Individualism vs. Collectivism: In individualistic cultures like the U.S. or Germany, messaging that emphasizes personal achievement and self-expression tends to perform well. In collectivist cultures, such as those in many parts of Asia and Latin America, messaging that highlights community, family, or group harmony is often more effective. Visuals and Symbols: Colors, imagery, and symbols can have vastly different meanings across the globe. For example, the color white is associated with weddings in Western cultures but with mourning in some Eastern cultures. Using inappropriate symbols or imagery can quickly damage your brand's credibility.Values and Taboos: Research local holidays, traditions, and social taboos. Aligning a campaign with a local event can be very effective, while referencing a sensitive topic can lead to backlash.Successful global brands conduct thorough research and often rely on local teams or partners to ensure their messaging is culturally fluent and respectful." } }, { "@type": "Question", "name": "How should we allocate our budget across different international markets?", "acceptedAnswer": { "@type": "Answer", "text": "Allocating your budget across international markets should be a strategic and data-driven process, not a one-size-fits-all distribution. The most effective approach is to start with controlled, experimental budgets in new markets and scale based on performance.A Phased, Performance-Based ApproachStart Small and Test: When entering a new market, such as a country in the APAC region, it's wise to begin with a smaller, dedicated test budget. This initial investment is for learning, not immediate ROI. The goal is to gather enough data to establish baseline performance metrics, such as Cost Per Click (CPC), Click-Through Rate (CTR), and, most importantly, Cost Per Lead (CPL) or Cost Per Acquisition (CPA). Establish KPIs and Goals: Before launching, define clear goals and key performance indicators (KPIs) for each market. Your target CPL or Return on Ad Spend (ROAS) might differ significantly between a mature market like the U.S. and an emerging one, due to varying competition levels and CPCs. Analyze and Validate: Run your test campaigns for a set period until you have statistically significant data. Analyze which campaigns, ad groups, and keywords are driving quality leads (like MQLs) at an acceptable cost. This initial phase validates whether the market is viable for your business.Scale Based on Performance: Once you have identified a market that shows positive signals and a path to profitability, you can begin to scale your budget. Allocate more funds to the regions and campaigns that are meeting or exceeding your KPI targets. Conversely, be prepared to reduce or cut spending in markets that are not performing.Dynamic Re-allocation: Budget allocation should not be static. Continuously monitor performance across all markets and be agile enough to re-allocate funds from underperforming regions to high-growth opportunities. This ensures your marketing spend is always working as efficiently as possible." } }, { "@type": "Question", "name": "What are hreflang tags and do we need to implement them on our website?", "acceptedAnswer": { "@type": "Answer", "text": "Hreflang tags are HTML attributes that tell search engines like Google about the different language and regional versions of your webpages. Their purpose is to help search engines serve the correct version of a page to a user based on their language and location settings. For example, they help Google understand that `site.com/us/` is for English speakers in the US, while `site.com/fr/` is for French speakers in France. Do You Need Them?Yes, if you have multiple versions of a page targeting different languages or regions, implementing hreflang tags is an essential best practice for international SEO. Here’s why:Improved User Experience: Hreflang ensures that users land on the page that is most relevant to them, in their own language, which improves engagement and reduces bounce rates. Prevents Duplicate Content Issues: If you have similar content for different regions (e.g., one page for the US and one for the UK with minor spelling and currency changes), search engines might view it as duplicate content. Hreflang tags signal that these pages are intentional variations, not duplicates, which helps avoid potential SEO penalties. Better SEO Performance: By helping Google index and serve the correct pages, hreflang can improve your search rankings in specific international markets. How to Implement HreflangHreflang tags are placed in the `` section of your page's HTML, in your HTTP headers, or within your XML sitemap. Each page must have a set of hreflang tags that includes a self-referencing tag plus tags for all its alternate language/region versions. For example, the English page must link to the Spanish and French versions, and the Spanish and French pages must link back to the English one. If a page exists only in one language and has no international equivalents, you do not need to add hreflang tags to it." } }, { "@type": "Question", "name": "How do we do keyword research for non-English markets?", "acceptedAnswer": { "@type": "Answer", "text": "Keyword research for non-English markets requires a localized approach that goes beyond simply translating your English keyword list. The goal is to understand the unique search behavior, intent, and language nuances of your target audience in their specific region. A Step-by-Step Process for International Keyword Research:Start with Seed Keywords: Begin by translating only your most important, high-volume 'seed' keywords into the target language. This gives you a starting point. For example, translate \"cybersecurity software\" into German (\"cybersicherheitssoftware\").Use Professional Keyword Research Tools: Input these translated seed keywords into professional tools like Google Keyword Planner, Ahrefs, or Semrush. Crucially, you must set the target location within the tool to the specific country you are researching (e.g., Germany). These tools will then generate a list of related keywords, search volumes, and competition levels based on actual search data from that country. Analyze Local Search Intent: Don't just look at search volume. Analyze the search engine results pages (SERPs) for your target keywords in the local market. What kind of content is ranking? This helps you understand the user's intent behind the query.Involve Native Speakers: Collaborate with native speakers or local marketing experts. They can provide invaluable insights into cultural nuances, regional slang, and synonyms that automated tools might miss. They can help validate that the keywords you've chosen make sense and are terms that a professional in that country would actually use.Research Competitors: Use tools like Ahrefs or Semrush to see which local keywords your competitors are ranking for in that market. This is an effective way to discover proven keywords that are already driving traffic.Don't Forget English Keywords: In many technical and B2B fields, professionals in non-English speaking countries still use English search terms. It's often a good strategy to run campaigns targeting both localized keywords and relevant English keywords within the same region." } }, { "@type": "Question", "name": "Do we need native speakers to review our localized ads and landing pages?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, it is absolutely essential to have native speakers review all of your localized marketing materials, including ads and landing pages. While translation tools and bilingual marketers are a good starting point, they cannot replace the cultural and linguistic intuition of a native speaker. This step is critical for quality assurance and ensuring your message is not just accurate, but also authentic and effective.Here’s why native speaker review is non-negotiable:Cultural Nuance and Tone: A native speaker can ensure that the tone of voice is appropriate for the target culture. They can catch subtle nuances, idioms, or phrasing that might sound awkward, unprofessional, or even offensive if translated too literally. For example, a message that is direct and bold in the U.S. might need to be more formal and respectful in Japan.Authenticity and Trust: Audiences can often spot content that hasn't been properly localized. Ads that feel like they were written by an outsider are less likely to build trust and connect with potential customers. A native review ensures your brand sounds like it 'belongs' in the market. Catching Errors in 'Transcreation': The process of transcreation involves creatively adapting a message. A native speaker acts as the final check to validate that this creative adaptation has been successful and truly resonates with the intended emotional impact, just as the original did in its source language.Validating Jargon and Terminology: In specialized fields like cybersecurity, a native-speaking professional from that industry can confirm that you are using the correct local technical terminology, which can differ from direct translations.Failing to involve a native speaker in the final review process is a significant risk that can undermine your entire international marketing investment. It is a crucial step for maintaining brand credibility and campaign effectiveness." } }, { "@type": "Question", "name": "How does GDPR and other regional privacy laws impact our international marketing efforts?", "acceptedAnswer": { "@type": "Answer", "text": "Regional privacy laws like the EU's General Data Protection Regulation (GDPR) have a significant impact on international digital marketing, fundamentally changing how you collect, process, and use personal data. Compliance is not optional, as these laws often apply based on the user's location, not your company's.Key Impacts of GDPR and Similar Laws:Consent for Data Collection: Under GDPR, you must obtain explicit and informed consent from users before placing most tracking cookies on their devices. This is why a clear and functional cookie consent banner is mandatory for websites targeting users in the European Union. You cannot assume consent; users must actively opt-in.Impact on Targeting and Retargeting: The requirement for consent directly affects your ability to build audiences for remarketing campaigns. If a user does not consent to advertising cookies, you cannot add them to your retargeting lists. This can reduce the size of your targetable audiences and may require a greater focus on contextual or first-party data strategies.Data Processing and User Rights: GDPR grants individuals numerous rights over their data, including the right to access, rectify, and erase their personal information (the 'right to be forgotten'). Your marketing and data systems must be set up to handle these requests in a timely manner.Global Reach of Regulations: It's crucial to understand that GDPR protects EU citizens, regardless of where the company processing their data is located. Similarly, other regions have their own laws, such as the California Consumer Privacy Act (CCPA) and its successor, the CPRA, which grant similar rights to California residents.To navigate this complex landscape, marketers must prioritize transparency, ensure they have a legal basis for all data processing activities, and partner with legal experts to ensure compliance across all target regions." } }, { "@type": "Question", "name": "Should we create separate ad accounts for different regions?", "acceptedAnswer": { "@type": "Answer", "text": "For most businesses, it is not necessary or recommended to create separate Google Ads accounts for different regions. The best practice is to manage all regions within a single account, using campaign-level settings to differentiate and organize your international efforts. This centralized approach simplifies management, reporting, and optimization.Using a single account allows you to have a unified view of your global performance. You can easily compare metrics across different countries and re-allocate budget from one region to another without the complexity of navigating multiple accounts or MCC (My Client Center) structures. It's much more efficient to manage shared assets like negative keyword lists and audience segments in one place.When Separate Accounts Might Be NecessaryThere are, however, a few specific situations where creating separate accounts is required or makes strategic sense:Billing and Currency: This is the most common reason. A Google Ads account can only operate with a single currency and billing profile. If you need to be billed in different currencies (e.g., USD for North America, EUR for Europe) or use different payment methods for different business entities, you will be forced to create separate accounts.Distinct Business Units: If different regions are managed by completely separate business units with their own budgets, teams, and objectives, using separate accounts can provide clearer lines of ownership and prevent accidental overlap.Vastly Different Time Zones: While manageable in a single account, some teams prefer separate accounts to align the account's time zone setting with the local team's working hours for reporting and ad scheduling purposes.Unless you are constrained by billing requirements, the recommended structure is to create separate, clearly named campaigns for each country or language within your existing Google Ads account." } } ] }