Should you translate your Google Ads to Spanish?

If you manage online marketing campaigns for a global company or if your brand is targeting different markets, odds are you are translating your content. And your Google Ads should not be the exception! Thus, if you are asking yourself: should I translate my Google Ads to Spanish? The short answer is yes.

Below, I will go over some of the reasons and benefits of translating your content to local languages — especially to Spanish:

• Google does not automatically translate ads
You might have already figured this out, but in case you are new at this, know that Google does not automatically translate its ads. In other words, if you create a Google Ad in English, it will always show in English. It does not matter if you select “Spanish” as your target language; your ad will still appear in English.

Google allows you to target “one language,” “multiple languages,” or “all languages.” But, language targeting only enables you to choose the language of the potential customers you would like to reach.

• Most companies translate their marketing content
After going through different studies conducted by various digital strategists and content consultants, I can say that roughly 92% of all companies in the global market use translations. Thus, if you want to position your brand better, take out a competitor, or expand your audience, translating your marketing content should be a top priority.

Why? Simple. To start, you do not want to be part of the 8% of the companies who do not use translations as that would represent a competitive disadvantage. And two, users prefer to consume content in their language. So, by translating your ads to Spanish, you would be reaching a wider pool of potential clients.

• Translated Ads have a better CTR
Google Ads written in local languages have better click-through rates (CTR.) Therefore, if you are trying to reach a Spanish-speaking audience, your ads will be more effective if appropriately translated.

Plus, consider that not all Spanish-speaking audiences understand or are fluent in English. Hence, the odds of someone clicking on an ad they do not understand are very slim.

• Spanish is the second-most translated language in the world
The Hispanic market is the fastest-growing market in the United States and one of the most thought-of markets worldwide. More so, approximately 572 million people across the globe speak Spanish.

As a result, Spanish is the second-largest translated language (after Mandarin) in the world. So, if you translate your Google Ads, you are not only reaching more people; you are also opening the doors to new profitable markets.

• Marketing in Spanish can lower your CPCs
Not every AdWords user knows this, but translating your campaign into Spanish can provide high returns. According to a study led by Google, targeting Spanish search interfaces could result in a 5.7% uplift in clicks.

Furthermore, the competition for Spanish-language keywords is considerably lower, leading to costs-per-click (CPCs) as low as 75% less than the comparable keyword term in English.

• Google is “king” in Latin America and Hispanic markets
According to Google, 93% of Hispanics use the platform as their primary search engine — as opposed to other markets who may prefer Bing or Yahoo. So, if you are already investing part of your marketing budget on Google Ad campaigns, you might as well milk them as much as you can. And one of the best ways to do so is by translating your Google Ads.

However, it is crucial that you prepare a solid strategy based on research before taking the plunge. Meaning that you cannot merely Google translate your way to success!

Therefore, below I will share five tips and tricks that can help you efficiently and effectively translate your Google Ads to Spanish:

  1. Accept that some words do not translate
    When translating ads, you may find that there are words that do not have an exact equivalent in Spanish — especially when using slang or very technical terms. For instance, words like “trade-off” or “scheduling” do not have an exact translation. Thus, I recommend not to translate each term, but rather consider the entire message you are looking to convey.
  2. Create a separate campaign for each language
    When setting up your campaigns in Google, always create an independent campaign for each language. Please resist the urge to group them! It might not seem like it, but in the long run, this will make your life easier.

Plus, by doing so, you are preventing words that are shared in both languages from triggering ads in the “wrong” place.

  1. Seek help from a professional translator or translation specialist
    I know Google translate can seem like the fastest and cheapest way of translating your Google Ads. However, 90% of the time, you will end up with incorrect and messy translations.

Thus, when it comes to marketing content, it is best if you seek professional help. Sites like offer freelance copywriting services in Spanish to help you efficiently and effectively translate your ads.

More so, a professional translator can proofread your text for spelling, grammar, and syntax errors that you might have missed. For instance, one of the most common mistakes when translating Google Ads and keywords is not adding accents to certain words — or adding them to terms that do not need them.

  1. Prioritize your best copy
    Translating ads can be very time-consuming. Hence, I recommend that you start by translating only your best copy. Consider which ads could resonate better within the Hispanic or Spanish-speaking markets and start with those.

Also, take advantage of all metrics available within the platform to measure the impact and success of your campaigns.

  1. Acknowledge localization
    If you have vast experience with Google Ads, you may want to start “localizing” your campaigns to maximize conversions. In other words, the Spanish language is very complex, and some terms vary greatly depending on the region.

Hence, another benefit of working with a professional translator is that he/she can help edit your copy to fit your local audience.

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