Search Marketing Optimization

Target Additional Languages

Are you missing opportunities to reach customers who speak other languages? This analysis will help you determine if you should be targeting users whose primary language is different from your own.

Investigation

Navigate to Audience > Demographics > Language to investigate both of the following scenarios.

Scenario 1

Your ads are in one language, and they drive traffic to a site that's in the same language (for example, English-language ads driving traffic to an English-language site).

  1. Use Segments to apply the Search Traffic default segment. Alternatively, if you are only concerned about one geography, then you could create a custom segment that includes search traffic from only one country, like the United States. Construct it as follows:

    • Include Source Matching RegExp google|bing|yahoo
    • Add 'AND' statement
    • Include Country/Territory Exactly Matching United States

  2. Under the Explorer tab, select an option like Goal Set or Ecommerce. Different metrics appear in the table based on this selection.

  3. In the table, select the Comparison view and use the drop down to compare metrics that are most important to you.

Scenario 2

Your ads are in one language and drive traffic to a site that's in a different language (for example, Spanish-language ads driving traffic to an English-language site).

  1. Use Segments to apply the Paid Search Traffic default segment. Alternatively, if you are only concerned about one geography and your AdWords campaigns, then you could create a custom segment that includes AdWords search traffic from only one country, like the United States. Construct it as follows:

    • Include Medium Exactly Matching CPC
    • Add 'AND' statement
    • Include Source Exactly Matching google
    • Add 'AND' statement
    • Include Country/Territory Exactly Matching United States

  2. Under the Explorer tab, select a set of metrics like Site Usage, Goal Set, or Ecommerce. You'll need to compare the Site Usage and the appropriate Conversion/Ecommerce based metric sets to determine the potential value in creating ads in another language.

  3. In the table, select the Comparison view. Select the Bounce Rate from the drop down.

  4. Use the advanced filter to isolate a specific language.

Next, for both scenarios, identify the keywords searched by users who have a different language preference. Are speakers of one language searching for different brand or generic keywords than speakers of another language?

  1. Navigate to Traffic Sources > Sources > Search > Overview.

  2. Create a custom advanced segment for a specific language, like Spanish, for example:

    • Include Language Matching RegExp es|es-es

  3. In the table, change the primary dimension to Keyword.

  4. Select the Term Cloud view in the table for a visual representation of the most commonly searched for keywords.

Action

Scenario 1: In this case, if you find that users with their browsers set to another language are also clicking on your ad and converting, then you may want to target your ads to those users as well.

Scenario 2: If you find that users who click on Spanish ads have a high bounce rate and/or low conversion rate, you may want to stop driving those users to an English-language site and instead invest in creating a site in Spanish.