Estimates peg global e-commerce to reach USD 5.55 trillion in 2022. For companies trying to achieve success in this competitive market, pain points typically have to do with marketing, social media, and digital advertising. All need to be adapted end-to-end — from the first line of an advertisement to the choice of distribution channel — and calibrated to minimize the risk of any misstep.
Thus, enterprises and marketing agencies need to find (and it isn’t always easy) the quickest, surest, safest way to achieve their global e-commerce goals. Here’s what they usually look for.
- Adaptation of advertising into multiple languages and platforms as companies use a growing variety of local and global advertising media;
- Transcreation to consistently achieve optimal targeting while preserving the creative, persuasive quality of original content;
- SEO or getting good rankings for a translated website on the level of the original one; rather than having to deal with, for example, Google failing to index versions in other languages;
- Machine translation for user-generated content: which MT engine to use and where, training MT for specific markets in terms of jargon and gender bias, ensuring that MT content is not treated as spam; and
- Quality assurance, where a language service provider (LSP) can test a website in a few languages before publishing it in more than 50 others.
As LSP to thousands of clients, Rome-based LSP, Translated, has dealt with many critical issues while localizing keywords and advertising messages into foreign languages. A significant challenge in adapting advertisements is how to calibrate the message to suit a specific strategy, demographic, and platform.
“We have localized 1,000+ e-commerce websites and translated 100,000,000+ keywords and ads” — Alessandro Cattelan, COO, Translated
Making Sense of Google Ads
Over the last 15 years, Translated has produced more than 100 million ads in multiple languages. According to Alessandro Cattelan, COO at Translated, the team has leveraged years of expertise in the translation of Google Ads (fka Google Adwords), having worked as an official and exclusive partner to the search giant. “We were the exclusive partner that developed the actual translations of ads and keywords,” Cattelan said.
He added that this multilingual ads campaign service, once offered only through Google, has now been disintermediated and Translated has started offering the service to all clients directly.
Multilingual Search Engine Ads campaigns are available under Translated’s Marketing Localization Suite, a first-of-its-kind service that supports companies and agencies that wish to (a) improve their digital marketing and advertising performance, in general; (b) expand marketing efforts into new territories, in particular.
Convenient ad localization with a few clicks: send the file, choose a delivery date, scale up to 200 languages, adapt the ad to any marketing platform. Drop us a note to know more.
Speaking a Customer’s Own Language
Having worked on Google Ads for years, Translated started to localize marketing campaigns for emerging media platforms in 2012 — Facebook, LinkedIn, Twitter — but also local platforms relevant in penetrating specific markets, such as Baidu, WeChat, and Weibo.
Today, the Italian LSP is combining all this extensive know-how into a single, unique service. The new service enables marketers to submit one set of ads and have their campaigns localized in up to 200 languages.
Marketers can also ask Translated to adapt the advertisement to the relevant media channels of a chosen destination country.
What’s more, drawing on years of experience in localizing digital marketing campaigns, Translated is going beyond ad localization by including in the following services in the Marketing Localization Suite:
- Keyword research for search engine marketing;
- International SEO optimization;
- Localization of marketplaces and e-commerce websites; and
- Creative translations for any marketing content.
Translated has already delivered these services for the high-performing ads of global brands, such as Airbnb and Skyscanner, as well as thousands of small and medium businesses.
From a longstanding network of more than 300,000 professional, native-speaking linguists with expertise in 40+ industries and domains, Translated selected highly skilled professionals specialized in marketing and advertising. These linguistic experts can cover the localization and optimization of marketing initiatives in 200 languages.
Localizing your website into 3–200 languages? Get a free quote here.
“This service is easy and scalable. You can purchase it with a few clicks, send the file you need to localize, choose your preferred delivery date, scale up to 200 languages, and have your ads adapted to any marketing platform you want,” Cattelan said.
He added, “In case the target platform requires additional adaptation, such as a visual design or a different message for a specific target, a dedicated team of visual designers and professional copywriters can deliver it as well.”
This boutique-style, customized service, albeit backed by a sophisticated organization and workflow, is part of the Translated ethos. It is Translated’s ultimate mission to promote cultural diversity and empower people to understand and be understood in their own language.