Google Translator Toolkit: Your Key to PPC in Multiple Languages

Google Translate app icon

The Google Translator Toolkit has not had as much of the spotlight as other Google tools, but it is helpful when you have a Google Ads campaign that targets multiple countries and languages. It automatically translates your Google Ads campaigns to the language you select. It translates not only the keywords, but also your text ad copy and negative-matched keywords.

Before using the translator, make sure that your landing pages have been translated to the language you plan to target, and that payment and other support systems are ready to accept international customers.

How to Use the Google Translator Toolkit

This process shows you how to use the Google Translator Toolkit to translate your PPC campaigns and keywords into another language.

There is some risk in this process of overwriting your existing PPC campaigns, so read the steps very carefully and take your time, especially on the fourth step! Or ask your PPC management company to do it for you.

  1. Export Campaigns as AEA File from Google Ads
    In the Google Ads Editor, export an AEA backup of the campaigns you want to translate. From the to the “File” menu, choose “Export backup (AEA).”
  2. Upload AEA File to Google Translator Toolkit
    Launch the Google Translator Toolkit and log into your Google account.

    • Click the red “Upload” button in the upper left corner to upload the AEA file you just exported.
    • Choose “Add content to translate” > “Upload file.”
    • Choose your preferred language, and then click on “Tools.”
    • You can choose to share your translations, or keep as personal (which I always choose).
    • Click the blue “Next” button.
    • Choose whether to pay for an optimized version of your translation, or do it yourself (which I always choose). Click the gray “No, Thanks” button to choose not to pay.
  3. Export AEA File from Google Translator Toolkit
    Your Translator Toolkit will open back up, and your AEA file will appear in active translations.

    • Click the AEA file in active translations to see your translated content.
    • Download it as an AEA file so that you can re-import it back into Google Ads Editor.
  4. Import AEA File to Google Ads
    Open up your Google Ads Editor.

    • From the “File” menu, choose “Import account snapshot.” Select your translated AEA file.
    • IMPORTANT: You will notice that when you re-import your file, it will NOT import it as new. It will actually change your existing campaign data. If you do not wish to replace your existing campaign with your translated file, do NOT post changes. The next steps presume that you do NOT want to over-write your existing English campaign with your translated version:
    • Click “Keep changes.”
    • Copy your new data, and paste it into a new Excel workbook.
    • Save Excel workbook as a CSV file. When you do import your translated campaigns, it will be from this CSV file.
    • In Google Ads Editor, highlight the bolded changes. Choose “Revert changes.” This will change your translated content back to your original campaign content.
  5. Review Your Translated CSV File
    Check to see that the translations make sense.

    • Check keywords, negative keywords, and ad copy.
    • Make sure that your ad copy does not exceed recommended character limits.
    • Rename your campaign in the campaign column, making sure to copy down this data for the whole column.
    • Save the file, making sure that it is in CSV format.
  6. Final Import and Launch in Google Ads Editor
    Open Google Ads Editor again.

    • From the “File” menu, select “Import CSV.” Locate your CSV file and choose “Import.”
    • Your newly translated content will now appear in your Editor.
    • Apply your targeting options.
    • Change the URLs to match your translated landing pages.
    • If the domain is different for your translated pages, make sure to change your Display URLS.
    • Review your campaign details one last time.
    • Click “Post Changes.”

Your new translated campaigns are live and ready to drive paid search traffic, leads, and revenue.

Thank you! Merci! Grazie! ¡Gracias!

This post was originally published March 21, 2014, and was substantially updated September 3, 2019.

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