Many of you are probably aware of the useful marketing tools that are available through Google AdWords. You have most likely used the Keyword Planner, the Ad Preview and Diagnosis tool, Google Analytics tools, and all sorts of various reporting tools. From day-to-day account analysis to campaign construction, these tools are the basic bread and butter for most PPC Management professionals.
There are some other fantastic tools afforded by Google that have not had as much spotlight presence. One of these tools is the Google Translator Toolkit.
The Google Translator Toolkit is a great thing to utilize if you have an AdWords campaign that advertises to foreign countries and languages. It automatically translates your AdWords campaign(s) to a language that you select. Not only does it translate keywords, but your text ad copy and negative-matched keywords will get translated as well!
Before using the Translator Tool, it is recommended that your landing pages are also translated to the language you plan to target. You should make sure to have payment and any other support systems ready to accept international customers.
To get started, from AdWords Editor, export an AEA backup of the campaign/campaigns that you wish to translate. To export in this format, choose File, Export backup (AEA). Launch the Google Translator Toolkit by logging into your Google account and clicking here: http://translate.google.com/toolkit/
To upload the AEA file you just created, click the red Upload button on upper left corner. Choose “Add content to translate”, find your AEA file, and upload it. Choose your preferred language, and then click on Tools. You can choose to share your translations, or keep as personal. I always keep it personal, but this preference is up to you. Once selected, click the blue Next button.
You will now come to screen that will give you the choice to pay for an optimized version of your translation, or do it yourself. If you choose to pay, that is completely up to you. I have never chosen this option myself, so I cannot comment on that service at this time. To continue this process on your own, click the grey “No, thanks” button.
Your Translator Toolkit will open back up, and your AEA file will appear in active translations. Click that file, and you will now see your translated content. To import back into Google AdWords Editor, click file, and download. You must save it as an AEA file in order to re-import it back into Editor. Once saved, open up your Editor again, and choose “Import account snapshot” under the File menu. Select your AEA translated file.
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, please do NOT post changes. What you will need to do is click “Keep changes”, copy your new data, and paste it into a new Excel workbook. Save this file. It will be what you use to import as your new translated data.
Go back to your Editor, and highlight the bolded changes. Choose “Revert changes”. This will change your translated content back to your original campaign content.
You’re almost ready to import your newly translated content. Before doing this, you must review your translated file. Check to see that the translations make sense, including keywords, negative keywords, and ad copy. Make sure that your ad copy does not exceed recommended character limits. Once this review has been completed, you can now import your translated campaigns.
To import your newly translated content, open the excel file containing the data you pasted from Editor. Rename your campaign in the campaign column, making sure to copy down this data for the whole column. Save the file as a CSV. From the AdWords Editor File menu, select import CSV. Locate your CSV file, and choose Import.
Your newly translated content will now appear in your Editor. Before posting data, be sure to apply the appropriate targeting options and do another review of your translated content. Also, make sure to change your existing URLs to match your translated site’s landing pages. If the domain is different for your translated pages, make sure to change your Display URLS as well. Once you feel that you have successfully accomplished these tasks, click Post Changes. Your new translated campaign is now ready for advertising!
Thank you! – Merci! – Grazie! – ¡Gracias!