Serve Ads in Multiple Languages
Many advertisers web sites are only published in one language, but those that
are available in multiple languages can benefit greatly from serving ads that
match the language preferences of their visitors.
How Language Targeting Works
When you visit a web site, your browser sends an Accept-Language header
that describes your language preferences. For example, if you speak both
Spanish and English you might configure your browser to ask for Spanish first
but accept English if a Spanish translation is not available. The ad server
uses these cues to make an informed decision about which translated ads should
be shown to visitors.
Your First Multilingual Campaign
In this example we’ll create a campaign that has both English and Spanish media,
but keep in mind that there is no limit to the number of languages you can provide
in a single campaign.
- Create a new Media.
By default the Language will be set to All Languages
which means the media should be served to all visitors regardless of their
language preferences. In this case, we want to set a preferred language
so choose Spanish. The type/size of media that you choose to create
is up to you.
Create another similar Media, but this time set the Language to
Create a new Campaign and assign both the Spanish and
English media to it.
If you don’t already have a Zone to use for testing
purposes, create one and then assign the campaign you just created to it.
- Use the Code Wizard to generate a code for the zone.
Publish the generated zone code to a test page and load it up in your
If everything went according to plan, you should see either the English or
Spanish version. Of course, which one you will see depends on the language
preferences set in your browser. I’m going to assume that most of you will
probably see the English version if you’re reading this blog.
Are you curious about the language preferences of your visitors now? Just go to
Reports > Languages and generate a report for a recent period of
time. You’ll see a report like the one below that will give you an instant picture
of your visitors top language preferences.
Taking a closer look at the CTR for your non-primary languages may result in some
disappointment. Is it really that surprising though? If you speak English
primarily are you going to be drawn in by ads that are published in Spanish? No.
So, I would say that if your advertisers web site is available in any additional
languages that a good percentage of your visitors might prefer it would definitely
improve your CTR from those users if you started running multilingual campaigns
to cater to them. Just something to think about!