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Do translations really improve CTR? (9)

03-14-2015 11:13 PM #1 datavamp (Member)
Do translations really improve CTR?

I've been doing some spying before jumping into my first campaign. I've decided to hit French, Italian and Germany as my GEOs, but I've been noticing that A LOT of the banner ads in those countries are in English. I've already translated most of my ads and landers to the appropriate language, but now I'm starting to wonder if that was even necessary.

In your experience, does it make a large difference? My instincts say it should, but due to the amount of English ads I'm seeing I'm starting to doubt that.

Thanks.

03-14-2015 11:15 PM #2 dmchale92 (Member)

All of those countries have very large English speaking populations. It helps to do some research before getting translations done and see just how much of the country speaks which languages and optimize for those.

03-15-2015 12:32 AM #3 datavamp (Member)

Makes sense. I guess now I just have to split test English with native language :-)

Thanks

03-15-2015 12:38 AM #4 snacks (Member)

For me personally, France, Italy, and Germany have all performed better with the text displayed in their native language, but whenever in doubt split-test is the way to go.

03-15-2015 01:09 AM #5 jeremykng (Member)

Personally most countries do better when using their native languages. Regardless of the make up of the people. Everyone in Malaysia for example uses Malay even though there are Indians and Chinese there as well. Most prob as it's the working language there. However, do not be fooled by official languages as a country having a certain language as official language don't mean everyone speak it. (Singapore's office language is Malay but everything in the country is in English. Like everyone knows English. But not everyone knows malay.)

But English is always a safe bet to test if the offer/angle converts in that country or not. Before you go ahead and translate.

03-16-2015 02:19 PM #6 vorlian (Member)

Im running FR, but all my banners are translated. Never thought about using English texts on FR, i might to give a try.

03-16-2015 04:56 PM #7 integrity (Member)

This little story might help.

When running in France a while back I decided to translate some banners the easy way with Google translate.

My "Download Chat Wallpapers" turned into "Telecharger Chat Fonds D'ecran." Or something like that.

Well, in France "chat" means cat. As you'd imagine, the campaign performed better with the correct translations. Although I probably should've split tested some cat pictures along with the incorrectly translated bunch..

03-16-2015 05:06 PM #8 Nigel (Member)

Quote Originally Posted by jeremykng View Post
(Singapore's office language is Malay but everything in the country is in English. Like everyone knows English. But not everyone knows malay.)
That's because Malay is one of the four official languages in Singapore. Malay/Chinese/Tamil is our second language depending on our race. Everything else is being taught in English in school.

03-18-2015 07:52 PM #9 cmdeal (Veteran Member)

Yes they do.

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