Translating Your Campaigns
When you translate designs into different languages, you expand your number of potential buyers! Apart from English, the most widely spoken languages in the EU are German, Italian, French, Spanish and Polish. The UK is one of the biggest EU markets right now, but German and French campaigns sell consistently too; if you're not translating campaigns you could be missing out on these new markets!
Continue reading for translation tips on campaigns, designs and find out just how easy it is to set up Facebook ads targeting non-English speaking countries.
You will have to pay particular attention to these linguistic elements:
- Campaign title
- Campaign description
- FB ad copy
When translating text you are trying to convey the full meaning of what you’re trying to say, not just change the words. Because of this it is best to get a native speaker to do the translator for you.
You can get a good, quick and cheap translation by finding a freelancer online. Some websites where you can find this are:
On Freelancer, Peopleperhour, and Odesk, you can post a “job” explaining what you need and people will place a bid with the cost and turnaround time they can do it for. Then you choose the freelancer that has the best price and experience (look at their reviews) for the job!
On Fiverr, you can find people who will translate up to a certain word count for $5. Again, look at their reviews to make sure they can be trusted to provide a quality translation.
No matter which site you choose, make sure you work with native speakers!
Tips for your translator
Cultural Context - When you ask for a translation, give some context so that the freelancer understands what the design is going to be used for and who the target audience is (including gender–remember, some languages will require different versions of the design for men and women).
Design Context - If you havean English version of the design include the image with your translation request so the translator understands what you want to use the text for.
Tone - specify the tone (formal/informal) and if your design uses any “slang”, ask the translator to find the best match in their language.
Build a Relationship - Once you find a good translator to work with, you should continue using them for all your translation needs in that language because the more they work with you, the more they’ll understand what you’re looking for!
Be sure to check out our country-specific sections which provide useful EU market tips and translation templates in German and French!
While US buyers like bold statements with big images and texts Europeans tend to go for “lighter” or more subtle design elements.
US designs also sometimes bring a level of intensity that doesn’t resonate in Europe. For example; designs for the US biker niche tend to include elements like skulls, flames, etc. However if you research the German motorcycling niche, you will notice that while this audience is passionate they prefer a slightly less aggressive design.
Targeting non-English speaking countries
Creating Facebook ads for EU campaigns is similar to creating ads for US campaigns; to create a Facebook ad targeting non-English speaking countries simply choose the target country, language and then add some interests in English as you normally would. Facebook translates keywords for you if you select a particular language for your target audience, like German (as shown in the image below). This means you can set up your ads as you normally would!
In the example above you can see the language is German, the target audience “interests” are in English; Facebook automatically translates these interests into German.
If you want to add language-specific interests go to pons.eu and translate the keywords of your design (e.g. the word “motorcycling” if your design is for bikers) and add those words to the “interests” of your Facebook ad.
Keep in mind that the interest groups will be smaller (Germany is a lot smaller than the USA). You can deal with this by:
- Picking bigger or broader interest groups or adding more until your target audience reaches a good size (50 - 150k people).
- Using the country you target as an “interest” to cross with your main audience (ex. “German Biker”).
- Check what other markets speak the same language and add them to your targeting (ex. Germany, Austria, Switzerland and Luxembourg all have German as a national language).