Bing Ads has published additional guidance to help advertisers in targeting multi-lingual users who may search in several languages.
Multiple language targeting for Bing Ads search campaigns was launched in October last to expand advertisers’ worldwide reach.
Previously, language targeting was only available at the ad group level, but today it’s been extended to campaigns.
That mean, advertisers can now target users at the campaign level by selecting from multiple Bing Ads-supported languages.
As an example to target all types of languages, a simple option is to choose the “All language” setting and then select the location targets.
However, to serve ads to English speaking customers in a non-English country, for example, Germany, an advertiser would simply choose both English and German language, while selecting Germany as the targeting country.
By selecting the English language for targeting ensures that ads can be served to customers who are searching in English in Germany.
“Language targeting determines country targeting.”
That means, in Bing Ads, “the setting of campaign language determines what countries an ad can be displayed in.”
In order to deliver the right ads in a right language that a customer understand, Bing Ads has published a best practice guidance for advertisers to leverage to reach out the right audience with the right language.
Use Campaign Level Settings
Bing Ads offer an example of language mapping, “to target English speaking users in Scandinavia, an advertiser would need to three local languages, i.e. Danish, Norwegian and Swedish along with the English language in the campaign language settings.”
In the above scenario of pairing language targeting with location targeting, all three Scandinavian countries are targeted by selecting Danish for Denmark, Norwegian for Norway and Swedish for Sweden in campaign language settings.
Additionally, choosing the English language ensures ads will be displayed in English, thus English was included in campaign languages as well.
Selecting English “only” language the target had worked only in the United States, Canada, United Kingdom, Ireland, Australia, New Zealand, France, Germany, India, Thailand, Vietnam, Malaysia, Singapore, Indonesia, Philippines.
Remember, with multiple campaign languages the targeted countries are the pair of the language and country mapping.
That said, in the above example, By including English with Scandinavian languages, the campaign targets now include the following countries:
Denmark, Norway, Sweden, United States, Canada, United Kingdom, Ireland, Australia, New Zealand, France, Germany, India, Thailand, Vietnam, Malaysia, Singapore, Indonesia, Philippines.
Alternatively, advertisers can also use the “All languages” setting for campaign language and set up appropriate location targets.
Use Ad Group Level Settings
Bing does not translate ads languages, so advertisers are advised to create ads in various languages that they want to target.
In the above example, the ad must be English as well as in German languages.
Ad group settings always override campaign level settings, so a language set at the ad group level will always replace the language set at the campaign lever.
In order for ad groups to use the same geographical targeting set at the campaign level, make sure to select “Use the campaign” settings option in the ad group language settings.
Keywords and ads language must match, otherwise, the ads may be penalized for not being relevant to the user.
If you’re ads are in English, for example, your keywords must also be in English. Otherwise, your ads may be penalized for not being relevant to the user.
“In cases where there’s a mismatch between the keyword and ad language, such ads may be penalized because they will not be relevant to the end user.”
Avoid Brand Names & Common Words In Keywords Or Ads
Bing Ads explains, there are many words spelled same in multiple languages, like brand names or other generic terms such as hotel,l etc. — including these in ads or keywords – might serve the ad to a user who does not speak the language of the ad written in.
There are many words that are the same in multiple languages, including brand names. This poses a problem when a user searches for a word such as “hotel” and gets an ad that isn’t written in her native language.
For this reason, Bing Ads recommend using [brands and such words] in a separate campaign set to target only the language of the intended audience.
“We recommend avoiding the use of campaigns with multiple languages or All languages…it’s best to create separate campaigns with the language of intended audiences,” Bing stated.
By using “the right combination of campaign language settings and location targeting helps ensure that the right audience is targeted with multiple language campaigns.”
To understand the language-to-country mapping, head over to this Bing Ads Help Center article.