Did you know you can set your Google browser to any of over 100 different languages? Within the United States 56% of individuals speak another language in addition to English. It is clear that not all consumers are shopping the internet in English. However, the majority of Pay Per Click advertising is English specific in the United States, as the language is generally determined by location. Not only are the ads in English but the landing pages are as well.
If we look at New York there are approximately 180,809 French speaking individuals that may be shopping online at any time with their browser set to French. Sandrine is searching for Macarons in New York and she is more inclined to have her browser set to French. If you search Macarons in English there are several ads that appear, however in French there are none. By utilizing location targeting and advertising in French you have higher visibility and possibly a lower CPC.
As anticipated, Google has announced the retirement date for Product Listing Ads campaign type which will be the end of August 2014.
This comes as no surprise with the February release of the new Shopping Campaigns in Google AdWords. Shopping Campaigns have a different set up and more detailed product organization, but once they are set up they look and feel the same as the Product Listing Ad campaigns we’ve become familiar with.
If you have not tried the new Shopping Campaigns, be sure to start with optimizing your data feed. There are several reasons for a fresh data feed optimization:
Attributes used in the feeds for PLA campaigns are also being retired (adwords_labels).
Your feed provides the information needed to match searches and customers to your products.
This will allow you the time to review your products and categories.