For one of my clients, I manage a Worldwide PPC Effort that contains campaigns in English plus 17 other languages. One of my primary management objectives is to get my client worldwide ad exposure targeting users who speak every language in which they have a website.
So, taking Japanese as my example for this post, to best facilitate the needs of my client, I will create one series of campaigns focused on people who speak Japanese and live in Japan.
Also, I’m broad-minded enough to know that plenty of people speak Japanese outside of Japan…therefore, I will create a series of campaigns targeted non-Japan Japanese speakers.
However, I’ve discovered that a staggering number of people do searches in languages different from the language settings in their browser. People are doing Japanese language searches from Australia (or even in Japan) when their browser settings are actually in English (or something other than Japanese). Therefore, I’ve created another series of campaigns to make sure these people are covered.
The great thing about this “found” traffic is that it’s likely to have much lower CPCs than your primary targeted traffic because much of your competition have inadvertently excluded themselves from the auction.
Enjoy the extra traffic, y’all!