Hey y’all,

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.

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.

browser settings

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!


No Comments

  1. Roey Rafael April 22nd, 2014

    Thanks for the gr8 article.
    I was wondering why you split the campaigns targeting the Japanese language (the first 2 examples).
    Is it due to expected CPC costs or another reason ?

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Todd Mintz
Todd Mintz, who has been with 3Q Digital since March 2011, has worked in search engine marketing since 2000 and has used Google AdWords since it began. He also is very visible in the SEM social media space and is a curator/contributor at MarketingLand. He was one of the founding members of SEMpdx (Portland’s Search Engine Marketing Group), is a current board member, and writes regularly on their blog.