Watch Episode 13 on “Languages”:
Read the Transcript of Episode 13 on “Languages”:
What’s up, y’all? Wil Reynolds here for another wasteful Wednesday and this meircoles, we’re going to talk about Spanish words.
OK, we’re going to show you some examples of common Spanish words that we’ve seen trickle in a little bit here and there on different type of accounts. While I have not seen wild amounts of wasted spend, my job in this series is to show you examples of things that you should probably go negate so that you don’t give Google more money.
So let me just go ahead and show you, because it’s probably happening to at least a few of you.
Query: “como subir una pagina web a un hosting”
All right, “como subir una pagina web a un hosting”, none of these ads are in Spanish, if you’re going to advertise, at least advertise in Spanish.
Microsoft, Microsoft, you know, I love you guys, I’m a PowerBI guy.
You guys have the ability to scan for language using your API, your Bing API or your search API, I believe. So you could run all your search terms through your own API and have it identify if it’s in another language so you can get rid of that spend or maybe build those pages.
Query: “que es robotic simple prostatectomy”
“Que es robotic simple prostatectomy”, whatever it is, right.
Boom, there it is, an ad not in Spanish and I’m not saying this is a waste, I’m not saying it is completely wasteful, [but] what I am saying is it’s hard to justify bidding on a word in Spanish and not building a Spanish landing page.
Query: “paginas de espejuelos”
I did find this one around eyeglasses, “paginas de espejuelos”, and there’s an ad right here for somebody looking for eyeglasses.
All right, so today’s Wasteful Wednesday’s, a simple one, don’t bid for keywords in another language.
Find ways to ID them and get rid of them so that you can invest those dollars in either higher value opportunities or maybe you can build a landing page, maybe with a Spanish language chat feature or something that would better serve those customers who are doing a little Spanglish in their search queries.
Remember that there’s a link here to use our free tool, you upload your data, we spit out a bunch of the waste in your accounts, we’ve already saved people over a million dollars for free (you can thank me later).
If you have any hypotheses, feel free to leave them in the comments below.
We’d love to have more of these to run through and we run them millions of words if we find something that can help other people. Ain’t that the right thing to do? Help your fellow man and woman.
Have a wonderful Wednesday, take care.
- Use your SEO and PPC data together to identify whether or not your PPC ads are matching to terms in mixed language queries.
- If you’re not going to negate terms in Spanglish queries create Spanish landing pages to improve Quality Score and Landing Page Experience.
- Leverage our Saving Benjamin™ Lite tool to find more negative keywords in your PPC accounts.
- Keep watching Wasteful Wednesday episodes here!
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