We all speak English and take it for granted that everyone who could possibly be interested in our ads does too. Let me tell you a little story. A couple months back, one of the affiliate programs I’m promoting decided they wanted to penetrate Canada more, so they implemented a bonus program if you could bring in a certain quantity. I had good stats with them, but only in the US. So I thought, what can I do to really penetrate the homeland? I tried city based campaigns in Google with dismal results. Then I thought, hey – a big chunk of the country actually speaks French! So with that I took a few minutes and converted two of my well performing ads into French with one of the many free translation sites on the net. I knew the result wasn’t quite right, but it was close, so I got someone I knew who speaks French to proof it for me, and a tweak or two later the ads were live. Oh, I also translated the keywords to French.
Anyways, what do you know, but that French campaign has done remarkably well! (Yes, it is wise to setup tracking on every campaign you run so you can tell if it stands or falls on its own merit and doesn’t get absorbed into everything else. More on this later perhaps.) I even got a bonus from the affiliate program for breaking some quantity thresholds!
So just a thought, if you are able to find an affiliate program that is doing well for you, expand it to every area you can think of. First go to the other search engines, then to other regions of the world if the shoe fits, then you can even experiment with some non-English ads. Make sure the program offers a landing page in your language of choice though!