Localizing ads for other countries: more than translation
Translated ads often read as foreign. Localized ads read as if a local business wrote them.
A localization checklist
| Item | What to change |
|---|---|
| Language and spelling | Use the local variant, for example British or American English |
| Currency and prices | Show local currency and say whether taxes are included |
| Units and formats | Measurements, dates, phone numbers and addresses in local format |
| Contact options | Local phone number or messaging app, support hours in local time |
| Images | People, places and products that fit the market |
| Offers | Shipping, returns and payment methods that work there |
| Proof | Reviews and examples from that country if you have them |
Landing pages matter as much as ads
An ad in the local language that leads to a page in another language loses most visitors. Give each market a page in its language, with prices and contact details that fit.
Use a native speaker for review
Machine translation is a useful draft. Have a fluent speaker who knows the market check every ad and page before launch. Idioms, humor and product names can go wrong in ways a tool will not catch.
Watch for brand and trademark issues
Check that your brand name, product names and slogans do not have unwanted meanings, and that you are free to use them in that market.
Want a second opinion? We review international ad plans at no cost. Get in touch or call (510) 857-7838.