It’s not a surprising fact that each country has multiple major languages that are spoken by its citizens. According to the statistics, one in five Americans speaks Spanish. It means that this data may be used by Adwords users for increasing their targeted audience.
How does Google define the language of a person? It uses the Google Account settings of a particular person. So, there are many people who have Spanish browser in spite of they’re living in the US (and speaking English as well). How can we use this knowledge?
Right, you can target your ads to the Spanish-speaking people, living in the USA. They may become the part of your customers base.
The first thing you should do is checking the most popular language in the particular market you are working with. For example, talking about the United States, we should consider a state you are going to advertise in. For example, the second popular language in Louisiana is French. German is the second popular in North Dakota. Spanish is second in the majority of other states.
The same principle may be used when you work with the customers from other countries and regions in the world. It provides you with the second advantage, except increasing the size of your audience. Targeting different languages, except the national one, allows you to pay less sometimes.
The effectiveness of running such a campaign may be measured by the number of actual conversions. So, test, test and test one more time.