Britain and France are nations of dog lovers and travel enthusiasts. PetsPyjamas.com is a rising online company who made it its business to send holidaymakers on dog-friendly breaks in Great Britain and Europe. They hand-pick pet-friendly hotels and cottages where dogs are as welcome as their owners! I helped PetsPyjamas craft its first ever French PPC campaign to appeal to French holidaymakers.
Balancing ad copy character limits with the challenges of text expansion
Are you familiar with Google’s strict rules regarding the structure of PPC ads? If not, you will find plenty of information in their guide on PPC text ad requirements.
Here is what you need to know in a nutshell. Ads have to fit on four lines. The first one is reserved for the ad headlines (30 characters maximum per line) followed by the description (80 characters max.) and ends with a link to your site on the fourth and final line. So far, so good!
Not quite as French translators face the challenge of text expansion. When translating copy from one language to another, your text becomes either longer (text expansion) or shorter (text contraction) than the source text.
This proves particularly challenging when it comes to paid search campaigns as you must comply with the character limits imposed by Google. Bear in mind that text expansion averages 15% to 20% for the English-French language pair! Here is how I chose to adapt the French ad copy. I had to drift from the original text in some instances to make it more relevant to a local audience.
|Headline||Dog-friendly Hotels||19||Chiens admis à l’hôtel||22|
|Description 1||Award-Winning Dog-Friendly Holidays||35||Partir en vacances avec son chien||33|
|Description 2||100% Dog-Loving, not just Friendly||34||100% passionnés de chiens & voyages||35|
|UK’s #1 for Dog-Friendly||24||Nº1 du séjour avec chien||24|
|Exclusive Deals & Offers||24||Offres et prix exclusifs||24|
|Award Winning Team||18||Agents de voyage primés||23|
|Dogs More Than Accepted||23||Chiens plus que bienvenus||25|
French PPC: Localising the landing page of the campaign
If your PPC ad performs well, users will click on it and land your site. The landing page is of the utmost importance. Below you will find a screenshot of the French landing page that I transcreated. Are you a translator or search marketing pro? Then let me know what you think in the comments section.