6 Ways to Expand Your English Keywords to a New Language

Fri, 02/14/2014 - 13:45
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As I said in a recent post I made on PPCHero, “do not just copy-and-paste your English-language keywords” when creating a pay per click campaign in another language. The importance of this can’t be understated!
 
But that being said, the English-language keywords are a great source of inspiration when creating a pay per click campaign in a new language. What can you use them for? Here I’ll suggest six methods of how to generate new keywords in another language using English-language keywords as a base. For the sake of readability, I’ll use English to express keywords that would actually be written in another language.
 
1) Think of the basic function of the product.
Near my house in Nanjing, China, I saw what I considered to be a strange thing; a giant pile of rubble from the demolition of a nearby building. And what was in front of it? Christmas lights. Cheery, blinking red Christmas lights.
 
Or were they Christmas lights? Probably not in the view of the demolition worker that put them up.
 
How might you identify a market like this if you hadn’t seen it yourself? I suggest asking yourself not what a product is called and not just what you would use it for. What is a string of Christmas lights actually? It’s a series of bright lights on an electrical cord. So come up with keywords that describe what the product is, rather than it’s usage:
1.     Lights on a cord
2.     Blinking lights
3.     Red lights in sequence
 
2) List new usages for the product.
Continuing with the Christmas lights example, you can also imagine new uses for the product. For example:
1.     Construction marker lights
2.     Warning lights on cord
 
3) Generalize the keyword.
While I celebrate “Christmas”, perhaps these lights would have a function in other celebrations. I’d look for keywords like:
1.     Decorative lights
2.     Holiday lights
 
4) Educate the market on the product.
There may be people in China that want to celebrate Christmas but don’t know where to start. Instead of knowing to search for “Christmas lights”, they might search for something more general:
1.     Christmas decorations
2.     How to celebrate Christmas
3.     Christmas dinner party
4.     Christmas materials
 
5) Localize the meaning of part of the keyword.
1.     Chinese New Year festive lights
 
Could auspiciously red lights be of use for Chinese New Year? I wouldn’t be surprised. It’s at least worth adding to the brainstorming list for consideration.
 
6) Use a translation dictionary
Google translate or other tools may provide a translation, but a dictionary should provide you with many translations of a word. Pair that with a thesaurus and you’re really cooking.
 
I hope some of the above tips were useful. Just remember that the English-language keywords are just one source of inspiration. You should also certainly do fresh market research, including using keyword suggestion tools, analyzing competitor websites, etc.
 

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