Google 'best for multi-lingual targeting'

15th February 2008

Google is the online ad provider to use when mounting a multi-lingual campaign, according to one blog post.

On the QueiroLatino.com blog, the dating site's co-creator Joe Spector notes that he faced challenges when approaching the market's "main players" with a multi-lingual site.

While the resource - aimed at Latinos in the US - is primarily in English, it incorporates Spanish terms and phrases throughout.

Excepting Google, every ad provider approached rejected the site, with Yahoo! refusing to cater to its needs and Microsoft explaining that the reason for its rebuttal was the "use of a foreign language on the landing page".

"Although Google made it easy for us to set up advertising campaigns, Microsoft apparently does not want business from Latinos in the US," Spector claims.

He adds that, online advertisers in the US are unable to target Latinos, as well as speakers of German, Korean, Italian or Mandarin, with the help of such services.

Google recently introduced demographic targeting options for online marketers, which PPC Hero remarks could be a savvy move, enabling advertisers to more accurately cater to their desired audience by specifying categories such as age and gender.