Besides the online search and purchasing behaviour the language is another significant country characteristic that might impact your PPC activities. The number of German citizens who claim to be able to speak English is higher than 50% (Source: Google Fusion Table).
There is a difference between ‘you’ as the direct form and ‘you’ in the polite form, and it’s uncommon to use title case.
Think about having both English and German keywords, as many users in Germany speak English and might therefore search for English terms. Also think about extending your language settings to include English. Google recommends splitting out your campaigns by language, so you don’t risk having your ads show on sites in languages that are different to the language your ads are written in.
As the German language is much more difficult than the English language, don’t just try to translate your English keywords and ads. Generate keywords from fresh and consider that one English word often translates to several German words. This could also affect the length of your keyword list.
Think more carefully about using title case and whether to use the direct or polite form (both ‘you’ in English) when addressing users in your ads.
You might experience issues with your ad copy character count. ‘Summer sale’ for example is ‘Sommerschlussverkauf’ in German – this word would take up 20 of the 35 characters that you have available in each description line.
Google Ads Agency insight:
Generally speaking campaigns in english perform significantly better for B2B product and services.
Some clients who are running German campaigns are running ads in both German and English, and are bidding on both English and German keywords. This allows us to use English and German ads based on the user’s language settings, which helps to improve CTR. It also means that we can analyse the performance for each.