Multilingual Marketing Translation for Google

Google needs no introduction. Brightlines translated and transcreated the marketing collateral behind its advertising business for European audiences.

The Challenge

Search advertising gives copy nowhere to hide. The reader is comparing options in real time, several ads stacked together, and the space to persuade is measured in a handful of characters. A line that translates literally but loses its pull will be passed over for the one beside it. Google needed marketing copy that sold in each European market, where a grammatically correct line that persuades nobody is a line wasted. Persuasion had to carry into every language, inside the constraints of the medium.

Our Approach and What We Deliver

Our marketing translators understand advertising and the online media it runs in. AdWords collateral was translated and transcreated for European audiences, so the copy read as though it had been written for that market from the start. Where a direct translation would have blunted the message, our translators rebuilt it to persuade in the target language, which is the entire purpose of transcreation.

Our work for Google covered:

• Translation and transcreation of AdWords marketing collateral
• Adaptation for European markets and audiences
• Marketing copy handled by specialists in advertising and online media

The Outcome

Google's AdWords collateral reached the European market in language built to sell, not simply to inform. The client's verdict was short: "Simply a great service."

Our work for Google produced:

• AdWords marketing material transcreated for European audiences
• Copy written to perform as advertising in each language
• An endorsement from one of the most demanding brands in the world

How We Can Help

Running ads in more than one language? A word-for-word translation tends to lose whatever made the ad work in the first place. Our translators rebuild the copy so it still sells in each market, which is what transcreation means. Get a price for your project.