TRANSLATION SERVICES PROVIDER
Efficiently Accelerating Global Expansion
New Countries Reached
Increase in Non-Brand Conversions
Increase in Profit Scale
An internationally-recognized certified translation company offers accurate, fast services in more than 90 languages. By nature, international business and expansion are vital to the company.
The company’s success in existing markets meant their ongoing Google Ads campaigns had begun to slow as they matured. In order to sustain the high growth numbers their account had achieved in prior years, expansion into new markets was essential. The client wanted to expand services into multiple new countries and languages quickly, which meant ADM needed a scalable strategy that would allocate budget and optimization time for high impact and minimal waste.
ADM approached the challenge in two phases. The first was to identify demand levels in various markets around the world. In the second, we used that data to organize our budget allocation and campaign optimization approach.
We segmented new campaigns by geolocation target, language of keyword query, desired translated language, and keyword theme. For example: a campaign targeting the United States with English keywords focused on “English to Spanish translations” could also focus on “certified translation” queries. This format was replicated across multiple languages and country targets.
Once organized, we categorized campaigns into three separate tiers:
Tier 1: The most profitable campaigns that delivered a stable ROAS, optimized to focus on scale and incremental reach at consistent ROAS.
Tier 2: Less profitable country and language campaigns, optimized to gain efficiency and rank.
Tier 3: Campaigns that were underperforming for efficiency or scale, optimized to support growth.
This tiered approach maximized predictability and allowed us to prioritize optimizations in favor of scale. With a strong foundation in place, we replicated a similar structure across a wider variety of languages, countries, and keywords.
Often when a client attempts to scale investment and reach new markets, they struggle to maintain profitability, because the new campaigns are in a learning phase and aren’t expected to convert. ADM’s strategy defied this trend: We broadened the account to multiple countries and maintained a flat account ROAS QoQ when comparing the first two quarters of the year to Q3 and Q4 of the prior year.
Within six months, this approach enabled the client to:
- Successfully scale into 21 different countries
- Increase non-brand investment by 30% QoQ and 99% YoY.
- Increase non-brand conversions by 22% QoQ
- Scale overall revenue by 17% and profit by 11%.
For this work, ADM was nominated for a 2022 Google Premier Partner Award in the International Growth category.
Quarterly increase in online orders
Growth in monthly patient requests YoY in Q4
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