Facebook’s Automatic Language Translation for Ads

With up to 48 language options to pick from, Facebook’s Automatic Language Translation for Ads allows you to reach out to more people in their native tongue without having to manually create translations.

This isn’t a new feature of Facebook Ads, but it’s one that’s often neglected. It makes language translation easier by optimizing advertisements to show the proper language variation to the right audience at the right time, allowing you to reach more people in their chosen language without adding complexity to your campaign strategy. But how does it operate, and can you trust it to deliver the proper message when you’re not in charge? We lay out what we’ve discovered, as well as some important factors to consider in order to make it work for you.

That’That’s great. I don’t have to be concerned about my finances, but are Facebook’s translations truly accurate?

Yes, in the vast majority of cases! Facebook spent three years working with researchers to develop their model, attempting (and successfully) to exceed existing machine translation algorithms. You can also make adjustments if you’re concerned about the technology’s ability to translate correctly or if you’re displeased with Facebook’s translations.

Consider the following performance example from a Metric Theory customer:

Table of Performance Information

When compared to English, localized language regularly delivers higher CTR. Ads in the user’s preferred language outperform ads in other regions in terms of scale and efficiency, resulting in a higher volume of conversions at a lower CPA. The most significant difference is evident in Germany, where German language ads had a CPA 37 percent cheaper than English language ads while having a 145 percent higher CTR.

Now you might be wondering, what if I want to target multiple languages but my budget is limited?

Don’t be concerned. You don’t need to develop different ad sets for each language because Facebook’s translations are dynamic. For a single ad, you can choose from up to 48 different languages, and the computer will decide which language to show each viewer. And, regardless of location, you’ll be able to use Facebook’s bidding algorithms to discover people most likely to execute your desired action.

There are a few things to consider while choosing this useful tool:

1. Do you have any landing pages that have been translated?

If feasible, make sure you have the appropriate landing pages for each language you’re targeting before activating dynamic translations. Consider the following scenario: a user is scrolling through her feed when she comes across an ad in her chosen language, gets excited and ready to make an impulse purchase, clicks the ad, and is taken to an English landing page. BAM… she jumps off the page and keeps scrolling. You failed to make a purchase.

Facebook’s dynamic translation feature is a terrific thing to use, but it won’t be effective unless the entire user journey flows.

2. Is your creative’s text overlay consistent with the wording in your body copy?

If you provide consumers an ad with German body copy but English overlays on the image or video, this may influence their decision to click through.

Fortunately, the dynamic translation tool also allows you to upload individual content for each language that you choose. You can always utilize a creative option without overlays if you don’t have the capacity to translate your overlays to all the languages you wish to reach with Facebook Ads.

3. What are the ad placements you’re attempting to translate?

This tool is accessible for the majority of Facebook placements, but not all. You can use dynamic translations with the following placements as of this writing: Facebook News Feed, Instagram Feed, Instagram Explore, Facebook Stories, Instagram Stories, Messenger Stories, and Facebook In-Stream Videos are just few of the features available on Facebook.

When it comes to expanding your business beyond borders, localization is a must. You’ll need to handle multiple languages if you plan to promote in other countries, and we’ve discovered that Facebook’s dynamic translation tool makes it simple!

International and foreign language advertising, on the other hand, necessitates far more in terms of strategy and language localization than Facebook can provide.

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