Today: the geo mistake that's really a language mistake

Today: the geo mistake that's really a language mistake

You pick a country, your ad flops, and you blame the geo. Often the real problem is language.

Many countries aren't one language. Pick "Switzerland" and you're talking to German, French, and Italian speakers at once. One English creative can miss most of them.

The simple fixes:
— Match your creative's language to the geo's main language. An ad in the local tongue almost always out-taps English.
— If a country is mixed, either pick the biggest language group or make a few versions.

This is also why some "easy" English-speaking geos feel crowded: everyone can write for them, so competition is fierce. A well-translated ad in a smaller-language geo can be a quiet, cozy win.

Try this: before launching, look up the main language of your target country. Just confirm your ad speaks it.

Speak their language, literally.