by: Stefano Roberti
Speak Your Audience’s Language: 6 Multilingual PPC Keyword Research Must-Do
Words are funny. They look innocent enough, but one misplaced syllable and you’re “advertisingly” done. Welcome to localised PPC keyword research , the fine art of finding the right audience who are search for the right things, and connecting with them in the right way. (And if you’d prefer someone else to worry about all that, we offer multilingual ppc services and multilingual SEO services to make sure your search strategy sounds just as fluent, with less swearing.)
I’ve seen too many campaigns where translation software proudly produced keyword lists that sounded like they were written by the terminally clueless. “Buy comfortable men shoe” might technically be English, but it’s not what most English speakers actually search for. The same principle applies everywhere: words that look right don’t always feel right.
TL;DR
Localised keyword research requires more than accurate translation, it calls for cultural fluency and emotional intelligence. It’s about understanding not just what people search for, but why they search that way. True localisation blends data with instinct:
- Analysing trends
- Listening to local language nuances
- Adapting as behaviour evolves.
A phrase that converts in Paris might flop in Quebec; what’s aspirational in Tokyo could sound boastful in Berlin. The best multilingual search marketing strategies evolve through constant refinement, balancing algorithmic precision with human empathy. Because in search, as in conversation, meaning beats literalism, resonance always wins.
The art (and peril) of “speaking search”
Speaking search is both art and empathy, a balance of data, instinct, and cultural nuance. Literal translations miss meaning, and meaning is what drives clicks. Here are six key points to follow for smarter, more authentic multilingual PPC, so your campaigns sound fluent, not foreign.
Invest in localisation, not translation
Literal translation is the death of good marketing. According to Common Sense Advisory, 76% of online shoppers prefer buying in their own language. But what they really prefer is authenticity. “Cheap flights” in English becomes “billets d’avion pas chers” in French , technically correct, utterly unclicked. The locals search “vols pas chères” instead. One is a phrase; the other is a feeling.
Another example: “Order pizza” (transactional intent) in English maps to “commande pizza” in French, but “livraison pizza” (pizza delivery) performs far better.
“Best lawyers London” in English becomes “studio legale rinomato” in Italian, not “migliori avvocati.” The latter might sound grammatically fine, but it feels awkwardly direct, almost like you’re rating lawyers on TripAdvisor. Italian users expect credibility and professionalism, not superlatives, so tone matters as much as translation.
A multilingual keyword researcher will test these variants with native speakers and intent data. Start every localisation project by mapping intent clusters, informational, navigational, transactional, in each target language before you ever touch translations.
Focus on intent rather than multilingual keywords
A 2022 Search Engine Journal study found that intent-aligned keywords drive twice the CTR of simple translations.
In every market, users express intent differently. According to Search Engine Journal, keywords aligned with user intent can double CTR. That means it’s not about the word “buy” , it’s about understanding whether your audience searches aspirationally (“best luxury watches”) or transactionally (“discount Seiko watches near me”).
A literal translation of “cheap” can even backfire. In German, “billig” technically means cheap, but it implies low quality. Locals prefer “günstig”, affordable but respectable. Small linguistic decisions like this separate a campaign that converts from one that offends.
Consider local platform preferences & sensitivity
Tools like Google Keyword Planner, SEMrush, and Ahrefs are great starting points, but only when paired with human context. Machines will happily recommend “English breakfast” as a keyword for Germany, forgetting most Germans aren’t searching that unless they own a café.
The best multilingual PPC teams mix automated research with native insight. They’ll use tools for data, then refine it manually with native linguists and in-market testing. It’s half science, half art.
We routinely cross-verify keyword lists using:
- Google Trends: to identify rising colloquialisms or seasonal shifts.
- Local forums and social platforms: real people, real words.
- Competitor analysis: what language do successful local advertisers actually use?
The result? Keywords that sound human, not machine-generated.
Even within Google Ads, user behaviour changes by region. But Google isn’t the only platform to consider. In South Korea, Naver often outperforms Google; in China, Baidu dominates. Each platform handles matching types, segmentation, and negative keywords differently. For a deeper dive into how automation and localisation intersect, see our guide on developing a multilingual Google Shopping and Performance Max strategy.
If you’ve ever wondered why your “exact match” campaigns suddenly behave differently abroad, it’s because “exact” isn’t always exact across languages. Morphology, pluralisation, and script variations change how engines interpret queries. A good multilingual PPC agency accounts for this from the start.
Incorporate local colour and slang in your keyword research
Every market has its slang, its warmth, its peculiar way of saying “buy this now without feeling guilty”. CSA Research reports that localisation increases engagement by up to 86%. That’s not magic, that’s simply making people feel like they’re being conversed with, not sold to.
Localised keyword research doesn’t end once your ads go live. It evolves. In one European campaign, we noticed “acheter en ligne” (buy online) losing traction to “commander en ligne” (order online) over six months. No guide told us this, the data did. The takeaway: local language evolves, and you need to evolve with it.
That’s why our multilingual strategy cycles always include:
- Quarterly keyword audits
- Cross-market comparison dashboards
- Language trend monitoring
You’ll never “finish” localised keyword research, because people never stop changing how they speak.
We also recommend running a linguistic QA checklist before launch. A five-minute review by a native speaker can save thousands in misdirected clicks.
Multilingual campaigns must keep evolving, like language
Language ages faster than social media memes. Use Google Trends and local search data to stay fresh. What was hot in Spain last year might now sound like your dad trying to be cool.
A good agency doesn’t just pull data; it interprets it through human empathy. Numbers alone can’t tell you why your Italian audience clicks but never buys, or why your French audience ignores discounts but loves ‘exclusive membership’ language.
Example: in Italy, mobile searches for “ristoranti vicino a me” peak at 8pm. In the UK, “restaurants near me” peaks at 6pm. That two-hour gap matters if you’re bidding on dinner reservations. So, adjust bid modifiers per market, per hour, per device. It’s the cheapest way to localise without touching creative.
That understanding comes from people who live and think in those markets. It’s the difference between “accurate” and “effective.”
Measure what matters for multilingual PPC campaigns
If your agency only reports total clicks, you’re missing the point. Proper localised PPC keyword research should feed back into your creative, not just your dashboard.
You should be tracking:
- Conversion rate per localised keyword set
- Keyword-to-creative performance correlation
- Search term expansion potential per market
These metrics prove whether localisation is working or just colourful.
For larger brands managing both paid and organic channels, our guide on optimising global enterprise websites for multilingual and multi-market search breaks down how to align content, structure, and data across regions for consistent global visibility.
Final thoughts – build campaigns on a strong foundation with multilingual keyword research
Localised PPC keyword research is less a science than an act of empathy, understanding not just what people type, but why they type it. Getting that right takes more than translation; it requires cultural awareness, linguistic nuance, and data-led insight.
With two decades of experience running multilingual campaigns across more than 20 languages, AccuraCast combines local expertise with global reach. Our team knows how to find the right keywords that drive relevance, resonance, and results.
Case study: Paragon Microfibre
When Paragon Microfibre, a major UK-based manufacturer and distributor of microfibre products set their sights on international expansion, they partnered with AccuraCast to drive their business forward. See how we helped them reach international audiences through precisely targeted multilingual campaigns.
If you’d rather sound fluent than foreign, AccuraCast’s multilingual PPC services could turn your strategic vision into reality. Our team members have the dictionaries, data, and good humour to make it happen!
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