Pay per Click Advertising or PPC is an Internet advertising system where the advertiser only pays for the Ad when the Ad is clicked on by an Internet user. In order to get the Ad to appear on the search listings you need to have the right key words and appropriate copy. However, having it appear isn't enough. If the user then clicks on the Ad and lands on a landing page that isn't appropriate or relevant or is difficult to navigate then you lose a potential customer and you pay for it.
Contrary to what people might think, the majority of Internet users are not English speaking so by aiming at only an English audience you can lose out on huge potential revenues.
What is required for Multilingual SEO
Multilingual SEO is obviously a much more complex process than standard SEO as it also needs to consider language and cultural differences. For example, if you want to appeal to a global market your site would have to be modified in order to take account of differences not only in language and culture, but also the various search engines and how they work too. Basically, you really need to know what you are doing to get the desired results.
It's essential to have an understanding of what people are likely to be searching for using the correct keywords in the target language. You cannot just translate your site and your keywords and expect that to work because it won?t. Certain words or phrases may be translated correctly but will not necessarily be the words and phrases that are used in a particular country.
You would also need to consider common miss-spellings in each language and the possibility of slang words for a particular term. Ideally your website should be written from scratch in the target language by a native speaker as then it will have the best chance of grabbing a share of the foreign market.
With multilingual PPC you should also ensure that it isn't just the landing page that is translated, you really need to have several pages of relevant information if you want those conversions.
Finally, don't make the mistake of thinking that Google is the most popular search engine across the globe. Yes it does have an international presence but it isn't the most dominant search engine in every country. A professional in multilingual SEO will know which search engines are the best options in different countries.
All things considered, to get the best results from multilingual SEO you will either have to be an expert yourself, or call in an expert in multilingual SEO to do it for you.