The challenge
A new market, a new language barrier.
Expanding into new markets quickly runs into the language barrier in e-commerce. New customers are won best in their own language, and that is exactly what makes search marketing in foreign markets demanding.
Effective SEA requires not just language knowledge but an understanding of linguistic nuance and cultural context. Keyword research, ad creation and landing-page selection in a new language tie up a lot of time and extensive translation resources with native speakers.
SNIPES, a global sneaker and streetwear retailer with more than 680 stores, expanded into Eastern Europe from 2021 and entered the Polish market through the acquisition of Distance. That required building effective search marketing in Polish quickly, without sufficient language competence or staffing in place.
Our approach
Ready in three steps, in any language.
adSoul sets up new accounts and campaigns almost autonomously, from keyword to landing page, in any language and with full transparency and control for SNIPES. The building blocks:
- 01
Keywords & entities
Keywords are translated into the target language, expanded via a keyword planner, and broken down into entities and entity types using natural language processing, 19 entity types in Polish for SNIPES.
- 02
Automated ad copy
From the entities, grammatically correct ad copy is generated; the searched keyword is represented optimally, without writing every ad by hand.
- 03
Landing-page matching
Via the Landing Page Service, selected target pages are interpreted with NLP and matched automatically to the best keyword, in the local language.
- 04
Full control
SNIPES always decides which keywords go live and keeps full transparency and control over ads and target pages.
- language barrier slows market entry
- time-consuming keyword research per language
- every ad translated and written by hand
- tedious matching of keywords and target pages
- dependent on native-speaker resources
- account setup without any language skills
- keywords translated automatically and structured via NLP
- ad copy automatic and grammatically correct
- keyword-to-landing-page matching automated in the local language
- full control and transparency stays with SNIPES
The results
6,000 keywords in 57 minutes, one more market.
For the launch in Poland, SNIPES booked around 6,000 keywords. adSoul turned them into a sensible, granular Google Ads campaign structure, generated the ads and determined the target pages, in a record 57 minutes. Without adSoul this would have cost significant resources and, above all, time.
This let SNIPES start its search marketing in Poland with no teething problems and without any foreign-language skills. Today the SNIPES group uses adSoul in 12 countries.
adSoul makes our daily work much easier. Booking a keyword instantly determines the right landing page and creates a campaign with matching ad groups and ads. For online shops with a large product range it is genuinely recommendable and works very well for us, especially with our expansion into Poland, Croatia and further countries. I would recommend this tool without reservation.
What came next
The journey continues.
With adSoul's automation and language expertise, nothing stands in the way of expanding into new markets and languages. SNIPES is already on its way into the next markets, rolling out its search marketing to Portugal and Croatia.
