Episode 62: Mastering language learning for translators – Interview with Luca Lampariello
08/10/2015Communication and negotiation skills for freelance translators
08/21/2015Episode 63: Google Ads as a marketing tool for translators – Interview with Paul Urwin
Remember episode 53, where we discussed selling techniques for translators? I interviewed Paul Urwin and he mentioned that one of his most effective marketing tools were Google Ads. In this episode I have the pleasure of welcoming Paul back to discuss Google Ads as a marketing tool and how we can use more targeted marketing online. We will also learn about his new project or product for translators, a sales course.
In this episode we cover the following:
- What Google Adwords is and how it works
- How to set up a Google Ads campaign
- Why Google Ads is for freelance translators
- Three tips to avoid the most common mistakes when using Google Ads
Useful links mentioned in this episode:
Paul Urwin
Paul Urwin is a languages entrepreneur with many years’ experience in the fields of translations, language teaching and voiceovers. He was educated at Wellington School, Imperial College London and RWTH Aachen. He is currently CEO of 100 Percent Languages Ltd., a UK-registered holding company specializing in language services worldwide and Director of Inglés Bogotá, one of Colombia’s premier Language Services Providers (LSPs) offering language instruction, translations, conference interpreting and voiceovers. Paul himself is a voiceover talent having recorded for Ford, Totto, Telmex, Claro and GlaxoSmithKline, amongst many others, and hosts two successful podcasts, the 100 Percent Business English Podcast (for English learners) and the 100 Percent Translations Podcast (for translators) both of which can be found on iTunes and Stitcher.
This podcast is a labor of love and brought to you free of charge. If you enjoy this series and would like to show your support, please consider making a small donation to ensure I can keep offering you great content in the future.
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4 Comments
[…] Paul came back for a second show with Tess to talk some more about Google Ads. That episode is a good addition to the 3rd lesson […]
I loved this podcast. I had tried out Adwords for a few weeks then stopped it because I wasn’t getting much. However, hearing of his success really encouraged me to want to try it again. I think my keywords were not tweaked enough, I was targeting the wrong demographics, and my website was weak. So I find this encouraging and I want to try it again, because in theory, once you have it tweaked well, it’s a wonderful way to find clients.
Now of course it costs money. But going out and networking at events, sending cold calls/emails, asking for referrals, putting up old-fashioned posters or business cards all take time…and time is money. So as long as you’re getting a good ROI, this could potentially be a wonderful tool. I want to make it work if I can.
A few things I was curious about for if you ever invite him back for another interview:
1) He talked about tweaking keywords a lot. Does he do much tweaking of demographics? The languages used on the person’s computer, the region, time of day and so on.
2) How does he make his ads “good”? I know that affects your quality score in adwords and reduces the cost per click.
3) How does he suggest handling a situation where you only translate from one language to another (say Russian to English, but not vice-versa). Is there a good way to keep out those clicks?
Thank you for the great podcast, Tess and Paul! I am also running the Adwords campaign. This is an effective way to attract clients to a site. Especially to a new site with a low organic position.
Hi Oleg, Glad you found it useful. Would love to hear how your Adwords campaign is working out.