Facebook Ads: Dynamic Language Optimisation For International Ecommerce Stores

If your store delivers across Europe or the world as a whole, the biggest challenge is creating ads to be served in your audience’s native tongue. Since the launch of Dynamic Language Optimisation (DLO), this has become a worry of the past.

One ad can include up to 6 different language versions meaning no longer do you have to manually transcribe all of your ads into variety of languages (or pay through the nose for a translator), create multiple ad sets for each language or ignore a huge untapped audience due to language restrictions 🎉🎉🎉

72 Languages Supported

Dynamic Language Optimisation supports the following languages: Arabic, Afrikaans, Albanian, Amharic, Armenian, Azerbaijani, Basque, Belarusian, Bosnian, Breton, Bulgarian, Burmese, Catalan, Chinese (Simplified), Chinese (Traditional), Croatian, Czech, Danish, Dutch, English, Esperanto, Estonian, Filipino, Finnish, French, Frisian, Georgian, German, Greek, Hebrew, Hindi, Hungarian, Icelandic, Indonesian, Irish, Italian, Japanese, Kazakh, Korean, Kurdish (Kurmanji), Latin, Latvian, Lithuanian, Macedonian, Malay, Malayalam, Marathi, Nepali, Norwegian, Persian, Polish, Portuguese, Quechua, Romanian, Russian, Sanskrit, Scottish Gaelic, Serbian, Slovak, Slovenian, Spanish, Swahili, Swedish, Tamil, Thai, Turkish, Ukrainian, Urdu, Vietnamese, Welsh, Yiddish.

What Does Dynamic Language Optimisation Work With?

We can use DLO with the following options (for now):

• Objectives: Traffic, Mobile App Installs, or Conversions objectives.
• Placements: Facebook News Feed (desktop and mobile), Instagram, and Audience Network.
• Languages in one ad: Up to six total languages.
• Images: One image applied to all ads. Text in the image will not be translated.

How To Create an Ad With Dynamic Language Optimisation

1. From Ads Manager, start a campaign using the traffic (website) objective, the mobile app installs objective and the conversions (website) objective.
2. Choose your audience, campaign budget and placements settings in the Ad set section.
3. *This feature only supports ads placement in Facebook Newsfeed (web and mobile), Instagram and Audience Network.
4. In your ad format settings, choose a single image, slideshow or single video and then upload your creative.
5. Choose your links section settings and give your advert a headline. Add text that describes what you’re promoting.

6. To create your ad in more languages, select Create in Different Language under Multiple Languages.

7. Add a headline and text for your default ad.

8. Now select your Added Language. You can add up to 5 more languages.

9. Type in a headline and text for your ad in the added language you selected. If you are using the website clicks and website conversions objective, you will also be able to use a language specific website link.

10. When you’re ready, hit Create.

Your ad will now be served in multiple languages to people who are relevant to your business.

Setup from: https://www.facebook.com/business/help/1852644738394400

To understand the performance of your ad:

1. Go to Ads Manager.
2. Choose the Ad Sets tab and select the ad set you want to view the reporting for.
3. You can see the reporting for each language by selecting Breakdown and then choosing By Asset type (either headline or body text).

I will be using Dynamic Language Optimisation but there are a few things I will keep in mind. Firstly, to keep the language in the ads very simplistic and clear for a better translation. Secondly, if I have the option to have a person who is fluent in the language I am targeting available for manual transcription, I will go with the manual approach for accuracy.