Translating AdWords ads is not easy. Besides the difficulties that come with translating advertising content (short & powerful phrases, difficult to convey in other languages), they also have a specific structure, that has to be kept the same in all languages.
A Google Ad is formed from 3 translatable lines of 25, 35 & 35 characters. Most Google ads I get to translate are originally written in English, a language with many short words and endless ways of expressing the same thing. Just for comparison, the English 4 characters ‘best’ translates as ‘cel mai bun’ in Romanian (as many as 11 characters).
As a matter of fact, clients don’t usually understand why I charge so much more for translating Google Ads. They expect me to charge the same rate, even though the service provided is totally different from translation. This is also when Google pays anything from 0.01 to 90 USD CPC.
If a click is worth 20 EUR, how much should I charge for translating the text that makes that click possible in the first place?
Why are the rates different?
I need much more time and efforts to translate those 25 characters of a Google Ad, than 25 characters of any other type of text. I also don’t want to just translate the ad randomly, with the first shortest words that come to my mind. I want to make sure that my translation is good enough to work for my client’s advertising purposes. I want to make sure the ad will show up on pages, because it is consistent with its keywords. I am not just translating the text, I am trying to make the ad work in my language.
This is not any kind of ‘added services’. This is how I translate ads and I am sure most respectful translators do so. I know that my client has no Romanian speaking staff; therefore I should do my best to make that advert functional for Romanian.
How much do translators charge for such services?
I know translators who charge anywhere from 5 to 20 EUR per translated ad, or 0.5 to 1 EUR per word. This may seem a lot, considering that the same translators charge 0.12 – 0.15 EUR per word for other types of texts. You can also find translators charging their usual rates for Google AdWords translation, probably because they never translated ads before.
When paying for such translations, make sure your translator knows basic things about AdWords & AdSense. Let him/her know what you expect from the translation. The translator will obviously have to change the advertising message more or less. Let him/her know what types of messages are accepted within your marketing campaign and which ones should be avoided.
Giving clear instructions beforehand will save you and the translator lots of precious time and money.