Adwords, TMs and translation
By Gordon Husbands | International marcoms, MSEM | 2 responses so far
Adwords, TMs and translation go together like ‘fire and petrol’ or ‘dictionary and gorilla’. Blasphemy?
Translation Memories (TMs) are an accepted, if not mandatory, part of the web content translation process. Indeed, it’s regarded as nigh on a hanging offence by most corporate procurement departments for any vendor found guilty of not applying TMs to each and every translation project.
Yes, well maintained TMs can reduce translation cost and turnaround time when applied consistently to high volumes of content, both of which are stated and laudable aims for any supply chain manager. But, like the old cliche about crocodiles and swamps, it is easy to lose sight of the reason for translating the online content in the first place.
Adwords Translation – an oxymoron?
By Gordon Husbands | International marcoms, MSEM, Transcreation | 3 responses so far
Good question. While the two words are not quite a full-blown oxymoron, there is an element of conflict if not contradiction.Can or should Adwords be translated or is there a better way?
Search marketing is big and commands big spend in companies large and small with the demand for search analysts reaching the levels that html programmers achieved in the 90s. While the US market clearly leads the global field in terms of the adoption and sophistication of search marketing techniques, international brands are hungry to generate similar improvements in lead-generation and conversion across all their major markets, particularly the growing or more resilient ones.
