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No Bilingual Landing Pages For Live Search Ads
- QuieroLatino.com Blog , Thursday, February 14, 2008 12 PM
Joe Spector and the QuieroLatino.com team are developing an online dating site for Latino singles, and they're using paid search to help promote it. While the team tried to share the PPC love
across the Big Three, they hit a roadblock when it came to using Live Search--because adCenter won't allow them to use bilingual ads or landing pages.
Content on QuieroLatino.com
is primarily in English, but there are some Spanish phrases and terms sprinkled in. AdCenter picked up on this "Spanglish" and rejected every one of the team's ads, offering up this explanation: "The
reason for the disapproval is because of the use of a foreign language on the landing page. You are using the English US distribution channel and targeting the US and so you must use only the English
language on the landing page. Also, note that the words tu media naranja in the ad will need to be changed to English."
Talk about xenophobia! AdCenter currently only allows campaigns in English and French, leaving out large swaths of the non-English-speaking population in the U.S. In contrast, both Google and Yahoo allow Spanish in their PPC ads. In Spector's words, "Maybe Microsoft should spend more time designing a user-friendly product than trying to buy its way into the ad market." Ouch!
