If you're expanding your online reach to new markets, the chances are you'll be translating at least some of your landing pages and website content. For many, the logical step seems to be to extend this translation to your PPC keywords as well – but following this path is likely to have a negative impact on your online campaigns and result in poor performance and missed opportunities. International digital marketing specialist Susanne Atkins-Krüger explains the linguistic reasons why keyword translation is a big no-no.
