649298 - [de, fr, es-ES, it, pl, ru] Fx4 upgrade DIRECT campaign - localize copy for SEM ads

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Gregory Jost]

> About the Fx4 upgrade DIRECT campaign (Jane's brief)
As Firefox launches it is important for us to reach Fx 3.6 users and get them
to upgrade to Fx 4 as soon as possible. 

We're creating a direct marketing campaign that connects with Fx 3.6 users
directly at all touch points Mozilla controls with segmented messages, and
drive traffic to specially created download pages which continue the segmented
message and CTA to download Firefox 4.


> Adwords campaign
This bug focusses on the Adwords campaign that will be used in combination with other channels to drive traffic to the segmented landing pages mentioned in bug 649073.


> Use-case
A Fx3.6 user sees an Adwords ad about Firefox 4 being the best browser for
online gaming.  They click the CTA and are taken to a unique download landing
page (see 649073), which contains specific visuals and messages that directly speak to an online gamer.


> What do we need to translate?
All ads are in the following Google spreadhseet:
https://spreadsheets.google.com/ccc?hl=en&key=t_799VTh_vq3xHdN6hSAizQ&hl=en#gid=7

REMINDER: the character limit is 25 for the title and 70 (including spaces) for the body


> Timing
April 26

Comment 1

[Jane Finette]

Greg, as I've been inputting the copy into Google Adwords we've hit a few snags with the text (e.g. Tabs is a terms used by Pharmaceuticals and so we cant use it), I been updating the copy in a different file. I've just requested access to your g-doc and will input the final copy in there just before the campaign goes live in the next 2-3 days. Please hold off with l10n until this process is complete. 

thanks

Comment 2

[Matej Novak [:matej]]

(In reply to comment #1)
> Greg, as I've been inputting the copy into Google Adwords we've hit a few snags
> with the text (e.g. Tabs is a terms used by Pharmaceuticals and so we cant use
> it), I been updating the copy in a different file. I've just requested access
> to your g-doc and will input the final copy in there just before the campaign
> goes live in the next 2-3 days. Please hold off with l10n until this process is
> complete. 
> 
> thanks

Jane, let me know if you need any help updating the copy.

Comment 3

[Gregory Jost]

Alright, will do. Thanks for flagging this. I granted you access to the gdoc.

Comment 4

[Gregory Jost]

Jane, any news on this?

Comment 5

[Jane Finette]

Hi Greg - we've filed with Google to use App Tabs, and Tabs. Everything in our adwords account is ready and waiting to go on their word. 

I have a meeting with Google tomorrow and will be asking for their help in moving this along.

Comment 6

[Pascal Chevrel:pascalc (PTO until April 26)]

Assigning to Milos since I am currently busy with Aurora related work, Jane, Gregory, please comment in the bug to inform Milos when the strings are frozen for localization, thanks

Comment 7

[Milos Dinic [:Milos]]

Any news on this one?

Comment 8

[Gregory Jost]

Hi Milos - Jane will update the Google spreadsheet today with a few changes related to comment 5, then we will be ready to go.

Comment 9

[Jane Finette]

Its now updated - thx

Comment 10

[Milos Dinic [:Milos]]

All adds translated.

Comment 11

[Gregory Jost]

Laura,

Comment 12

[Gregory Jost]

Oops, pressed enter too soon.

Laura, would it be possible to get tracking links for the localized SEM ads?
I realise there are quite a few of them (6 locales x 15 ads). Let me know what I can do to help lessen the burden.

Jane, the ads are ready, how do you want to proceed to set up the campaigns on Adwords?

Comment 13

[Jane Finette]

Greg - I'm happy to set up the SEM campaigns in Google. The one thing I wanted to ask was around the keywords - were they also being localized? How was that handled before for Fx 4 SEM campaigns? thx.

Comment 14

[Gregory Jost]

Looks like we only used brand names, nothing that needed translation. We should probably translate the keywords too.

Can you update the the google spreadsheet with the keywords used for the en-US campaign? https://spreadsheets.google.com/ccc?hl=en&key=t_799VTh_vq3xHdN6hSAizQ&hl=en#gid=7 (I guess putting each ad group in one cell will do)

Milos, can we do an additional round with the localizers to translate the keywords?

I can pull internal translation resources if necessary. Let me know.

Comment 15

[Milos Dinic [:Milos]]

In case we want to use the same spreadsheet doc, I'd recommend putting keywords for translation on top of the page and rounding it with, say, blue border, so it's really eye-catching. We've been hurrying our localizers quite a bit last few weeks, so I'd rather make it as easy for them as possible.

Comment 16

[Jane Finette]

thanks Milos. 

Greg - I've added the keywords to the EN-US tab of the google doc at:
https://spreadsheets.google.com/ccc?key=0AmHxB0WF8MrYdF83OTlWVGhfdnEzeEhkTjZoU0FpelE&hl=en#gid=0

I wasnt 100% how you'd prefer it look - happy to change however you wish. Or if you'd like to edit before sharing with the team, that would be great. thx.

Comment 17

[Gregory Jost]

Laura, any news on my question in comment 12?