# 192 Why Cost Per Word in Translation is Outdated With GetGloby CEO Diego Antista

Rethinking Cost Per Word in Digital Campaigns

Introduction to GetGloby and Diego Antista

• Diego Antista, Co-founder and CEO of GetGloby, discusses the company's AI-powered platform that transcreates ad campaigns into over 100 languages.

• Diego shares his background, highlighting over a decade at Google, focusing on Latin America operations and multicultural marketing in the US.

Activating Multicultural Campaigns

• At Google, Diego opened the US multicultural team to activate campaigns in various languages beyond English, initially focusing on Spanish.

• He explains "activating a language" as adapting campaigns for new regions and languages, especially relevant for diverse populations in countries like the US and Canada.

Challenges with Translation Costs

• Diego identifies a significant challenge: brands often hesitate to pay for translations due to high costs associated with large-scale campaigns.

• He recalls conversations with agency CEOs revealing that translation costs could equal or exceed entire campaign budgets (e.g., $50k for translations vs. $50k total budget).

Solutions Implemented at Google

• To address this issue, he offered free translations to major clients which led to substantial growth—reportedly 100x sales increase within four years.

• The complexity of digital advertising processes involving multiple stakeholders made efficient transcreation essential; this pain point inspired him to start GetGloby.

Origin Story of GetGloby

• Diego collaborated with Juan Fusoni (another former Googler), recognizing similar challenges in travel advertising for Mexico where advertisers preferred English due to cost concerns.

Product Development for Long Tail Advertisers

Overview of GetGloby's Product Focus

• The product is designed specifically for long tail advertisers, particularly small businesses looking to activate or transcreate campaigns locally.

• The platform was initially built with a focus on large global clients and agencies, addressing their localization needs effectively.

Addressing Client Needs

• Insights from previous experiences at Google highlighted the importance of creating a product that meets the demands of major brands in localization, which would also benefit smaller clients.

• GetGloby offers full AI translation services, simplifying project creation for clients who need to manage multiple languages.

Campaign Activation Process

• Clients can connect their Google accounts to GetGloby, allowing seamless access to existing campaigns and easy selection of languages and regions.

• The platform customizes translations based on specific regional requirements (e.g., French in Canada vs. France), utilizing data from traffic estimators.

AI Translation and Human Review

Efficiency in Campaign Preparation

• GetGloby’s AI machine translation (referred to as Jaga) enables rapid campaign preparation across multiple languages within approximately 30 minutes.

• Only about 10% of clients opt for native reviewers, often those representing luxury brands where precision is critical.

Importance of Native Reviewers

• Brands like Alexander McQueen typically require native reviewers due to the high stakes involved in maintaining brand integrity through accurate translations.

Understanding Agency Roles in Global Campaign Management

Key Contacts in Large Enterprises

• Large corporations usually rely on specialized agencies with dedicated divisions for managing global accounts; roles include Global Performance Lead or PPC specialists.

Corporate Structure and Processes

• These agencies are part of larger holding companies (e.g., WPP), equipped with established processes for running global search campaigns efficiently.

Differences Between Client Types

• There are distinct differences between corporate clients (like Colgate with complex internal processes across many countries) and smaller online-focused companies (like fintech or e-commerce).

Localization Challenges Across Industries

Direct to Consumer Marketing Challenges

Overview of Direct to Consumer Approach

• Direct to consumer teams focus on achieving results quickly, often favoring platforms like GetGloby for their ease of activation.

• These teams face significant challenges in balancing sales goals with localization needs due to limited resources.

Key Metrics for Success

• Major clients typically track KPIs such as Click-Through Rate (CTR) and Quality Score across different countries when running Google ad campaigns.

• Cost Per Acquisition (CPA) is a critical metric for many global companies, influencing budget allocation based on performance in various regions.

Budget Allocation Strategies

• Unlike larger corporations that allocate budgets annually without reassessment, agile companies continuously adjust their spending based on real-time CPA data from different markets.

• This results-oriented approach allows rapid reallocation of funds to the most effective regions, enhancing overall campaign performance.

Integration with Advertising Platforms

Connection with Google Ads and Other Platforms

• The primary challenge advertisers face is translating campaigns effectively; GetGloby addresses this by integrating translation services across multiple platforms beyond just Google Ads.

• While Google Ads remains a priority due to its established algorithms, Meta has been recognized as offering better CPA in certain global markets.

Adapting to Algorithm Changes

• Advertisers must stay updated with Google's frequent algorithm changes while maintaining high-quality standards in their campaigns.

• Despite minor adjustments over time, Google's foundational principles remain stable, allowing advertisers to adapt without drastic shifts in strategy.

Localization and Keyword Strategy

Importance of Localization in Advertising

• Effective localization requires understanding regional differences; ads must be tailored not only linguistically but also culturally for each target market.

• Implementing keyword insertion strategies is essential; using AI helps streamline this process across over 130 languages, making it easier for specialists.

Challenges of Keyword Management

Understanding Global Search Trends and Localization Strategies

The Role of Google and Regional Differences

• Google Traffic Estimator is a useful tool for understanding search trends, but it’s not the only one available. Other tools have been integrated into localization technology.

• In many countries, especially in Asia, Facebook (Meta) has overtaken Google as the primary search engine, highlighting regional differences in internet usage.

• Over 90% of searches in certain countries are dominated by specific keywords that vary by vertical; broad terms can drive traffic but may increase cost-per-acquisition (CPA).

Campaign Activation and Traffic Generation

• When launching campaigns in unfamiliar regions, including broad terms is recommended to generate initial traffic before optimizing further.

• GetGloby focuses on localization processes to effectively bring traffic tailored to specific languages and regions.

Brand Voice Integration

• The platform allows brands with strict guidelines to maintain consistency across multiple languages while adapting their messaging for local markets.

• Collaborations with agencies like Dentsu revealed challenges in localizing brand messages effectively without overwhelming amounts of information.

Enhancing Translation Quality

• The introduction of a "brand voice" feature enables brands to specify preferred translations for new products or campaigns tailored to specific regions.

• Brands provide detailed audience insights through an easy-to-use form, which helps improve translation quality over time.

Impact of AI on Localization

• Jaga's platform utilizes AI capabilities to enhance translation processes by collecting user feedback and improving quality based on input from brands.

• The emergence of large language models like ChatGPT has influenced the development of advanced features within localization platforms since their inception.

Early Development Insights

• Initial discussions about incorporating AI technologies began three years ago when few were aware of their potential impact on localization efforts.

Translation Challenges and Innovations in Digital Advertising

Overview of Translation Quality Issues

• The speaker discusses the poor quality of translations for digital ads across various platforms, including Google Translate and Azure.

• Despite some platforms like DeepL being recognized for their capabilities, they still fall short in delivering satisfactory results for advertising needs.

Introduction to Jaga: A New Machine Learning Model

• Jaga is introduced as a new machine learning model designed to enhance the transcreation process by integrating information from multiple translation platforms.

• The effectiveness of Jaga depends on specific requests, such as the target platform and how it combines different elements to improve translations.

Addressing Language-Specific Challenges

• The speaker highlights challenges in translating ads due to character restrictions; for example, translating a 90-character English ad into German or Spanish often exceeds this limit.

• Jaga employs internal rules that evolve over time, learning from past campaigns to optimize future translations based on performance metrics.

Learning from Campaign Performance

• The AI team analyzes which campaign elements contribute to better performance, indicating that translation is just one layer among many factors influencing success.

• A case study involving LATAM Airlines illustrates issues with context leading to inaccurate translations—emphasizing the need for comprehensive input data.

Continuous Improvement and Contextual Relevance

• There is an ongoing learning process within AI technologies like OpenAI and Jasper; providing sufficient context is crucial for achieving high-quality outputs.

• The discussion touches on language complexity and population size affecting translation efficacy, particularly with less widely spoken languages like Polish.

Future Developments in Translation Technology

• Plans are revealed for launching a self-service version of Jaga that will support content creation in over 130 languages by December 2024.

Future of Digital Advertising and Localization

Introduction to New Campaign Activation

• The speaker discusses plans for next year, emphasizing the launch of content in over 130 languages, enhancing accessibility.

• A new low-cost activation model will be introduced by mid-December, allowing clients worldwide to activate campaigns on platforms like Google for a flat fee of $10 per month.

Cost Structure and Model Changes

• The speaker acknowledges that while OpenAI and similar APIs can be expensive, they aim to keep costs manageable with a flat fee structure.

• Instead of a cost-per-word model, the new approach will involve credits linked to various campaign activities rather than just word count.

Insights into the Localization Industry

• The speaker reflects on their journey into the localization industry, noting the presence of many established companies excelling outside digital advertising.

• They express skepticism about AI's ability to translate books effectively in the near future due to complexity.

Challenges with Current Pricing Models

• The discussion highlights issues with cost-per-word pricing; small clients may require extensive keyword usage despite limited budgets.

• There is a disconnect between keyword needs and budget sizes across different client types (e.g., small businesses vs. large automakers).

Conclusion and Future Opportunities