Expert in SEA Localization

Companies around the world spend millions of dollars in online search ads every day to sell their products and services.

SEA is a multimillion field of specialty needs skilled linguists who understand how ads work and how to localize and optimize the content to achive the best results.

If you want to become part of the most searched professionals by marketing and translation agencies, then this 3 day live course is for you.

Search-engine advertising (SEA) is together with search-engine optimization (SEO) a part of search-engine marketing (SEM). Advertisements in the form of text or images are posted on search engines and other channels (such as Google) to improve the visbility of businesses and brands (and their products or services), as appearing high up in the SERPs help those companies selling their products or getting leads for their campaigns.

In this course Alfonso will provide you with the skills to understand how ads work, the importance of keywords (and how to find and select the best ones), the backend and frontend of an ad, and how to efficiently localize ads for specific markets.

You will get the skills you need to succeed in one of the most demanding and fastest growing fields of expertise, and you will be prepared to work for a wide range of clients.

All of that with some interesting real-life examples and short activities during the course.

Conditions: Please read our course and subscription plans terms and conditions carefully. With your registration, you confirm that you have read, understood and accepted our conditions and agree with them. 

If you have any questions, please visit the FAQ section (for courses or subscription plans) or get in touch with us.
  • This expert course includes:
  • Expert panellist: Alfonso González, Senior Localization Manager at Sinch Email
  •  Live activities
  •  Lifetime access to the webinar and extra contents
  •  In English
  •  Completion certificate
  • Course duration: 360 min (6 hours approximately)
  • Downloadable webinar program

Webinar and panellist description

Do you want your company ads to impact their global target markets?

Ads move customers to buy products, to share their information or visit a webpage to know more about a product or service. Companies with global needs require those ads to be correctly localized into their target languages. And it is not about creating accurate translations, but about knowing they keywords you need to use, the best approach for the copy (transcreation, localization, translation...), the guidelines and limitations for ads copy, etc.

In this course, Alfonso will upskill linguists who will master the art of optimizing and localizing ads for different markets using real life examples based on his experience in the industry.

Alfonso González has more than 25 years' experience managing all types of translation projects. In his position as localization manager, he deals with more than 2000 projects every year related to marketing, support, and software in more than 10 languages.

Who is this webinar for?

This course is addressed to everyone who is interested in SEA localization, marketing, or translation, and who specifically wants to know more about:

  • how to localize ad content,
  • how to identify and categorize different types of keywords
  • main challenges of localizing ads (keywords, character limitation, target audience, etc.)
  • linguistic post-edition of Display ads.

The course will be delivered in English and the skills you will gain can be applied to translation in any language combination.


Linguistic skills:
  • A good English level is required.

IT resources:
  • A computer with speakers as well as a stable internet connection are necessary.
  • A Zoom account.

  • Life access to the course and extra contents when you acquire your place.
Session 1: Intro to SEA
Session 2: Creation of Ads
Session 3: Ads Structure and Optimization

Start falling in love
with SEA 

Session 1

1.1 Difference between SERP, SEM, SEO, and SEA
1.2 Organic and paid traffic
1.3 Keywords for ads (Positive and negative match types)
1.4 Content and function words
1.5 Difference between organic content and ads on Google
1.6 Identifying keywords and search volume

See? This is SEA

Session 2

2.1 SEA Google Ads
2.2 Ad Extensions
2.3 Text Ads and Display Ads
2.4 Ads' goals
2.5 Editorial guidelines
2.6 Landing pages
Session 3

To SEA or not to SEA, that is the question

Session 3

3.1 Best practices for search ads
3.2 CTAs for ads
3.3 Keywords and synonyms
3.4 Clusters
3.5 Readability
3.6 Voice search
3.7 Inclusivity
3.8 Grammar
3.9 Power words
3.10 Post edition

Alfonso González

Besides being the founder of TranslaStars, Alfonso is a multifaceted professional who has developed his professional career as a translator, translation manager, and university teacher.

As a translator he has excelled in the translation of European and international standards,  scientific texts, audiovisual projects, and SEO/SEA marketing content.

He has founded and co-founded several companies and currently works as a translation manager in Germany for Sinch Email (where he has created the translation department for more than 9 languages and developed the current translation workflow). 
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