On this page
The short answer
A campaign that has not said what language it serves in serves to every language Google has an audience in. The ad is still in French, so the click may come from someone who cannot read it. Oppy lists the campaigns with no language targeting.
Why it matters
Google uses language settings, along with signals such as the browser and searches, to decide who sees an ad. With none set, the campaign can reach people who will bounce straight back, and that bounce is not their fault.
It is a small setting with a quiet cost, often left empty when a campaign is created in a hurry.
How Oppy decides
The check reads each campaign's targeting criteria and lists the campaigns with no language criterion at all.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Structure |
| What it reads | Campaign targeting and exclusions |
| Needs trustworthy conversions | No. It does not wait for the tracking step. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open each campaign, then Settings, then Languages.
- Check that at least one language is set, rather than All languages.
- Compare it with the language your ads are written in.
- Repeat for every active campaign.
What to do about it
Set the language of your ads and of your customers. In a bilingual market, set both languages and write ads in each, or split the campaigns by language.
If you meant to target all languages, for example with image ads that need no reading, note it in the campaign name.
Other checks in this area
The checks next to this one in Location and scheduling, each with its own page.