Meta ads for the Austrian market

You sell in Austria and you run the ads yourself, or you brief someone and wait a week. Nomi reads your site once, and your brand, your products and your Austrian market come back written down as drafts you correct. From there you ask for the campaign in a sentence and the ad comes back in German, in every placement Meta takes.

Most tools treat Austria as Germany with a smaller population. The price is different, the offer is different, the landing page is different, and the words a buyer in Vienna reads are not always the words a buyer in Hamburg reads. Austria is its own row in Nomi for that reason, and nothing crosses the border on its own.

The short answers

Does Nomi write ads in German for Austria

Yes. German is one of the eight languages it writes ads in, and an Austrian market on a product carries its own name for the product, its own price, its own offer and its own cleared claims into every ad written for it.

Can I see what my competitors in Austria are running

Yes. Austria is one of the sixteen markets Nomi collects from, out of Meta's own Ad Library, and each ad arrives with the number of days it has been running.

Does the Austrian ad use my Austrian price

Yes, once Austria has answered for itself. Nomi will not borrow Germany's price or Germany's offer to fill a gap in Austria. A missing answer stays missing and it asks you for it.

What does Nomi not do in Austria

It does not place the ad in Meta or spend the budget, it does not rule on what Austrian law lets you claim, and it makes statics and carousels rather than video.

What Nomi does for an Austrian account

Five things, and every one of them is running today.

• Reads the Austrian market. Ads delivered in Austria, out of Meta's own Ad Library, going back about twelve months, with what the ad is made of and how long it has been running.
• Writes the ad in German. Ask for the German version of any ad in the session and it comes back rewritten, sitting beside the original as its own version rather than replacing it.
• Keeps the Austrian price and the Austrian offer separate from Germany's and from every other market's. What you charge in Austria is a field Austria answers.
• Keeps the claims you have cleared for Austria, and the wording that is never allowed anywhere, and writes inside both.
• Makes the creative at the ratios Meta takes, and when something is wrong you ring the spot, say what should be different there, and it is drawn again with that change in it.

Austria is not Germany with a different flag

A market in Nomi is a country and a language, and those are two separate answers rather than one. Austria and Germany are two markets in one language: the same words, a different price, a different page.

That split is the whole reason the feature exists. A product describes itself once, and then each market answers four questions of its own: the name you sell it under there, the price, the offer, and the claims you have cleared for that country. Two more things belong to a market as well, a packaging picture tagged to it and at least one landing page, so an Austrian ad can point somewhere Austrian.

Nomi refuses to fill an Austrian gap with a German answer. An ad written for Austria while Austria has no price of its own does not quietly quote the German one; the market is reported as unanswered instead. A translated ad carrying the wrong country's number is not a translation, it is a wrong claim in a new language.

The German it writes, and the words that are yours to set

Nomi writes German. It does not hold a separate Austrian variety of German, and saying it did would be the kind of claim that falls apart on the first ad you read.

What it does hold is every word you have told it to use. Austrian retail has its own vocabulary against the German written in Hamburg, and it is ordinary rather than exotic: Jänner where Germany writes Januar, heuer for this year, a Sackerl rather than a Tüte, Erdäpfel rather than Kartoffeln, Paradeiser rather than Tomaten, Topfen rather than Quark, a Semmel rather than a Brötchen, a Marille rather than an Aprikose.

Those belong to your brand rather than to a language setting. The name you sell a product under in Austria is one of the four answers Austria owes, your tone of voice is a field on the brand, and a correction you type in a session is kept in your own words in the brand's memory, where you can read it, edit it or delete it. Correct Tüte to Sackerl once and it stops being a thing you check.

The same is true of the register. German has a formal Sie and an informal du, and which one your brand uses is a decision about your brand rather than about the country. Write it into your tone of voice and every ad after that obeys it.

And the number formatting comes with the language. German writes a decimal comma and puts the euro sign after the figure, so a price reads 24,90 € rather than €24.90. An ad that gets that wrong is legible and still reads as translated.

What your competitors in Austria are running

Meta publishes every ad running on Facebook and Instagram, in a library that is public and needs no account, and Austria is one of the markets Nomi collects from. When it plans a campaign it runs a pass over the ads your competitors are actually running there, and what it finds goes into the plan it is building rather than into a report you read on the side.

You can open the same pass yourself. Every ad it collected is filed under the market it was collected for, so Austria is one filter away, and each card opens on the creative, the format, the placements, the days it has been running and Meta's own record of it.

Days running is the number that matters and the one nearly everybody scrolls past. Meta publishes nothing about how an ad performed, so an ad still live after three months is the closest thing to proof that somebody keeps paying for it.

Reach is there where Meta publishes it. Austria is in the EU, so some ads carry a reach figure Meta discloses; it is a disclosure requirement rather than a performance metric, it is missing on plenty of ads, and a large number does not mean the ad sold anything.

One thing worth knowing before you search: large brands in this region often run a separate advertising page per country, one for Germany, one for Austria, each with its own ads. Searching a brand brings those back as separate rows, and picking the Austrian row is how you pick Austria.

Advertising rules in Austria, and what stays with you

Unfair and misleading advertising in Austria is governed by the Bundesgesetz gegen den unlauteren Wettbewerb, the UWG, which prohibits misleading commercial practices and aggressive advertising. Under it, protective associations such as the Schutzverband gegen unlauteren Wettbewerb can take a competitor to court over a breach.

Alongside the law there is self-regulation. The Österreichischer Werberat runs a public complaints system on advertising ethics. It cannot act on a UWG breach itself and passes complaints of that kind to the Schutzverband.

Nomi holds the claims you have already cleared for Austria and writes inside them, and it holds the wording you never want used anywhere and stays out of it. It is not the one ruling on what Austrian law allows, and it does not check an ad against the UWG. That reading is yours, or your lawyer's, and a tool that told you otherwise would be selling you a risk it cannot carry.

What this looks like for a real product

A supplement sold in Austria and Germany is one product with two markets. Austria carries the Austrian price, the claims you have cleared with your Austrian wording, and the Austrian landing page; Germany carries its own. Ask for a launch campaign and Nomi asks which market the ad is for before it draws, because nothing records that afterwards.

A fashion brand running an Austrian sale writes the sale into Austria's offer field, and every Austrian ad quotes that sale rather than the one running in Germany.

A local service business that sells only in Austria has one market and never has to think about any of this. The split costs nothing until you cross a border.

Four mistakes worth not making

• Running the German ad in Austria with the price swapped. The price is the easy half; the offer, the landing page and the cleared claims are the half that gets missed.
• Translating the copy instead of rewriting it. A word for word German ad reads translated, and the reader can tell.
• Reading only the German ad library and assuming Austria matches. The same brand often runs a different offer on its Austrian page.
• Treating a reach figure as a result. Reach in the EU is disclosure, and the days an ad has been running says more.

Setting Austria up

Tell Nomi in the session that this product sells in Austria, and Austria exists on it. Or add it from the product itself, which is the same act through a different door.

Then answer Austria's own four questions once. Everything else about the product carries over, so a second market is four answers rather than a second product.

What Nomi does not do here

You place the ad in Meta yourself, and you set and spend the budget yourself.

Deciding what Austrian law lets you claim stays with you. Nomi holds the claims you have already cleared and writes inside them, and it holds the wording you never want used anywhere, and it is not the one ruling on what is allowed.

And it makes statics and carousels, not video. If the Austrian campaign you have in mind is a video campaign, this is not the tool for that half of it.

What it costs in Austria

The same as everywhere else. Nomi starts at €59 a month, priced in euro, which is the currency you already sell in.

There is no separate Austrian plan and no per market charge. A second market on a product costs four answers and nothing else.

Questions