Need a help with keywords. earn by blogging adsense income

Hi everyone.
I'm doing the SEO of online shop and with every product I write some keywords,mainly, in Armenian but I know that 70 % percent of my target audience isn't searching in Armenian, they could type with English letters but Armenian words.
My question is. Should I write the keywords also with English letters but Armenian words? Do Google understands what users mean in English letters or I need to write them?
F.e գնդակ - gndak

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