Best Practices: Hispanic Holiday SEM Campaigns

With the holiday season quickly approaching, marketers should consider the vast U.S. Hispanic market and its online shopping behaviors.  Almost 80% of Hispanics use the Internet to research products online, and over 50% make a purchase online at least once a month (see Search Engine Land).

Performics partnered with Google to develop some best practices for building Hispanic search campaigns:

  1. Make your Spanish Web site comprehensive: 56% of all offline Hispanics cite lack of Spanish content as the reason for not going online
  2. Create both English and Spanish campaigns: U.S. Hispanics search in both languages and under both interface settings
  3. Focus on broad keywords to generate traffic: Don’t directly translate general market campaigns
  4. Extend to mobile search: Hispanics rely more heavily on their mobile devices than non-Hispanics

Here’s a sample account structure for U.S. Hispanics:
 

US Hispanics Account Structure

Spanish Campaign

English Campaign

Country Targeting: USA
Language Targeting: Spanish

Country Targeting: USA
Language Targeting: English

Text Ads: Spanish, Spanglish and English

Text Ads: Spanish, Spanglish and English

Keywords:
- Spanish Keywords
- English Keywords with no restrictions
- Brand Terms

Keywords:
- Spanish Keywords
- English words in combination with Spanish words
- NO English keywords alone
- English Brand Terms in combination with Spanish words
- NO Brand Terms alone (if they’re in English)

 

The Content Network can also be a great way to engage Hispanics.  Below are some best practices for building Hispanic search content campaign:

  1. Don’t underestimate the Content Network: You’ll see lower cost-per-clicks and higher click-through rates
  2. Create media units that toggle between English and Spanish: U.S. Hispanics interact with content in both languages
  3. Utilize messaging around core Hispanic values: These include family, job security, health, savings, etc.

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