Hispanic Paid Search
About Hispanic Paid Search
The Hispanic market is the fastest-growing market in the US, according to industry sources eMarketer and AdAge. Four out of five online Hispanics report researching products online and more than half make an online purchase at least once a month. By 2013, the buying power of the Hispanic community is expected to reach $1.4 trillion.
This provides a great opportunity for marketers to reach the Hispanic market through Paid Search. At IMPAQT, we have flexible tools and technology platforms to manage English, Spanish, and "Spanglish" ads, campaigns, keywords, and landing pages. We also have a strong working partnership with Search engines and linguistic and cultural experts to ensure proper translations, as well as culturally sensitive strategies and tactics.
Hispanic Paid Search in Action
A leading luxury car retailer saw an opportunity to build brand loyalty among Hispanic car buyers and looked to IMPAQT for help in realizing the potential of Hispanic-focused PPC.
What We Did
- We first located areas that contained Hispanic searchers most likely to be in the market for luxury cars. We recommended that the client begin with a month-long test campaign for its certified pre-owned (CPO) program in these areas. The test allowed us to better understand the opportunities in the Hispanic market before allocating a significant amount of budget towards it.
- Because research showed that Spanish is not necessarily the primary language for Hispanic searchers, we developed keyword lists and ad copy in Spanish, English, and Spanglish. For example, they may search using Spanish keywords, but prefer to read English Web content and vice versa.
- We created separate campaigns for each language because language preference is set at the campaign level.
- We targeted English language settings with Spanish terms because research showed that while Hispanic searchers use Spanish or Spanglish keywords, their browser settings are often English, the default setting for most browsers.
How It Worked
The initial CPO test yielded these results:
- More than 55,000 total clicks and 5 million total impressions.
- A clickthrough rate (CTR) of 1.06 across all engines.
The client was pleased with these results and ran an additional CPO test. In this test, the client saw:
- An increase in impression share from 55% to 96%.
- A clickthrough rate (CTR) of 2.45 in Bing, and 3.2 in Google.
- In Bing, the Hispanic-focused campaign yielded the most conversions.
- Cost-per-click (CPC) for the Hispanic-focused campaign was 25% less than other campaigns.
Hispanic Paid Search