There are three main reasons why US businesses should begin considering the possibility of promoting themselves more towards a Hispanic audience. These three reasons are as follows:
1. There are 46.3 million Hispanics living in the US today.
2. 20.9 million of these US Hispanics are very active online users.
3. Spanish language online keywords cost considerably less than their English language equivalents.
The question therefore is not whether promoting towards a US Hispanic audience is worthwhile in general. The above three facts clearly give good reason for thinking about approaching a US Hispanic demographic as part of any PPC campaign that you are managing. The question is simply whether your particular business or the PPC client’s business for whom you work is a business that would appeal to a US Hispanic audience.
The following is a quick tip list for testing out your PPC campaign and business on a US Hispanic audience before actually beginning to spend money on the venture. The tips are quick and easy to implement but they also provide a lot of key information that you can use to assess whether creating a PPC campaign designed to attract the Hispanic population in the US to your website, product or service is a good idea or not.
The tips are as follows:
Does Your Brand Appeal to Hispanics?
It is important to find out whether your brand is going to appeal to the Hispanic community or not and a very easy way of doing this is to use the Google Keyword Tool. The default language setting for a PPC campaign is English. If you change this setting through the advanced options to Spanish, you will be able to search for keyword use through the Google Keyword Tool in Spanish. By doing this you will be able to identify how many internet users type your brand name into a Google Search in Spanish. If the numbers look good, then you have a market worth promoting towards.
Study the US Hispanic Demographics
It might be that in order to make a PPC campaign for the Hispanic community really successful you only advertise in certain areas or certain states. If selling English books online, for example, and through a study of your brand using the Google Keyword Tool (see above) you realize that most Hispanic internet users search for your brand in Miami, it would make good business sense to set up your campaign so that advertisements are only going to be shown to Spanish speakers who live in Miami.
Adjust Landing Pages to Match the target Culture
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The US Hispanic Community is distinctly different to that of the US Afro-Caribbean Community or the US Jewish Community for example. Landing Pages for a PPC campaign that has been designed to attract a US Hispanic Community therefore need to reflect this fact.
It would be very important to do a little research into the way in which the Hispanic Community in the area that you are focusing your PPC efforts on has integrated themselves into the general community. Are there ways in which they have not integrated? Have they maintained some of their Hispanic culture, customs and traditions that could be tapped into either through text or image to make landing pages more inviting to a Hispanic internet user?
This is highly important if your PPC campaign has a high CTR but them seems to fall back in terms of conversions. It may well be that the landing page is just missing something cultural and that your Hispanic audience is turned off from converting because they feel slightly alienated by the page. For this reason, employing someone from the Hispanic Community to look over your landing page and offer cultural advice could be a step in the right direction.
In conclusion, considering that the US Hispanic Community is so large, so internet savvy and because Spanish keywords cost less than their English equivalents, you would be a fool not to at least look into the possibility of appealing to this audience directly. However, take heed of the advice above in terms of PPC campaign research before taking the plunge into a campaign like this and see what the land looks like first.
Regarding any more questions on this subject that you may have, click here and contact Webrageous Studios directly for more advice and support.