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Home » Our Blog » 5 Considerations in Paid Advertising Campaigns to Reach Latinos

5 Considerations in Paid Advertising Campaigns to Reach Latinos by Hispanic Market Advisors

January 5, 2015 by Hispanic Market Advisors® Leave a Comment

All other factors being equal, marketing to Latinos may involve organic and paid search.

Success in Hispanic marketing requires a collaborative work bringing a modern awareness to the concepts of language, acculturation, technology, media, engagement, and targeting. While your organic efforts drive higher performance for brand terms and higher net revenue per visit (NRPV) in top positions over a longer period of time, your Paid Advertising efforts can result in instant benefits, especially for non-brand terms. Having said that, smart marketers are embracing a holistic approach to get the most out of their investment in search engine marketing.

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Considerations in PPC, CPM, PPV campaigns when targeting U.S. Hispanics

Paid advertising my involve pay-per-click (PPC), pay-per-impression or cost per mile (CPM), and/or pay-per-view (PPV) campaigns (refer to Compensation methods in Wikipedia). It may also include Google AdWords, Bing Advertising, Facebook Advertising, Linkedin Direct Ads, and/or Twitter Advertising, to mention but a few of the most relevant paid ad channels today. However, setting up and optimizing CPM, PPV and PPC Advertising Campaigns to reach the Hispanic market in your targeted locations can be a daunting task. Here are 5 considerations by Hispanic Market Advisors:

You Need Localized Responsive Web Content for the U.S. Hispanic Market

Hispanic marketing is about understanding the Hispanic culture. Thus, whether you are using your website, a specific landing page or an online video as a destination or target URL, you need to localize your web content to be recognized, transcreate the content if adapting a message from one language to another, and make it web responsive to all devices (desktops, tablets, and smartphones). Read more about building responsive websites.

Consider Spanish-Language Website and Build Bilingual PPC Ad Campaigns

As I read in a recent Latinpost.com publication, “Language targeting, behavioral targeting and geography targeting are the most effective way to engage Latinos across all levels of acculturation in digital spaces.” My professional advice is that you consider a Spanish-language website as part of your web ecosystem when reaching U.S. Hispanics, especially if you want to attract first generation of Hispanics and/or Hispanic Millennials aka #Hispennials (due to Retro-acculturation to revive their cultural roots). Read more about our English to Spanish website translation services.

When you are building your PPC ad campaigns in Google AdWords, for instance, you may want to set up different accounts (one for English and another for Spanish) or different Campaigns within one account. The former may be best if the teams administering the English and Spanish accounts work independent from each other, the client has two individual budgets that cannot be shared, or you or your client simply want to take advantage of two USD$150 promotional coupons instead of one (USD$150 in savings). The later, using different Campaigns within the same account, may work best when PPC efforts are managed by the same team and bilingual campaigns can use shared budgets.

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Reach the U.S. Hispanic Audience that Fits your Customer Profile

You need to be precise in your geography targeting. It’s important you understand the cultural nuances and differences in each location, as the Top Hispanic origin groups vary from state to state, city to city. Pew Hispanic Research can be a great resource for helping you map and profile the nation’s Latino population by State, County and City, as well as to help you understand the Top 60 Hispanic Metropolitan Areas.

Configure Mobile-Click-to-Call to Reach Smartphone Users

If you are reaching the entire spectrum of Hispanics, as you may have read in many posts and articles, it’s significant to understand that Hispanic Millennials, considered by many as a market segment that is at the forefront of the multicultural frontier, live in two worlds, bouncing between two cultures and two languages. Equally important is to remember that Latinos are early technology adopters and over-index in Mobile usage. For this reason, when building your PPC campaigns, make sure you add your call extensions and optimize your ads for mobile since Conversion Rates (CR) result higher with calls than online submissions in most industries and business categories. Don’t have an agency partner that can help you with this? Suggest an introductory call with Hispanic Market Advisors.

Measure Data, Optimize PPC Campaigns, and Grow Bicultural Customer Base

As said in a Portada Magazine article, “Real Time Data is crucial to predict consumer behavior, deliver personalized advertising and foster long-term customer engagement for increased ROI.”  Better ROI strategies and #RefiningROI positively impact growth and the bottom line of your business. You should grow your bicultural customer base by constantly measuring past and existing analytical data, optimizing your PPC campaigns, and integrate your organic and paid search efforts so that the best combination of both can result in the best ROI for your company. Those are my final thoughts based on experimental evidence in working with Hispanic marketing initiatives.

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:: WE NEVER STOP

Following metrics very closely, delivering Top Ranking, and working with the key players in the industry.

Following metrics very closely – “Some deliver empty promises, we deliver trackable results.” Among the first questions we ask our potential clients are: do you have Google Analytics set up? What about Google and Bing Webmaster Tools? And what about tracking your calls and analyzing user behavior? If you don’t have these tools set up, don’t feel bad. Most don’t.

We will help you set up the right “lean” metrics (they vary depending on the business). Then, as we go, we will track the impact of all of our efforts. After all, your marketing dollars are not unlimited, and we know that. As your business receives more qualified web traffic, leads, and sales, we all win.

Delivering Top Rankings – We will track all relevant keywords and send you monthly ranking reports. SEO involves also tracking number of visits and building a balanced link profile. PPC involves tracking pageviews, clicks and conversions. CRO involves tracking calls and user behavior to optimize the lead funnel and maximize leads and sales. Numbers don’t lie and we will make them all visible to you. Set up an initial consultation.

Working with the key players in the industry – Having the right team in place is as important as setting the right strategy. Our team is composed of Latina bloggers, Community managers, SEO specialists, PPC AdWords certified experts, and recently added, a software development team that focuses on responsive technology and conversion rate optimization. All together have one common goal: delivering trackable results to our clients.

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:: WE PROVIDE

Personalized customer support, a principing structure that fits your wallet, and innovative and effective ways to promote our clients.

Personalized customer support – We feel proud of the personalized support we offer to our clients. Since we are a boutique niche market agency, you will most likely deal with the owner, Sebastian Aroca, and one account manager or specialist. Most of our team works in the backend (even when you sleep) to make sure that everything flows in the most optimized way possible. We persist until we get things done!

A pricing structure that fits your wallet – We realize that customers also come in different sizes. Thus, after our initial consultation, in most cases, we will send you a proposal with three different levels (conservative, moderate, and aggressive) so you can choose the intensity of our marketing efforts. Most of our customers start with a conservative or moderate approach and upgrade to a higher level once they start seeing results. We tend to like that too, so trust and confidence is built in stages. Set up an initial consultation.

An effective ways to promote our clients – We will not impose any particular marketing strategy. Instead, we will study your product(s) or service(s), your industry sphere, and your customer profile, including user behavior. Only then, we will adopt the right combination of SEO, PPC, social media, SMS marketing, and more! List of our web services.

With an excellent Past Performance Evaluation (PPE) score of 94 to current and prospective customers, Hispanic Market Advisors℠ is certified by Open Ratings (a Dun & Bradstreet company) as a Top 20% Performer. Why Hispanic Market Advisors℠

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:: WE CARE ABOUT

Assembling our teams according to your needs, treating your business as ours, and keeping our 100% customer retention rate.

Assembling our teams according to your needs – As an integral, fast growing company in the Hispanic marketing field, Hispanic Market Advisors ℠ integrates four forward edge virtual teams (Search, Language, Content, Social) led by Sebastian Aroca, each one of those teams providing results oriented services designed to help you achieve success in the prospering online Hispanic market.

Our main office is in Miami, FL (Midtown area), and we assemble specific teams depending on our clients’ needs and budget. Learn more.

Treating your business as ours – We will act as an extension of your own team. We will study your customers and help you create customer profiles. We will also help you with client acquisition strategies that will help grow your business. As you grow and expand your business, we grow alongside you.

Keeping our 100% customer retention rate – “Some deliver empty promises, we deliver trackable results.” We monitor all of our actions, and upload monthly reports for you to keep track (Client Access).

With an excellent Past Performance Evaluation (PPE) score of 94 to current and prospective customers, Hispanic Market Advisors ℠ is certified by Open Ratings (a Dun & Bradstreet company) as a Top 20% Performer.

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A Premium Translation service, search engine marketing services and tons of unique and original bilingual content.

A premium translation service – There is nothing more inviting to a potential consumer than to be addressed in his or her own language. Taking the time to provide this service shows respect for culture as well as a willingness to engage that the consumer will likely attribute to the rest of your business. In short, your goodwill with that customer starts off on the right foot.

Obviously, the website will also be much easier for them to read. For serious business owners and marketers that care about their brand, we strongly recommend professional translations over automatic free translations like Google Translate. Learn more.

Hispanic search engine marketing services SEO, PPC) While your PPC campaign efforts can result in instant benefits; your organic SEO when done effectively can help you rank higher over a longer period of time. Striking the right balance is the challenge and what most marketers strive for! Check this page and let’s discuss and build together an integrated Hispanic marketing strategy that works for you.

Tons of unique and original bilingual content – Creating a bilingual website is possible even if you do not know the language in which you would like to translate.

Cultural heritage plays an important part in the lives of Hispanics. Foods are especially influential. Traditions and holidays are influential. The culture is relational, and it’s important to consider that special events are priorities. Content should capture the heart of the topic, whether it’s focused on a product or an event.

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