Success in Hispanic marketing requires a collaborative work bringing a modern awareness to the concepts of language, acculturation, technology, media, engagement, and targeting. All other factors being equal, marketing to Latinos may involve organic and paid search. 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.
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.
- 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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