How to Target the Hispanic Market with Google Ads
Are you aware of the value of the Hispanic Market Online? Spanish speaking users are one of the most important markets when it comes to Online Search and Mobile Engagement, and for this reason Hispanic Digital Marketing is so important if you want to grow your business in the US.
One of the digital strategies that is often overlooked by businesses is the power of PPC Campaigns that are targeted to Hispanic users. In this article we are going to teach you how to set up your campaign to target this important market.
Why to Target Hispanics with PPC?
US has the second-highest Spanish-speaking population in the world at 52.6 million people, which makes it an audience not to overlook for your PPC Campaigns.
Millions of Spanish speaking people in US use Google search every day and for this reason you should target them with your Google Ads campaign. Moreover, you can access this market for significant returns with low competition as not many businesses take advantage of the size of this market.
How to Create your Spanish Campaign in Google Ads?
You may be wondering by now if you need to create Spanish only campaigns, and the answer depends on the stake of the Hispanic Population you want to target. A low acculturated population may need a fully Spanish campaign (taking into account all of the stages of the buyers journey), but a highly acculturated population could be reached with a bilingual approach by adapting only some elements of your campaign.
What this tells you is that you can target millions of U.S bilingual search users without necessarily needing a Google Ads campaign written entirely in Spanish. How so? You just need to adjust your AdWords campaigns to display to Spanish speakers.
To do this you just have to adjust the “Language” settings for a new or existing campaign to include both English and Spanish. That’s it!
With this setting selected, Google will make your AdWords campaign eligible for display to anyone who has their search interface set to the Spanish language, additional to the English language that your campaign was originally set up for.
Adding Spanish to your campaign-level settings can be enough to grow your potential market volume by 20 million people or more.
Do you Need Spanish Ads?
Having Spanish ads is not completely necessary when you take into account that the majority of Spanish speakers in the U.S. are bilingual or have at least a conversational grasp on English.
According to research from Google and Ipsos Media, 28% of digitally-connected Hispanic people say they communicate predominantly in Spanish in their own home, and 16% of respondents said they use Spanish “most of the time” or “always” while browsing online.
For this reason even a person who lives in an English speaking nation may still prefer to have their Google search settings defaulted to Spanish. Many advertisers don’t recognize this fact and miss a big amount of traffic.
On the flip side, 52% of connected Hispanics say they use English “most of the time/always” while online. More importantly, 94% of digital U.S. Hispanics say that they are “comfortable” consuming English content online for at least one activity category — such as when shopping or looking up information.
Businesses can, therefore, find effective results using English-language ad copy and related content to appeal to search users who have their interface set to Spanish.
Choose the Correct Language
As you saw before, creating a bilingual campaign may be the best choice for your business, however the amount of impressions is not all, as you need clicks to generate conversions. A good way to do this is by creating attractive and relevand Ad Copy for Hispanics.
In this sense we recommend that even if you plan to target an Spanish speaking audience, you are careful with creating Ad copy or campaign materials (like landing pages) in Spanish, since poorly writen translations can hurt your brand.
If you choose to write Ad copy, don’t make literal word-for-word translations from English to Spanish, because that is often a recipe for chaos! Words can have many different connotations based on grammar, culture, context, etc. For this reason, Spanish content must not only be written in proper, fluent Spanish but also in fairly neutral Spanish.
Optimize your Campaign
To be successful amongst Hispanics in the US you need to go beyond language, and research their culture to appeal to them with relevant Ads.
Make sure to understand the specific needs and expectations of your Hispanic audience segments before creating campaigns. Referring again to the Google/Ipsos study, 41% of digitally connected Hispanics feel more favorably about brands that include aspects of their specific Hispanic culture within advertising, and 88% say that they pay attention to online ads that reference aspects of their Hispanic culture, regardless of what language in which the ad is written.
That said, cultural relevance or recognizability can vary greatly from demographic group to demographic group under the larger Spanish-speaking population. For instance, be cautious and look to audience research before making blanket assumptions about what your audience will respond to.
Conclusion
Following this tips will surely set your Google Ads campaign for success amongst the Hispanic population in the US. Don’t doubt and jump aboard this last Search Engine Marketing trend. Setting up your Google Ads campaigns for the Spanish speaking population will provide high returns for your business.
If you want to create a multilingual campaign Contact Us, our team of experts will help you create an Hispanic Digital Marketing Strategy that reaches your audience.
You may also like:
- Hispanic Digital Marketing Best Practices for PPC
- Hispanic Digital Marketing Essentials for Facebook
- Multicultural Marketing: Tips to Market Hispanic Consumers
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