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Innovative Online Marketing Campaigns

Challenges

Competition for Spanish keywords is relatively sparse on the search engines. Many companies either have not been made aware of the extreme value or simply do not know that the opportunity exists. Therefore, the client had few difficulties in that regard.

The client’s competition for Spanish keywords is scant to none.

Yet, the shortage of competition did not signify a lack of challenges. Currently, Hispanic search marketing is in its infancy—even the search engines themselves do not quite understand it. Hispanic Targeting has been forced to discover successful strategies and work through issues independently—the search engine representatives that are generally so helpful and attentive with English questions are at a loss when it comes to Hispanic search nuances and advice.

To craft the client’s campaign, Hispanic Targeting relied on five best practices gleaned from previous campaigns: (1) start with what works in English but never simply translate directly; (2) bid on terms with international characters; (3) write copy in all Spanish as well as a bilingual blend; (4) employ content targeting as well as direct search; and (5) test, test and test again.