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Innovative Online Marketing Campaigns

Results

Both the Hispanic search and content campaigns delivered exceptional results, each generating a high volume of downloads at a cost per download well below the goal. Placement targeting is significantly lighter in terms of pace and volume, but also consistently delivers at a low cost per download. The charts below compare January 2008—pre-PPC optimization and -content targeting—to February and March 2008, after the search campaign received a revamp and content targeting was implemented.

Of the three campaigns, search was a consistent contributor and content targeting generated the most downloads by far.
Source: Media Agent, proprietary reporting technology

Proportion of downloads for Hispanic campaigns before and after implementation of content targeting.
Source: Media Agent, proprietary reporting technology

Compare cost per downloads to the goal for the Hispanic campaign.
Source: Media Agent, proprietary reporting technology

Based on the astounding results, the client has decided to run with two of Hispanic Targeting’s suggestions for the future: (1) develop a bilingual landing page followed by new keywords and ad copy; and (2) expand the campaign to Yahoo! Search. Yahoo! appears to be only a small portion of the market share; however, Hispanic Targeting has found Spanish traffic data provided by third-party tools to be inaccurate at this time. Additionally, competition is minimal, indicating that cost per click and cost per downloads will most likely be slight as well.

Search engine traffic data for the keyword bajar peliculas gratis (download free movies);
Yahoo! appears to be minimal, however, data is not 100% accurate at this time.
Source: Third-party keyword research tool

Search engine traffic data for the keyword ver peliculas(watch movies).
Source: Third-party keyword research tool

Screenshot of Yahoo! search results for peliculas gratis(free movies); there is very little competition.

As a result of this enhanced performance, the client has also added to the Hispanic budget due to the optimal cost per downloads and maximized return on investment. As more and more companies become aware of Hispanic search, these figures may change; yet, the client will always have the upper hand for being a Hispanic search pioneer.