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The initial development of the client’s Hispanic pay per click campaign was not so very different from an English one. Hispanic Targeting consulted referrer reports, which are generated by Media Agent—proprietary tracking and reporting technology. Referrer reports reveal the URLs where users that click on the client’s ads come from. Hispanic Targeting analyzed these referrer reports and discovered that users found the client’s site through both English and Spanish websites for search and content.

Top referring URLs for Google search campaign; note that both Spanish and English
websites were generating traffic to the client’s site.

Source: Media Agent, proprietary reporting technology

Hispanic Targeting also consulted phrase-match reports and other advanced reporting tools, which reveal the exact phrases being searched. Using findings from referrer and phrase-match reports, Hispanic Targeting began to construct the campaign, starting with development of extensive keyword lists. Spanish keyword lists can be significantly longer than in English; the same terms must be included with and without international characters because individuals search using both forms. In addition, there are often several ways to say the same thing, for example download, which is often blended in use with Spanish, can be either bajar or descargar. Some engines, such as Yahoo!, require the compilation of a separate keyword list as they do not allow international characters; however, the client’s test campaign only ran on Google so this extra step was not necessary at the time.

After creating these Spanish keyword lists, Hispanic Targeting developed custom ad copy. Compared to an English campaign, the process of creating ad copy also is often more in depth as well. Hispanic Targeting created some versions in all Spanish and some with varying amounts of Spanish and English to correspond with each distinct keyword group.

The client had also recently implemented Google content targeting and placement targeting in English. Content targeting allows one to advertise on Google’s extensive content network that includes thousands of websites, news pages and blogs. Placement targeting allows advertisers to choose specific sites within the network to display their ads based on subject matter, demographics or particular URLs. Based on prior experience in the Hispanic space, Hispanic Targeting determined that this feature would be highly beneficial in Spanish for the same reasons the pay per click campaign was advisable—lower cost per download, less competition and maximized ROI. In February 2008, Hispanic Targeting created and implemented comprehensive Hispanic content and placement targeting campaigns. In both English and Spanish, content and placement targeting campaigns are very different from normal PPC campaigns designed for search engines. Both require unique ad copy that is more attention-grabbing and has a stronger call-to-action. This is because the ads display on websites; the searcher may not be actively looking for a product or service as they often are on search engines. The ads must stand out from the rest of the website content and inspire the user to take immediate action.

Content targeting ad on YouTube.es; content targeting ads are placed on websites within Google’s
extensive network of publishers. International sites are targeted to U.S. page views only.

Hispanic Targeting chose to write ads using a bilingual blend of Spanish and English for two reasons: (1) knowledge of past success with blended ad copy, and (2) to prepare searchers for a bilingual experience due to the landing page, which was written in English.