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Hispanic Targeting is a division of Location3Media Inc. ®
Copyright 2008
Services
Hispanic Targeting offers full-service search marketing solutions for reaching the Hispanic and Latino population. Our in-house Spanish speakers provide keyword development and copywriting in neutral Spanish, permitting Hispanics and Latinos of any background to fully comprehend all marketing messages.
Keyword Development
Keyword research begins with the landing page. The account team will extrapolate all relevant core keywords and phrases from your landing pages as well as the Hispanic marketing themes you are trying to communicate. Using in-house and third-party research software, the team will expand these keyword phrases and themes to include long-tail keywords, misspellings and related terms or phrases. The keywords are then grouped for tracking and reporting purposes. If there is a local or geographic component to the product and/or service offering, the keywords will be geo-modified with relevant city, county or state terms.
Custom Copywriting
The text ad that appears in the search results is critical to the success of the Hispanic pay per click campaign. The ad text must be relevant to the search query in order to garner a high click through rate. Additionally, a strong call to action is recommended, pre-qualifying the user to complete the desired action on your site. Our Spanish-speaking account managers and in-house copywriters will begin by customizing the ad copy for each keyword category in Spanish, English and a combination of the two when applicable. Once impression data becomes available, the team will then write individual copy for the high volume search terms. Typically, the team will test out a minimum of three ad copy variations for Spanish, English and the combination.
Media Agent Technology System
The first step to a prosperous Hispanic search marketing campaign is identification of success metrics. Hispanic search marketing success metrics can take many forms: return on ad spend (ROAS), cost per acquisition (CPA), cost per lead (CPL) or any other objective you see fit. Hispanic Targeting utilizes Media Agent, a custom-designed tracking and reporting technology, which tracks conversions and pulls API data from numerous search engines. This information is then combined into one all-inclusive reporting interface. Access to this data allows the Hispanic account team to optimize bid price and position by keyword and search engine. Media Agent allows our Hispanic search marketing team to measure multiple success metrics; therefore, if your customer makes a purchase and/or signs up for a newsletter, each of these actions are measured in our system.
Search Engine Optimization
Search Engine Optimization (SEO) is the practice of developing or reorganizing a web site so that it achieves top ranking or position on search engines that list organic, spider- or crawler-based search listings.
If you want Hispanic web users to find your site in the natural listings of the most popular search engines, such as Google, Yahoo! and MSN, you need to utilize specific search engine optimization strategies to drive that targeted traffic to your site. That's where the Hispanic-focused search engine optimization specialists at Hispanic Targeting come in handy.
Search engine optimization is the art of having a specific marketing focus for a web site; in our case, one geared toward the Hispanic and Latino population. That Hispanic marketing focus helps to create a content-based theme for your site. Selecting the correct Spanish language or Hispanic-related keywords to populate your site, then integrating those keywords into the content will ensure that your site is both appealing to Hispanic web users and search engines.
It takes knowledge, experience, time and effort to stay on top of the fluctuating Hispanic search engine optimization landscape, especially if your business is part of a highly competitive vertical. Over time, Hispanic search engine optimization can increase your natural rankings on the search engines, increase profitable traffic and boost awareness of your site.
Our Hispanic search engine optimization plan includes:
- Initial web positioning report and analysis
- Strategic keyword analysis to identify relevant keywords
- Keyword build in English, Spanish and blend
- Creation of title, meta keyword and meta description tags for each page of the site (language use is determined by client objectives)
- Creation of search engine friendly site map page
- Submission to search engines and web directories, particularly those with a Hispanic audience
- Development of link popularity to increase site ranking
- Regular reporting allowing you can see the benefits of your Hispanic SEO campaign
Media Planning
Hispanic Targeting manages media planning and buying with Spanish portals, newspapers and vertical information sites. Media planning allows you to reach thousands of consumers with a well-conceived, uniform message.
Content Targeting
Hispanic Targeting utilizes the Google content network to target 1500 Spanish Language sites. These sites support text, banner and video advertisements on both a cost per click and CPM platform.