Whats the Deal with HispanicTargeted Search Marketing

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Whats the Deal with Hispanic-Targeted Search
Marketing? A case study regarding the
Hispanic-targeted search engine marketing
campaign designed and executed by SearchAdNetwork
for 9 Squareds The Mob Ringtones.
Presenters Alex Porter, VP, SearchAdNetwork
Ted Suh, CMO,
9 Squared
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• Overview
• Overview of U.S. Hispanic Demographic
• Online Hispanic Trends
• Useful Techniques for Targeting Hispanics on
  Search Engines
• Benefits of Creating Unique Landing Pages in
  Spanish
• Ad Copy Best Practices
• The Mob Ringtones Campaign Results Snapshot

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• What Youll Gain
• 1. In-depth and actionable information on
  targeting Hispanic Internet users through search
  engine marketing
• 2. Thorough understanding of advantageous
  techniques, including unique landing pages and
  specific ad copy
• 3. Real-time data verifying the effectiveness of
  Spanish and bilingual ad copy

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• Overview of U.S. Hispanic Demographic
• Hispanic population has been largest minority in
  United States since 2002
• Growing 5x faster than general populace
• Increases approximately 5.4 each year
• Commands a total buying power of 575 billion
• Spending power expected to reach 1 trillion in
  2008

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• Overview of U.S. Hispanic Demographic (contd)
• Approximately 13 million Hispanic Internet users
• Account for nearly 17 of all U.S. Internet users

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• Overview of U.S. Hispanic Demographic (contd)
• 97 use search engines to research and/or
  purchase products

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• Overview of U.S. Hispanic Demographic (contd)
• U.S. Hispanic market is extremely young
• 56 are under 30
• Median age is 25
• 25 increase in those aged 0-24 between 2000
  and 2010
• Compare to 5.3 increase in general
  population

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II. Online Hispanic Trends Connecting is Key
U.S. Hispanic population is interested in
connecting with family and friends through mobile
phone use and search Entertainment is Everything
U.S. Hispanic population uses the Internet and
mobile phones to find and download music and
videos
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II. Online Hispanic Trends (contd)
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II. Online Hispanic Trends (contd) Hispanic
Music

• Strive to remain up-to-date on the freshest
  music and artists
• Use Internet and mobile phones to stream music
  and download ringtones

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• II. Online Hispanic Trends (contd)
• Hispanic Music (contd)
• 9 Squared partnered with Univision Móvil to
  launch Univision Tonos application
• Univision Tonos delivers real music ringtones
  from numerous major and indie labels and
  Univision Music Group artists
• Over 1.17 million Latin music downloads through 9
  Squareds network alone

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• Content from 9 Squared and Univision Tonos

• Focus on Univision Artists
• Major Label Content
• Indie Label Content
• Latin Music Categories
• Regional Mexicana
• Banda
• Grupera
• Duranguense
• Ranchera
• Tejano
• Reggaetón
• Rock en Español
• Latin Pop
• Latin Rock
• Tropical

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III. Useful Techniques for Targeting Hispanics on
Search Engines A. Competitive Analysis B.
Keyword Research and Development C. Custom
Copywriting D. Distribution E. Tracking and
Reporting Technology F. Content Targeting
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• III. Useful Techniques for Targeting Hispanics on
  Search Engines (contd)
• A. Competitive Analysis
• Identify keywords used by competitors with
  3rd-party software
• Used to help develop your own keyword list
• Few competitors at this time

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Clickstream Data for Competitor

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• III. Useful Techniques for Targeting Hispanics on
  Search Engines (contd)
• B. Keyword Research and Development
• Need native or fluent Spanish speakers
• Start with landing page
• Long-tail keywords
• Negative-match keywords
• Misspellings
• Slang, if country-specific
• Hispanic searchers are known to use longer
  strings of search phrases and/or questions
• Include every possible combination of extended
  search phrases

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Keywords within Google AdWords
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• Spanish Keywords (with English Translations)
• Bajar (download)
• Descargas (downloads)
• Teléfonos (telephones)
• Celulares (cell phones)
• Móvil (mobile)
• Timbres (rings/bells)
• Música (music)
• Tonos (tones)
• Alternativo (alternative)
• Cristiano (christian)
• Tono de celular (cell tone)

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• Spanish Keywords (with English Translations)
• Long-Tail Keywords
• Comprar tono para teléfono (buy tone for phone)
  
• Tonos de música para celular (music tones for
  cell)
• Bajar tono gratis (download free tone)
• Descarga de tono gratis (a free tone download)
• Tonos de música real gratis para cingular (free
  real music tones for cingular)
• Misspellings
• Tonos paratelefonos space missing
• Tonos gratis para telefoonos double o
• Tonos de cellular should only be one L

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• Spanish Keywords (with English Translations)
• Negative-Match Keywords
• Gratis (free)
• Antivirus
• Computadora (computer)
• Software de computadora (computer software)
• Programa informática (computer program)
• Video
• Juegos (games)
• Programa (program)
• Película (movie)

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Estimated Keyword Data on Google

• Illustrates amount of traffic that would have
  been missed had The Mob
• not run a Hispanic search marketing campaign
• Provides insight into vast and unpolluted bid
  landscape

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• III. Useful Techniques for Targeting Hispanics on
  Search Engines (contd)
• C. Custom Copywriting
• Need native or fluent Spanish speakers
• Keyword relevant
• Landing page relevant
• Culturally relevant
• Strong call to action
• Test different variations

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Ad Groups within Google AdWords
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• III. Useful Techniques for Targeting Hispanics on
  Search Engines (contd)
• Ad Copy Best Practices
• Spanish or bilingual blend is best
• Create unique Spanish ads, not straight
  translation from English
• Ensure cultural relevance whenever possible
• Challenges found with Hispanic Ad Copy
• Accent use
• Character limits
• Spanish language is 20 longer than English

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Ad Copy Used for The Mob Ringtones Campaign (with
English Translations) Tus Artistas Favoritos
(5.24 CTR) Enjoy the Latest Music Now Baja
Música Favorita a Tu Celular Latin Ringtones
(5.22 CTR) Latin Pop, Rock en Español,
Urbano Llévalo Siempre Contigo en Tu
Móvil Realtones Más Populares (6.44 CTR) Baja
Música Favorita a Tu Celular Disfrute de lo
Último Ahora Tus Artistas Favoritos (4.53
CTR) Llévalos Contigo a Todas Partes Sin Tarjeta,
Sin Costo Descarga Instante Tonos (4.87
CTR) Saber Quien Te Llama Siempre Tonos Únicos y
Sin Costo
Your Favorite Artists Enjoy the Latest Music
Now Get Your Favorite Music on Your Cell Latin
Ringtones Latin Pop, Spanish Rock, Urban Bring It
with You Always on Your Cell Most Popular
Realtones Get Your Favorite Music on Your Cell.
Enjoy the latest now. Your Favorite
Artists Take Your Favorite Artists With You
Everywhere Without Credit Cards, Zero
Cost Instant Download Tones Always Know Whos
Calling You Unique Tones and Zero Cost
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• III. Useful Techniques for Targeting Hispanics on
  Search Engines (contd)
• D. Distribution
• Leading search engines Google, Yahoo!, MSN,
  Ask
• Leading Spanish engines Univision, Yahoo!
  Telemundo, etc.
• Spanish-dedicated engines Directa,
  LatinVision, Portada, etc.
• Secondary engines LookSmart, Miva, 7Search,
  etc.

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III. Useful Techniques for Targeting Hispanics on
Search Engines (contd) D. Distribution (contd)
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Spanish Ad on Univision
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Spanish Ad on MSN
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Spanish Ad on Terra
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Bilingual Ad on Yahoo!
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Bilingual Ad on Google
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• III. Useful Techniques for Targeting Hispanics on
  Search Engines (contd)
• E. Tracking and Reporting Technology
• Track conversions
• API data
• Reporting interface
• Optimize and modify campaign

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Campaign Report
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• III. Useful Techniques for Targeting Hispanics on
  Search Engines (contd)
• F. Content Targeting
• Google Content network
• Target 1500 Spanish-language sites
• Text, banner and video ads

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Content Targeting Ad
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Video Ad
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• IV. Benefits of Creating Unique Landing Pages in
  Spanish
• Landing page first page reached by users after
  clicking on search engine text ad
• Eliminate English barrier to entry
• Less than 8 seconds to grab users attention
• Present product or service to the user virtual
  shop window
• Higher relevance higher conversion possibility
• Compose in Broadcast Spanish, English and
  bilingual blend
• Directly relate to keyword(s)
• Little or no scrolling above the fold
• Easy path to conversion

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Landing Page
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• VI. The Mob Ringtones Campaign Results Snapshot
• 9 Squareds goals for their Hispanic
  search marketing campaign
• Target Market Hispanic Internet users aged 14
  to 22
• Conversion Subscribe to The Mob Ringtones
  service
• How it was done
• Spanish keyword list
• Unique bilingual landing page
• Spanish-only and bilingual ad copy

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• VI. The Mob Ringtones Campaign Results Snapshot
• 129 new targeted subscriptions
• 4.78 conversion rate
• English campaign 3.39 conversion rate

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Summary Four Best Practices for Hispanic Search
Engine Marketing 1. Keywords Research and
develop a comprehensive keyword list in Spanish.
Include the following terms and phrases -
Long-tail keywords - Negative-match keywords -
Misspellings 2. Ad Copy Search engine creative
should be composed in Spanish-only or a bilingual
blend and should have a culturally relevant
message. Ensure appropriate accent use and be
watchful of character limits. 3. Landing Page
Ensure that U.S. Hispanic searchers are welcomed
into your site with a Spanish and/or bilingual
landing page that directly relates to ad copy and
keyword(s). 4. Data Analysis Record and
analyze data so that you can see where campaign
is successful and where it needs tweaking. Make
changes as appropriate.
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References eMarketer US Hispanic Internet
Users, 2005-2020, April 2006. Media Screen
Hispanics Search Engine Preference, 2006
Hispanics Survey. Idiom Technologies, Inc. and
Captura Group Connecting with the US Hispanic
Market Online. 2006 Report. iHispanic Marketing
Group Search Engine Marketing to the U.S.
Hispanic Market, Hernandez, Nacho,
2004. Interactive Advertising Bureau Reach
U.S. Hispanics Through Online Marketing.
Yahoo! Telemundo Conexión Cultural/Connected
Culture Research Results on U.S. Hispanic Use of
Media and Technology, 2006 White Paper.