Spanishlanguage Keywords: What works and what doesnt

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Spanish-language Keywords What works and what
doesnt Presented by Sarah Quinn Account
Manager/Multicultural Programs Hispanic
Targeting
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What Youll Gain

• Overview of Hispanics online
• Effective strategies
• Awareness of tools
• Keywords ?? Ad copy
• Data verifying effectiveness

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US Hispanics Online

• Approximately 13 million Hispanic Internet users
• Account for nearly 17 of all U.S. Internet users

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Language Preferences

• Approximately 50 of Hispanics online prefer
  Spanish

51 of Hispanic online adults are
Spanish-preferring
Online at least monthly
7.1 million Spanish-preferring online Hispanics
Answered yes to 4 of 5 criteria
13.9 million online Hispanics
Self-identified as Hispanic
28.2 million Hispanic adults
Source Hispanic Technographics Consumer
Technology And Marketing Phone Survey, Q1 2007
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Hispanic Search Engine Preferences
Which of the following do you visit at least
once a week?
Google Yahoo! Yahoo! Telemundo Univision.com MSN
or Live.com Google Español AOL MSN Latino AOL
Latino
54
53
35
30
27
25
21
19
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Yahoo!Telemundo visitors are those who replied
that they regularly visit Yahoo! en Español,
Telemundo.com, or Yahoo!Telemundo Source
Hispanic Technographics Consumer Technology And
Marketing Phone Survey, Q1 2007
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Keyword Development

• Landing Page
• Tools
• Third-party software (buy)
• Owned by search engines
• Phrase Match Reports
• Traffic Estimates?

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Keyword Development
Search Engines
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Keyword Development Tools Phrase Match Report
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Keyword Development Tools Traffic Estimates
Example Googles Keyword Tool
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Spanish Keyword Strategies

• International Characters
• Long-tail Keywords
• Translation?
• Geo-modifying

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International Characters ñ, á
Competition?
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Plain Text n, a
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Long-tail Keywords

• Hispanic searchers tend to utilize extended
• search phrases or even questions
• Spanish qué es la dirección de una agencia en
  Brooklyn donde se puede recibir dinero
• English receive money, Brooklyn

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Translate from English?

• Never directly translate English keywords or ad
  copy
• Stickers ? pegatinas, etiquetas, adhesivos,
  stickers
• Send ? enviar, mandar, remitir, un envío, un
  remite
• Start fresh think in Spanish

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Geo-modifying

• Areas More Heavily Populated by Hispanics
• Western Texas
• New Mexico
• Arizona
• Southern California
• Southern Florida
• All major cities

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Geo-modified Keywords

• More acculturated Hispanics
• apartamentos en Chicago
• New Hispanics
• apartamentos en USA/ EEUU/ EUA

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Keywords Ad Copy

• Use well-constructed Spanish
• Aim for cultural relevance
• Be aware of character restrictions
• 25 characters, title
• 70 characters, ad copy

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Keywords Ad Copy What about bilingual
searchers?
Research search engine specifications
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Keywords Ad Copy What about bilingual
searchers?

• Test out bilingual combinations

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Summary What works

• Include long-tail, misspelled and negative-match
  keywords
• Incorporate cultural relevance
• Geo-modify keywords
• Test bilingual ad copy and keywords
• Monitor performance and test variations

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Summary What doesnt work

• Omission of variations
• International characters
• Plain-text
• Country-specific terms
• Geo-modified keywords
• Blended keywords
• Direct Translation
• English-only keywords
• Use of Spanish keywords with English-only copy

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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.
• Internal data from a number of Hispanic-targeted
  campaigns, provided by Media Agent, proprietary
  tracking and reporting technology.

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About Hispanic Targeting

• Hispanic Targeting is a full-service search
  marketing solution focused on targeting the U.S.
  Hispanic population through each of the leading
  search engines and their Spanish-language
  counterparts.
• Hispanic Targeting is the most recent addition to
  Location3 Media, a technology-driven direct
  marketing company that delivers Internet
  marketing solutions for businesses targeting
  consumers on local to global scales.

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About Sarah Quinn

• Sarah Quinns intensive background in Spanish
  cultures and marketing make her the ideal
  individual to manage multicultural programs at
  Location3 Media. Working through Location3
  Medias Hispanic Targeting division, Quinn
  designs and executes several Hispanic-focused
  search marketing campaigns. Drawing on ten-plus
  years of experience with Spanish language and
  culture, Quinn sees each Hispanic campaign
  through from concept to implementation and
  optimization. As a fluent Spanish speaker and
  writer, she has a tight grasp on the language and
  how to appropriately reach Hispanic populations
  through marketing efforts.
• Originally from New England and now a six-year
  Coloradoan, Quinn is ultimately a citizen of the
  world. She resided in Seville, Spain for a year,
  spent time in Ecuador, Guatemala, Mexico and
  Nicaragua, and has also traveled extensively
  throughout Europe. Quinn graduated from The
  College of the Holy Cross in Worcester, MA
  earning a bachelors degree in both Spanish and
  Psychology. In her spare time Quinn enjoys
  amateur photography, cooking, hiking, skiing and,
  of course, traveling her global homestead.

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Sarah Quinn Account Manager Multicultural
Programs 303.327.5259 SQuinn_at_Location3.com www.His
panicTargeting.com