Everyone wants más out of their PPC but as digital marketers we hit that search wall and start looking to new campaign types or networks to compensate when growth is stagnant. In this session I will cover how to grow your business by breaking into bilingual campaigns including how to decide if you are ready, the muy fácil path to start and best practices to follow.

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The number of Spanish keyword searches
has increased from about 65% to 200%
between 2011 and 2014
-Think with Google

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66% of U.S. Hispanics say they
pay attention to online ads
-Think with Google

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93% of Hispanics who recall
seeing online ads take action!
-Think with Google

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4 Ads above
the organic
results 3 Ads below
the organic
results
7 Ads on page
2

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Only 1 Ad

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$42.51
$54.91
$44.28
$58.48
$206
$11.92 $10.55
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
Lawyer Insurance Loans Bail Bonds Car Accident Lawyer Web Page Design
Service
SEO Services
Expensive English Keywords

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$42.51
$54.91
$44.28
$58.48
$206
$11.92 $10.55
$3.20 $1.61 $1.29 $0.89 $0.43
$5.13 $3.04
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
Lawyer Insurance Loans Bail Bonds Car Accident
Lawyer
Web Page
Design Service
SEO Services
Expensive Keywords English vs Español
English CPC Spanish CPC

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California Personal Injury
Lawyer

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English
CTR 2%
Spanish
CTR 7.5%
Search Campaign Metrics by Language
279%
Increase

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Search Campaign Metrics by Language
English
Avg CPC
$28.95
Spanish
Avg CPC
$12.84
55% Decrease

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Search Campaign Metrics by Language
English
CPA $235
Spanish
CPA $164
30% Decrease

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Lawyer
CTR 1.5%
Abogado
CTR 5.5%
275%
Increase

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Lawyer
Avg CPC
$16.28
Abogado
Avg CPC
$3.97
75%
Decrease

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Lawyer
Conv Rate
8.5%
Abogado
Conv Rate
9.7%
13%
Increase

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Bilingual Campaigns Best
Practices

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Tip #1: Translate Your Best
Performing Campaign

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Start with top 30-50 converting
keywords

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Google Translate

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Keyword Research for Bilingual
Campaigns is *sometimes* NOT One
Size Fits All Size

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Tip #2: If you can, translate your
landing page, but it is not the end
of the world.

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Only 1 out of 5 Spanish speakers will
leave a landing page if it’s in English

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Tip #3: The most important aspect
is having Ads that speak the way
your clients do.

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¡I just realized I don’t know any español!

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88% of Hispanics will pay attention to an ad
regardless of language when it includes aspects
of their culture.

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100% Spanish

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50% Spanish

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0% Spanish

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Tip #4: Check Campaign Settings

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Tip #5: Try YouTube Campaigns

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More Hispanics watch YouTube than any
other cable network in the U.S.

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Action Items
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2 Test 1 Campaign at a Time
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5 No Need to Fully Translate
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7 Check Your Campaign Settings
8 Try YouTube Campaigns
Use KW Planner for CPC &
Volume Analysis
Use Translation Tools But
Remember Their Shortcomings
If Possible Get Help from a
Native Speaker
Incorporate Elements of
Language & Culture in Ad Copy

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