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SearchLove Boston 2019 - Francine Rodriquez - !Más PPC Por Favor! How to Break into Bilingual Search Campaigns

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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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SearchLove Boston 2019 - Francine Rodriquez - !Más PPC Por Favor! How to Break into Bilingual Search Campaigns

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  12. 12. | #SearchLove| #SearchLove The number of Spanish keyword searches has increased from about 65% to 200% between 2011 and 2014 -Think with Google
  13. 13. | #SearchLove| #SearchLove 66% of U.S. Hispanics say they pay attention to online ads -Think with Google
  14. 14. | #SearchLove| #SearchLove 93% of Hispanics who recall seeing online ads take action! -Think with Google
  15. 15. | #SearchLove| #SearchLove 4 Ads above the organic results 3 Ads below the organic results 7 Ads on page 2
  16. 16. | #SearchLove| #SearchLove Only 1 Ad
  17. 17. | #SearchLove| #SearchLove $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
  18. 18. | #SearchLove| #SearchLove $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
  19. 19. | #SearchLove| #SearchLove
  20. 20. 20| #SearchLove California Personal Injury Lawyer
  21. 21. | #SearchLove 21 English CTR 2% Spanish CTR 7.5% Search Campaign Metrics by Language 279% Increase
  22. 22. | #SearchLove 22 Search Campaign Metrics by Language English Avg CPC $28.95 Spanish Avg CPC $12.84 55% Decrease
  23. 23. | #SearchLove 23 Search Campaign Metrics by Language English CPA $235 Spanish CPA $164 30% Decrease
  24. 24. | #SearchLove 24 Lawyer CTR 1.5% Abogado CTR 5.5% 275% Increase
  25. 25. | #SearchLove 25 Lawyer Avg CPC $16.28 Abogado Avg CPC $3.97 75% Decrease
  26. 26. | #SearchLove 26 Lawyer Conv Rate 8.5% Abogado Conv Rate 9.7% 13% Increase
  27. 27. 27| Bilingual Campaigns Best Practices
  28. 28. 28 Tip #1: Translate Your Best Performing Campaign
  29. 29. | #SearchLove| #SearchLove Start with top 30-50 converting keywords
  30. 30. | #SearchLove| #SearchLove Google Translate
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  32. 32. | #SearchLove| #SearchLove Keyword Research for Bilingual Campaigns is *sometimes* NOT One Size Fits All Size
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  34. 34. 34 Tip #2: If you can, translate your landing page, but it is not the end of the world.
  35. 35. | #SearchLove| #SearchLove Only 1 out of 5 Spanish speakers will leave a landing page if it’s in English
  36. 36. 36 Tip #3: The most important aspect is having Ads that speak the way your clients do.
  37. 37. | #SearchLove| #SearchLove ¡I just realized I don’t know any español!
  38. 38. | #SearchLove| #SearchLove 88% of Hispanics will pay attention to an ad regardless of language when it includes aspects of their culture.
  39. 39. | #SearchLove| #SearchLove 100% Spanish
  40. 40. | #SearchLove| #SearchLove 50% Spanish
  41. 41. | #SearchLove| #SearchLove 0% Spanish
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  44. 44. 44 Tip #4: Check Campaign Settings
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  46. 46. 46 Tip #5: Try YouTube Campaigns
  47. 47. | #SearchLove| #SearchLove More Hispanics watch YouTube than any other cable network in the U.S.
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  50. 50. | #SearchLove 50 Action Items 1 2 Test 1 Campaign at a Time 3 4 5 No Need to Fully Translate 6 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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