Fact-filled, addressing everything you need to know to add Hispanic to your AdWords formula. Current trends that make up U.S. Hispanic consumer behavior; benefits that come from targeting U.S. Hispanics; how to analyze your account to know if this demographic is right for you; and never before seen tips to set up your campaign for this demographic.

1. How to Break Into the
AdWords Hispanic Market
Connecting With U.S. Hispanic Buyers
Is Your AdWords Campaign Ready?

2. FRANCESCA PUJALS LEO MARIN TONY SOARES
Sr. Insights Lead
US Multicultural
Account Manager
US Multicultural
Director of SEO
White Shark Media
The Experts

3. Digital Hispanics : The Role
of Culture and Language
Online

4. Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.USLANG01 Which of the following best describes the language you speak most often at home?
Google/Ipsos MediaCT Role of Language Q.3 Which of the following best describes how you use English and Spanish when online? Please think about the online content you
watch or read, sites you visit, apps you use, etc
The language Digital Hispanics use offline does not define the
language of the content they consume online
Español
28%
of all Digital Hispanics
are Spanish Dominant
in their home
16%
of all Digital Hispanics
use Spanish most of the
time/always when online
31%
of all Digital Hispanics
are English Dominant
in their home
52%
of all Digital Hispanics
use English most of the
time/always when online
English
Home Online Home Online

5. Digital US Hispanics are
comfortable consuming
English content online
94%
Digital Hispanics are
comfortable consuming
English content across at
least one online activity
(communicate, share,
shop, research, find quick
info)
Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.12 When it comes to each of these online activities, how comfortable are you consuming content in English?

6. Two-thirds of Digital
Hispanics have used
Spanish to look for
information using a
search engine
Base: n=4,454 Digital Hispanics who use search engines at least monthly
Google/Ipsos MediaCT Role of Language Q.18 What language(s) do you typically use to look for information using a search engine?
Specifically, please think of the words and phrases you type in to conduct your search across all your devices. Please select one response
only.
Insight:
Nearly 3 in 4 Digital Hispanics have searched in
Spanish in Telecom and Finance category

7. Digital space allows
US Hispanics to be
truly bilingual

8. Base: n=2,405 Digital Hispanics who used online sources when making a purchase, n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.38 You indicated that you used online sources as you looked for information about your (VERTICAL) purchases in the past 6 months. Thinking about these
(VERTICAL) purchases, how important were the following for you to engage/use the website/app?
Google/Ipsos MediaCT Role of Language Q.27 Now we would like you to think about the advertising that you see on the Internet. In general, how often do you pay attention to or notice online ads?
Google/Ipsos MediaCT Role of Language Q.46 How much do you agree or disagree with each of the following statements?
Culture engages Digital Hispanics
regardless of language
41%
Digital Hispanics feel more
favorably about brands that
include aspects of their Hispanic
culture in their advertising
88%
of Digital Hispanics pay
attention to online ads that
include aspects of their
Hispanic culture, regardless
of language
70%
of Digital Hispanics say it is
important that a website has
content that was relevant to
them as Hispanic when using
online sources to gather
information about a purchase

9. 77% 80%
Healthcare CPG
Culture especially important among
Healthcare and CPG purchasers
% of Digital Hispanics who made a vertical
purchase say it is important that a web page had
content that was relevant to them as Hispanic,
regardless of language
Base: Digital Hispanics who used online sources (n=2,405); Digital Hispanics who used online sources CPG quota (n=207); Digital Hispanics who used online sources Health quota (n=171)
Google/Ipsos MediaCT Role of Language Q.38 You indicated that you used online sources as you looked for information about your (VERTICAL) purchases in the past 6 months. Thinking about
these (VERTICAL) purchases, how important were the following for you to engage/use the website/app?

10. Top 4 Cultural Elements
Food Traditions
Holidays Family
Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.48 Which of the following things make you feel most connected to your Hispanic culture and cultural identity? Please select all that apply.

11. Inclusion of culturally relevant content can make a
brand’s website and advertising more appealing
Topics/
Features Visuals
Language
Entertainment Influencers/
Testimonials
Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.49 Listed below are a variety of ways a brand or company can make their website or advertising more appealing to you as a Hispanic. Which of the following would you find most appealing if
they were included in the website/advertising? Please select up to 5 responses.

12. Online sources are the preferred
method to gather information for
purchases - above family, TV and
radio
Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.31 Which of the following sources did you use to gather information about your (VERTICAL) purchases in the past 6 months? Please select all that apply.
+20 pp
Digital Hispanics'
reliance on online sources
is 20 percentage points
higher than reliance on TV.

13. +25pp
Digital Hispanic Retail
Purchasers reliance on
online sources to gather
info about purchase is 25
percentage points higher
than reliance on TV.
+25pp
Digital Hispanic Auto
Purchasers reliance on
online sources to gather
info about purchase is 25
percentage points higher
than reliance on TV.
Retail Auto
Base: Total Digital Hispanic Entertainment Quota (n=505); Total Digital Hispanic Auto Quota (n=503)
Google/Ipsos MediaCT Role of Language Q.31 Which of the following sources did you use to gather information about your (VERTICAL) purchases in the past 6 months? Please select all that
apply.
For Retail and Auto purchasers,
Online was the number one
source used

14. Online sources are
important through the
entire purchasing cycle
Base: n=2,405 Digital Hispanics who used online sources when making a purchase
Google/Ipsos MediaCT Role of Language Q.33 When did you use the Internet (e.g., websites, apps) to gather information for your (VERTICAL) purchases? Please select all that apply.
Inspiration
46%
Research
81%
Purchase
53%

15. Online ads result in immediate action
93% of Digital Hispanics who remember seeing an online ad took action
Insight:
66% of Digital Hispanics pay attention
to online ads vs. 47% in the general
market
2
Search on Search Engine
Visit Company's Site
Make a Purchase
1
3
Base: n=1,461 total Digital Hispanics who remember online ads; n=4,533 total Digital Hispanic respondents, n=1,847 total Digital Gen Pop
respondents
Google/Ipsos MediaCT Role of Language Q.45 Which of the following actions, if any, did you take as a result of seeing or hearing any online
advertising (e.g., advertising on a website, in a video, in a search listing) related to your (VERTICAL) purchases? Please select all that apply.
Google/Ipsos MediaCT Role of Language Q.29 Which types of online advertisements do you pay attention to, either to find out more information or
visit an advertiser's website? Please select all that apply.

16. Search is the top online
source used when gathering
information about a purchase
Insight:
79% Digital Hispanics search at least daily
68% Digital Hispanics who search, search on their mobile
devices
n=2,386 Digital Hispanics who used online sources to research purchase, Base: n=4,533 total Digital Hispanic respondents, n=4,454 Digital Hispanics who use search engines at least monthly
Google/Ipsos MediaCT Role of Language Q.35 Did you use each of the following online sources (websites/apps) as you researched and gathered information about your (VERTICAL) purchases? Please think about any online sources you may have used on your
devices.
Google/Ipsos MediaCT Role of Language Q.15 How often, if ever, do you use search engines (e.g., Google, Bing) to look for information online?
Google/Ipsos MediaCT Role of Language Q.16 Now, we'd like you to think about how you use search engines specifically. Which device(s) do you use to look for information using a search engine? Please select all that apply.
86%
of Digital Hispanics use search to
gather information about a purchase

17. Source: Google Internal analysis showing unique users searching in spanish across key categories (Auto, FBR, CPG, Finance, etc…)
Growth in Spanish Queries
2011-2014
Food
+70%
Auto
+65%
Health
+80%
Skincare
+75%
Beauty
+65%
Telecom
+107%
Retail
+210%
Entertainment
+200%

18. Digital Hispanics express a
high level of comfort with
English websites
Base: n= 3,025 Digital Hispanics who search in at least some Spanish
Google/Ipsos MediaCT Role of Language Q.24 Which of the following best describes how you feel when you search in Spanish, click on a search result and find that the website/page does not have Spanish-language content? Please select one response only.
Google/Ipsos MediaCT Role of Language Q.23 Which of the following best describes what you do when you search in Spanish, click on a search result and find that the website/page does not have Spanish-language content? Please select one response only.
Answer
Almost 60% say
“I’m fine with it”
Question
How do you feel when you search
in Spanish, click on a search result,
and find that website is in English?

19. Entertainment and Restaurant
purchasers are comfortable
landing on an English site
74% 72%
Entertainment Restaurant
Digital Hispanics who
made a Restaurant
purchase were fine if they
came upon sites in
English
Digital Hispanics who
made an
Entertainment
purchase were fine if
they came upon sites
in English
Base: Digital Hispanics in Entertainment Quota who did not always visit sites with Spanish content (n=217); Digital Hispanics in Restaurants Quota who did not always
visit sites with Spanish content (n=148)
Google/Ipsos MediaCT Role of Language Q.40 Which of the following best describes your feelings when you visited a website as you looked for information about your
(INSERT VERTICAL TEXT) purchases and found that the website did not have Spanish-language content? Please select one response only.

20. When looking for Spanish content
and landing on an English website,
only
Digital Hispanics
will look for a Spanish website
instead
Spanish is an added value for
Digital Hispanic who continue to
search for relevant content
1 in 5
Base: Digital Hispanics who search in at least some Spanish (n=3,025)
Google/Ipsos MediaCT Role of Language Q.23 Which of the following best describes what you do when you search in Spanish, click on a search result
and find that the website/page does not have Spanish-language content? Please select one response only.

21. Key Takeaways
The Digital space allows Digital
Hispanics to be truly bilingual
Cultural relevance is key for
Hispanics regardless of
language
Online sources are the
preferred source to inform
purchases

22. Adopting Search Strategy to Account for
Cultural Distinctions

23. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
How can we engage this audience
Spanish dominant user that changes
settings to Spanish
English dominant bi-lingual user that
keeps settings in English
Spanish dominant bi-lingual user that opts
into Spanish settings
Spanish Keywords + Spanish Browsers
Spanish Keywords + English Browsers
English Keywords + Spanish Browsers
Search Behavior Campaign Settings

24. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Brand
Campaigns
Brand_SpanishKW_SpanishBR
Brand_SpanishKW_EnglishBR
Brand_EnglishKW_SpanishBR
Non Brand
Campaigns
NonBrand_SpanishKW_SpanishBR
NonBrand_SpanishKW_EnglishBR
NonBrand_EnglishKW_SpanishBR
Keywords + Browsers + Brand/Non Brand = 6 campaigns

25. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Hispanic Search Campaign Settings
Language Network Devices Locations Delivery
Method
Ad Rotation
Spanish Browser
or
English Browser
Google
&
Search Partners
All Devices
Bid Modifiers
United States
Bid Modifiers
Accelerated
Optimize for clicks
Optimize for conversion

26. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Match Types SpecificityThe Funnel
cabello
crema para el cabello“cabello”
crema cabello
hair
“hair”
hair cream
cream for hair
97% of monthly
searches
2.4% of monthly
searches
65% of monthly
searches
33% of monthly
searches
Broad
General
Phrase
Specific

27. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Match Types Specificity
+cabello
[cabello]
crema para el
cabello rizado
crema para el cabello
rizado rubio
+hair
[cabello]
cream for curly hair
cream for blonde curly hair
0.2% of monthly
searches
0% of monthly
searches
2% of monthly
searches
1% of monthly
searches
Exact
Highly Specific
BMM
Very Specific
The Funnel

28. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Misspellings
champú
champu
shampu
yampu
shampo
shanpoo
shapoo
champoo
5.8%
65.3%
0.3%
1.8%
24.8%
0.2%
0.2%
1.6%
Cognates
Keywords that have the
same spelling in both
languages
Hispanic Queries
Misspellings
Monthly Searches
Spanish Browser
shampoo natural
Shampoo para
tratamiento capilar
Capilar shampoo
for men
Cognates in
English Browser
What may
happen...
Comprar shampoo
natural
Shampoo with natural
products
Shampoo para pelo
Hair shampoo
shampoo
shampoo capilar
One or Two More Tips…

29. White Shark Media and
Hispanic AdWords
Google has recently released a report detailing
consumer insights on Hispanic consumers in the U.
S.
In this report they reveal that the notion that
“Hispanics will only respond to marketing in
Spanish” is outdated. U.S. Hispanics have become
accustomed to both English and Spanish content
on the web.
White Shark Media has real life scenarios where
some of the insights we will discuss in the webinar
has been used to create successful AdWords
campaigns.

30. Lakeland Smile Experts
Lakeland, Florida
Lack of tracking efforts
Cost per clicks for the dental industry
are very expensive
Website was not properly optimized
to induce conversions
PROBLEMS

31. Our
Strategy
Through analysis of Lakeland’s search terms in our english campaigns, we came
to know that many of those terms were being searched for in Spanish.
Along with geo-targeted keywords, the keywords strategy was based on
general keywords related to the search terms found in the english campaign.
Besides installing tracking software, our strategist decided to launch a separate
campaign in Spanish, in addition to the English one already in place.
The Benefits?
Searchers likely use keywords in English and Spanish,
seeing as Florida is a Hispanic-dense state.
Also, CPC’s in Spanish are notoriously low, countering
the expensive nature of the dental industry in this area.

32. 2Years
30Conversions Per
Month
126Conversions Per
Month
$395
CPC CPC
57%CPC
$170
Results
2013 2016

33. Interviajes NY
Washington DC, Boston, Philadelphia, New York

34. We installed call and conversion tracking.
We used visitors’ location to target the right demographic. We focused on
targeting customers from Latin America and Spain, crafting ads in Spanish to
reach a relevant audience.
We created all Interviajes’ ad groups based on the different services, including the
different locations.
Our strategist created two remarketing campaigns, one targeting Latin America
and the other one targeting New York.
When we began shifting Interviajes to focus on its added value of the tour
(personalized, low cost, Spanish) this likely caused searchers to engage the ad.
The remarketing ads focused on competitive pricing (40% less than competitors)
and quality of the personalized tour (fully in Spanish).
Our
Strategy

35. From April 2014 to April 2016,
conversions per month increased
188%.
Results
35
Conversions Per Month
101
2014 2016

36. Bilingual AdWords Campaign
Sign up to get a FREE U.S. Hispanic Market Analysis
Two Free Landing Pages
One Spanish and
One English
Free Content Translation
500 words MAX
Call Us At (305) 728-4828

37. Gracias!

38. Methodology
• Quantitative Attitudinal Survey
• Conducted by Ipsos MediaCT
• Total of 4,533 Hispanic respondents age 18-64
• Online responses and face-to-face recruit
• US Hispanic internet users recruited based on age, gender, language group
composition, region and nationality
• Digital users (use smartphone, computer, tablet to access Internet)
• Purchase made in the past 6 months as decision-maker in relevant categories
(CPG, Travel, Restaurants, Entertainment, Technology, Auto, Retail, Health, Finance)