The new Hispanic Fact Pack (HFP) was released a few days ago. The title of the release article on AdAge is “What’s Up (and Down) in the U.S. Hispanic Market.” From one Hispanic search marketer’s perspective, here’s what’s up (and down) in the Fact Pack:
~SarahDynamic keyword insertion is an ad copy technique in which the actual keyword search becomes the title line if it fits within the 25-character limit. How much more dynamic can it get, right? Today I found two examples of Google getting goofy on me.
~SarahI recently discovered quite by accident that Yahoo! Search has changed the way foreign language keywords are treated. Hispanic search marketers like myself, are now able to bid on keywords with accented characters ( é, í, ñ, etc.) uniquely from the plain text variation of the same keyword. The accented keywords were previously filtered by Yahoo! editorial as duplicates of their plain text counterparts.
~SarahTo follow up on my previous post-
Another tactic to try out on Google is to test your top English keywords in a separate campaign using Spanish-only language targeting. Test out different language variations in your ad copy as well - straight Spanish and a bilingual blend.
I’m seeing more and more statistics out there about Hispanics online – and lots of them. But some of this data indicates that many prefer to interact online in English over Spanish (the acculturated set) rather than preferring Spanish (the newer set). And the takeaway is that just because your message is out there in Spanish, don’t assume it is being seen by all Hispanics.
~Sarah
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