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Engaging The Hispanic Demographic with Google AdWords & The Consumer Barometer

White Shark Media

10 years ago



As an author with a Hispanic Background, the Google Conference ‘Ignición’ held in Miami was an eye-opening event.

I never would have thought that so many agencies would, one day, get together to discuss the potential of the Hispanic market in the US and Latin America, and present ideas on how to properly engage this market with great industry intelligence. Simply put, the time to engage Hispanics in the US and LATAM is now.

This is a fantastic development and it’s a great indicator that the US Hispanic market and other emerging markets are now key in terms of online marketing potential.

This is fascinating as Hispanics are typically very communicative, engaging and passionate audience, and these personality traits reflect very strongly in their consumer behavior both online and offline.

Hispanics are typically very proactive, do a lot of research and are extremely sociable. How do we engage this demographic audience and provide a great online user experience for them? How do we help Hispanic owners grow their businesses?

Our team is based in Miami, and it’s no surprise that we are a bilingual agency. This is great, because we can serve the bilingual market without any language barriers. To be frank, it goes way beyond that. Developing the Hispanic market is something we take very much to heart, because our team wants to develop an online marketing company that can embrace the US and Canada, but also all of Central, North and South America.

The key here is developing an online marketing strategy with Google AdWords, Analytics and Web Development that can help ease the path to purchase and how consumers engage with content online, and in turn, help these clients grow their businesses.

The Hispanic User Experience and Google AdWords

How do you best engage the Hispanic Audience in the United States and Latin America with Google AdWords? Speak to us in Spanish.

A great way to improve on the performance of our Spanish campaigns is ensuring that Hispanics have the best possible user experience. Some of our target audience will be fully bilingual, but others will not. Nevertheless, the ideal experience is to not switch from language to language with keywords and ad copies, simply because users will be turned off by poorly translated campaigns that were originally written in another language. The more aligned and relevant languages are, the better: in this case, a full Spanish approach is ideal to have a smooth conversation with Hispanic clients.

In the chart below, Google lays out what would be the best approach to Keywords, Ad Copy and Landing Pages in terms of language selection:


AdWords Keywords

AdWords Ad Copy

Landing Page

High Spanish Spanish Spanish
Average Spanish Spanish English
Medium Low Spanish English English
Low English English English

In contrast, if we speak to our audience in all English, they might not understand our ads. In a worst-case scenario, most likely no ads will be shown since users are probably searching in Spanish in the first place. And if Ads do show, the probabilities of having proper performance results are slim.

This is a best practice that should be taken into consideration, as we encourage full Hispanic settings in separate campaigns for optimal results.

In terms of geographical settings, we need to understand that if the US Hispanic demographic is an important segment for our client, it likely belongs, to one of the major cities with Hispanic populations.

According to emarketer, these are the 10 key cities ranked by their Hispanic population, the big five being Los Angeles, New York, Houston, Miami and Chicago.

Please refer to the following slideshow for the full breakdown.

Hispanic Demographic 1

To further develop the idea, please do not translate. Translations of ad copy and keywords can turn users off more than they can attract them.

Just like Cynthia Luna, our Chief of SEM published in her blog post: Managing Spanish AdWords Campaigns. I want to emphasize the importance of having a native speaker to write the ad copy and keywords using proper Spanish with variations that apply to different locations. E.g. Hispanics from the Dominican Republic, might call a bus ‘guagua’, while people from Nicaragua can call it, simply ‘bus’ and Guatemalans call it ‘camioneta’ and on and on. Again, speak to them in their language, and do proper research based on your service.

Just a word of warning: Translations or even Google Translate can actually produce some embarrassing results if presented to a client!

A Little Extra: The Consumer Barometer

The consumer barometer was a tool that was showcased at the recent Google Hispanic conference and gives insight into a consumer’s journey from the research stage to purchase. This is not strictly a tool to engage the Hispanic market, it applies to any market.

The tool gives you insight into past user behaviors and a perspective as to how consumers behave online and offline for purchase decisions on products or services. The takeaway here is to understand what is the offline and online interaction for the industry to set proper goals and expectations for online marketing campaigns.

E.g. For an advertiser in the car industry, the consumer barometer can help you understand the interaction and overlap of offline and online consumer behavior. For instance, in the car industry in the US, it is very rare that potential customers will actually purchase a car online, but they will definitely resort to research online. So the role of the search engine, in this case, is a very relevant one, as 58% of users do research online before purchasing online.

Hispanic Demographic 2

Going in a more detailed analysis, online purchases happen only 9% of the time compared to offline purchases happening 91% of the time. In terms of research, 58% users navigate online to research about an offline purchase.

This would raise the question – is placing advertising on the search and display networks worth it? Of course it is with the right strategy in place sales can be accomplished. Actually, if consumers research and ultimately buy a car, we can attribute part of the purchase to a stage in the online process. By doing this, helps us bridge the gap between online and offline user behavior. This same example applies well to other industries and countries, helping us understand the value of search engines in user behavior online and offline.

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