With the Hispanic population playing a key role in marketing demographics, many US companies have undertaken localization projects to enjoy the benefits of a Spanish website.
“Not everyone online in the U.S. speaks English as a first language — but almost everyone online uses search. In fact, millions of searches are performed in foreign languages every day. Advertisers that aren’t buying non-English keywords, writing search ad creative in other languages and optimizing landing pages for non-English speakers are missing out on huge revenue opportunities.
Take Hispanics, for example. Hispanics are one of the fastest-growing demographic groups in the U.S. and will reach nearly 25% of the overall population by 2050 — and they’re going online in record numbers. Can your company afford to miss out on connecting with over 20 million online Hispanics because you don’t have a Spanish SEM program?
I know what you’re thinking: how can I manage foreign-language SEM programs on top of the hundreds of thousands of English keywords I already manage? The trick is to start small; pick a few high-impact Spanish-language keywords (Spanish is a good place to start, since it’s one of the most widely-spoken languages in the U.S. after English), write some culturally relevant creative that avoids stereotypes, test your campaigns to make sure they’re working, and then modify them if they’re falling short of your objectives.”
