Targeting Spanish-Speaking Audiences in AdWords: Why This Works & How To Do It

Anyone who is serious about PPC is always looking for improvement, and the longer one has been at this practice the harder it may become to do so.  A well optimized account is after all, well -  ...optimized.  Over the life of a campaign as growth begins to taper the most important thing to do is seek out those hidden gems, the unrealized opportunity that all the scripts, SKAGS, and scouring just couldn’t seem to tease out.  At CYS we have realized these nuggets across many large accounts by opening up to the untapped potential of the bilingual and Spanish-speaking communities of the United States.



It’s no secret that the latino population is growing at a rapid pace in the united states and this is easily shown from politics to popular culture.  This demographic will likely soon make up 20% of the population and is expected to continue growing fast among the younger generation.  The bilingual presence grows even more prominent in large cities and areas with concentrated latinos like Southern California, Texas, and Florida.  


The key to this demographic is not just Spanish speaking but bilingual.  Almost ⅓ of online traffic running through google operates in a mixture of Spanish and English.  The ringer is if the household is predominately Spanish speaking they will likely have this in their browser settings and your english ads will NEVER SHOW even if they are typing the same language into google's brain.

At CYS we recommend two campaign types when targeting this market, and they are easy duplicates with just some simple settings changes.  First, copy all your English campaigns and show them to spanish speaking browser settings.  This will immediately let you gauge the opportunities you may be missing with the bilingual markets.

The second set of campaigns can be a bit trickier.  Yes we have seen phenomenal results when campaigns are translated and tailored specifically for the Spanish language and the Spanish browser setting activation.  This can be difficult to do on your own but not impossible with modern translators.  You can also always hire a bilingual assistant to ease the process.  We definitely recommend a thorough analysis of search impression potential using a site such as before you dive too deep because you will find some serious differences between the online atmosphere in English and Spanish.  While this set of campaigns can be the more difficult to push to completion it can be the most rewarding when done correctly and with diligence.

Like any process in digital marketing, this is an effort in optimization and may or may not have robust performance in every region and vertical.  Even if you believe your product/service to be too narrow to benefit, we have found it is definitely worth a test - you may be pleasantly surprised by the results.