• Adotas , Tuesday, July 1, 2008 4 PM

"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." So says Alicia Morga, CEO of Consorte Media, an interactive ad firm that targets the Hispanic market.

Morga serves up a primer for running a Spanish-language search campaign, starting with the keyword selection process. "First, identify your top keywords in English, and then, find the equivalent in Spanish," she says. And make sure you run your choices by a native speaker who will be able to tell you if your literal translations have the right connotation.

The same goes for ad copy. "Make sure the Spanish used in the text ad is accurate, contextually and culturally relevant (checked by a native speaker), and conveys a relevant promotional message," Morga says. And don't forget the call to action.

And while you don't have to translate your entire site to connect with the Spanish-speaking customer, developing landing pages in their language can go a long way toward increasing conversions. Lastly, test and retest your Spanish campaigns, just as you would your English ones.

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