• MoreVisibility , Monday, September 15, 2008 11:30 AM

So you want to target Spanish-speaking Internet users with your PPC ads? Amber Farley offers five quick tips for launching a Hispanic-focused paid search campaign -- starting with testing to see whether your particular audience responds better to English or Spanish ads.

"According to comScore Media Metrix, 52% of online Hispanics are English dominant, 21% are Spanish dominant, and 27% are bilingual," Farley says. "It's best to test both to see what brings in the highest conversion rate." If your target skews toward Spanish language, hire a native speaker to write and translate your ad copy.

Test your landing pages, too. "If you test the keywords and ad copy in Spanish, make sure you send the visitor to a Spanish page and vice versa," she says. "Part of Google's quality score for an ad, is the relevancy between the ad and the landing page." Lastly, make sure you're using the engines' geo- and demographic targeting features to hone in on both national and local levels.

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