Many marketers today are starting to expand their search engine marketing efforts into new territories, or should I say, same territories but different languages. Within the US there are just about as many or more Hispanics as there are in some Latin American countries, so it’s no surprise that this majority- minority is getting more and more attention from search marketers. Another driver of this trend is the increasing cost of highly competitive English keywords making it more important to find lower cost options that potentially convert to actions.
In working with clients within the US and Latin America, the significantly lower CPC’s of Spanish keywords has driven the lowest cost per leads, lowest cost per acquisitions and highest ROI on almost all of our campaigns. As more Hispanics go online we assume that competition will increase for Spanish keywords driving CPC’s up but for the moment they are free for the taking, OK, they’re not exactly free, but significantly less than their English counterparts.
Look for future posts on what to do next after you realize that there is a ripe and untapped search market, right out there in your backyard.