As the U.S. Hispanic population continues to grow, advertisers naturally want to target this influential demographic. Search engine marketing allows advertisers to efficiently reach the Hispanic market through a number of Hispanic-focused strategies.
Though it may sound obvious, the easiest way to target Hispanics is by using Spanish-language keywords (i.e., “salud” for “health” and “prestamo” for “mortgage”). For the most part, advertisers are not bidding as heavily on Spanish-language keywords, so in the bid-driven world of SEM, the cost of Spanish keywords are lower. As the Hispanic population increases its use of search engines – millions of U.S. Hispanics come online each year – we might see the prices of these keywords go up, but more than likely they still won’t pass the cost of common English-language phrases.
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