Engaging Hispanics in Paid Search: Best Practices for Writing Relevant Copy

Post by Caterina Merenda, Copywriter

The target audience depends on who you want to buy into your service or take interest in your product. Reaching a general English-speaking audience in copywriting is a doable task if you have these specific elements to support your writing:

  • Active voice
  • Supporting facts
  • Statements that cut to the chase
  • Persuasive tone

And the list goes on.

When targeting a Hispanic audience, there are several additional factors to take into consideration. All these extra factors are tricky. There are so many variations of cultures and Spanish language making it difficult to tackle them all at once.

Companies may find themselves targeting consumers within North America that speak Spanish, but not all of these Spanish-speakers are from North America. Some are from South or Central America, and they all have different dialects and cultures.

Here are the 3 main difficulties we’ve noticed in targeting a Hispanic audience:

  • Translations – simply translating a phrase, keyword or sentence won’t suffice. English clichés don’t translate directly into Spanish and some English keywords are said much better in a different way.
    • Recommendation: Remember that not all Spanish is the same, so if your service is targeting someone from Chile, someone that speaks Mexican-Spanish may not be your best route. A better option would be to rely on someone who speaks South American Spanish. Also, translating directly isn’t necessarily the best way to go for some phrases and keywords, depending on how a Spanish-speaker would use the word in conversation.
  • Cultural Perspective – reaching a specific group of people requires understanding their language and having some insight into their habits and way of life.
    • Recommendation: By using SEO tools, completing keyword research and having cultural perspective, we can identify trends, search volume and new ideas.
  • Messaging & Length – this aspect goes hand-in-hand with translating. Certain words and phrases in Spanish are either much more intricate or much less detailed than in English. Writing paid copy can become complicated when attempting to keep sentences at a character limit.
    • Recommendation: The way we combat this is by completing keyword research and finding alternate sentences and wording that still keep the same messaging although the sentence has either been rearranged or changed completely.
      • Example: Pay per click ads would be as follows:
        • English version: “Trucks in North Carolina” (Characters: 24)
        • Spanish version: “Camionetas en North Carolina” (Characters: 28), OR, “Camionetas en Carolina del Norte” (Characters: 32)

The headline must be no more than 25 characters and for these, both Spanish versions exceed that count. In this case, we would have to rearrange words and structure to keep the same messaging and content with less characters.

These recommended solutions to the main difficulties of targeting a Hispanic audience will give you a foundation to work upon when creating Spanish-related content for your next campaign.

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