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Nathalie Godoy

Nathalie Godoy Director | Consumer Marketing

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Spanish Language PPC

Pay-per-click advertising, such as AdWords and Bing, is a popular way to bring qualified traffic to a website.  Spanish speaking customers are one market segment that is widely ignored on these platforms.  Spanish Language PPC is a concept that can bring great potential clients to an automotive dealer's website.

In America, most PPC defaults to English when Campaigns, Ad Groups and Keywords are set up.  However, many fail to utilize the language targeting options to enable Spanish Language PPC.  In most cases, a separate campaign can be formed that concentrates on creating advertising geared towards the ever-growing Spanish-speaking population in America.

One way to help ensure success with Spanish Language PPC is to have someone that speaks Español build out the Ads and Keywords, or help in doing so.  Conversational (and successful) Spanish language marketing is a bit different from what sites like Google Translate and Babelfish can generate.  Getting an authentic speaker of the language is a must for dealerships looking to tap into the under-served Spanish speaking market.

In conclusion, Spanish speakers represent a large market segment that buys vehicles and therefore should not be ignored.  What are you all doing to help drive Spanish-speaking customers to your websites?

Carl Maeda
Wow, great point. We have been doing Spanish PPC and you're right on. One more important thing is the actual landing page and website. Don't just use Google Translate. At a minimum, augment the Google Translate with translations of your own. Google will always get certain words wrong like "partes" for Parts. Partes means a part of something. Parts should be translated to "piezas", which means mechanical parts. If you want to see what you're missing out on, set your browser to the Spanish language, go to Google and search for a car. Almost all the ads will be from third party lead gen sites so the clicks are cheaper since there's a lot less competition. Obviously, your results will vary depending on the area's demographics.
Anthony Levine
^ Totally agree with everything you're saying there Carl!
Nathalie Godoy
Carl - you are spot on, Google Translate is not enough. The example you provided is 100% correct - by tailoring our efforts to the Spanish speaking consumers, we are appealing to an untapped market. Thank you for your feedback!
Carl Maeda
No problem. Thank you!

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