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Spanish Campaigns: The United States alone has over 41 million native Spanish speakers, making Spanish the 2nd most spoken language in the country. In some areas, Spanish speakers account for a majority of the population. When advertising for apartment buildings in areas like San Diego, CA, or Miami, FL, catering to a Spanish audience just makes sense.
This test aimed to prove that targeting Spanish speakers with Spanish ad copy and keywords could add value to your English paid search campaigns.
Spanish Campaigns and Targeting compared to Standard English Campaign setup.
| Campaign | Avg Impressions | Avg Clicks | Avg CTR | Avg Conversions | Avg Cost | Avg CPL | Avg ConvR |
| English | 2,277 | 135 | 5.99% | 14 | $259.56 | $25.40 | 10.51% |
| Spanish | 1,086 | 174.5 | 17.07% | 11.5 | $175.67 | $27.39 | 6.03% |
| % Change | -52.32% | 29.26% | 185.13% | -17.86% | -32.32% | 7.86% | -42.65% |
Although Spanish Campaigns had a smaller reach than Standard English Campaigns, clicks, CTR and Conversion Rates were strong, which brought value to the portfolio. This strategy is a recommended addition to any properties located in cities with large Spanish speaking populations.
Spanish Campaigns proved to outperform English Campaigns in competitive metrics like CTR and CPC. Although it has lower conversion metrics, it is a great tactic to drive more traffic to your site at a lower cost.
Targeting Spanish speakers with Spanish ad copy is a great way to target a new audience while also dominating a new competitive arena on Google’s search engine.
