Search Landscape: US Hispanics

Jul 10, 2006 - 12:15 pm 6 by
Filed Under SES Latino 2006

Danny Sullivan explains the timer to the panel which includes Nacho, Sarah Carberry and Jessie Stricchiloa.

Nacho Hernandez from iHispanic to give his presentation. He should be providing a detailed landscape overview. US Hispanic population growth; 44 million in 2004, 68 million was estimated in 2015, a huge growth. US Hispanics are spreading fast across the US landscape. 71% of all US Hispanic households are concentrated in 20 markets. US Hispanic household is 42% larger; 3.4 versus 2.4 in the general market (more people in a household). The US Hispanic market is young, 46% of hispanics are 24 years of age or younger versus 33% of non-hispanics. 40% internet penetration rate of US Hispanics, spain 39%, france 38%, Mexico (missed). Hispanics online are qualified consumers, with $30,000 or more household income. Hispanics are heavy internet users, US Hispanics view 150 pages on average, compared to 133 of general market - that is 13% higher. US Hispanics spend 87 more minutes online, 10% more. Time spent per week, TV 17.5 hours, Radio 11.2 hours, Internet 9.7 hours and print 5.4 hours. Consumed media is shifting; 62% of hispanics said they would be spending more time on the Internet as opposed to the other medias. Do you feel that you can find most relevant info on? Internet was like 95% the vote. He then ran some comparison tests between the search engines. 67% of Hispanics are not that loyal to a search engine, which surprised Nacho, since Hispanics are typically local to brands. 61% of US Hispanics are aware there is a difference between paid and organic results. They then asked the users if they can tell the difference between paid and organic. 56% of US Hispanics are not sure about the difference (lots of opportunity there). US Hispanic ad spend totaled more than 3.3 billion to market products to the US Hispanics in 2005, and a 6.8 percent increase from 2004. "$14 billion will be spent on paid search in 2006." They used this forecast model and tried to match it to the US Hispanic numbers, $884 million will be spent on paid search directly or indirectly to US Hispanics in 2006. $30M will be spend on spanish paid search. US Hispanics are primarily searching in English, because that is the content out there. Latin America is different. Measure the performance of an English ad versus an Spanish ad, compare. There is opportunity to increase Web sites in Spanish, better web content, better services and more paid ads. Advanced SEM Strategies for US Hispanic SEM: He gives some localized data for San Diego, Tijuana. And does a localized ad for them in Google AdWords. He compares the Spanish CPC versus the English CPC is much lower, higher ROI. He brings up the SEOMoz Keyword difficulty tool, and shows that "futbol" is a competitive keyword, and "Futbol" was $0.01 in Overtures bid tool! He goes over some quick tips quickly, people search backwards in Spanish (???). Identify your SPanish keywords for SPanish users only. He showed how to gain real estate on SERPs, not only did MexGrocer have top rankings, their affiliates were right under them. US Hispanic market is hot, paid search is taking off, trend for spanish content is rising, and SEM strategies for Hispanics require some basic dedication.

Sarah Carberry from Google is now up to share an online survey. The objective of the study was to learn more, to give advertisers an unbiased, 3rd party (Media Study helped) to help them make informed marketing decisions, to ensure that Google is meeting the needs for marketers targeting US Hispanics online. Findings suggest that current online US Hispanic market is comprised of educated, affluent and tech savvy early adopters. US Hispanics are more likely to purchase travel, technology, entertainment, beauty/cosmetics and or business service more so then US. US Hispanics are searching more than any other activity next to email. US Hispanics use a range of search engines. US Hispanics are more likely to use search engines to help with a variety of online shopping activities like compare prices, learn more about products, purchase it online. US Hispanics are purchasing online and offline, after using a search engine, US Hispanics internet users estimate they purchase 38% products. Users who consider Spanish their primary language are more likely to search in English. Text Ad Language: More us hispanics are clicking on English ads. US Hispanics use a search engine to pursue interests like finding recipes, read news, download music and blog posting more so then general population. They are also going online to access the net via multiple devices like mobile phones. She explains that US Hispanics are all different, they each have a unique personality and search differently.

Jessie Sticchiola Alchemist Media is last up. She praises Nacho, well deserved! She shows that many major US cities are dominated by Hispanics. If you are not a big dog in SEM you need to rely on word of mouth marketing, you are also suffering from lacking in top 10 rankings for SEM terms and you can a limited cash flow and budgets to spend on paid ads. You need to build successful client relationships, the loyalty business model. SEM-CRM is a world onto itself. Expectation management within an ever fluctuating SEM industry, cost variation due to lack of commoditization of SEM related services and client issues (dealing with tech team, external agencies). Client selection and sales process; you have to consider the clients understanding of the SEM industry, prior SEM engagements, development resources, commitment and availability and financial stability and accounting process. If they had 1 prior engagement, likely a wise business move, 2 priors is not unheard of, 3 priors then that raises a red flag (dig for background), 4 priors is a huge red flag). Client development resources; internal production and 3rd party agencies. Client commitment and availability, constant supervision of site production process to ensure CPC/SEO compatibility. Client accounting process; inquire about client's accounting process (net 30, net 60) and determine whether you will have a direct accounting contact for payment and if you are ok with the arrangement. Communication & Expectations; what you will, wont and might do with regard to the web site during the course of the project, the risks involved with your SEO tactics, influential factors out of your control, what you expectations are of their team throughout the project, consider incorporating these elements into agreements. Intuitive selection factors; internal unity with regard to SEM efforts, communication skills, EGO factors and cultural fit.

Disclaimer: I type as fast as I can, there are grammar errors, typos and more issues with this. I do my best to be as accurate as possible. But due to the nature of "real time" coverage, there will be issues.

Pictures of SES Latino uploaded in almost real time also here.


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