Spanish / Portuguese Language Ad Issues

“Brad Geddes from Local Launch is up first to give an overview of language and targeting options. Most common forms of Spanish language targeting; english web sites targeting spanish speakers, and many other options. There are many possible configurations (keyword, ad copy, audience). Google AdWords Language Options: they have a language settings under the campaign settings, this is based on user preference set by user at Google.com. Keyword & ad copy use; no restrictions as to the language of the keywords, ads and non for mixing and matching keywords and ad languages. There is a quality score that will regulate this, so the restrictions are not needed as much. Yahoo! Search Marketing Language Options; allows English or spanish keywords, they will allow english or spanish ad copy and there are restrictions; spanish keyword must trigger spanish ads, spanish ads must lead to spanish landing pages, and some more. Microsoft adCenter only supports English and French, so give MSN feedback. Geographic targeting, most common location targeting options are country targeting or region targeting. Country targeting can be done at Google AdWords (multiple countries can be targeted with one campaign (don’t use the same campaign, but you can), Microsoft adCenter allows it also, same deal as Google, but Yahoo search marketing allows one account per country and in Q1 2007, you will be able to link accounts. Top 10 Hispanic Markets; LA, NY, Chicago, Miami, Houston, Dallas, San Francisco, Phoenix, and Harlingen. Regional Targeting; IP targeting, Specific Geographic based campaigns (ip based and keyword based), country & territory based companies (targeting country and keyword based). He then shows geographic permutations for keywords (Florida Pizza, Miami Pizza, etc.). Reach your target audience, location (ip/keyword), languages, and ppc inventory.”

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