La comunicación y el lenguaje como herramienta fundamental para entender los anuncios de Movistar en sus diferentes mercados

Forward Media was born as an agency that is part of the Havas group to address Movistar's Latin American markets. Within this agency and as a fundamental part is the CoE (Center of Excellence) team made up of the Search Unit. This unit is in charge of making the announcements for Movistar in Ecuador, Peru and Uruguay. As Colombia is the base country of the CoE team, there are differences in the language and communication of the announcements since the idioms used by each country are not known, increasing the return of structures and the percentage of lost impressions per search (classification). With this in mind, this project was carried out in order to propose an action plan to improve the quality of the ads, use appropriate language and communication with the aim of achieving better behavior in the campaigns implemented for the Google Search Campaigns.