Creating and testing international ads

Compelling, relevant and engaging ad copy is crucial to paid search success and can make or break a campaign. In international campaigns, tailoring content to the local audience and language is especially important to ensure any message will resonate with the target audience and bring results. Based on her experience of managing global paid search campaigns, Dorien shared tips and tactics for creating ads including translation, culture and calls to action, as well as how to effectively test campaigns and optimise performance.

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