Rolling out the same paid search strategy across all countries you target will lead to wasted budgets and failed campaigns. Olatz Larrañaga from car rental company Sixt explains how it adapts elements of its strategy from the message to campaign structure to search engines used. She also discusses why networking is beneficial to improving advertising performance.
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Olatz has worked in marketing for many years for companies such as Microsoft, and MyDays. She speaks at events around the world and is currently the senior SEA manager for Sixt.