With the distinction between SEO and PPC results becoming less and less visible, now more than ever it's vital to use both channels in harmony to drive effective results from your search strategy. Not only that, but when you're working across multiple international markets, you need a scalable solution that can easily be adapted and rolled out across different locations. In this video recording from International Search Summit London 2019, Tom explores approaches to data sharing between SEO and PPC, shares practical examples of how to analyse data from both channels to drive efficiencies and presents testing ideas you can take away to execute to find potential efficiencies in your own campaigns.
