International PPC: What is working in 2018?

For many years, the main challenge in international PPC was to succeed in localisation and allocate fair budgets to local markets. However, in recent years, Google Ads and its peers have embraced remarketing, audience targeting and added an entire host of new functionalities. In this session, Anders looked at the approaches the most advanced digital marketers are adopting in order to reap the benefits of this change, with case studies from the US and various European countries. He answered the questions of which paid search strategies are winning in 2018, which paid search tactics are the most successful, and which search engines functionalities are bringing new value to campaigns.