Developing & implementing a global paid search strategy

This is a video recording of a presentation from International Search Summit, which took place in Barcelona in 2019. Sergi shares how Alpro developed a new paid search strategy and the journey the team took, from redefining keywords and ad copy to changing campaign structure and keyword strategy to the huge challenge of deploying in multiple languages. He also shares the pitfalls to be aware of when undertaking such a project and the learnings the team has made throughout the process of launching and optimising its global campaigns.