These slides are from a presentation given at the International Search Summit Barcelona 2023. Economic fluctuations, constantly shifting political tides, evolving global trends which hit each market differently â€“ how do local issues and crises impact your international PPC campaigns? Do you just pause them, and pull out of markets? Do you adapt them to meet the mood of your audience? Can PPC support your growth, or is it a distraction and waste of money? In these slides, Umay Jones from Webcertain brings some key questions that need to be answered, and uncovers the potential hurdles and how to overcome them.