This is a recording of a talk given at the International Search Summit Barcelona 2021. In this talk, Mario Herrera Pérez from BYHOURS shares how BYHOURS implements a multichannel strategy at an international level, running ads in more than 25 countries. Taking advantage of the synergies of the main platforms, he shares the process around how to make users fall in love on Instagram, generate buying interest on Facebook, retarget them with banners through Google Display and programmatic, and finish the buying process by answering their questions through Google Search. He provides insights into how to develop a global strategy, taking into account the differences in each platform and how to use creativity and segmentation to drive results.
