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SearchLeeds 2018 - Matt Holmes - Distrelec - The International Paid Search Playbook

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What’s the difference between a Superbowl-winning NFL team and a winning international PPC team? Not as much as you’d think. Combining his love of the NFL and experience running global campaigns for Distrelec and Emirates, Matt Holmes brings you his top 5 strategies for winning now and leading change for the future.

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SearchLeeds 2018 - Matt Holmes - Distrelec - The International Paid Search Playbook

  1. 1. The International Paid Search Playbook @MattHolmesXX #SearchLeeds
  2. 2. Hello! @MattHolmesXX #SearchLeeds
  3. 3. @MattHolmesXX #SearchLeeds current.distrelec.com
  4. 4. @MattHolmesXX #SearchLeeds
  5. 5. @MattHolmesXX #SearchLeeds
  6. 6. INTERNATIONAL PPC IS THE SAME AS AMERICAN FOOTBALL @MattHolmesXX #SearchLeeds
  7. 7. 1. Coach strong fundamentals The 3 As @MattHolmesXX #SearchLeeds
  8. 8. “ @MattHolmesXX #SearchLeeds
  9. 9. Accuracy @MattHolmesXX #SearchLeeds
  10. 10. SEPARATE ACCOUNTS FOR EACH COUNTRY @MattHolmesXX #SearchLeeds
  11. 11. SPLIT OUT EXACT AND BMM @MattHolmesXX #SearchLeeds
  12. 12. AIM FOR 70% EXACT MATCH SPLIT @MattHolmesXX #SearchLeeds
  13. 13. Awareness @MattHolmesXX #SearchLeeds
  14. 14. here Brainlabs Currency Exchange Script @MattHolmesXX #SearchLeeds
  15. 15. REVIEW SEARCH TERMS REGULARLY @MattHolmesXX #SearchLeeds
  16. 16. here Google Shopping Price Benchmarks @MattHolmesXX #SearchLeeds
  17. 17. here Public Holiday Calendar @MattHolmesXX #SearchLeeds
  18. 18. CREATE SELF AWARENESS IN YOUR TEAM @MattHolmesXX #SearchLeeds
  19. 19. Analysis @MattHolmesXX #SearchLeeds
  20. 20. Auction Insights @MattHolmesXX #SearchLeeds
  21. 21. 2. Define your playbook @MattHolmesXX #SearchLeeds
  22. 22. Global, then local @MattHolmesXX #SearchLeeds
  23. 23. Consumer Barometer consumerbarometer.com @MattHolmesXX #SearchLeeds
  24. 24. Naming Conventions @MattHolmesXX #SearchLeeds
  25. 25. Prepare for likely situations @MattHolmesXX #SearchLeeds
  26. 26. 3. Make adjustments Ready to take the field @MattHolmesXX #SearchLeeds
  27. 27. Every opponent is different @MattHolmesXX #SearchLeeds
  28. 28. Experiment @MattHolmesXX #SearchLeeds
  29. 29. IF Functions in Ad Text Search “Adwords IF Functions” @MattHolmesXX #SearchLeeds
  30. 30. LOCATION MODIFIERS @MattHolmesXX #SearchLeeds
  31. 31. REFRESH MESSAGING REGULARLY @MattHolmesXX #SearchLeeds
  32. 32. Not every play is a touchdown @MattHolmesXX #SearchLeeds
  33. 33. “ @MattHolmesXX #SearchLeeds
  34. 34. Thanks! Any questions? You can find me at: ▫ @mattholmesxx ▫ current.distrelec.com

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