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.

Marketing

The
International
Paid Search
Playbook
@MattHolmesXX #SearchLeeds

@MattHolmesXX #SearchLeeds
current.distrelec.com

INTERNATIONAL
PPC IS THE SAME
AS AMERICAN
FOOTBALL
@MattHolmesXX #SearchLeeds

1.
Coach strong
fundamentals
The 3 As
@MattHolmesXX #SearchLeeds

SEPARATE
ACCOUNTS FOR
EACH COUNTRY
@MattHolmesXX #SearchLeeds

SPLIT OUT
EXACT AND BMM
@MattHolmesXX #SearchLeeds

AIM FOR 70%
EXACT MATCH
SPLIT
@MattHolmesXX #SearchLeeds

here
Brainlabs
Currency
Exchange Script
@MattHolmesXX #SearchLeeds

REVIEW SEARCH
TERMS
REGULARLY
@MattHolmesXX #SearchLeeds

here
Google
Shopping Price
Benchmarks
@MattHolmesXX #SearchLeeds

here
Public Holiday
Calendar
@MattHolmesXX #SearchLeeds

CREATE SELF
AWARENESS IN
YOUR TEAM
@MattHolmesXX #SearchLeeds

Auction
Insights
@MattHolmesXX #SearchLeeds

2.
Define your
playbook
@MattHolmesXX #SearchLeeds

Global, then local
@MattHolmesXX #SearchLeeds

Consumer
Barometer
consumerbarometer.com
@MattHolmesXX #SearchLeeds

Naming Conventions
@MattHolmesXX #SearchLeeds

Prepare for likely
situations
@MattHolmesXX #SearchLeeds

3.
Make
adjustments
Ready to take the field
@MattHolmesXX #SearchLeeds

Every opponent is
different
@MattHolmesXX #SearchLeeds

IF Functions in
Ad Text
Search “Adwords IF Functions”
@MattHolmesXX #SearchLeeds

LOCATION
MODIFIERS
@MattHolmesXX #SearchLeeds

REFRESH
MESSAGING
REGULARLY
@MattHolmesXX #SearchLeeds

Not every play is a
touchdown
@MattHolmesXX #SearchLeeds

Thanks!
Any questions?
You can find me at:
▫ @mattholmesxx
▫ current.distrelec.com

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