5 dos and don’ts of managing a new international PPC account
Never managed an international PPC account before? Columnist Pauline Jakober provides tips and advice on how to handle this new challenge.
You’re a US-based PPC manager, and you’ve just been tasked with overseeing an international account for the first time. What do you do?
If you’re like many, the thought of managing international accounts gives you the sweats, but there’s also probably some part of you that’s intrigued.
Either way, taking on international accounts can definitely add some serious skills to your overall experience.
So the question is: How do you boldly go where you’ve never gone before?
In this post, I’ll walk you through a few dos and don’ts when tackling your first international PPC account.
1. DO treat the international account as a new client
It doesn’t matter if you’ve been at your company or with your client for 10 years — the minute they ask you to manage their international account, you’re a newbie. And it’s time to start researching.
Go through the same process you would if you were onboarding a new client or getting to know a new employer. For my agency, that means a thorough interview process.
The key is to know that this is not a copy-and-paste job. Culture, volume, conversion rates and cost per acquisition all vary per location, and the strategies do, too.
For example, one client of ours who was successful in advertising webinars in the US via PPC wouldn’t even entertain the idea in Europe, as the sales process was completely different due to cultural differences.
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