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The logic of managing international search on a global or regional model is powerful for many reasons: you can set and achieve global strategic and financial goals plus consistent global messaging; you can allocate budgets dynamically among your different markets to exploit local success and minimise failure; you can compare local campaigns on an apples-to-apples basis, regardless of currency or other variables; and the unified platform and central management required will yield significant efficiencies in both raw costs and labour. However, you need more than global campaign management and powerful technology to run a successful regional search marketing campaign.
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