This section of Econsultancy's newly-updated Paid Search Marketing (PPC) Best Practice Guide covers international and multilingual paid search.

Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.

This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.

Topics covered in this section

Topics covered include:

  • Global opportunities
  • Competition overseas
  • Google's competition
  • Managing international search engine marketing
  • Tools and resources for international paid search marketing

As well as this section, the guide is available in its entirety as a 300+ page report, or in six other individual sections. See the main report page for details.

Contributing authors

This guide has been put together and updated by James Gurd, an experienced digital marketing consultant and owner of Digital Juggler, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.

This section includes contributions from:

  • Peter Whitmarsh, Head of PPC, Search Laboratory

Table of contents

  1. Introduction
    1. Features of this guide
    2. About Econsultancy
    3. About the contributors
  2. International and Multilingual Paid Search
    1. Introduction
    2. Global opportunities
    3. Competition overseas
    4. A brief intro to Google’s competition
      1. Bing Ads
      2. Yahoo! Japan
      3. Baidu
      4. Yandex
      5. Naver
      6. Seznam
    5. Managing international search engine marketing
      1. Devices users will be searching on
      2. Payment methods and currencies
      3. Legal and compliance issues
      4. Landing pages and content
      5. Translation / localisation of paid search campaigns
    6. Tools and resources for international paid search marketing
      1. Desktop editing tools
      2. Keyword tools
      3. Ad preview tools
  3. Acknowledgements
    1. Lead author
    2. Expert contributors

free sample of the report is available to those who want to know more.


  • Pdf SAMPLE: Paid Search Marketing (PPC) - Best Practice Guide (1.01 MB PDF)
  • Pdf Disabled Paid Search Marketing (PPC) - Best Practice Guide: International and Multilingual Paid Search (699 KB PDF)

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