A lot of effort goes into creating and setting up a new PPC campaign -- effort which will be wasted if it is not continuously monitored, optimised and adapted once it's launched. Yet the on-going management of paid search campaigns can be a major task -- especially if they cover multiple products and services, not to mention countries and languages -- and it requires specialist knowledge to ensure goals will be met and that all important return-on-investment is achieved. Kayleigh Browne, head of Webcertain's Media team, explains more about the challenges of managing paid search campaigns globally and the options available to international businesses.
