PPC Manager - Kaiser+Kraft, Prague

Aug 2018 - Nov 2021

4 markets' PPC accounts being set up all from the start. Hungary, Romania, Slovenia, Croatia. Sometimes takign over on an interim base the Czech and the Polish accounts. Search, Image, Youtube ads, Shopping ads, PMax, remarketing lists, targeting the competition's traffic, cooperating with local sales to select the highest margin product categories, finding patterns, catching seasonal categories and keeping with getting the highest quality scores.

My PPC Actions

I organized regualr calls with local sales to identify new deals and confirm existing PPC strategies.

Found great conversion opportunities for targeting foreigners in host countries. Targeting Poles in Germany, Romanians in France and Italy. Hungarians in Austria.. The shift of workforce and business from East to West also great trick to take into consideration. Companies and workers are looking for tools and equipment on their own language. Appearing in their search results worked miracles.

I don't speak Romanian nor Slovenian and didn't have any AI tool to asssist me, but I had the help of hte locals. With a little manual work and a few minutes of the local sales people no language issue existed.

Additional PPC Insights

We created with a Hungarian digital professional Youtube videos from product pages, online sales events and created a Youtube channel. According to our Google Key Account, Hungary was in the top 3 markets in the EU, which covered the market with its brand appearance in the mentioned timeframe.

Targeted the most relevant B2B websites, which fit into our portfolio and released our Image campaign on it. We just missed the competition, so much. Even created a list for the competition, and targeted their online visitors without showing ourselves in the SERP paid positions. Jsut the competitions' visitors saw our ads without having their keywords appearing targeting our ads.

When we didn't have Shopping ads, creted targeted campaigns using DSA campaigns. Just to show our branded products to the visitors for general product category keywords: In URL our own brand name, and tadaam, cheapest product, quality product with the highest margin shown to the visitors.

Takeaway

As per Budget planning and Revenue forecasting I recall the Law of Diminishing Returns.

The law of diminishing marginal returns is a theory in economics that predicts that after some optimal level of capacity is reached, adding an additional factor of production will actually result in smaller increases in output.

Find out my previous work experience as a Content Localisation Team Leader.