When you’re running a normal local PPC campaign, you never have to think about things like international exchange rates. But when it you are running a business that deals in international PPC, an issue you’ve got to keep track of how to keep track of your spend and ROI abroad compared to at home. Which do you use? The target market currency or home currency? Ultimately, it’ll depend, as there are pros and cons to both.
The important thing to remember is that regardless of the currency that you select, Google’s internal auction will convert that currency to USD so that AdRank can be calculated. In this situation, you’re bidding more and less aggressively depending on currency fluctuations and competitor currencies.
There’s an article that was posted on Search Engine Land that discusses how to deal with currency fluctuations with international PPC, which was written by Daniel Gilbert. In his article, Daniel has shared a dashboard that Brainlabs uses to track these movements and make adjustments where and when necessary. He even tells us the reasons why we may need currency data, and he lists them within the article.
Check out Daniel’s article if you run an international business and you would like to know how do deal with international PPC. Just follow the link below.
Search Engine Land: International PPC: How To Deal With Currency Fluctuations