International PPC at its Best

Ian O'Rourke Posted by Ian O'Rourke


When the leading hotel brand in the UK realised a large portion of their customers originated from France and Italy they decided to focus additional effort and budgets on those markets to increase their share of French and Italian travelers visiting the UK. Since they did not have local operations in those countries they conducted all their international PPC from London.

First they used competitive intelligence tools to understand who were the most successful hotel operators in France and Italy, what were their local budgets, their most successful keywords and adcopy. Armed with this knowledge they were able to secure the necessary PPC budgets internally and quickly design campaigns that would appeal to the local audiences, offers needed to be attractive and catchy but also reflect what was already the most successful ad copy in those markets – something a good competitive intelligence tool can tell you right away.


About the author

Ian O'Rourke
Ian O'Rourke
Ian is the CEO and Founder of Adthena. After 22 years being involved in technology businesses and start-ups, he has driven Adthena forward since 2012 and it is now experiencing rapid growth. Ian likes to foster a culture of common sense and self-reliance at Adthena, and ensures everyone has the tools they need to succeed, His flair for innovation and business has been recognised with the Developing Entrepreneur Award at the WCIT Enterprise Awards – commonly regarded as the Oscars for technology entrepreneurs. A graduate of the University of Queensland, Ian is also a fluent Chinese speaker having lived and studied in Taiwan. He is married with two children and is an avid rock climber in his spare time.