No matter how much experience you have managing U.S.-based PPC accounts, when you take on an international account for the first time—either as a new client or global arm of an existing U.S. client—the experience is akin to landing on a new planet without a map or escape pod.
(Matt Damon, we feel your pain.)
So you have to step carefully. Because things you take for granted when managing U.S. PPC accounts, may not apply to international accounts.
Fortunately, Pauline Jakober describes some of the dos and don’ts of taking over an international PPC account in her most recent column in Search Engine Land. Check it out!