International PPC: How to deal with currency fluctuations

One issue I’ve seen with international PPC is how to keep track of your spend and ROI abroad compared to at home. When setting up billing, you can either choose to use the target market currency or use your home currency. There are pros and cons to both, though I don’t intend to discuss them too much here, as most advertisers would have already made a decision a long time ago. What is critical is that regardless of the currency you select, Google’s (and maybe Bing’s) internal auction is converted to USD in order for AdRank to be calculated. So without actually changing your bids abroad, you are bidding more and less aggressively based on currency fluctuations and competitor currencies. Below, I’ll share a dashboard that we use for international PPC clients at Brainlabs (my employer) to track these movements and make adjustments where necessary. This Google Sheets dashboard has all the currency information you will ever need to take back to your PPC reporting. Use this sheet to help keep Search Engine Land Source

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