Standardize architecture
Account structures, naming and keyword clusters became comparable across markets.
International growth · Market testing
Assess new markets sooner. Scale the strongest opportunities.
For an international business, we built an account and test architecture that combined global standards with local flexibility.
International expansion
New country accounts
Market testing
Performance-based allocation
Project impact
See which markets have potential sooner.
Consistent test criteria made countries comparable and gave us a clear basis for allocating future budget.
Promising markets could be developed deliberately, while investment stayed focused on the best opportunities.
Starting point
Combine central management with local relevance.
Demand, competition, buying behavior, seasonality and efficiency can differ substantially between countries.
A shared architecture made markets comparable while leaving room for the adjustments that mattered locally.
My responsibility
Account architecture, test logic and local activation.
Together with the team, I developed the model for new countries and for improving existing markets.
- Set up new country accounts
- Created consistent campaign structures and naming conventions
- Standardized keyword clusters
- Built testing roadmaps with clear scaling logic
- Localized keywords, ads, landing pages and promotions
- Reallocated budget based on actual market performance
The market model
Globally comparable. Locally relevant.
Central standards provided direction; local data determined adjustments, budget and next steps.
Validate local demand
Test budgets produced real signals about volume, competition and efficiency.
Localize the message
Keywords, ads, landing pages and promotions reflected local intent.
Allocate capital deliberately
Budget followed actual market performance rather than the initial plan.
The outcome
Build up promising markets selectively.
Stronger markets could receive further development and additional budget.
The result was a centrally manageable, locally adaptable system for better expansion decisions.
International expansion means understanding local demand and scaling the best opportunities on sound economics.
For your setup
What you can apply to your own setup.
- 01
Clear learning and decision criteria accelerate new market tests.
- 02
A shared architecture creates comparability while allowing local differences.
- 03
Strong localization connects language, intent, the offer and seasonality.
- 04
Clear budget allocation concentrates resources on the best growth opportunities.
Next step
Which markets deserve your next investment?
Let us review the test logic, account structure and scaling criteria for your international setup.