This is a recording of a talk given at the International Search Summit Barcelona 2022. In order to create effective, successful PPC campaigns, it is important to analyse the user journey in detail. Users who click on an ad have different search intentions than users who find their way to the website via organic search. These intentions also differ from country to country in terms of cultural differences, language, region and search behaviours. So, how do we get the maximum out of our PPC campaigns and support our organic rankings? By analysing different user journeys in detail and giving the user what they are looking for â€“ sound difficult? In this talk, Veronika HÃ¶ller from CompuGroup Medical shows you how to analyse user journeys and optimise PPC campaigns worldwide with this information â€“ to get more high-quality leads for less money.