Head Search Marketing
Frank Watson has been in charge of SEM at Forex Capital Markets for over 3 years. He also oversees analytics and the FXCM's new publication division. The company spends between $4-5 million dollars a month in online advertising - a large portion of which is for PPC. Over the last two years the move to foreign language advertising has been a major play by his company and the problems of finding it, successfully adapting the advertising messages to the cultural differences and using analytics has been an adventure.
"The Spanish language market has been a profitable addition," Mr Watson said. "It was the first European language we added to our site and has proven to be the most profitable."