In this episode of PPC Live, Anu Adegbola interviews Jack Hepp, who shares his journey into digital marketing, including the challenges he faced, such as getting fired from his first job.

Jack discusses the importance of communication, networking, and the role of AI in marketing. He emphasizes the need for transparency and understanding the fundamentals of marketing, especially when using AI tools.

The conversation highlights the significance of human involvement in marketing strategies and the lessons learned from mistakes.

Takeaways

• Networking at conferences can lead to valuable connections.
• Jack's journey into digital marketing began in 2015.
• Getting fired from his first job taught Jack important lessons.
• Communication breakdowns can lead to significant mistakes.
• Building a strong professional network is crucial for career growth.
• Overcoming setbacks can lead to new opportunities.
• AI can simplify tasks but should not replace human insight.
• Understanding the fundamentals of marketing is essential.
• Transparency in communication can help resolve issues.
• Mistakes are part of the learning process in any career.

Chapters

00:00 Introduction and Networking at Conferences

03:01 Jack's Journey into Digital Marketing

05:58 The First Major Mistake: Getting Fired

08:52 Communication Breakdowns and Lessons Learned

11:58 The Importance of Networking

14:56 Overcoming Setbacks and Finding New Opportunities

17:54 The Role of AI in Marketing

21:07 The Human Element in AI-Driven Marketing

23:58 Final Thoughts and Key Takeaways

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PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

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In this episode of PPC Live The Podcast, Anu Adegbola interviews Susan Yen, a seasoned PPC strategist, discussing her journey from New England to Texas, her experiences at Brighton SEO, and the importance of a holistic approach to marketing.

They delve into the significance of proper campaign structuring, the challenges of Performance Max campaigns, and the necessity of transparency and accountability in client relationships. Susan emphasizes the importance of testing, learning from mistakes, and the evolving role of AI in marketing, advocating for a balance between automation and human creativity.

Takeaways

• Susan has over eight years of experience in PPC and performance marketing.
• She emphasizes the importance of a holistic approach to marketing strategies.
• Account structuring is crucial for successful PPC campaigns.
• Performance Max campaigns require careful setup and monitoring.
• Transparency with clients about mistakes fosters trust and accountability.
• Testing and adaptation are essential in the ever-changing marketing landscape.
• AI should assist, not replace, human creativity in marketing.
• Mistakes are learning opportunities that should be openly discussed.
• Proper training in fundamentals is necessary before using AI tools.
• The role of PPC experts remains vital in the age of AI.

00:00 Introduction and Background

02:58 The Importance of Account Structure in PPC

05:50 Celebrating Mistakes and Learning from Them

08:45 Navigating PMAX Campaigns and Conversion Tracking

11:51 Transparency and Client Communication

14:54 Setting Expectations and Embracing Change

18:21 Client Communication and Accountability

22:21 Learning from Mistakes and Team Management

24:57 The Role of AI in Marketing

33:26 The Importance of Fundamentals in PPC

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PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ event is on October 22nd

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Summary

In this episode of PPC Live, Anu Adegbola interviews Aisha Youssef, a paid media e-commerce specialist. They discuss Aisha's journey in the marketing world, focusing on a significant mistake she made during a Black Friday campaign. Aisha shares insights on the importance of learning from failures, effective client communication, and the role of managers in fostering a supportive work environment. The conversation also touches on best practices in PPC campaign management and the significance of authenticity in marketing. Aisha emphasizes the need for a positive work culture that encourages team members to learn from their mistakes without fear of repercussions.

Takeaway

• Learning from mistakes is crucial in the marketing industry.
• Effective communication with clients is essential during crises.
• Managers should create a supportive environment to reduce anxiety in their teams.
• Over-segmenting PPC campaigns can dilute effectiveness.
• Authenticity in marketing helps build trust with clients and audiences.
• It's important to encourage team members to take calculated risks.
• Career progression should be based on readiness, not just ambition.
• Mistakes are part of the learning process in digital marketing.
• Ayisha's motto: 'Get clicks or die trying.'

Chapters

00:00 Introduction to Aisha and Paddle Sports

02:54 Learning from Mistakes: Aisha's F Up Story

05:51 The Impact of Oversights in PPC Campaigns

09:00 Client Communication and Damage Control

11:56 Lessons Learned and Moving Forward

14:52 The Role of Managers in Team Dynamics

17:59 Best Practices in PPC Campaign Management

20:53 The Importance of Authenticity in Marketing

23:53 Encouraging a Positive Work Environment

26:48 Career Progression in Digital Marketing

29:59 Conclusion and Future Engagements

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PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ event is on October 22nd

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Summary

In this episode of PPC Live, Anu Adegbola interviews Ashna Mackin, a senior paid ad specialist with extensive experience in managing campaigns across various industries. They discuss Ashna's early career mistakes, the importance of taking ownership of campaigns, and common errors in PPC management. The conversation emphasizes the need for transparency in the industry regarding mistakes and the significance of learning from them. Ashna shares valuable insights on navigating challenges in advertising and the importance of caring about the work being done.

Takeaways

• Aashna emphasizes the importance of taking ownership of campaigns.
• Never make significant changes on a Friday to avoid unmonitored errors.
• Mismatched landing pages are a common issue in PPC.
• Best practices should be adapted to the specific client context.
• Transparency about mistakes can foster a supportive work environment.
• Understanding the client's industry is crucial for effective PPC management.
• Automation should not replace human oversight in advertising.
• Mistakes are learning opportunities that should be openly discussed.
• Caring about the campaigns leads to better outcomes.

Chapters

00:00 Introduction to Ashna Mackin

02:58 Early Career Mistakes and Lessons Learned

09:57 Navigating Mistakes in PPC Management

14:57 Common Errors in Advertising

20:59 The Importance of Discussing Mistakes

27:00 Final Thoughts and Advice

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PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ event is on October 22nd

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In this conversation, Anu Adegbola and Inderpaul Rai discuss the importance of learning from mistakes in PPC management, the role of automation and AI in marketing, and the significance of effective communication within teams.

Indi shares a personal experiences and insights on how to navigate challenges in the industry, emphasizing the value of client relationships and the need for continuous learning and adaptation in a rapidly changing digital landscape.

Takeaways

• The importance of a thorough handover process to avoid mistakes.
• Automation should be used as a tool, not a crutch.
• Effective communication within teams is crucial during crises.
• Learning from mistakes is essential for growth in any career.
• Client relationships can be strengthened through transparency and collaboration.
• AI should assist, not replace human judgment in marketing tasks.
• Mistakes can lead to valuable lessons and improved processes.
• Maintaining a calm demeanor as a leader helps manage team panic.
• Understanding the client's perspective can improve agency-client relationships.
• Regularly reviewing and celebrating past successes can combat imposter syndrome.

Chapters

00:00 Introduction and Background

04:45 The Importance of Team Communication

09:57 Learning from Mistakes in Performance Marketing

15:02 Client Relationships and Trust

20:08 Leadership and Crisis Management

21:51 Effective Communication in Teams

22:48 Learning from Mistakes

24:43 The Importance of Data and Automation

26:33 Understanding Client Relationships

27:27 Common Pitfalls in AI Usage

30:32 The Value of Mistakes

32:32 Managing Team Reactions to Errors

35:37 Career Reflections and Growth

Find Inderpaul on LinkedIn

Intervier with Ed Sheeran:

Part 1

Part 2

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PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ event is on October 22nd

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In this episode of PPC Live The Podcast, Anu Adegbola interviews Adrienne Shaver, a PPC expert who shares her journey in the advertising industry. They discuss the importance of learning from mistakes, the role of AI in advertising, and the need for accountability and guardrails in PPC campaigns.

Adrienne emphasizes that mistakes are inevitable and that transparency with clients is crucial. The conversation also touches on the evolving best practices in PPC and the importance of sharing failures to foster growth and learning in the industry

Takeaways

• Adrienne emphasizes the importance of transparency with clients.
• Mistakes in PPC can lead to valuable lessons.
• AI should be treated as a coworker, not a replacement.
• Guardrails are essential to prevent mistakes in advertising.
• Efficiency should not come at the cost of detail.
• Reporting in PPC needs to evolve beyond basic metrics.
• Sharing failures can help others learn and grow.
• The industry is shifting rapidly, requiring constant adaptation.
• Accountability is key in maintaining client trust.
• Success in PPC is built on a foundation of learning from failures.

Chapters

00:00 Introduction to Adrienne Shaver

05:01 Learning from Mistakes in PPC

11:57 Guardrails and Accountability in Advertising

16:57 Understanding AI in Advertising

21:02 Shifting Best Practices in PPC

24:46 The Importance of Sharing Failures

26:44 Career Reflections and Future Aspirations

Find Adrienne on ⁠LinkedIn⁠

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PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ event is on October 22nd

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In this episode of PPC Live The Podcast, Anu Adegbola interviews Dave Alexander, a digital marketing professional specializing in Google Ads.

They discuss the challenges of managing PPC campaigns, particularly focusing on a recent experience with a client where a campaign structure led to unexpected issues.

Dave shares insights on the importance of communication, teamwork, and learning from mistakes in the fast-paced world of digital marketing. He emphasizes the need for continuous research and adaptation to new best practices, especially with the rapid changes in technology and client expectations.

The conversation also touches on the significance of fostering a collaborative team environment and the impact of AI on PPC strategies.

Takeaways

• Always take a breath before responding to client concerns.
• Collaboration within teams can alleviate pressure during challenges.
• Understanding the client's market and product range is crucial.
• Mistakes can provide valuable learning opportunities.
• Research and staying updated on best practices is essential.
• Effective communication can prevent misunderstandings with clients.
• Utilizing team strengths can enhance campaign performance.
• AI and new features should be approached with caution and understanding.
• Building rapport within teams fosters a supportive work environment.
• PPC professionals should focus on driving quality traffic, not just conversions.

Chapters

00:00 Introduction to Dave Alexander and His Background

03:03 The Zombie Campaign Structure Explained

05:43 Identifying and Solving Campaign Issues

08:34 Client Reactions and Communication Strategies

11:31 Learning from Mistakes and Future Strategies

14:30 Advice for Handling Client Panic

17:24 The Importance of Collaboration Across Teams

23:03 Crafting Thoughtful Responses

26:21 Navigating Best Practices in PPC

29:11 Learning from Mistakes

33:20 Fostering Team Collaboration

40:32 The Crossover: From Court to Clicks

46:04 PLTP IntroOutro (22).mp4

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PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ event is on October 22nd

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In this episode of PPC Live, Reva Minkoff shares her extensive experience in digital marketing, focusing on the importance of learning from mistakes in PPC campaigns.

She discusses a significant error made during a Performance Max campaign, how it was turned into a learning opportunity, and the importance of understanding client goals.

Reva emphasizes the need for a supportive environment where team members can share their failures and learn from them.

The conversation also touches on the challenges posed by AI in PPC and the necessity of maintaining control over campaigns to align with client expectations.

Takeaways:

• Learning from mistakes is crucial in digital marketing.
• Understanding client goals is key to successful PPC campaigns.
• Creating a supportive environment encourages team members to share failures.
• AI can introduce challenges in PPC that require careful management.
• Mistakes can lead to valuable learning opportunities.
• It's important to focus on what truly matters to clients.
• Communication with clients about mistakes can strengthen relationships.
• A structured QA process can help prevent errors in campaigns.
• Collaboration with other marketing teams enhances PPC effectiveness.
• Embracing a culture of learning from failures can drive success.

Chapters

00:00 Introduction to Reva Minkoff and Her Background

03:55 The Importance of Learning from Mistakes

07:54 Navigating Client Relationships and Expectations

11:58 Understanding Client Goals and Metrics

15:49 The Role of Collaboration in Marketing Success

19:20 Navigating Campaign Goals and Conversions

22:38 The Importance of Quality Assurance in Campaigns

24:30 Creating a Safe Environment for Mistakes

26:28 Learning from Failures and Client Goals

28:13 The Role of AI in PPC Campaigns

33:20 Reflections on a PPC Career Journey

Find Reva on LinkedIn

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PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠⁠⁠⁠ event is on October 22nd

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In this episode of PPC Live, Anu Adegbola speaks with Aaron Levy, a seasoned PPC expert, about his journey in the industry, the importance of learning from mistakes, and the impact of social media on professional reputation.

They discuss the challenges and opportunities presented by AI in PPC, emphasizing the need for purposeful marketing strategies. The conversation also highlights common mistakes in the PPC industry and concludes with key takeaways for listeners.

Takeaways:

• Social media can significantly impact professional reputation.
• AI tools require a modern campaign structure to be effective.
• Purposeful marketing is essential for success in PPC.
• Current industry mistakes include slapping AI on outdated strategies.
• Landing pages are crucial for PPC success and should be optimized.
• Understanding the purpose behind actions in PPC is vital.
• The importance of collaboration between PPC and CRO teams.
• Mistakes can lead to opportunities for learning and improvement.

00:00 Introduction and Background of Aaron Levy

02:46 The Importance of Context in Marketing

05:43 Golf: A Personal Passion and Its History

08:35 Learning from Mistakes in Marketing

11:29 The Google Alpha Incident

14:26 The Aftermath and Lessons Learned

17:18 The Dichotomy of Google and Advertisers

18:32 The Pressure of Advertising Performance

19:50 Navigating Changes at Google

20:55 The Impact of Public Scrutiny

21:53 Purposeful Communication in a Digital Age

23:48 Building Confidence Through Experience

26:34 Leveraging Influence for Change

32:29 Mistakes in AI Implementation

34:56 The Importance of Structure in Campaigns

Find Aaron on⁠ ⁠⁠LinkedIn⁠⁠ ⁠⁠

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PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠⁠⁠ event is on October 22nd

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In this episode of PPC Live, Anu welcomes Matt Shenton from Croud, one of the biggest global agencies. Matt shares a candid story from his early career about overspending a client's budget and the valuable lessons he learned from that experience. They discuss the importance of accountability, client communication, and continuously monitoring campaign performance. Matt, who is also well-versed in AI and machine learning, offers insights into the current and future landscape of paid search, emphasizing that while AI tools are powerful, human expertise remains indispensable. The episode concludes with actionable advice for both seasoned and junior PPC professionals on navigating mistakes and leveraging AI effectively.

00:00 Introduction to PPC Live Podcast

00:46 Guest Introduction: Matt Shenton from Croud

01:46 Matt's Career Journey and Early Challenges

05:19 The Big Mistake: Overspending Incident

10:00 Lessons Learned and Advice for Juniors

13:39 Managing Teams and Delegating Responsibilities

16:13 Tailoring Responses to Mistakes

18:06 Ownership and Accountability in Mistakes

19:58 Common Industry Mistakes

21:54 AI Mistakes and Misconceptions

24:48 The Future of AI and Digital Marketing

29:12 Fun and Final Thoughts

Find Matt on⁠ LinkedIn⁠

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PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠⁠⁠ event is on August 14th or October 22nd

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In this episode of PPC Live The Podcast, formerly known as PPC Chat Roundup, host Anu introduces the podcast's new format where she brings PPC experts to share their insights. This week's guest is Gareth Westhead, a digital director with 18 years of industry experience. Gareth shares his first-hand experience of a major mistake he made early in his career.

He discusses the importance of not working in silos and ensuring that marketing efforts align with sales capabilities to avoid wasteful spending. Gareth emphasizes the need for thorough communication between marketing and sales teams and the value of testing and optimizing campaigns thoughtfully. The episode also explores broader industry insights and the evolving role of AI in PPC. Tune in to learn valuable lessons from Gareth's transparent and honest recounting of his journey.

00:00 Introduction to PPC Live The Podcast

00:37 Meet Gareth Westhead: Industry Veteran

04:34 Gareth's Biggest Mistake and Lessons Learned

07:23 The Importance of Communication Between Marketing and Sales

10:50 Reflecting on Mistakes and Moving Forward

15:01 Key Takeaways and Advice for Marketers

18:19 Celebrate Your Successes

18:54 Interrogating the Brief

20:10 Testing and Experimentation

22:54 Common Mistakes in Paid Media

25:28 The Role of AI in Marketing

29:12 The Future of Keywords

30:42 Fun and Final Thoughts

Find Gareth on ⁠⁠LinkedIn⁠⁠ ⁠

Book a coaching call with ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠⁠⁠⁠⁠⁠

PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠⁠ event is on August 14th or October 22nd

Follow us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode of PPC Live, formerly known as PPC Chat Roundup, host Anu introduces the show's new format where she will bring PPC experts to discuss their biggest professional setbacks and how they turned them around.

Anu interviews Elisabetta Nicoli, also known as Betty, a seasoned paid media specialist. Betty shares a major mistake involving a targeting error in a PPC campaign and the surprising reactions from her team and clients.

The discussion covers how to manage and communicate errors, the importance of honesty in client relationships, and the value of creating an environment where team members feel comfortable admitting their mistakes.

Betty also emphasizes the prudent use of AI in PPC and the need for industry professionals to share their mistakes to foster learning and authenticity. The episode closes with a reminder to always double-check PPC settings and offers a sneak peek into upcoming PPC Live events.00:00 Introduction to PPC Live Podcast00:47 Meet Elisabetta Nicoli: PPC Expert06:13 Diving into the Mistake11:01 Handling the Aftermath16:30 Lessons Learned and Moving Forward17:26 The Importance of a Checklist18:27 Questioning Good Results20:06 Owning Your Mistakes21:23 Creating a Culture of Transparency24:26 Learning from Industry Mistakes27:12 The Role of AI in Digital Marketing30:00 Final Thoughts and Career Reflections33:04 Upcoming Events and Opportunities

Find Betty on ⁠LinkedIn⁠ ⁠

Book a coaching call with ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠⁠⁠⁠⁠

PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠ event is on July 31st or October 22nd

Follow us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Navigating PPC Pitfalls: Lessons from Facebook Ad Expert Sarah SalIn this episode of PPC Live, host Anu introduces the podcast's new format, bringing experts directly to the listeners.

Anu speaks with Sarah Sal, a renowned Facebook ad specialist, known for her engaging and often sarcastic takes on digital marketing. Sarah shares a story about how a sarcastic blog post nearly destroyed her lead generation on Facebook, emphasizing the importance of diversifying marketing channels. The conversation covers various topics, including AI's role in ad copy, common mistakes in Facebook ad management, and the significance of sharing failures as part of professional growth.

The episode also touches upon Sarah's career journey, and Anu concludes with details about upcoming PPC Live events and her new PPC mindset coaching program.

00:00 Introduction to PPC Live The Podcast

01:06 Meet Sarah Sal: Facebook Ad Specialist

02:36 The Matcha vs Coffee Debate

04:41 Discussing Major F-Ups in PPC

05:29 The Sarcasm Incident: A Costly Joke

12:40 Navigating Client Expectations and Budgeting

18:03 Email Issues and Targeting Problems

18:20 The Importance of Educational Content1

8:47 The Coffee Shop Analogy

19:21 Common AI and Facebook Ad Mistakes

21:56 The Persuasive Power of Personal Stories

24:16 The Pitfalls of AI in Advertising

26:15 The Value of Learning from Mistakes

30:10 The King and the Clown: A Marketing Lesson

32:22 Final Thoughts and Upcoming Events

Find Sarah on ⁠LinkedIn⁠ and her site⁠

Book a coaching call with ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠⁠⁠⁠⁠

PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠⁠ event is on July 31st

Follow us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode of 'PPC Live The Podcast,' host Anu welcomes Sarah Stemen to discuss the intricacies of paid search marketing. They delve into the challenges of working with various clients, the importance of recognizing and addressing mistakes, and the pitfalls of focusing solely on ROAS. Sarah shares her experiences, including a significant mistake involving store visits tracking, and offers advice on creating a safe space for junior marketers to experiment and grow. The episode also touches on the role of AI in PPC, the need for a well-rounded marketing approach, and the significance of discussing failures for personal and professional development.

00:00 Welcome to PPC Live The Podcast

00:39 Introducing Sarah Stemen

02:26 Sarah's Fashion Consultant Journey

05:28 The PPC Gals YouTube Channel

06:20 Discussing PPC F-Ups

07:00 Client Challenges and Lessons Learned

18:50 The Importance of Confidence in Your Career

19:14 Age and Authority in the Workplace

20:03 Documenting and Owning Mistakes

21:11 Real-Life Example of a Major Mistake

23:46 The Pitfalls of Focusing Solely on ROAS

26:11 Alternative Metrics to ROAS

28:45 The Role of AI in PPC

30:59 The Value of Discussing Mistakes

34:28 Fun and Final Thoughts

Find Sarah on LinkedIn and YouTube⁠

Book a coaching call with ⁠⁠⁠⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠⁠⁠⁠

PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠⁠ event is on July 31st

Follow us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠

Follow us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode of PPC Live,The Podcast, host Anu interviews Kate Luke, a seasoned head of digital with a passion for e-commerce. The episode focuses on how mistakes, specifically in PPC settings, can lead to unexpected successes and valuable lessons.

Kate shares an early career mistake involving setting the wrong target ROAS and how it surprisingly generated positive results. The conversation highlights the importance of trust, both within teams and with clients, as well as the necessity of allowing AI and automation algorithms time to learn and optimize. Practical advice includes avoiding major changes on Fridays, taking a moment to breathe before reacting to mistakes, and fostering an open environment where learning from errors is normalized. The episode also touches on broader industry practices and the benefits of honest discussion about common mistakes.

Key Takeaways:

• Mistake: Kate accidentally set a target ROAS to 40% instead of 400%, leading to unexpected high spend.

• Surprising Outcome: The campaign actually performed well, uncovering new sales opportunities.

• Lesson 1: Never make big changes on a Friday—you risk weekend issues without oversight.

• Lesson 2: Always double-check even simple inputs to avoid costly errors.

• Lesson 3: Build trust with clients—owning up to mistakes and handling them well builds credibility.

• Lesson 4: Don’t over-constrain campaigns—loosening ROAS targets can sometimes yield better performance.

• Lesson 5: In the AI/PMax era, avoid constant changes—let algorithms learn and optimize.

• Lesson 6: Give changes time to stabilize before evaluating results (at least 1–2 weeks).

• Final Advice: Mistakes are inevitable—how you respond and resolve them matters most.

00:00 Introduction to PPC Live The Podcast

01:14 Meet Kate Luke: Digital Transformation Expert

04:01 Kate's Early Career Mistake

06:57 Lessons Learned and Client Trust

13:06 Advice for Handling Mistakes

13:29 Handling Client Mistakes with Confidence

13:44 Lessons Learned from Simple Mistakes

14:25 The Importance of Double-Checking

14:49 Saying No to Friday Changes

16:38 Encouraging Open Conversations About Mistakes

17:55 Creating a Safe Space for Juniors

19:27 Navigating AI and Automation in PPC

20:54 The Learning Period in AI Systems

23:02 Final Thoughts and Farewell

Find Kate on ⁠⁠LinkedIn⁠ ⁠

Book a coaching call with ⁠⁠⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠⁠⁠

PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠PPC Live London⁠⁠⁠⁠ event is on July 31st

Follow us on ⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠

Follow us on ⁠⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode of PPC Live, The Podcast, host Anu sits down with seasoned PPC professional Serge Nguele to discuss one of his biggest professional mistakes and how integrity helped him turn it around. Serge shares the story of a £20K overspend at his former agency and the valuable lessons learned from the experience.

Key Takeaways

For PPC Professionals Facing Mistakes:

- Stay Calm: Remember that no lives are at stake in PPC

- Own It Completely: Take full responsibility without making excuses

- Be Proactive: Report issues yourself rather than having them discovered

- Learn and Improve: Use mistakes as opportunities for systemic improvements

For Managers:

- Respond with support and problem-solving rather than blame

- Recognize that integrity in crisis reveals character

- Use individual mistakes to improve team processes

On AI in PPC:

- Common Mistake: Over-complicating AI implementation because it's trendy

- Better Approach: Start with actual problems you need to solve

- Reality Check: Ensure you have the basics covered before adding sophisticated AI solutions

00:00 Introduction to PPC Live Podcast

01:18 Meet Serge Nguele: PPC Expert and Marathon Runner

05:29 Serge's Biggest PPC Mistake

08:17 The Aftermath and Lessons Learned

14:42 Agency Mistake and Resolution

15:44 Learning from Mistakes

17:21 Building Trust and Integrity

20:45 Advice for Handling Overspending

22:58 AI in Paid Search

24:42 Fun and Farewell

Find Serge on ⁠LinkedIn⁠

Book a coaching call with ⁠⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠⁠

PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠PPC Live London⁠⁠⁠ event is on July 31st

Follow us on ⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠

Follow us on ⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠

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Host Anu interviews digital marketing executive Dii Pooler (11+ years experience) about the dark side of personal branding in PPC. Dii shares a vulnerable story about a corporate client consultation where she was put on the spot with complex YouTube and CTV questions outside her speciality area of paid search and lead generation.

Despite her expertise, not having an immediate, polished answer shifted the room's energy, leading to passive-aggressive comments and microaggressions. The episode examines how building a strong personal brand can lead to unrealistic expectations and pressure to be perfect in every situation.

• Building authority creates higher expectations that aren't always realistic
• "The criticism will shake the leaves, but it won't shake the roots" - Anchor your brand in purpose, values, and truth, not just money
• Be extremely intentional about client types and industries you specialise in
• Remember, consultations are two-way interviews - you're evaluating them too

For Freelancers/Agency Owners: Choose your environment wisely - with growth-minded people, owning mistakes leads to evolution; with accountability-avoidant people, honesty makes you the villain

For Managers: Ask "What happens when this person makes a mistake?" Respond with compassion and growth opportunities, not blame

• Don't resort all ad copy to AI - keep human language and connection
• Don't replace PPC specialists with AI audits - human insight remains crucial for changing market conditions

The PPC community talks about mistakes but often lacks compassion - we need more understanding and guidance, less snark and memes

Key TakeawaysPersonal Branding Reality CheckManaging MistakesAI in PPC WarningsIndustry Insight

0:00 Welcome to PPC Live: The Podcast

00:47 Introducing Today's Guest: Dii Pooler

01:43 Dii Pooler's Background and Expertise

03:02 Understanding the Waterfall Framework

06:04 Dii's Personal Story: When Personal Branding Goes Wrong

15:48 Lessons Learned and Advice for Others

22:27 The Role of AI in PPC and Common Missteps

25:06 Final Thoughts and Farewell

Find Dii on LinkedIn

Book a coaching call with ⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠

PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠PPC Live London⁠⁠ event is on July 31st

Follow us on ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠

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Susan Richards-Benson, a 20-year PPC veteran and independent contractor, shares her experience with a devastating account suspension that cost her client tens of thousands in revenue during their busiest season—all due to client dishonesty.

The Setup:

Client: Indoor children's playground in Florida

Timing: Christmas period (peak season)

Problem: Google Ads account suspended for "circumventing systems"

The 2-Month Investigation:

Google support only provided generic responses

Team checked for malware, IP issues, site problems

Developer unavailable during holidays

Client increasingly frustrated as traffic plummeted

Key Takeaways

1. Client Transparency Works Both Ways

Agencies aren't the only ones who can lack transparency

Dishonest clients can create major problems for agencies

Always verify client claims rather than taking their word

2. Enhanced Onboarding Process

Red flags to watch: Clients being "cagey" about previous data, refusing analytics access, claiming previous agencies won't release data

New process: Screen share with clients to check existing accounts at ads.google.com

Due diligence: Don't just ask—verify what accounts already exist

3. Crisis Management Best Practices

Document everything in writing

File support cases immediately

Don't try to solve complex issues alone

Stay accessible and communicate regularly with clients

Be transparent about what you're seeing on your end

4. Industry Evolution Insights

Then: Keyword stuffing, siloed thinking worked

Now: Requires holistic approach across SEO, social, PPC

Key mindset: Don't resist change—embrace it or leave the industry

5. Healthy Approach to PPC Mistakes

Mistakes are inevitable for everyone in PPC

Own up immediately and explain implications

Don't let mistakes rattle your confidence

Share failures, not just successes, to help the community learn

The industry will humble big egos

6. AI & Automation Cautions

Example: P-Max with store visits has 5-7 day reporting lag

Be careful with click-based conversions like "Get Directions"

Don't blindly trust algorithm optimization

Professional Impact

This experience taught Susan to completely revamp her onboarding process and be more selective about clients who show transparency red flags. The relationship ultimately soured and ended, highlighting how client dishonesty can damage professional relationships beyond just the immediate technical problems.

Bottom Line

The biggest lesson: Trust but verify. Even experienced PPC professionals can be blindsided by client dishonesty. Implementing thorough onboarding processes and maintaining detailed documentation can prevent similar disasters.

00:00 Introduction to PPC Live Podcast

00:49 Guest Introduction: Susan Richards-Benson

02:19 Susan's Journey from Journalism to Paid Search

03:48 The Evolution of Digital Marketing

06:00 Fun Facts and Personal Interests

06:58 The Big F-Up: A Client's Google Ads Suspension

16:27 Lessons Learned and Advice for Marketers

21:53 The Role of AI in PPC

25:00 Conclusion and Upcoming Events

Find Susan on ⁠LinkedIn⁠

Book a coaching call with ⁠⁠⁠⁠⁠⁠Anu⁠⁠⁠⁠

PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠PPC Live⁠⁠ event is on July 31st

Follow us on ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠

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In this candid episode of PPC Live The Podcast, host Anu sits down with Peter Guba, a Google Ads expert and founder of Profit Mill, to explore the raw reality of PPC failures and how they can become powerful learning experiences.

Peter shares two memorable mistakes from his career - one hilarious, one costly - that shaped him into the marketer he is today.

The main story centres on a perfect storm of PPC disasters: while managing a multi-million dollar enterprise event management client, Peter's Dynamic Search Ads began targeting Christmas trivia content from the client's blog during the holiday season. This led to massive irrelevant traffic, zero qualified leads for over a month, and ultimately the loss of the client - despite Peter successfully fixing the issue using Google's data exclusion functionality.

Key takeaways:

1. Own Your Mistakes Immediately

• Transparency and accountability are crucial when things go wrong
• Clients respect honesty more than excuses or blame-shifting
• The person who made the mistake is often best positioned to prevent it from happening again

2. Smart Bidding Requires Smart Monitoring

• Automation isn't "set it and forget it" - it needs consistent oversight
• Google's algorithm needs substantial data to learn, which can be expensive with broad, irrelevant keywords
• Third-party monitoring tools can help catch issues before clients do

3. The Perfect Storm Elements to Watch For

• Dynamic Search Ads + Smart Bidding + Broad SEO content = potential disaster
• Seasonality can amplify existing targeting issues
• Enterprise clients with razor-thin margins have zero tolerance for extended poor performance

4. Industry Reality Checks

• PPC isn't a magic bullet for fundamental business problems
• Understand your client's organic conversion rates before diving into paid search
• Some industries are simply too competitive for paid search to be profitable

5. Authenticity in Professional Communication

• Real failure stories are more valuable than polished success narratives
• In an AI-driven world, genuine vulnerability becomes increasingly rare and valuable
• "Showing up" consistently matters more than being perfect

Bonus Lesson: Always double-check your presentation slides for competitor logos before sending - it might accidentally help your pitch!

0:00 Introduction to PPC Live The Podcast

00:53 Meet Peter Guba: Google Ads Expert

05:09 Funny F-Up Story: The Logo Mix-Up

08:48 Serious F-Up Story: The Christmas Trivia Disaster

18:39 The Importance of Smart Bidding

19:18 Learning from Mistakes

20:21 Client Communication and Accountability

22:02 Challenges with PPC and Demand Generation

26:50 The Role of Automation in PPC

28:59 The Value of Discussing Failures

32:59 Final Thoughts and Resources

Find Peter on LinkedIn and Profit Mill

Book a coaching call with ⁠⁠⁠⁠⁠Anu⁠⁠⁠

PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠⁠PPC Live event⁠⁠⁠⁠⁠ is on June 26th in Leeds, UK

The next ⁠PPC Live London⁠ event is on July 31st

Follow us on ⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠

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In this episode of PPC Live: The Podcast, host Anu chats with Greg Finn, co-founder of Cypress North, about the biggest mistakes he's witnessed in PPC and how they became learning opportunities. Greg shares two major f-ups: a Halloween costume company that accidentally set their monthly budget as a daily budget (spending $300K instead of $30K), and his own team's Microsoft Ads import error that sent one client's ads to a completely different advertiser's account.

More importantly, Greg reveals how these disasters shaped his management philosophy and company culture, emphasizing transparency, open communication, and treating mistakes as growth opportunities rather than failures.

On Mistake Management:

• Intent matters more than outcome - if someone is trying to do the right thing, the mistake is secondary
• Transparency builds trust - own mistakes immediately, provide full documentation, and offer immediate refunds
• Create processes after mistakes to prevent repetition, not punishment

On Company Culture:

• Foster an environment where employees feel safe reporting mistakes immediately
• Focus on education and growth rather than perfection
• Treat team members as teammates, not competitors

On AI Usage:

• AI works best as an assistant, not a replacement for human creativity
• Avoid AI-generated content that looks obviously artificial
• Maintain authentic brand voice rather than relying on AI for everything

On Conversions:

• "All conversions are not created equal" - optimize for sales-qualified leads, not just any conversion
• Sync CRM systems with ad platforms to focus on actual business outcomes
• Quality over quantity when it comes to lead generation

The episode emphasizes that mistakes are inevitable in PPC, but how you handle them defines your success as both a marketer and a leader

00:00 Introduction to PPC Live The Podcast

00:50 Guest Introduction: Greg Finn of Cypress North

03:01 Greg's Background and Expertise

05:33 Discussing $300,000 worth and uploading to the wront account PPC Mistakes

19:53 Owning Your Mistakes

20:14 The Illusion of Perfection on Social Media

21:42 Encouraging Open Communication in the Workplace

25:44 The Importance of Team Mentality

27:29 Mismanagement of Talent

30:32 The Role of AI in Marketing

35:03 Conclusion and Final Thoughts

and LinkedIn

Book a coaching call with ⁠⁠⁠⁠Anu⁠⁠

PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.

The next ⁠⁠⁠⁠PPC Live event⁠⁠⁠⁠ is on June 26th in Leeds, UK

The next PPC Live London event is July 31st

Follow us on ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠

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