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
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