PPC Live The Podcast - The F*ck ups that led to Triumphs

Anu Adegbola
  • 5.0 (10)
  • MARKETING
  • UPDATED WEEKLY

On PPC Live The Podcast (formerly the PPCChat Roundup podcast), we shall be talking to guest who will share their f*ck ups that led to triumphs. From client selection fails to adding the wrong bids to setting Auto Apply Recommendations and everything in between. We shall share what the failure was and how we fully recovered, and set ourselves up for future success. 

  1. EP361 - Why Great Campaigns Fail Behind the Scenes ft Peter Bowen

    3D AGO

    EP361 - Why Great Campaigns Fail Behind the Scenes ft Peter Bowen

    In this episode, Peter Bowen shares valuable insights from nearly 20 years in PPC advertising, highlighting common pitfalls and how to avoid them. Whether you're managing Google Ads for local businesses or complex lead gen campaigns, his stories provide practical lessons to refine your approach. Main topics covered: The importance of currency settings in international campaignsInfrastructure decay and system leakages affecting ad performanceThe delicate balance of bid strategies and data trackingPractical tips for systematic auditing and troubleshootingThe impact of automation and AI in modern PPC campaigns Timestamps: 00:00 - Introduction to Peter Bowen and his PPC expertise 00:20 - The significance of currency settings in campaign management 02:45 - Handling system decay: infrastructure leaks and tracking failures 05:30 - Real-world case: poor performance due to broken conversion tracking 09:00 - How to implement systematic checks for campaign health 12:45 - The role of bid strategies: target CPA vs. maximized conversions 16:00 - Challenges and opportunities with AI Max and automation tools 20:30 - Common mistakes when applying automation without strategic planning 24:15 - The importance of guarding against system leaks and data loss 27:00 - Practical steps: checklists, logs, and monitoring tools 30:00 - Why understanding the whole system matters in PPC success 33:00 - The industry’s shift from traditional to AI-powered campaigns 37:00 - The myth of “statistically significant” results in PPC testing 40:15 - Closing advice: learn from mistakes and build resilient systems Remember: Making mistakes is part of growing as a PPC professional, but it’s what you learn and implement afterward that truly defines your success. Resources: ⁠Peter Bowen’s Website⁠ Go to PPC Live for ⁠⁠⁠event tickets Join us on ⁠⁠⁠⁠Slack⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠

    50 min
  2. EP360 - Clean Doesn't Always Mean Better ft Charlotte Osborne

    APR 15

    EP360 - Clean Doesn't Always Mean Better ft Charlotte Osborne

    In this episode, Charlotte Osborne shares her journey through the PPC industry, including a pivotal mistake with account restructuring, and the lessons learned along the way. Whether you're a newbie or a seasoned pro, her insights on account management, AI usage, and industry collaboration are invaluable. Key Topics Charlotte’s background in PPC and her transition from agency owner to independent consultantThe story of a significant account restructuring mistake early in her careerThe importance of a step-by-step approach and planning when restructuring accountsHow small agencies often lack formal training and frameworks, leading to errorsThe value of mentorship, peer review, and internal checks in PPC managementThe role of automation and AI in PPC: potential benefits and pitfallsRisks of giving AI too much control without human oversight ("Claudit" concept)Practical advice for handling account failures: breathe, analyze, phase changes, and experimental approachesThe industry evolution: accessibility of information, the rise of women in PPC, and the importance of sharing knowledgeTips for new PPC professionals to grow, learn, and avoid common mistakes Chapters: 00:00 - Introduction and episode overview 01:00 - Charlotte’s background in paid search and her focus on standing out 05:18 - The story of Charlotte’s account restructuring mistake 06:18 - The consequences of re-writing campaigns over existing ones 07:42 - The importance of backup and careful planning during restructures 08:44 - Internal checks, mentorship, and learning from mistakes 10:09 - Industry training gaps in small agencies 11:36 - The importance of foundational PPC training and continuous learning 13:01 - Industry evolution and access to PPC knowledge 14:27 - Making changes slowly: phased approach and experimentation 16:38 - The immediate impact of restructuring mistakes 18:07 - Process improvements for account restructuring going forward 20:07 - The significance of testing and pausing, not removing, campaign elements 22:15 - Handling client and manager reactions to mistakes 27:04 - Industry collaboration, sharing knowledge 28:08 - Advice for PPC practitioners facing account crises 34:38 - Common audit pitfalls: tracking and negative keywords 36:32 - The importance of conversion tracking and data integrity 38:15 - AI in PPC: current limitations and risks of automation 43:00 - The concept of “Claudit” and responsible AI use 45:17 - Final thoughts on human oversight and industry collaboration 46:41 - Charlotte’s fun "movie title" for her career: "Fast and Furious in PPC" 48:00 - Industry outlook: the future of PPC and community building ⁠Charlotte Osborne - LinkedIn⁠⁠Smart Click Media⁠⁠PPC Live Event Schedule⁠⁠ Join us on ⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠

    52 min
  3. EP359 - Misreported ROAS, Account Structure Chaos & AI Mistakes ft Maddie Lightening

    APR 8

    EP359 - Misreported ROAS, Account Structure Chaos & AI Mistakes ft Maddie Lightening

    In this episode, Maddie Lightening shares candid stories about common pitfalls in paid media management, the importance of leveraging AI wisely, and how to approach mistakes with a growth mindset. Discover practical advice on account structuring, controlling CPCs, and embracing experimentation to stay ahead in the fast-paced world of PPC. Main Topics Covered: The significance of proper account currency configuration and how currency conversion errors can impact reportingThe risks and lessons learned from outdated account structures, especially in Google AdsHow to implement CPC caps within bid strategies to regain control without performance lossThe importance of not just adopting AI but using it strategically and with purposeThe value of a "FAFO" mindset—try, fail, learn, and move forward in paid mediaTips for managing mistakes seamlessly, including transparency with clients and teamKey insights into seasonality and account adjustments during peak periodsCreative ways to break the rules with AI, like running targeted campaigns with unique placementsThe role of curiosity in PPC success — always testing and asking "what if?" Timestamps: 00:00 - Introducing Maddie Lightening and her PPC background 00:52 - Maddie’s journey to Head of Paid Media at Hallam 02:17 - Maddie’s fun fact: from banana bread to F1 autographing 03:40 - Navigating industry interests outside PPC 04:36 - Common mistake: Currency conversion errors and reporting impact 06:12 - Lessons from account structure mistakes inherited from other agencies 07:52 - Handling performance drops without panic 09:23 - When to restructure campaigns and assessing seasonal impacts 11:23 - What could have been done differently during account restructuring 12:44 - Client reactions to structural changes: fear vs. frustration 14:23 - Managing CPC increases and external factors influencing CPCs 18:38 - Implementing CPC caps in bid strategies for better control 21:12 - Breaking rules: Running targeted campaigns with AI and Google restrictions 22:30 - Advice for professionals discovering account mistakes 23:35 - The importance of accountability and giving yourself grace 25:22 - Maddie’s PPC value: FAFO — f**k around and find out 26:26 - Curiosity and testing as fundamental PPC skills 27:32 - Overcoming fear of AI bans in agencies 28:41 - Integrating AI into routine work—don’t ban it, use it effectively 30:07 - Avoiding common AI pitfalls: Providing enough context and data 32:02 - The dangers of complete AI bans and staying adaptable 33:55 - Future-proofing PPC strategies with AI and technology understanding 36:39 - Maddie’s fun movie title: “Rush” – PPC’s fast-paced nature 38:16 - Connect with Maddie on LinkedIn for more insights Resources & Links: ⁠⁠⁠LinkedIn - Maddie Lightening⁠⁠⁠⁠PPC Live Event Schedule⁠ Join us on ⁠⁠⁠⁠Slack⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠

    43 min
  4. EP358 - Quick Wins, Quick Mess ft Hannah Zora Strong

    APR 1

    EP358 - Quick Wins, Quick Mess ft Hannah Zora Strong

    Hannah Zora Strong shares her 14-year journey in PPC, including a memorable mistake involving bid strategies that caused a client crisis. She discusses lessons learned, the importance of communication, and tips for avoiding common PPC pitfalls, especially in the context of AI tools. Key topics: PPC bid strategy mistakesClient communication and transparencyImpact of AI tools on PPC management Sound bites: "My cost per conversion shot up from 20p to 2 pounds""Most things in PPC are fixable""Search expansion can bring fringe terms, be cautious" Chapters 00:00 Introduction to PPC and Guest Background 04:16 The F-Up Story: A Lesson in PPC Management 09:33 Understanding Client Communication and Expectations 15:06 Reflections on Management and Team Dynamics 18:15 The Importance of Team Support 22:39 Navigating Mistakes in PPC 24:25 Learning from Past Errors 25:17 Common Mistakes in PPC Management 32:04 The Role of AI in PPC 35:06 Future of PPC and AI Integration 43:28 Outro.mp3 Hannah Zora Strong on LinkedIn Adworld Conference Search and Stuff

    44 min
  5. EP357 - Schedule It or Regret It ft Chloe Stockton

    MAR 25

    EP357 - Schedule It or Regret It ft Chloe Stockton

    Chloe Stockton shares her journey in paid search, a major mistake during Black Friday 2019, and lessons learned about automation, AI, and account management. This episode offers practical advice for PPC professionals to avoid common pitfalls and improve strategies. Topics: Common PPC mistakes and how to avoid themThe importance of scheduling and labeling in campaignsUsing AI and automation effectively in PPCHandling client communication and transparencyLessons learned from a Black Friday campaign mishap Chapters 00:00 Introduction to PPC Live Podcast 03:47 Chloe's Journey in Paid Search 06:51 The Cyber Monday Mistake 09:36 Client Communication and Accountability 12:21 Lessons Learned and Process Improvements 15:08 Support from Management and Moving Forward 17:16 Embracing Mistakes in PPC Management 20:18 Common Client Mistakes and Quick Wins 25:27 Leveraging AI in PPC Strategies 30:05 The Evolution of PPC: From Manual to Automated 31:29 The Future of PPC: Insights and Reflections 34:37 Outro.mp3 Go to PPC Live for ⁠⁠early bird ticket sale⁠⁠ Join us on ⁠⁠⁠Slack⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠

    35 min
  6. EP356 - From Costly Mistake to Competitive Advantage ft Heidi Sturrock

    MAR 18

    EP356 - From Costly Mistake to Competitive Advantage ft Heidi Sturrock

    Join Anu and Heidi Sturrock, a seasoned paid search expert with 24 years of experience, as she shares invaluable lessons from her career, including a major mistake with broad match campaigns, the evolution of search engines, and the role of AI in PPC. This episode offers practical insights for marketers looking to master performance marketing and navigate industry changes. Key topics The evolution of search engines from Yahoo to GoogleA major mistake with broad match campaigns and its silver liningThe role of quality and trust in search engine successHow to handle and learn from campaign mistakesThe impact of AI and automation in PPC strategies Chapters 00:00 Introduction and Guest Credibility 03:35 Heidi's Fun Fact: From 1999 to Google Dominance 08:11 The Mistake: Broad Match Campaign Gone Wrong 10:11 The Silver Lining: Turning Mistakes into Opportunities 12:27 Diligence in Campaign Setup and Negative Keywords 17:06 Controlling Spend and Managing Disgruntled Customers 19:08 Lessons from Campaign Launch on a Friday 24:27 Ownership and Transparency in Mistakes 27:46 Adapting to Industry Changes and Embracing AI 30:12 Common Mistakes in Account Audits 36:11 The Biggest Mistake in AI Adoption 38:21 Mastering AI Max for Search and Campaign Setup 41:28 Closing Remarks and Future Events 49:02 Outro.mp3 Resources: Heidi Sturrock on LinkedIn - HeidiSturrock.com - SMX Advanced 2026 PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape. Go to PPC Live for ⁠early bird ticket sale⁠ Join us on ⁠⁠Slack⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠

    49 min
  7. EP355 - Sneaky Google Ads Settings & Tanked Campaigns ft Chloe Varnfield

    MAR 11

    EP355 - Sneaky Google Ads Settings & Tanked Campaigns ft Chloe Varnfield

    In this engaging interview, Chloe Varnfield shares her journey in digital marketing, her experiences with mistakes and lessons learned, and insights into managing client relationships and the evolving AI landscape. Perfect for marketers looking to grow and learn from real-world scenarios. Key topics Common PPC mistakes and how to avoid themThe importance of default settings and account auditsManaging client relationships during campaign crisesThe impact of AI on digital marketing strategiesLessons learned from real-world marketing errors Chapters 00:00 Introduction and Personal Updates 06:20 Mistakes in Digital Marketing: Learning from F-ups 14:02 Navigating Campaign Challenges and Client Communication 20:29 Building a Toolkit for Success 23:13 The Importance of Community and Support 26:04 Learning from Mistakes in Marketing 29:37 Common Pitfalls in Account Management 33:08 Navigating the AI Revolution in Marketing 34:47 Celebrating Successes and Personal Growth 40:57 Outro.mp3 Follow Chloe on LinkedIn PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape. Go to PPC Live for early bird ticket sale Join us on ⁠Slack⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠

    41 min
  8. EP354 - The Leads Were There… So What Went Wrong? ft Danny Gavin

    MAR 4

    EP354 - The Leads Were There… So What Went Wrong? ft Danny Gavin

    In this engaging interview, digital marketing expert Danny Gavin shares valuable insights on PPC, lead generation, handling mistakes, and the evolving role of AI in marketing. Discover practical lessons from real-world experiences, including how honesty, communication, and technology checks can save campaigns and client relationships. Takeaways Honesty and transparency are crucial when addressing mistakes.Regular communication and reporting can prevent misunderstandings.Implementing backup systems like lead data spreadsheets enhances visibility.AI can assist in analyzing phone call quality and lead qualification.Always double-check inputs and outputs when using AI tools. Chapters 00:00 Introduction to Danny Gavin and His Background 06:32 The Importance of Communication in Client Relationships 11:34 Learning from Mistakes: A Case Study in PPC 16:14 Implementing Solutions and Preventing Future Issues 19:40 The Importance of Communication in Client Relationships 21:12 Navigating Client Relationships After Challenges 25:33 Key Mistakes in Lead Generation Strategies 29:32 Leveraging AI in Lead Generation 32:01 Cautions and Best Practices for Using AI 35:56 Final Thoughts and Reflections on the Journey 41:27 Outro.mp3 Danny Gavin on LinkedIn PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape. Join us for PPC Live Online on Feb 18th Join us on Slack Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠

    42 min
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About

On PPC Live The Podcast (formerly the PPCChat Roundup podcast), we shall be talking to guest who will share their f*ck ups that led to triumphs. From client selection fails to adding the wrong bids to setting Auto Apply Recommendations and everything in between. We shall share what the failure was and how we fully recovered, and set ourselves up for future success. 

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