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

Chris Kostecki shares his extensive experience in paid search marketing, recounts a costly mistake involving a TV campaign, and offers valuable lessons on managing digital advertising campaigns effectively.

Key Topics

• The significance of understanding business context in campaign management
• Lessons learned from a major PPC mistake involving TV advertising
• The role of communication and accountability in digital marketing teams
• Strategies for testing and adopting new advertising technologies
• Industry response to platform updates and automation

Chapters

00:00 Introduction to Chris Kostecki and his expertise

00:31 Chris's background and experience in digital marketing

01:28 Chris's passion for supporting digital goals beyond search

02:25 Introduction to the main story: a major PPC mistake

04:30 The TV campaign takeover and its impact

05:43 Key lesson: understanding business context and timing

07:45 Immediate response and campaign shutdown

08:53 Accountability and ownership of mistakes

11:37 Organizational structure and communication gaps

14:24 Checklist and process improvements post-mistake

16:31 Common industry mistakes and strategic errors

18:20 Handling platform updates and automation challenges

22:01 The importance of process and data analysis

25:22 Industry reaction to rapid update cycles

28:24 Communication and transparency from platform providers

31:49 The value of patience and strategic testing

34:17 The significance of sharing mistakes for industry growth

37:24 Encouraging a culture that accepts mistakes and learning

39:00 Final thoughts and personal reflections

39:49 Where to find Chris and upcoming events

Find Chris on LinkedIn

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In this episode, Arin Gharapetian shares his insights on digital marketing, the importance of understanding client processes, and lessons learned from mistakes in paid search campaigns. Discover practical tips for managing campaigns, avoiding common pitfalls, and leveraging AI effectively.

Key topics

The importance of understanding client processes in campaign management

Lessons learned from a $50,000 Google Ads campaign mistake

Strategies for effective communication with stakeholders

The role of AI and automation in modern marketing

Best practices for tracking conversions and measuring success

The significance of patience and testing in campaign optimization

How to handle industry updates and changes effectively

The value of owning mistakes and learning from them

Chapters

00:00 Introduction to Arin Gharapetian and his expertise

02:08 Arin's background and approach to marketing for healthcare and service businesses

04:30 Arin shares a costly Google Ads mistake involving bid strategy changes

07:42 The importance of cross-department communication in campaign success

10:39 Lessons on testing, patience, and learning from campaign mistakes

13:11 Handling industry updates and AI tools responsibly

16:02 Advice for managing mistakes and stakeholder expectations

18:32 Implementing new processes and continuous learning in campaign management

21:02 Key takeaways: embracing mistakes and ongoing education

22:05 Common industry mistakes and how to avoid them

24:41 The impact of AI on marketing and what to watch out for

28:13 Final thoughts on AI, industry changes, and continuous improvement

Find Arin on ⁠LinkedIn⁠

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In this episode, Mike Ryan shares his experiences with AI Max, campaign mistakes, and lessons learned in PPC management. Discover practical insights on avoiding common pitfalls and leveraging data effectively.

Key topics

• AI Max and its impact on campaigns
• Common PPC mistakes and how to avoid them
• The importance of data segmentation and guardrails
• Lessons learned from campaign failures
• The role of curiosity and critical thinking in PPC

Chapters

00:00 Introduction and guest background

02:05 Mike's role and expertise in PPC

05:03 The importance of sharing mistakes and lessons

07:01 Mike's experience with AI Max and early mistakes

10:09 How AI Max can target competitor terms unexpectedly

13:07 The importance of checking search terms early

16:57 The impact of market fears on ROAS targets

19:59 Controlling AI Max with negative keywords and settings

22:58 The significance of data consolidation and segmentation

26:57 Advice for avoiding campaign pitfalls

30:05 Responding to campaign errors with transparency

33:57 The evolving role of campaign structure and guardrails

37:06 New Google updates and strategic responses

40:07 Behavioral responses to Google's August 17 update

45:00 Market-wide effects of ROAS target changes

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Saif Al-Jabbar Khan shares his journey from a DevOps engineer to a successful paid search marketer, highlighting key lessons from his experiences with client management, conversion tracking, and AI integration in digital marketing.

Key topics

• Saif's career transition from DevOps to marketing
• Importance of defining qualified leads early
• Common mistakes in conversion tracking
• Using AI for nuanced account analysis
• The role of WhatsApp in Middle Eastern marketing
• Strategies for managing client expectations
• The impact of landing pages on campaign success
• Lessons learned from account audits

Chapters

00:00 Introduction and Guest Background

03:58 The Importance of Qualified Lead Definition

11:52 Improving Lead Qualification Rates

15:49 The Role of Landing Pages and Client Communication

20:04 Adapting Strategies Based on Data Insights

22:09 The Impact of Data and System Changes

24:00 Advice for Paid Search Marketers Facing Crises

26:00 Reviewing and Refining Lead Criteria

30:03 Common Mistakes in Account Management

33:56 Using AI for Nuanced Account Analysis

36:02 WhatsApp as a Key Channel in Dubai

38:08 AI and Privacy Considerations

42:09 The Role of Journey Aware Bidding

43:47 Final Tips for Paid Search Success

45:02 Fun Question: PPC Movie Title

45:57 Upcoming Events and Networking Opportunities

Find Saif on LinkedIn

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In this episode, Lisandro Franky shares insights on conversion tracking mistakes, industry responses to AI, and best practices for digital marketing success.

Key topics

• Conversion tracking mistakes and solutions
• Impact of AI on marketing industry
• Best practices for campaign optimization
• Data analytics and anomaly detection
• Client communication and transparency

Chapters

00:00 Introduction to Frankie and his background

02:10 Frankie’s experience with digital marketing and AI

05:39 Common mistakes in conversion tracking

09:09 Detecting and fixing tracking issues

14:07 Human vs system errors in data feed

20:22 Building anomaly detection platforms

27:09 Fixing data feed issues in bidding platforms

36:30 Importance of data granularity and account management

44:28 Privacy and ethical considerations in AI use

45:05 Frankie’s advice for marketers facing tracking issues

Find Franky on LinkedIn and Mochee

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In this episode, Craig shares insights from managing over 100 million dollars in ad spend, discusses the complexities of attribution in marketing, and reveals common mistakes in paid media management. Learn how to connect the dots across channels and avoid costly errors.

key topics

The complexity of attribution systems

Connecting marketing channels for better insights

Common mistakes in conversion tracking

The importance of holistic marketing systems

The role of AI in marketing attribution

Lessons from managing over 100 million in ad spend

The impact of Google updates on marketing strategies

Strategies for effective cross-channel marketing

Chapters

00:00 Introduction to Craig and his expertise in paid media

02:00 Creating effective attribution systems in healthcare

04:05 Understanding different attribution models for channels

05:05 The role of AI in marketing attribution

07:01 Balancing work and family life as a remote worker

08:58 Adapting to pandemic conditions and remote work

11:04 Early career challenges with marketing and attribution

13:04 The importance of understanding business-level metrics

15:55 Connecting financial data with marketing efforts

18:55 The system approach to marketing and business success

22:00 Common mistakes in marketing accounts and how to avoid them

35:03 The impact of Google updates and how to adapt

45:04 The importance of continuous learning and adaptation

Find Craig on Linkedin

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In this episode, Ginny Marvin shares her extensive experience in digital marketing, insights on Google Ads updates, and practical advice on managing mistakes and international client relationships.

Key Topics:

Ginny Marvin's career journey and experience in digital marketingInsights on Google Ads updates and best practices

Strategies for managing mistakes and rebuilding client trustTips for working with international clients across time zones

The importance of fundamentals and continuous learning in PPCChapters

00:00 Introduction to Ginny Marvin and her career in digital marketing

02:01 Ginny's experience at Google and her industry insights

04:01 The importance of learning and staying updated in PPC

07:00 A memorable mistake and lessons learned in campaign management

10:01 Handling international clients and managing time zone differences

14:59 Supporting team members through mistakes and fostering growth

19:59 The role of fundamentals and continuous education in PPC

24:58 Preparing for upcoming Google Ads (August 17) updates and industry changes

30:07 Key takeaways on learning from mistakes and process improvement

39:49 The evolving landscape of AI and automation in advertising

44:46 Final thoughts and upcoming industry events

Follow Ginny:

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Twitter/X

How to Prepare for Google Ads’ August 17

Smart Bidding Update: Advice From PPC Experts -

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In this episode, Scott shares his extensive experience in paid search, discusses common mistakes in Google Ads management, and offers practical advice on avoiding costly errors. Tune in to learn how to optimize your campaigns and leverage AI responsibly.

Key Topics:

• Common Google Ads mistakes and how to avoid them
• The importance of proper conversion tracking and setup
• Using AI and automation responsibly in PPC campaigns
• Lessons learned from campaign budget overspending
• The role of testing and monitoring in campaign success

Chapters

00:00 Introduction to Scott and his background

01:00 Scott's experience with public speaking and industry involvement

03:39 Scott's personal fun fact: walking 100,000 steps in a day

06:13 Scott's first major mistake: booking his stag do on the same weekend as a speaking engagement

08:06 The costly mistake of overspending with Smart Bidding

12:42 Rebuilding trust after a campaign budget error

17:33 Impact of new tools and updates in PPC

20:44 Key takeaway: monitor significant changes in campaigns

24:17 Misconceptions about Performance Max audiences

26:24 Using audience targeting effectively in Performance Max

28:12 The debate over broad match versus phrase and exact match

29:21 Common AI mistakes in PPC and how to use it responsibly

32:24 Communicating AI insights to clients

34:13 Scott's movie title: The Problem Is The Job

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In this episode, Ana Kostic shares her journey in PPC, a major mistake involving account restructuring, and lessons learned about business stability and AI in advertising.

key topics

Account restructuring and its impact on performance

The importance of understanding business metrics in PPC

Effective communication with clients during crises

Using AI responsibly in digital marketing

Lessons learned from a significant PPC mistake

Chapters

00:00 Introduction to Ana Kostic and her background

01:14 Ana's journey in PPC and her experience in Spain

02:48 Ana's fun fact: Traveling as a digital nomad

05:51 The major mistake: Account restructuring and traffic drop

09:37 The emotional and business impact of restructuring

14:20 Support from management and learning from mistakes

19:42 Signs to watch for before restructuring an account

22:45 Stability vs. growth in PPC strategies

24:07 Handling client communication during performance drops

26:40 Lessons learned: Business understanding and account management

34:38 Common PPC mistakes in 2026 and how to avoid them

36:48 AI in Google Ads: Best practices and pitfalls

41:15 Using AI creatively and responsibly in campaigns

43:14 Ana's movie: Big with Tom Hanks

44:12 Upcoming events and where to find Ana

guest links

Ana Kostic on LinkedIn - es.linkedin.com/in/anakostic/en

PPC Live - https://www.ppc.live

In this episode, Heather Robinson, a seasoned Google Ads specialist, shares her journey into freelancing, the importance of community, and valuable lessons from her biggest F ups in PPC. Discover practical advice on avoiding common mistakes, the role of honesty with clients, and how testing and transparency can build trust and success.

Key Topics:

• Heather Robinson's freelancing journey since 2012
• The importance of community for freelancers
• A costly PPC F up involving overspending
• The significance of honesty with clients
• The role of testing and checklists in PPC management
• Impact of AI tools and their current limitations
• Strategies for managing client expectations and mistakes
• The long-term perspective in PPC careers

Chapters

00:00 Introduction to Heather Robinson

02:54 The Journey to Freelancing

05:56 The Importance of Community for Freelancers

08:59 Learning from Mistakes: The F-Up Story

12:03 Client Communication and Honesty

15:09 Mistakes in PPC: Common Pitfalls

17:54 AI in PPC: Opportunities and Challenges

20:58 The Long Game in PPC

24:09 Final Thoughts and Advice for Freelancers

Resources

• Heather Robinson on LinkedIn
• The Freelance Life on Substack

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