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• Current industry mistakes include slapping AI on outdated strategies.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 ⁠⁠

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 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

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 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 Podcast

00:47 Meet Elisabetta Nicoli: PPC Expert

06:13 Diving into the Mistake

11:01 Handling the Aftermath

16:30 Lessons Learned and Moving Forward

17:26 The Importance of a Checklist

18:27 Questioning Good Results

20:06 Owning Your Mistakes

21:23 Creating a Culture of Transparency

24:26 Learning from Industry Mistakes

27:12 The Role of AI in Digital Marketing

30:00 Final Thoughts and Career Reflections

33:04 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

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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

Follow us on ⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠

Join our ⁠⁠⁠⁠⁠⁠WhatsApp Group⁠⁠⁠⁠⁠⁠

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