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

Veronica Holler shares her journey through PPC, the importance of embracing mistakes, and how AI tools should support human insight rather than replace it. Learn from real stories of errors, how to spot them early, and why authenticity and continuous learning are key in digital marketing.

• Key Topics:
• The importance of embracing mistakes in marketing
• How to spot and fix tracking and account structure errors
• The role of AI as a support tool, not a replacement
• The significance of unique messaging and local testing
• Lessons learned from early career mistakes

Chapters

00:00 Introduction to Veronica Holler

04:08 The Mistake That Cost Revenue

12:06 Learning from Early Career Mistakes

19:43 Embracing Mistakes as Learning Opportunities

20:37 Embracing Failure as a Path to Growth

24:18 The Importance of Authenticity in Content Creation

25:39 Common Mistakes in Digital Marketing

29:35 The Role of AI in Marketing and Its Limitations

34:09 Understanding and Utilizing AI Tools Effectively

36:10 Navigating the Chaos of Digital Marketing

37:49 The Fast and Furious Journey of a PPC Career

45:17 Outro.mp3

resources

The Search Singularity by Veronica Holler - https://www.amazon.com/dp/B09XYZ1234

Veronica Holler on LinkedIn - https://www.linkedin.com/in/veronika-hoeller-digital-marketing/

Kampix Conference in Germany

Join us as we explore the journey of Cathryn Stormont, a seasoned paid media and SEO expert, who shares her insights, mistakes, and lessons learned from over 16 years in the industry. Discover practical tips on campaign structuring, AI integration, and how to turn setbacks into success stories.

Key topics

• Campaign restructuring mistakes and lessons
• Importance of account history and data stability
• Using AI responsibly in PPC campaigns
• Managing client expectations and transparency
• Strategies for effective campaign monitoring and optimization

Quotes:

"Losing campaign history unsettles everything"

"Turn mistakes into opportunities for growth"

"Bid on your brand to maximize visibility"

Chapters

00:00 Introduction to Catherine Stormont

03:42 Catherine's Skydiving Adventure

06:35 Learning from Early Mistakes in PPC

09:22 The Importance of Keyword History

12:11 Turning Mistakes into Opportunities

15:16 Monitoring Campaign Changes

18:02 Applying Common Sense in PPC Strategies

18:26 Navigating Account Management Challenges

20:01 Learning from Mistakes in Performance Management

21:13 Strategies for Recovering from Keyword Performance Issues

23:05 The Importance of Honesty in Mistake Management

23:28 Common Mistakes in Account Auditing

26:27 The Debate on Bidding for Brand Keywords

28:26 Leveraging AI Tools Effectively

29:47 The Role of Creativity in Digital Marketing

31:04 The Value of Discussing Mistakes in the Industry

36:55 Outro.mp3

Resources

Cathryn Stormont's Website -

LinkedIn Profile of Cathryn Stormont

PPC Live The Podcast 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, 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 campaigns
• Infrastructure decay and system leakages affecting ad performance
• The delicate balance of bid strategies and data tracking
• Practical tips for systematic auditing and troubleshooting
• The 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

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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 consultant
• The story of a significant account restructuring mistake early in her career
• The importance of a step-by-step approach and planning when restructuring accounts
• How small agencies often lack formal training and frameworks, leading to errors
• The value of mentorship, peer review, and internal checks in PPC management
• The role of automation and AI in PPC: potential benefits and pitfalls
• Risks of giving AI too much control without human oversight ("Claudit" concept)
• Practical advice for handling account failures: breathe, analyze, phase changes, and experimental approaches
• The industry evolution: accessibility of information, the rise of women in PPC, and the importance of sharing knowledge
• Tips 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 - LinkedIn⁠
• ⁠Smart Click Media⁠
• ⁠PPC Live Event Schedule⁠⁠

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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 reporting
• The risks and lessons learned from outdated account structures, especially in Google Ads
• How to implement CPC caps within bid strategies to regain control without performance loss
• The importance of not just adopting AI but using it strategically and with purpose
• The value of a "FAFO" mindset—try, fail, learn, and move forward in paid media
• Tips for managing mistakes seamlessly, including transparency with clients and team
• Key insights into seasonality and account adjustments during peak periods
• Creative ways to break the rules with AI, like running targeted campaigns with unique placements
• The 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 — fuck 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 Lightening⁠⁠⁠

• ⁠PPC Live Event Schedule⁠

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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 mistakes
• Client communication and transparency
• Impact 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

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 them
• The importance of scheduling and labeling in campaigns
• Using AI and automation effectively in PPC
• Handling client communication and transparency
• Lessons 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

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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 Google
• A major mistake with broad match campaigns and its silver lining
• The role of quality and trust in search engine success
• How to handle and learn from campaign mistakes
• The 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

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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 them
• The importance of default settings and account audits
• Managing client relationships during campaign crises
• The impact of AI on digital marketing strategies
• Lessons 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

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In this episode of PPC Live The Podcast , Anu Adegbola hosts Adam Dale and Shaquira Jeyasingh from Opteo, discussing the evolution of digital marketing tools, the impact of AI on Google Ads management, and the importance of customer engagement. They share insights on the challenges faced during the rebuilding of the Opteo platform, common mistakes in PPC management, and the future of AI in marketing. The conversation emphasizes the need for transparency, adaptability, and understanding customer needs in a rapidly changing landscape.

Takeaways

• AI has fundamentally changed the role of Google Ads managers.
• Opteo has undergone a significant rebuild to adapt to market changes.
• Customer transparency is crucial during periods of change.
• Knee-jerk reactions to new tools can hinder effective marketing strategies.
• Engaging with customers directly can provide valuable insights.
• The importance of maintaining fundamental knowledge in PPC management.
• Automation tools should complement, not replace, human oversight.
• Understanding the evolving landscape of digital marketing is essential.
• The future of AI in marketing presents both opportunities and challenges.
• Building a multi-channel approach is key for modern marketing tools.

Chapters

00:00 Introduction to PPC Live and Opteo

06:35 Fun Facts and Personal Insights

11:25 The Impact of AI on Google Ads Management

16:04 Navigating Changes in Automation and User Trust

21:10 Rebuilding the Platform: Challenges and Solutions

24:37 The Importance of a Holistic Business View

26:24 Customer Retention and Transparency During Change

28:48 Understanding Customer Sentiment and Communication

30:34 Key Takeaways from the Journey of Change

34:41 Common Mistakes in PPC Management

37:28 The Future of AI in PPC Advertising

41:06 Fun Reflections on PPC Careers

48:40 Outro.mp3

Find Opteo on LinkedIn

Early Access to revamped Opteo platform

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 Apr 29th

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