EP328 - Account Structures & PMax Fails ft Susan Yen

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

Anu Adegbola

335 episodes

1 week ago

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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Marketing

Business

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EP328 - Account Structures & PMax Fails ft Susan Yen

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

40 minutes 16 seconds

1 month ago

EP328 - Account Structures & PMax Fails ft Susan Yen

In this episode of PPC Live The Podcast, Anu Adegbola interviews Susan Yen, a seasoned PPC strategist, discussing her journey from New England to Texas, her experiences at Brighton SEO, and the importance of a holistic approach to marketing.

They delve into the significance of proper campaign structuring, the challenges of Performance Max campaigns, and the necessity of transparency and accountability in client relationships. Susan emphasizes the importance of testing, learning from mistakes, and the evolving role of AI in marketing, advocating for a balance between automation and human creativity.

Takeaways

Susan has over eight years of experience in PPC and performance marketing.
She emphasizes the importance of a holistic approach to marketing strategies.
Account structuring is crucial for successful PPC campaigns.
Performance Max campaigns require careful setup and monitoring.
Transparency with clients about mistakes fosters trust and accountability.
Testing and adaptation are essential in the ever-changing marketing landscape.
AI should assist, not replace, human creativity in marketing.
Mistakes are learning opportunities that should be openly discussed.
Proper training in fundamentals is necessary before using AI tools.
The role of PPC experts remains vital in the age of AI.

00:00 Introduction and Background

02:58 The Importance of Account Structure in PPC

05:50 Celebrating Mistakes and Learning from Them

08:45 Navigating PMAX Campaigns and Conversion Tracking

11:51 Transparency and Client Communication

14:54 Setting Expectations and Embracing Change

18:21 Client Communication and Accountability

22:21 Learning from Mistakes and Team Management

24:57 The Role of AI in Marketing

33:26 The Importance of Fundamentals in PPC

Find Susan on LinkedIn, SearchLab, PPC Real Talk

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 London⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ event is on October 22nd

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