Episode Description
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- The risks and lessons learned from outdated account structures, especially in Google Ads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
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