EP359 - Misreported ROAS, Account Structure Chaos & AI Mistakes ft Maddie Lightening
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- The risks and lessons learned from outdated account structures, especially in Google Ads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 background00:52 - Maddie’s journey to Head of Paid Media at Hallam02:17 - Maddie’s fun fact: from banana bread to F1 autographing03:40 - Navigating industry interests outside PPC04:36 - Common mistake: Currency conversion errors and reporting impact06:12 - Lessons from account structure mistakes inherited from other agencies07:52 - Handling performance drops without panic09:23 - When to restructure campaigns and assessing seasonal impacts11:23 - What could have been done differently during account restructuring12:44 - Client reactions to structural changes: fear vs. frustration14:23 - Managing CPC increases and external factors influencing CPCs18:38 - Implementing CPC caps in bid strategies for better control21:12 - Breaking rules: Running targeted campaigns with AI and Google restrictions22:30 - Advice for professionals discovering account mistakes23:35 - The importance of accountability and giving yourself grace25:22 - Maddie’s PPC value: FAFO — fuck around and find out26:26 - Curiosity and testing as fundamental PPC skills27:32 - Overcoming fear of AI bans in agencies28:41 - Integrating AI into routine work—don’t ban it, use it effectively30:07 - Avoiding common AI pitfalls: Providing enough context and data32:02 - The dangers of complete AI bans and staying adaptable33:55 - Future-proofing PPC strategies with AI and technology understanding36:39 - Maddie’s fun movie title: “Rush” – PPC’s fast-paced nature38:16 - Connect with Maddie on LinkedIn for more insights
Resources & Links:
Join us on Slack
Subscribe to our Newsletter