The Annoying Cost of Ignoring Meta’s Default Settings ft. Boluwa Olojo

Boluwa Olojo (00:00.129)
Okay, okay.

Anu A (00:00.151)
Yes, yes. It's fine. I'll edit some of some of it, but like I'll kick off with like hello Voloa. And yeah, if they you make any mistake, don't worry about it. Just pause and start from like the beginning of your you know your sentence, what you're saying. Riverside allows me to edit things so easily. All right, let's go. Hello, Boluwa Welcome to PPC Live the podcast.

Boluwa Olojo (00:07.232)
Okay.

Boluwa Olojo (00:17.538)
Okay.

Boluwa Olojo (00:23.298)
Hi, hi Anu. great to be here. Glad to be here. Happy to be here.

Anu A (00:27.959)
I'm so I'm so glad to see you here. I mean, I feel like we now see each other so much. Like we were at Charlie Brennan's performance MCR yesterday. and it was really great. I wasn't sure I was gonna come. Then my lovely friends of Opta at Opteo they were Hey, Anu we've got a free ticket. And I'm like, I'm not gonna say no to a free ticket. And good friend Jill Saskin Gales she'd come all the way from Canada to do the keynote, and it was absolutely fantastic. I think one of the main things that stuck out to me.

Which a lot of the you know the really like the experts that have been doing this for years is about how if CPCs don't don't be all griped about the fact that CPCs are going up, good traffic, good traffic to your site is expensive. As long as your revenue is increasing and your targets are still good, don't worry about CPCs going up too much. but yeah, how about you? How did you find yesterday?

Boluwa Olojo (01:20.674)
so yes, it was a very interesting one. Charlie is my fairy godmother in the north, so I volunteered to do some work for them early in the day, and then later in the afternoon, I was able to catch like three major talks I was looking forward to. I saw Katz talk, Cat Sales, she was at PPC Live, the last one I attended. So fantastic, always great. Sophie was also on stage, Sophie Logan of Rough Agenda.

Anu A (01:26.319)
Ha ha

Anu A (01:37.207)
Yeah, cat sale. We love cat sale. Yeah.

Boluwa Olojo (01:47.81)
really, you know, B2B so niche. Like I really love when people take their time to talk about it. It was good. I liked it was it was a one day event, a very hot day and everybody was, you know, on good energy, good spirits. Everybody's so nice in the north, as you will see, I'm sure you noticed. So it was very nice. It was a good day, good talk. Jill, first time I'm seeing her in person, great. Like everything she said was true. Like I think we often as PPCs, as performance marketers,

Anu A (01:50.264)
Yeah.

Anu A (01:59.864)
Yeah. Yeah. Yeah.

Boluwa Olojo (02:16.193)
We often talk about how Google has gotten more expensive, Meta is more expensive, this is more expensive. But actually, are you still making money and are you able to make more than you did last year? 'Cause I mean, it's the same principle, right? So is Meta, so is Google. They're trying to make more money. But so far the quality, you should focus on the quality of the traffic. That was good. So many things stood out. but also, yeah, I really like cats.

Talks about how she's talking about like fun, enjoying your job, this, that. And then she's also talking about like, yeah, these are the numbers. This is what we did for Tipson Group. This is what it looks like. So it's like work-life balance. So I enjoyed that. And yeah, a few more talks here and there. testing, incrementality. I didn't see any of the AI talks, luckily.

Anu A (02:51.309)
Nice. Yeah.

Anu A (03:00.255)
Yeah, neither did I. Neither did I. I feel like I'd have loved to catch at least one of them. but yeah, it was a it was a fantastic day. And now my as as usual, I get so excited just talking to my guests. I sometimes forget that there's an audience like going, Anu, can you c who are you talking to? And you know, can you talk about the mistakes? Because that's why we're on here. So let's get to that. Bolojo is a fantastic.

Paid search marketer, someone that I only met like, you know, this year. And quickly we became best friends. And I even got her to join the PPC Live, you know, mission. And she's our community manager in our Slack group. So if you join the Slack group, you'll you'll you'll hear her. You'll see you'll see her giving you a roundup of all our chats, saying hi to you. You're new to the group. So yeah, join us on there as well.

Boluwa Olojo (03:30.338)
Yeah.

Anu A (03:48.79)
You'll get to know Boluwa a little bit more. But just to give you a little introduction, here Boluwa is a growth marketing specialist with over nine years of experience in paid media, product marketing, and organic growth. She has helped brands across fintech, health tech, and social impact scale through data-driven marketing strategies, and she regularly shares her expertise on growth and search marketing, including.

the largest search marketing conference in the world, Brighton SEO, and she's talked on Pinterest and and you know as an organic growth engine. And sorry, you know what? I think that was a very nice niche of that they're doing Pinterest. Nobody talks about Pinterest. I know people talk about TikTok and you know, but if people sometimes I hear people talk about like maybe even Snapchat and everything like Meta, Instagram and YouTube. That's the big names. But talking about the likes of Pinterest and what the opportunity there is in there, I think is great as well.

yeah, I'm not in fact right now I'm thinking I'm not sure how much I should have I could have prepped you a bit more as to what we're talking about, but I'm gonna throw something at you that I'm sure you're ready to ready for or you're or you're gonna roll it. Yeah. Fun fact. What is a fun fact that you can share with our audience about like a hobby, interesting hobby, a random hobby that you have, or any travel habits that you have, that kind of thing.

Boluwa Olojo (04:54.637)
Kind of.

Boluwa Olojo (05:08.749)
I mean there's so many things, you know. I'm a hobbyist. I'll just say, like, I don't know if people know this about me, but I I I like painting. So I have painting supplies at home. I have a closet for it, I have canva, ISO, like I paint very often. so I do paint, I do tie dye when I am able to, and I've always enjoyed it. I don't really have a talent for it, but I just have I just enjoy it. So that's one random.

Anu A (05:17.231)
Nice.

Anu A (05:28.153)
nice.

Anu A (05:35.375)
Yeah, as I said, as you're a hobbyist, you don't have to have time. Everything doesn't have to be about talent. Sometimes it can just be like doing it to enjoy.

Boluwa Olojo (05:38.54)
Yeah.

Boluwa Olojo (05:42.387)
Exactly. So I enjoy that very much and it's yeah, it's a fun fact. That's something that I think most people wouldn't know. It's not in the front of a lot of the things I do. Yeah.

Anu A (05:47.426)
Nice.

Anu A (05:51.352)
Yeah. What was like for your painting, what's like your inspiration? If you were to give us like an example of another kind of like a maybe a famous painter or or you know or like a UK painter that inspires your work, who do you have any names?

Boluwa Olojo (06:06.605)
So I don't have 'cause I'm not like I'm an amateur, like I'm not even doing it to sell it, it's just for my collection. There's obviously people whose work I enjoy. Most of them are textile makers, people that would make like fabric. I used to go to a Belkutta.

Anu A (06:16.77)
Okay.

Boluwa Olojo (06:19.691)
For context, that's in Nigeria in Ogos State, to go and watch people make tie-dye. I have a guy in a belkta that makes most of my fabric for me. So I'm very into like craft. I think it's to do with the fact that my mom used to be really into crafting. I used to do paper machine with my sister. It just kind of grew into different things. But right now, somebody I'm really enjoying her work is Dora Kulei's daughter. Well,

Anu A (06:24.431)
Well.

Anu A (06:28.237)
Nine.

Anu A (06:39.097)
Nice.

Boluwa Olojo (06:43.915)
I know her name, but I just refer to her as that. But she just did a painting from Obama. I don't know if you saw that Obama painting that is going viral everywhere. It's like three million dollars in Nigerian babe that went to QC.

Anu A (06:51.129)
Okay. Wow. Well, after this recording, I'm gonna if you can you look for the look for that link in the show notes, we're gonna put the link to that that painting so that people know exactly what you're talking about because yeah and this is like a what a Nigerian lady who has done

Boluwa Olojo (07:04.757)
Yeah.

Yeah, she's she's she's Nigerian, hundred percent Nigerian, both her parents are Nigerian. She went to study fine arts on one day and then she's like really, really her last name is Crosby, Akuli Crosby. I just forget her first name now for some reason, but Dora Akuli's daughter, she's yeah, since I just literally went through her collection and I forgot her first name. That's crazy, but

Anu A (07:24.473)
So.

Anu A (07:32.621)
Sometimes your the the details that we pick up are the things that we love the most. And you know, I for clearly you for you is like a creative style that interests you the most. And yeah, I I'm very bad with name.

Boluwa Olojo (07:43.55)
In Jideka, sorry, her name is Indideka. I don't want to be crucified. Yeah, I've forgotten her name, but yeah. Akoli Crosby. Yeah. She just did a painting for Obama Center and it's Obama and Michelle. And then my god, it's so good. But that paper mache thing is what I've always liked. So she incorporated it as well. Anyway, fantastic. Let's not go into that. That's an aside.

Anu A (07:54.519)
Wow.

Anu A (08:03.969)
Right, you know exactly. Literally like eight minutes in and people are like, guys, can we talk about PBC mistake? You're talking about crafting. But I'm sure people will be really interested to see that. You know, I feel like it's nice. Let's get to know our guests. We are not just people who talk about data and B2B and PPC and QFC and all the algorithms. There's a lot, there's a low wide vast of you know of interests of people on you know that come that do paid search, and which is why I like my guests really.

Boluwa Olojo (08:08.909)
About PPC, yeah. Yeah, fair.

Anu A (08:33.209)
Going like, okay, I feel like I know this person a bit more. And they're not just about just the data. so yeah, that's that's really cool. Anyway, so.

Another another one of my fantastic guests here. Bolu is gonna like like the several other fantastic guests that we've had. Bully is gonna share a mistake that she experienced. how how it how it worked out, what's what she learned from it. you know, this is such a bold and brave thing because we're always talking about wins. We're always talking about, you know, million-pound, yeah, like accounts that I manage, or like, you know, six figures. I mean, and in your intro, we did that because I actually do think it's good to be like these people that have made mistakes, they're still a success.

Yes, they're still doing well. So before you start thinking, yeah, this mistake means that they don't do that big work, they do. So because everyone makes mistakes, even the best of us, and that's how we get the biggest learning. So yeah, I'm gonna pass things on to Bulu now. Bulu, what's the F up you'd like to share with us today?

Boluwa Olojo (09:29.577)
Okay, so I had like a rundown. I had three of them. I was looking at them. I'm still looking at them. but I think one of the ones that I would pick up on and talk about is one that I feel like had a bigger effect. so there was a PPC mistake and it's more recent because I always talk about one that happened in twenty twenty four. But let's talk about something that happened last year, right? you know how I'm not going to talk about search because Google search, I d I

Anu A (09:33.357)
So I love it.

Boluwa Olojo (09:58.348)
I've made mistakes very early on. Like when I started PPC was twenty seventeen and I made a lot of mistakes early on. So I have a lot of SOPs to safeguard those mistakes. So with Google search, I tend not to make so many just because Google is

Anu A (10:00.665)
Yeah.

Anu A (10:06.009)
They do.

Fantastic.

Boluwa Olojo (10:13.621)
Is a wild card if you watch, if you leave it right. But I'll talk about Meta specifically. So last year, Meta is, I know you're not really on platform as much anymore, but Meta is a nightmare. You see memes going around if you're on Instagram, people will say personally victimized by Meta Business Suite or Ads Manager.

Anu A (10:15.17)
Yes.

Anu A (10:18.841)
Sure.

Anu A (10:24.407)
No.

Boluwa Olojo (10:34.729)
It can be very, very hard to get around if you've not been doing it for long or you left it for a bit. I'm sure if you go into Meta today, you're going to have a long day just because of how messy it can be. Right? So Meta they do a lot of updates. Zuckerberg is AI this AI that. So one day they change all our creatives and

Creative started to have overlay, text overlay on it. This was early days. Now that's like a common thing, but this was 2015, first quarter. We just set up new campaigns. You know how January can be. Q1 is horrible. I set up all these campaigns. I didn't know that AI had Meta has so many AI automations. So they added so many things. They added music. Our colors are purple. They added green overlay text. These ads have been running for minutes.

Anu A (11:00.887)
Yeah.

Anu A (11:10.211)
Yes.

Boluwa Olojo (11:25.673)
Meta is not a big platform for me, at least at that job. Google had 90% of my spend. So I used to be on Google every morning. Meta would go like every three days because it was just bringing in traffic. And that's the best practice, right? You know, if you put 100K here, you're going to spend your time checking how you're spending that money. Only for me to get a message. Messages kept coming in on Teams idea. You know, Teams education is a nightmare already.

Anu A (11:34.039)
Yeah. Yeah.

Anu A (11:51.903)
yes mute.

Boluwa Olojo (11:55.894)
Somebody way, way, way up ran into our ads. And it was not like she ran into it and she's like, Why am I seeing this ad? She was actually looking for something for her mom and it was closed. Like it was like, this is good targeting. But our brand colors are purple. The text overlay on the ad is green.

Anu A (12:10.542)
Yeah.

Anu A (12:16.205)
Yeah.

Boluwa Olojo (12:16.351)
So you know how you have a picture, you have copy. Meta took the copy out, put it and put overlay of green text on it, green background on white text. So she's seen the picture. It's our picture, it's our logo. Text is green. Sends the screenshot who is running this ad. I'm like, it's not me. Somebody's using our name because how would that have happened? You know, it's never happened before. I didn't even know that Meta had that picture. It wasn't even, I know the picture.

Anu A (12:37.889)
Yeah. Yes, you didn't recognize, yeah, yeah, yeah, yeah.

Boluwa Olojo (12:43.819)
So I went to ads library. I was so confident. I went to ads library. I didn't even go into ads manager. I went to ads library and I saw, I just saw different variations of my ad. There was music, there was text, there was this, there was that. The ads had been running for like seven days at 50 pounds a day or even 75 pounds. It's not a lot of money, but given how little the budget for paid social was at that row,

Anu A (12:49.186)
Yeah.

Anu A (12:54.147)
Yes.

Anu A (13:07.277)
Yeah. Yeah.

Boluwa Olojo (13:09.035)
So that's one notification. Now she sent it, she didn't send it directly to me. She sent it somebody else, who sent it somebody else. And another person who was not even meant to see the ad saw the ad and was like, Why is there music on this ad? Right? So it wasn't just like because Meta would advise you to do different creative formats. So one person saw a carousel, another person saw a video, another person saw an image. It was just a mixed bag. It was like a pot of many different issues. So my first thing was.

Anu A (13:35.097)
Yes.

Boluwa Olojo (13:37.56)
Because the way it went, it went over my head. So even my manager had not heard. Somebody else just saw it, like someone who could message me directly, like, look, these images I created, let's say the graphics designer saw it and said, I created these images in purple. Why is it showing in green? Can you look into that, please? I'd already gotten the first message from the senior, senior most marketing person who sent it to another person. I could see the mail true. They forwarded the mail true. I just said, Can you can you write?

Anu A (13:43.757)
Okay.

Anu A (13:59.407)
Yeah.

Yeah. Yeah, yeah, yeah. Yeah, like wow, loads of people already knew about this. Yeah.

Boluwa Olojo (14:07.873)
So the controversy was happening, and then my boss is not online. And I wanted to fix it and just move on. But the right thing to do was to let my boss know, right? Because he's an SLT. Something might happen tomorrow and they bring it up. So I let him know and I was like, look, I went to Reddit. Apparently, it's a new thing on Meta. They now add all these things that you have to turn off. It's nine, they add nine enhancements, and you have to turn off everything. I was setting up Google, setting up

Bing, Microsoft ads. I was setting up probably Reddit or maybe Pinterest, you know, many channels. Meta took my took the most time, obviously, because it's already a difficult setup sometimes. And then I didn't see it. And yes, we've already spent five times seven. So 300 pounds has gone into this awful, awful branding design. And again, you know how we do in the UK, we separate brand for performance all the time.

Anu A (14:57.604)
Yeah.

Anu A (15:00.983)
Yes. Yes.

Boluwa Olojo (15:01.729)
So the brand people were having a nightmare because they're like customers have seen this. You know, I had to do a report of how many people have seen the ads, what the demographic looks like, things I wouldn't have had to do till the end of the month. And I'm doing fourteen day learning with Google. Seven days has already passed. That's my focus. So it was a nightmare because money had gone into it and the brand had been. It's like, you know, it's like the way they made it seem is like someone stained the shirt with red oil, like

Anu A (15:04.343)
Mm.

Anu A (15:12.599)
Yeah.

Boluwa Olojo (15:26.421)
It was just so bad. And it went up to, you know, when this kind of thing happens, if it was my manager that's why I cut it, would have quickly, you know, between ourselves, it's not agency. This is in-house. We would have sorted it out. But then the director, the chief something had seen it, someone on the board had seen it. It was just a nightmare. So the first thing we had to do is very easy because a lot of times.

Anu A (15:34.807)
Yeah, yeah, we was the client. Yeah. You know yeah, yeah.

Boluwa Olojo (15:53.378)
I worked in a business where we'll say, Meta is at it again. Zork has done something, but really seven days in, you could have cut it on day two when you went back to check that your ads were running. So there was many, there was never going to be a case of you would be fired, thankfully. It was more because if that happened on Google, the conversation would have been longer. Because Google was spending over we're spending six figures basically on Google.

Anu A (16:02.093)
Yeah, yeah, yeah.

Anu A (16:15.865)
Sure, sure. Yeah. Things figures, yeah, yeah.

Boluwa Olojo (16:21.879)
So by day three, we would have already spent like God knows how much by then. So it was very humbling because a lot of times people complain about Meta. People were personally victimized by it, blah, blah, blah. But I've been running Meta for years. It's simple. And they caught me off guard. So the first thing was humility. I'm sorry. I should have double checked. I didn't know what to do. I've never seen this. This is a new bug. It's a new problem. I had a new bug two weeks ago on Meta, but I know how to handle it better now.

Anu A (16:25.942)
Yeah.

Anu A (16:40.759)
Yeah, yeah, yeah, yeah, yeah.

Boluwa Olojo (16:51.361)
Well, I broke down because it was like this because when I explained to you that I have a pie chart, 90% is going to Google Ads, another 5% is going to Microsoft. The remaining 5% is shared among paid social, then Meta gets one of them. So it's the most irrelevant, doesn't even matter in terms of my performance in the business or the business numbers. It's just one of those. You have to be there so that in case competitors are there, you're also at the front, right? Just to be a market leader.

Anu A (17:05.983)
Yeah, yeah, yeah, yeah.

Anu A (17:18.081)
Yeah, yeah, yeah.

Boluwa Olojo (17:20.257)
So I had to apologize. I had to do a standard operating procedure. And then I had to also sign up to a newsletter from Meta when they have new features. I want to be the first to know so that I know how to adjust it for that. And then we it went well because my manager was kind of like, it's just Meta. We will handle it. It's the smallest piece of our pie. But, you know, it had come all the way to the top from the board. You know, your pee and your board, somebody on your board has seen something.

Anu A (17:31.278)
Yeah.

Anu A (17:44.92)
Yeah. Yeah. Yeah. The eyes on it was a lot. The eyes on it was a lot. Can I ask a question? Because like as you were saying, like there, like it's it started off in a way where yeah, the what yeah, the the the one of the higher ups saw it as an ad because they was looking for someone if it was good targeting and they they then send it to someone, sent it to someone, and then even when they asked you, you were like, it's not me. You know, you went into what is it, you

Boluwa Olojo (17:48.799)
Is this why the numbers are low? Yeah.

Boluwa Olojo (18:03.309)
Yeah.

Boluwa Olojo (18:12.013)
Ads manager, meta ads manager.

Anu A (18:13.045)
Ads manager, yeah, to just to check the creatives that you've put up. But at what point where did you need to go for you to then properly realize? Or is it an ads manager that you did realize? this is what Facebook has done. This is what Meta have done. Okay. So what is it that Meta had done? Was like there was was it like a default setting that you needed to have turned off?

Boluwa Olojo (18:23.911)
Yeah, yeah. So it yes. Yeah.

Boluwa Olojo (18:35.527)
Exactly. So what Meta does now is when Meta introduces a new feature, they make it automated. Then they give you all these little fine prints. you can turn off this. This is turned on. So you have to go into your ad preview or whatever and then start turning off all those enhancements. So I was very confident it wasn't me, but I think it was when the graphics designer messaged me, because we're on the same level, right? So she messaged me like, have a look at this. Something is wrong. I was like

Anu A (18:41.604)
Yeah.

Anu A (18:52.995)
Yeah.

Boluwa Olojo (19:05.451)
That's my mail. Like, what's going on? So I went into ads manager. But all of this happened within like three hours. It was back to back on a Tuesday morning. Thankfully, it wasn't a Monday, because they would have just said, that's why performance is bad. Because we do week on week reviews. So it's like, it's because of the wrong numbers or the wrong colors. So in the end, my manager was really, really good about it just because he felt like it's just a random channel and they brought a new feature that is well documented.

Anu A (19:09.123)
Yeah.

Okay. Sure. Yeah. Yeah, yeah, yeah, yeah.

Anu A (19:31.31)
Yeah.

Boluwa Olojo (19:34.412)
That this is the new feature. And there's screenshots of the new feature. There's, you know, Meta will do a good job. Product marketers there, they'll tell you the new feature, what it does, what it's meant to do, turn it on to increase the enhancements. Numbers were not, there was no difference with the numbers. So it wasn't like we say, it was a mistake that ended up making sense. It panned out in the end. Meta was right. Adding music helps. No, it was a mistake that just happened. And then, you know, it's one of those environments where you need to take responsibility.

Anu A (19:34.413)
Yeah.

Anu A (19:53.537)
Yeah.

Boluwa Olojo (20:03.563)
So I had to say, look, it was me. I made this mistake. I put a mail together, put a standard operating procedure, put a new update. Like this is Meta's name update, and this is how we're going to make sure it doesn't affect us in the future. And then we also had to change the way we do our creatives because where the text was covered like parts of the call to action. So we had to change the positioning. People call that the Andromeda updates, which is a long thing, but yeah, that's part of the brainchild.

Anu A (20:28.311)
Yes, that's over.

Boluwa Olojo (20:31.135)
of said updates. So it was very dynamic, very humbling, but it taught me a lot because I had, like I said at the beginning, Google Ads, there's no mistake I've not made on Google Ads. Like I I Google Ads in the early teens, 2020, 20, 2016, 2017, 2018, every day they would roll out a new feature that you had to basically learn to do your job over again. So a lot of SOPs, a lot of newsletters, a lot of public

Anu A (20:51.843)
Yeah. Yeah, great thing.

Boluwa Olojo (20:58.305)
figures you follow on the matter, you research NJ Live, like there's a new even on the PVC Live community, somebody said, This flagging this now, this is a new object on Google. I'm like, another thing to learn. Another thing to learn. But Meta was new in that sense. And that's why I picked this particular one. Because sometimes you feel like I'm de I'm, you know, I know this thing. I know these platforms. And then you learn very quickly that it can switch up on you anytime. And that the triumph from it for me was that

Anu A (21:08.569)
Well already another thing. Yeah.

Anu A (21:20.783)
Yeah.

Boluwa Olojo (21:28.299)
I now have a proper SOP for paid social. And I now know, like, so now two weeks ago I had a new problem with Meta, which is the same dynamic thing. They introduced a new feature and made it default. But instead of running around, I cut it at the time of setup, paused the ads, went to their supports, fixed it before I now went live. And I'm I'm freelancing. So it was a client. So I had to tell the client: look, Meta has made a new update.

Anu A (21:46.157)
Yeah, yeah, yeah, yeah.

Boluwa Olojo (21:56.108)
It's your choice if you want me to go live with the new update or wait for them to get back to me on how to undo this new update for this account. And they were like, Yeah, let it go live and then we'll come back, set up a new one when they get back to you. Obviously they took like three days. We sorted it out. We're in a better place. But I learned so much. It was early last year, but I I learned so much from that interaction. Like, yeah, like

Anu A (22:17.857)
About putting SOPs in, about going into those like your defaults, the other default settings when an account is going live and yeah, with all the new AI and updates. And you know, that's right. Even with with Google, I don't know how how much Virg's paid attention to it to this, AI Max, like AI Max will be set will be turned on on defaults when you create a new search campaign. Because obviously they're trying to push that whole, you know, work with AI, you know, create an AI friendly.

Boluwa Olojo (22:46.253)
Yeah.

Anu A (22:46.937)
campaign and yeah they've gone from what when did AI Max come out? Maybe like last year? Is it even these just over a year?

Boluwa Olojo (22:52.969)
I remember that article. You know what's funny? I remember the AI overview article that you wrote. Something about ads coming to AI overview at one point. You know, it was still very early days and now we're at AI Max. It's not up to yeah. The whole window.

Anu A (23:02.35)
Yeah.

Yeah. Yeah. No, it's not really. And obviously and now they're doing like yeah, they they've confirmed it was Ginny Marvin, you know, the Google Ads ads later on has said that the default option is AI Max will be turned on. So that's another thing. That was a be always a big thing when we started when I started in industry in like let's say like two thousand and eight, twenty ten, it's always like look at those default settings. What are those guns? Sometimes if you missed

And you know, and and left it to go live. You'll have, you know, a lot of people you you know, best practice now is that well known, you know, you separate your display campaign and Google campaigns. But Google, once you're creating a search campaign, it'll automatically default on the setting of show your keywords on the display channel network as well. And all of a sudden you have horrible CTR, very high CPCs, and you're like, what am I doing? I've got exact match keywords going on here, and all of a sudden you realize your display setting is on.

And so all those disorders settings you need to really pay attention to what's going on with them. So, like, yeah, you know, going back to this, right? Yeah, this is so you know, I know we're talking about meta, but you know, you you start realizing that the different, you know, big channels they they kind of go after like the same things and kind of thing. There's some there are loads of crossovers and the learnings you need to have for both of them. but yeah, going back to your story, so.

In those moments that you really figured it out, how did it make you feel? Are you the kind of person that really, you know, you saw the work and yeah, you yourself made made it, you know, 'cause some people be like, for me anyway, I might go, God, I should quit. It's my it's the board member that figured out this mistake. And you know, maybe I won't, but at least if a moment, you know, I'll have my heart in my chest pumping and I'll just need to like have a moment of like, what the heck just happened? And I'll be really scared. So like

Anu A (24:56.995)
How how did it affect you emotionally? Or were you were you just fine and you got go went on with it?

Boluwa Olojo (25:01.639)
so okay, so I feel like with

I should quit or whatever. I didn't feel that level of pressure. Yeah, I was a bit embarrassed. Like, obviously, I have to work with these people, show up to work tomorrow, tell you I'm the expert on this, explain PMAX, explain this, tell you about DSA and RSA and what's changing on Google, and then something has happened on Meta, which I'm supposed to be looking after as well. Right. But I think my comfort, where I found comfort, is immediately I went to Google, searched for it. The first

Anu A (25:09.753)
Good.

Boluwa Olojo (25:33.364)
Reddit, there was a full sub like on the sub ready for PPC, people had already started talking about it. Watch out for this, you guys need to be careful. And I think that that gave me comfort, like, this is a common error that can happen because of how the platforms are designed. Right. I took responsibility, of course. Like by day two, there was no reason why I didn't go back to check that ad.

There was no reason why I didn't send an ad preview link around. I just cause I did I just thought the channel was irrelevant. And then it also made me pay more attention to Microsoft ads because Google was taking a chunk of the budget obviously at the time. And in most businesses, Google has the rich, they have the scalability. And then that's when I really took on our Microsoft ads because eventually we want what one

We winded down on paid social at the end because we were trying not related to that issue, but in the end, but it made me focus a lot more on Bing. And in like at the time I left that business, Bing was the highest performing in terms of cost per acquisition, lifetime value.

Anu A (26:23.129)
Okay.

Anu A (26:35.928)
Okay.

Boluwa Olojo (26:37.601)
But it was we just didn't have the skill. So we didn't have the numbers. But the little we had, so it made me think about it like maybe pay social is not for us. Like, yeah, we fixed this issue, but still nothing came out of it. Like we didn't get the conversions we wanted, we just had the visibility. Google is great, there is no issue. Microsoft came up, like we meant we were doing import directly from Google Ads and just push it out. But Microsoft then became my child. Like I started looking at what we could do better there. I ended up on a panel last year talking about how.

Anu A (26:39.747)
Yeah.

Boluwa Olojo (27:07.595)
You know, Microsoft is so great for your business if you're targeting this type of people that that that scalability is not there. Even Microsoft knows that. Like there's not as many people. They don't have the numbers to compete as much. But if you consider like that helps me think about maybe we shouldn't maybe be spending so much time on meta for this business. It's not a pet brand. It's not a pet food brand or something really simple like that. It's a complicated business. Maybe we need to think more about not just display but finding intent. It just it gave me a new

So it gave me a new way to think about it. And it wasn't like I was the only PPC person on team and then I had an agency and the agency didn't manage our Meta So you really didn't get to them. They didn't find out about this. This was mostly in-house. So there was no embarrassment, but it was just a realization. Because I had to do SOP. I had to send emails. I had to look at my numbers. I had to check what was different compared this week that the mistake was there to last week. I just realized paid social is actually not for us. So maybe we should think about.

Anu A (27:47.373)
Yeah. Yeah.

Anu A (28:05.071)
Yeah. Yeah.

Boluwa Olojo (28:06.317)
'Cause we really wanted to reduce our reliance on Google Ads. That was the whole we entered the

Anu A (28:09.517)
Yeah, yeah, yeah, yeah, yeah. A lot of people say that. A lot of brands are trying to do that because yeah, it's like, yeah, ninety percent of the budget, but with Google being such a monopoly and they inflate a lot of stuff, you want to be like, yeah, okay, how do we actually get that same kind of visibility on a channel that's gonna give us better efficiency? And there's several of those channels that will give you better efficiency. It's just about figuring out how to get the volume out of them.

Boluwa Olojo (28:28.779)
Yeah.

Yeah. I think that scalability is what Google has on everybody. Like everybody's on Google. That's the thing. Yeah.

Anu A (28:35.309)
Yeah. Yeah. Yeah. All right. So now let's go, you know, into into a section of like giving advice to our listeners on if they've come across this mistake, or if they do come across this mistake, what they should do. I'd say that literally, yeah, they've just gotten you know, they're they're they're they're the third, fourth, fifth person on a thr on an email chain saying that a campaign that they're running, the wrong ad is live, and all of a sudden they see it and they don't know what's wrong. What's your advice to them? What should they do for?

Boluwa Olojo (29:05.953)
I think the first thing you need to do is step back and just look at what the problem is. Like, especially if you're lucky and it's not a high-performing campaign that's being flagged as an issue. I think you should just pause it. if it's Google Ads and it's your P Max and there's a problem, maybe not. Maybe not. Maybe if it's your demand gen, your little search ads, local location, something small. I think you should pause first and look at what the issue is. there's there's common mistakes. Like people every time we'll say,

Anu A (29:18.478)
Yeah.

Anu A (29:23.416)
Yeah.

Boluwa Olojo (29:35.84)
say, my competitors keyword is bidding and I'm you know there's this dynamic insertion that usually happens dynamic keyword insertion error happens all the time. You get me emails from legal teams all the time like hi XYZ company is bidding on my keyword what's the issue please can you not but if it's something that is

Anu A (29:43.405)
Yeah. Yeah.

Anu A (29:48.319)
Mm.

Boluwa Olojo (29:55.842)
You can immediately pause and then investigate. Just do it right away. Don't argue. Don't say it's not possible. Don't say maybe it's another agency. Or don't say maybe it's the in-house thing. Don't point fingers. Check which part of it is your accountability. It's one of the things I I learned early on in my career. There's no need of pointing fingers. Just check.

Anu A (30:05.304)
Yeah.

Boluwa Olojo (30:15.093)
Check yourself, like you know, check, like check if you are the one that made the mistake and there's a way you can quickly fix it or see what the impact of that mistake has been for the business so far. Then you will be able to re respond accordingly. And then if it's a really, really bad one, you know, you might be able to get your numbers ready for a new role. We don't know how bad it gets. You know, sometimes it gets yeah, it gets really bad, but this is where we are. Like just take accountability and check.

Anu A (30:25.07)
Yeah.

Anu A (30:31.407)
Mm.

Anu A (30:37.015)
Right. Yeah. You can. Yeah.

Yeah, absolutely, absolutely. Well, we're getting way into this conversation and I want to also, you know, pick your fantastic brain as to, you know, other other other ways that people are making mistakes, so whether it's in terms of just building such campaigns or

in terms of you know AI to the topic of the of the of the day of the month of the year. But before we go into that section, what's one final takeaway that you want to want the listeners to take away from just that story you've shared? What's like a final takeaway? And you know if if every if if people have been busy and didn't pay attention to most of that most of that story you shared, what's one big takeaway you want them to, you know, go away with?

Boluwa Olojo (31:27.865)
I think that you should always, no matter how small the budget is, next day, please check your campaign. Be sure that everything is fine. Fresh pair of eyes. Sometimes we set up into late, like depending on the channel, depending on the world, like depending on the automations you have set up, the kind of company you work for. You some companies don't allow certain tools. You can't automate like as such. If you've spent the whole day on Google Ads editor, it's gone live, you forgot to push publish to Google Ads. There's so many issues that can happen, but the next day,

Anu A (31:48.216)
Yeah.

Boluwa Olojo (31:57.952)
fresh pair of eyes, block out your meetings, look through your campaigns bit by bit, even though you've looked at it on the Google Sheets, you've looked at it on Microsoft Excel, you've looked at it with your manager, you signed it off, you checked the website, you've checked the landing page, still go the next day, three days later, keep checking to make sure that there's no type of you know sometimes you just pay space by mistake. And that costs you so much. So it's like, yeah, yeah. Just check. Yeah.

Anu A (32:18.617)
Yeah.

Yeah. Check it out. And especially that whole thing. Yeah, I've said it. I had a chat with this with another guest about your eyes before you put a campaign live and after is like two separate kind of eyes. As soon as you set something live, you'll see some a mistake. That even though you did great attention to detail, just as soon as you post that thing, you'll also go, my god.

Wrong CPC for that keyword. my god, wrong campaign, you know, daily budget for that campaign. And it's not that you you are lazy, and it's not that you didn't have an SOP, and it's not that you didn't, you know, you know, do all the best practice. You just see things differently after you've set something live. So yeah, always make sure you do that like a few days after you set a campaign. Just go back and do those steps again. Be like, okay, let's make sure everything is actually as it's supposed to be. So

Boluwa Olojo (33:02.017)
Hundred percent.

Anu A (33:13.943)
Yeah, very good, good, good shout out and very good tip for for our listeners there. All right, so now let's move on from that because I almost feel like I this is like therapy for my guests in terms of like let's talk about that thing that happened so that you can be like, Look, you've moved on from it, but now let's properly move on from it. That's in the past, and we'll leave that in the past now. But like, how about like when you've taken on a new account or you've joined a new company and you're trying to, you know.

audit things and you're trying to like pick out like, you know, those quick wins, you know, because of the mistake or the wrong way a cover previous agency was doing it. What's one of the those kind of mistakes that you see that, you know, you really enjoy to tackle because you're like, my God, I can't believe they're doing this because it's such an easy fix. Do you do you have any examples like that?

Boluwa Olojo (33:59.32)
First of all, I've really I've been personally victimized by the term quick wins. I hate that term so much. There's no such thing. Like, because I've I it's it's flow because when you think about like I don't know because I do e-com and Legion and I even do apps, like so app installs and tech and all of that. There is so many times like the ones that I've seen that is really, really common that kind of surprises me sometimes.

Anu A (34:04.333)
Whoa.

Anu A (34:09.037)
Yeah, that's nothing like Quick Queen. You literally you need to sit with it.

Boluwa Olojo (34:29.109)
Is when I go into a Google Ads account or I go into Microsoft Ads account and I see that there's mismatched URLs. Yeah, so that's a very common one. So I'll break it down. So a lot of times, like when companies have, so there's, you know, when a company is unstable, I think that that's the right word. So they've changed their agency, they've not done a proper handover.

Anu A (34:37.227)
okay.

Anu A (34:41.86)
So

Boluwa Olojo (34:53.985)
To the new agency, somebody on the team came interim. There was an FTC person who just did what they could do. They're just trying to keep the light. Everything is just sometimes you go into an account and it's chaos. Right? One thing I notice sometimes is the ad could be for one thing, the URL is something else. It's very common, even big agencies. Because sometimes

Anu A (35:00.738)
Yeah.

Anu A (35:05.197)
Yeah.

Anu A (35:11.319)
Yeah Wow Wow

Boluwa Olojo (35:16.651)
They make edits and also it might be due to the instability of the business. So if you have a business that is ever changing in a new industry or they're always taking advice, so some agency has said your landing page CTA needs to be this. Your landing page, somehow, those kind of mistakes can happen. I've seen somebody advertising a product with discounts. You go to the landing page, different products, no discounts, new products. Landing page is talking about a new product, no discounts.

Anu A (35:20.568)
Yeah.

Anu A (35:31.928)
Yeah.

Anu A (35:44.919)
Yeah.

Boluwa Olojo (35:45.184)
Add copy is telling you discount on all the offers, click link to buy. E-com mistake, common, very common, especially if you're using all this. you go on Google. Well, I say Google Excel now, but I'm sure Claude and Chat GPT and whatever new one is out there can do it now. Where you just say you have one landing page, you have product numbers, you're just changing the product numbers automatically, or you're just doing a cut and join, as we call it, you just do.

Or add this to this, and then mistakes like that can happen when you're exporting or whatever. But I noticed that a lot, and I know that people make that mistake on Google Ads Editor. It comes from there. They're they're doing specific keywords, landing page, keywords should have a different landing page, advertising have a different landing page, then you do dynamic insertion. So I think that that one is a big one URL management. I don't know if there's people that that's their only job, but it would make sense if you are like an ASOS or a really, really big company.

Anu A (36:16.899)
Yeah, yeah.

Anu A (36:21.39)
Yeah.

Anu A (36:33.369)
Yeah.

Yeah.

Boluwa Olojo (36:40.119)
Has a lot of products that have somebody who is in charge of your URL, UTM measurements, and things like that because you might be sending traffic to the wrong page. Happened to me, I just started freelancing in May. It's happened to me on like three, four account audits I've done. Why is this landing page still live on the ad, but it's no longer live? There's even some that your landing page is sending you to 404s. Ideally, Google is supposed to cancel that, but it might sleep under the clock cracks, even for Google. So that URL one is very popular.

Anu A (36:53.433)
Wow. Yeah.

Anu A (37:06.111)
Sure.

Boluwa Olojo (37:08.491)
Maybe because my background is in tech is one of the ones I pick very quickly. I'm sure people will have those grammar ones and things like that. But you see that URL, UTM URL, it's very common. And then you now go into the levels of events, conversion. Sometimes people just have conversions for everything. A view is a conversion. A key event is a view. It's just I can already see your frustration. But those ones are more, you know, as you go up, but the URL is very common.

Anu A (37:11.939)
Mm interesting. Yeah. Your L. Mm. Yeah.

Anu A (37:29.645)
my gosh. Yeah. Yeah.

Anu A (37:35.939)
Yeah. Yeah.

Boluwa Olojo (37:36.394)
more common than you see. Even some really popular people taking accounts from them. And I'm like, you made this mistake. That's interesting. But also, you know, it happens. And there's no judgment to be fair. And yeah, people use it. No, people use it for sales and say, anybody with their salt shouldn't do this. But sometimes the pressure is on. And sometimes there's no coming, there's friction between client, agency, third party. So it could happen, but

Anu A (37:44.035)
Yeah. It happens, yeah.

Anu A (37:56.782)
Yeah.

Anu A (38:02.445)
Yeah. Yeah.

Boluwa Olojo (38:03.861)
It's a common one. The URL one is very common. Wrong landing pages. And I'm sure it happens when you're shopping as well. You see an ad for something, go to the landing page and you're saying Submit legend form. I wanna buy red dress. Why?

Anu A (38:13.239)
Totally different. Totally different. Yeah, yeah. I've noticed it before. You are being very kind saying no judgment. I'm judging folks. Sorry, I am judging you if your landing page is not because it's something I've been saying because even connects we're talking about things like CRO, you know, conversion rate optimization. And people are like, I just want paid search work. So we need to drive paid search and your landing page, the people that or it or it might even be like a a a divide between SEO.

And and you know, paid search because SEO, they're the ones really a lot of the time from my limited knowledge, that are usually in charge of like, you know, the landing page and whether the URL and because they're always trying to make that URL SEO optimized, you know, and indexing that kind of stuff. And if you're not if SEO and PPC are not talking, and all of a sudden SEO decide they're gonna change it because they wanna make it a different URL, you don't tell your PPC counterpart.

Boluwa Olojo (38:55.201)
They're indexing and stuff.

Anu A (39:08.281)
They are still driving like sales to a landing page that is not working. And because you've optimized it, for it to be different. And so, yeah, this is it's it's a big thing for people to another point that I like to really make in you know, in our in our world of paid search or world of digital marketing, now more than ever, drop the silos, drop the silos, work together into the different departments so that when one thing changes, you tell, communicate that to everybody so that.

anyone that could be related, anyone that that that change might affect affect, they know what to do or they take the next test. Or at least you've told them. So that if they may if they decide to ignore you, you can go, well, we told you things are changing. It was your job to pick it on. But then everybody's just anyway, sorry. I could do a whole episode. I could talk for an hour fully about the the annoyance of silos and how it still happens, even though I've been saying this for years.

Boluwa Olojo (39:54.355)
Yeah. No, no, it's fine. About silos. I know what you mean. I know what you mean.

Boluwa Olojo (40:03.479)
Because it's it's the same, especially when you think about it. Like in the case where you have a different PPC agency, you have a different SEO agency, blah, blah, blah, blah, blah. I can understand maybe one marketing manager can't do all of that. But if you have an in-house team,

Anu A (40:10.605)
Yeah. Yeah.

Anu A (40:17.528)
Yeah.

Boluwa Olojo (40:18.125)
And or you have an agency that is multifunctional. Why is your SEO, your PPC? Sometimes your paid social is not even talking to your paid search. Everybody needs to communicate. And it shouldn't even be like, flagging this. You guys should already have a way that you sync every month or a way like something that there's yeah. It's just but that's a conversation of another day. Not today. Not today. Not today.

Anu A (40:20.92)
Yeah.

Anu A (40:25.101)
Yeah.

Anu A (40:32.195)
Yeah, exactly. And all the alerts. Everybody sees the alerts. Yeah.

Anu A (40:38.851)
Yeah, yeah, it is, it is. Cause yeah, we're going to and the heat is already too much for us to start getting aggravated about people on the silence.

Boluwa Olojo (40:45.749)
When an island, this is a Caribbean this is a Caribbean weather, it's just yeah.

Anu A (40:49.933)
We're in Caribbean island. I think the UK is an island, but it just needs we need more cocktails and need more beach, beach way big beach style areas. But in terms of still on the mistakes thing, let's also now talk about AI and how people you feel like might be using AI wrong. I know that's another one that we could talk for a whole hour, but let's try to succinct it to about at least like like one or two, you know, mistakes that you see often that that really annoy you.

Boluwa Olojo (40:56.533)
As most has Yeah. But this is where we are. This is where we are.

Boluwa Olojo (41:14.229)
Okay.

Boluwa Olojo (41:17.961)
Okay, so I've this is not my personal experience. just because I'm an AI skeptic, but I'm also an optimist, so it's like a mixed bag. So I always watch what AI is doing. I never take it I wanted to say something about meta again, but I'm not going to go into that. Let's just move on. But I think that one common thing is, and I've heard about this from the agency side. So I'm not I'm not technically agency, but you know, I have clients, right? So sometimes people argue with me.

Based on what Char GPT told him. I was talking to Dez about this yesterday, Des Carlton, and he was telling me that it's very obvious when people are feeding you back based on what the AI has said. And it's like that doesn't make sense because we're talking to other human beings. Who cares what AI said? Like, I've been doing this for years. This is what the numbers look like. If you do what AI has asked you to do, you know how, like, I know you don't you're not really in accounts anymore.

Anu A (41:53.165)
Yes.

Anu A (42:00.004)
Yes. No.

Boluwa Olojo (42:14.443)
Sorry, but when you go to Google Ads, it has all these auto-recommations for you. Apply record. okay, you know about that. Okay, okay. So now it's it's not like a blinker, it's like blinking. So sometimes some clients they do one or two courses and they feel like I can do this. So sometimes they accept all the recommendations. Someone has told me this before, someone told me like her client did it. He accepted all the recommendations on the accounts, every single AI type.

Anu A (42:18.483)
Yeah yeah yeah now I know about auto recommendations. I know so well about auto autorecommendations.

Yeah.

Anu A (42:36.598)
no.

Boluwa Olojo (42:42.187)
You to improve your C VR, you to improve your CPA, your C L A, LAP, whatever. And they just had a trading meeting and it was really, really bad. Like the numbers were down in a way that didn't make sense. And they reached out to the agency. And you know, you know the first thing now? The first thing is to blame. Like, you know, who is at fault for this? And I was speaking to an agency owner. So she was like, she was like the person that handling the accounts, what's going on? Just to check the change history.

Anu A (42:56.612)
Yeah.

Boluwa Olojo (43:11.745)
Your client has accepted every single auto recommendation from AI because it's not Google's rep doing it. And that's not something that only clients do. Small business owners are doing it. Even people in-house, they they send, you just send your reports, you send it to Chat GPT and say, give me recommendations on how to do this better. But AI doesn't know what the business goals are, it doesn't know what their lifetime value is, it doesn't know.

Anu A (43:14.287)
Mm-hmm.

Anu A (43:31.427)
Yeah.

Boluwa Olojo (43:37.378)
what their overhead is, it doesn't know what the refer if it's e-com, it doesn't know what the return rate is. if people are buying and returning, how does that bottom line to revenue? It doesn't have the context of the ROARs, it just sees numbers. So I feel like a lot of times we want to outsource stuff to AI, which I've been pushing. I'm I'm I'm pitching to everybody in Brighton now. I want to come and tell people how AI is making them stupid. But you know, like you need to have that. You need to kind of look at cause even I went to a conference once and someone said even best practice is not the answer.

Sometimes you have to look at your data and see what the data is telling you. Compare it to last year, check two years before, check the changes, look at it with your own eyes because that's the thing. We've been training for years by ourselves. Now, this thing comes four years ago. I mean, some people are just four years in. Sorry about that. But this thing comes four years ago and it's going to tell you how to do your job that you've been doing since before, where you still had collagen. No, not that. I'm not. So yeah, I think that a lot of times people take what AI says and what all this AI enthusiasts

Anu A (44:10.958)
Yes.

Anu A (44:15.661)
Yes.

Anu A (44:19.022)
Yes.

Anu A (44:29.805)
Yeah, yeah.

Boluwa Olojo (44:36.235)
You know, you see every post, comment Claude, comment chat GPT. No, it's actually not going to do anything. I spent sometimes I've spent time three, four hours doing something to make AI make my work easier. And that four hours, I can't get it back. And it has made my work harder. And I I can't lie. Yesterday, two days ago, I had to take a walk. I spent three hours on Claude Code. Nothing came out of it. And I was like, good for you. You've learned your lesson. Don't do it next time. Next time use your brain. Next time use your eyes.

Anu A (44:49.519)
Yeah. Yeah. Yeah. Yeah.

Anu A (45:00.479)
Mm. Yeah. Yeah. Yeah. Yeah. Yeah. I mean, you know, like the whole learning curve I'll still encourage that, you know, I don't think the lesson is people should be like, don't don't don't try to figure out the c the coding out. Don't try to do to do the things out. But like one one message that I you know, as much as yeah, just a a few minutes ago we're talking about their silos and everything, but even

Boluwa Olojo (45:04.385)
And I did it with my eyes and my brain and it was okay. It was fine.

Boluwa Olojo (45:19.915)
Yeah, of course.

Anu A (45:27.971)
That's the whole point. There was this Chimma, you know Chimma Midj, right? Like amazing, amazingly with FCDC. Chimma wrote about how it was gonna take the experts in the field to actually use AI well. It's not for juniors to have shortcuts. It's for actually the experts who know what good output looks like to use the AI and be like, okay, I know how to use this and I know what this AI's recommendation is actually correct because.

Boluwa Olojo (45:31.807)
Yes, yes, I love Chima.

Anu A (45:57.528)
I know my business goals. I know my client and everything. Now that's Chima, who's an SEO guru there. Another guy, Kirk Williams. Now, Kirk Williams has been on this podcast, Mr. PPC. You've got his book, you know. You know, like, yeah, the ponderings of a you know of a PPC marketer. And he says the same thing. He's like, what he's been really thinking about lately, about all these experts giving all these tools and workflows and everything.

Boluwa Olojo (46:06.603)
Yeah. I have his book. Yeah.

Anu A (46:24.013)
You know, you then give it to a junior person who might be like, I'm gonna try this, and they and they mess up their accounts. Because actually it took that expert knowing what good output looks like to put that workflow together. So it works for him and it'll work for an expert, and it's not just gonna work for a junior person who's trying to find a shortcut to doing their job. So

Both sides are saying the same thing. SEO and pay and and and PPC and probably paid social and probably CRO and all this kind of stuff. The main lessons of AI right now is it's the experts who already know the one-on-one basics and given the the the the complicated concepts of their of their industry, of their work, of their job that should be using AI because they'll know how to allow AI to copilot them, be copilot with them, to work with them.

Boluwa Olojo (46:50.871)
B C

Anu A (47:17.025)
On what they are want deliver for their account. Because another one that, you know, one of the latest articles by one authors on PPC Live, Chanel DeZoa. Sorry, Chanel, I hope I didn't I might have butchered your last name there. But Chanel put this really article about being a skeptic because you can put, you know, you can ask ChatGPT, yeah, you can ask Chat GPT to do like a month. She was You can ask ChatGPT to do a month-on-month report for you.

Boluwa Olojo (47:34.645)
I need to read that.

Anu A (47:42.158)
And it'll tell you that you have ten percent revenue, you know, up or like maybe say you have forty percent revenue up, and then the client goes, No, we're ten percent revenue up. Who told you that we're forty percent revenue up? You can't just go, AI, you're the one that'll be in trouble. AI is not accountable for anything. You're the one that gets into trouble. So

Boluwa Olojo (47:58.474)
Exactly. You just put 18 pounds a month to get someone to for Claude to get you in trouble in front of your clients. Like and I think that one of the things that really stresses me out when people are like, well, AI first, what AI, you should be AI native or AI fluent, not AI first. You should be data driven, blah, blah, blah, whatever. Let's not go into that. You know, so much to unpack. But I feel like one of the things that, yeah, even Chima, because I went for one of I think women in Tech SEO, she spoke and she was like, AI is garbage in, garbage out.

Anu A (48:04.013)
Yeah. Yeah.

Anu A (48:13.837)
Yes. Yes.

Anu A (48:27.607)
Well what's out? Salute.

Boluwa Olojo (48:29.175)
You you have to know what you're doing. Like, you know, something happened to me and I said I wasn't going to talk about it, but I allowed Meta AI assistant not to do anything, change anything on my account or anything, but there was an issue. There they kept being a bug. Add errors, add errors. I couldn't figure it out. I didn't want to because I was being lazy. As the meta AI spent like 15 minutes arguing back and forth with it. Went into my account. What was the issue? There was a life someone set up the campaign. There was a lifetime budget.

Anu A (48:31.779)
Yes.

Boluwa Olojo (48:59.307)
Budget has run out. I edited it, increased the budget, and I was like, Bullo, that took you two minutes. Why did you go to EI to spend another 15 minutes on that? Now, for a junior person, that would have been a nightmare because meta has changed things around so much, you don't know where to look. But again, I and I really pity junior people right now, just because you know, when you think about how you became a manager, you had people to manage, and those people couldn't do anything without you. You had to tell them. Like, I remember my own manager who went on holiday and left me with a Google Ad campaign.

Anu A (48:59.428)
Yeah.

Anu A (49:09.869)
Yes.

Boluwa Olojo (49:29.269)
I didn't know what to do and I was crying in a I went to a conference room and I was in tears because I opened the Google Ads Manager. This was like 2018. I opened the Google Ads Manager. It was if it was oil and gas. I'd been doing FMCG, full-on awareness, some bit of e-com, but this was oil and gas, different sector, different segments. I looked at the numbers, everything was it was bad. But apparently by industry standard,

Anu A (49:49.273)
Jesus.

Boluwa Olojo (49:57.304)
That was really, really good. But I didn't I was in tears. Someone had to use the meeting room, walked in on me in tears, and was like, Why are you crying? And I was like, Look at my numbers, and he's Yeah, this is really good for oil and gas. And went about his day, and I was like, How is this good for what's the industry standard for oil and gas? And it's much less than FMCG. I didn't know that I was fresh out of uni, two years in, not even two years in, one year into that job, didn't know anything. And that's that's what AI is sometimes because even sometimes like I had to correct.

Anu A (49:57.529)
Yeah.

Anu A (50:12.419)
Yeah Yeah now.

Boluwa Olojo (50:26.925)
Claude the other day and tell Claude this is the new update. And Claude's like, Yeah, you're right. I was doing some API stuff and both Claude and Chad B chat Chat GPT were wrong. And I was like, no, this is the correct thing. And why am I training the AI for free? Anyway, that's another thing, another problem for

Anu A (50:32.175)
Yeah. Yeah.

Anu A (50:37.677)
Yeah. Easy. Easy. Yeah. That's another day. And gosh, I don't I hope I hope our audience are are patient enough to get all this fantastic insights that we're giving because because we've been talking for a long while, but you've given so much great

Great insight into what really people should be paying attention to, whether it's like, you know, the lessons from your the mistake that you did and or like that whole like landing page stuff and how like silos are really still pushing things apart for for brands and for clients and for agencies. And yeah, with AI, don't just take its word. You are the experts in that field and it doesn't have to take over everything, everything you're doing. but yeah, Bolu that has been a fantastic conversation. Really, really enjoyed that. Thank you for.

being so open and very passionate about what you're doing here. Yeah, yeah. Yeah. Yeah, man. Shout out PVC and performance. It's it. That's amazing. lovely. Lovely. No worries, but yeah, we've still got like a couple, like just last two questions that are more very chill ones. If your PPC career were a movie, what would the title be?

Boluwa Olojo (51:26.217)
Yeah. I do love performance marketing. Shout out PPC though. Regardless, regardless, love it. Keeps food on the table and is actually exciting. Never a dull moment. Thank you so much for having me, Anu. And yeah.

Boluwa Olojo (51:45.045)
Okay, okay.

Boluwa Olojo (51:50.751)
I don't know. I don't know.

Anu A (51:57.654)
It can be a movie that you've watched that you feel like you're, you know, you really relate to. Or you can just make up a brand new title or something that just makes sense to you.

Boluwa Olojo (52:03.469)
I feel like

okay. I think it's just it would be sector agnostic. That'd be the name of the movie. Because I don't care. Like, you know, people always want to put you into e com, B2B, lead gen, this and that. There's nothing I don't think I can pick up. But luckily I've had the opportunity to do most of this. Well, I mean, I haven't done well, I haven't done gambling so far, so good, but

Anu A (52:14.007)
Okay. Well

Anu A (52:19.853)
Yeah, yeah.

Anu A (52:26.521)
Yeah.

Anu A (52:29.838)
Okay.

Boluwa Olojo (52:30.711)
People have done your money in your life. I've done your money in your life, but not gambling specifically. And I probably wouldn't do it. But I feel like I'm sector sector agnostic and I can do anything. I can sell blinds. I can sell fans. Fans are probably doing very well right now. I saw three books. Yeah. They should turn on their campaigns and milk this horse. Yeah.

Anu A (52:34.82)
Yeah.

Anu A (52:38.701)
Nice. Yeah.

Very well right now. They do not need to do any pay dance right now. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. So sector agnostic. That's your your movie. Love it. Ivy. That's amazing. What? Yeah, I know, I know you've got love for tech. I know you've got love. But you're versatile still. Even though you have love for one, you're versatile in your in your skill set.

Boluwa Olojo (52:55.527)
Yes. No sectors for me. I I'll take any sector. Preferably tech. Okay. I do. I I do. I do. Series, Series A, you receive money. Yes. Iversile.

Anu A (53:11.957)
Also, I wanted to also ask because for the fact that you know the you know we we do both here you and I we love events. We you know we were performance MCR yesterday. What's the next event that people can find you at?

Boluwa Olojo (53:22.313)
You're going to find me at PPC Live, 29th of July. I will be in London. I wonder what what the weather will be saying that day, but I know it's rooftop. We're gonna have a good time. I'm trying to find something. Funny, I was going to say this to you. yesterday someone said to you, I didn't recognize you because you weren't wearing red. And I was like, I should probably buy red. I don't really wear red. I should probably buy a red skirt or a red top top and come to London in that for the event on brand.

Anu A (53:33.167)
We're gonna.

Anu A (53:46.458)
That would be nice. what I was even thinking, and I don't know whether my the audience wants to hear about this, what I was actually thinking is like, because I love what like a reach, a reach, I'm always looking at what she's doing, and I'm like, I don't want to do copy and paste, but she inspires me. And some of the things, little bits of like here and there, I'll pick up from stuff what she's done. Because what I loved about what Charlie did, and it's one way that you can go where anyone that is a volunteer will wear a shirt that has the performance MCR brand and and and and and and thinking on it.

But I was like, how about what I really love that Reach does that? You have a s there's a particular scarf, you know, neck scarf. And I I was and you know, and I you need to be a volunteer for WTS, but let's let's figure out how to design a nice PPT live, reddish, you know, a brand scarf. And then that can be literally be like for anybody, and even a guy can wear it. A guy was volunteers for us.

Boluwa Olojo (54:22.987)
I knew you were going to scare I love I've been begging for that scarf.

Boluwa Olojo (54:30.133)
I have to

Boluwa Olojo (54:34.025)
Scarf. I think you sh do you know I knew you were going to say the scarf.

Yeah.

Anu A (54:42.509)
He wears it in some way, in a chic way, that maybe he puts it in his shirt on his on a pocket. And we just be like, anyone that you see with your that red scarf, that's someone that's on the PPC life team that can help you with anything. And I'm like, Yeah. Yeah.

Boluwa Olojo (54:46.719)
Or something, he'll figure it out.

Boluwa Olojo (54:54.091)
I've been begging for the scarf. Sorry, Lani, please. I have a friend who volunteered. I've been begging her for her scarf. Like, please, can I have the scarf? I love the woman checkers your scarf. if we're going to do a scarf, yes. Yes. Hundred percent. I will wear a scarf. I will come yeah, I'm down. I'm down with it.

Anu A (55:05.485)
Let's do that. You're on board. She's like, I'm on board. Let's do a scarf. There's a nice silk, like light, especially for this weather, lights. A light one that will not yeah. That would be nice. That's amazing. So if anyone wants to follow you and hear about any of the stuff that you know you want to share, or if you want to share, where can people find you?

Boluwa Olojo (55:14.721)
Something like just you know, yeah. I I'm down, I'm down, yeah.

Boluwa Olojo (55:26.805)
Okay, my name is Boluwa Olojo. So it's Boluwa B-O-L-U-W-A Olojo O L O Jo everywhere. By everywhere it means LinkedIn and Instagram. That's all. and YouTube, maybe. I'm not YouTube. I don't know why I said that.

Anu A (55:41.965)
You mean how about how about Pinterest though? Aren't you like a b you Pinterest fan or you're you're more promoted for clients. You're not you're not the Pinterest user.

Boluwa Olojo (55:50.008)
So Pinterest, so I don't I do have Pinterest. Funny enough, you actually find Bolo Aloja Pinterest, but like actually I actually do have decent numbers, but it's not it's just for friends and family. But my Pinterest account that I talked about at Brighton is not Bolo Aloja, it's African Spotlight, which is like a fashion account. And then I do have some Pinterest clients. By some I mean one, but I do have one Pinterest client and they're more like fashion, no, not fashion, style well anyway, fashion.

Anu A (56:00.836)
Sure.

Boluwa Olojo (56:18.943)
a fashion brand and yeah it's not really my face on Pinterest kinda. Anyway if you find me on Pinterest follow me. My work is my work is yeah, my work is you find me on LinkedIn, Instagram, everything is there. Both of them are they're talking to each other. Yeah.

Anu A (56:22.359)
Okay. Okay. For your work. For your it's the work that you like doing and your creative stuff. Yeah.

Yeah. Fantastic, fantastic. Well, Boluwa thank you so much for joining. This has been such a very great conversation. Now I'm gonna we we're probably gonna need to like apologize, cut a bit some stuff out so that it's people are not like, I know we've been listening to you guys talk for two hours. Why? So we make well not two hours, close to an hour. But honestly, really grateful for joining for you joining the podcast.

Boluwa Olojo (56:45.069)
Content.

Boluwa Olojo (56:51.177)
What's this about? Sorry.

I'm so sorry and not to cut you. I forgot. Laddie is going to kill me. I have a podcast as well, State of Marketing, question mark. with Laddie Fabola. So if you go to YouTube, no, if you go to Spotify or Apple Podcast or A Cast, you'll find my podcast there. But if you find me on LinkedIn, it's also on LinkedIn, State of Marketing, question mark. Yeah. So yeah, sorry, I forgot.

Anu A (57:20.579)
Amazing. I love that. I'm glad you put that in. And we're I'm definitely gonna keep that part so that people know like the podcast that that you're doing in Lady for that's amazing. so yeah, follow Boloa whether it's on her LinkedIn or podcast or Instagram, and yeah, so that you can be a better mask marketer for 2026. But on that note, thank you so much, Boluwa and yeah, probably we'll definitely be chatting very soon if even if it's like in the PPC Live Slack or on the 29th of July.

Boluwa Olojo (57:25.931)
Yeah, thank you.

Boluwa Olojo (57:43.702)
Yes. Yes. Yeah, see you then. Bye.