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
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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