July 30, 2025 • 34 mins
In this episode of PPC Live, formerly known as PPC Chat Roundup, host Anu introduces the show's new format where she will bring PPC experts to discuss their biggest professional setbacks and how they turned them around.
Anu interviews Elisabetta Nicoli, also known as Betty, a seasoned paid media specialist. Betty shares a major mistake involving a targeting error in a PPC campaign and the surprising reactions from her team and clients.
The discussion covers how to manage and communicate errors, the importance of honesty in client relationships, and the value of creating an environment where team members feel comfortable admitting their mistakes.
Betty also emphasizes the prudent use of AI in PPC and the need for industry professionals to share their mistakes to foster learning and authenticity. The episode closes with a reminder to always double-check PPC settings and offers a sneak peek into upcoming PPC Live events.
00:00 Introduction to PPC Live Podcast
00:47 Meet Elisabetta Nicoli: PPC Expert
06:13 Diving into the Mistake
11:01 Handling the Aftermath
16:30 Lessons Learned and Moving Forward
17:26 The Importance of a Checklist
18:27 Questioning Good Results
20:06 Owning Your Mistakes
21:23 Creating a Culture of Transparency
24:26 Learning from Industry Mistakes
27:12 The Role of AI in Digital Marketing
30:00 Final Thoughts and Career Reflections
33:04 Upcoming Events and Opportunities
Find Betty on LinkedIn
Book a coaching call with Anu
PPC Live The Podcast (formerly PPCChat Roundup) 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 July 31st or October 22nd
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:04):
Hello and welcome to PPC Live, the podcast formerly known as
PPC Chat Roundup. My name is Anu, the founder of
PPC Live. And if you're used to hearing
advice from PPC experts about how to ensure that we are
keeping up with the ever changing landscape, don't worry,
you are still in the right place.
But instead of relaying what theexperts are saying, I'm going to
(00:25):
be bringing the PPC experts to you.
Every week I'm going to be speaking to a different PPC
experts about the biggest F up, but also how they've turned
things around. We'll share what has been
disappointing, what has been surprising and just how they got
round things and turn things from what seemed like a failure
to an amazing success and continue to be a success in the
(00:46):
industry today. Today we have the fantastic
Elisabetta Nicoli, who is sharing about a targeting error
that she had this one very much surprising responses from
clients, internal team and how, yeah, sometimes where you think
that you'll get the support is not where you necessarily will
get the support. And where you think you won't
get the support is where you'll get actually the support.
(01:09):
So you never know when it comes to mistakes.
I also love the example she gives us to how she actually
helps with the people that she manages understand that making
mistakes is not the end of the world.
How to make them comfortable to come to her about when a mistake
happens by sharing her own talesof past mistakes as well.
Yeah. Let's go chat to Betty.
Hello, Betty. Welcome to PPC LIVE, the
(01:30):
podcast. Hello Anna, thank you so much.
Thank you so much for having me.True honour to be here.
It's such a it's such an absolute pleasure of mine.
Like it's these kind of this kind of podcast, as we all know,
it's about and turning things around and not everybody's going
to be comfortable to talk about that.
Everyone wants just wants to remember the good bits in their
(01:52):
careers. But we learned the most from my
mistakes. Thank you so much for being on
the podcast today to share your experience.
And just to introduce Betty to you guys on LinkedIn.
You will see her as Elisa BetterNicoli, but she loves being
called Betty, which is, I'm veryfeel very privileged to call her
that. She's a paid media specialist
with nine years of experience inpaid search and paid social
(02:16):
across various markets, especially in the UK, Europe and
the US. And she's experienced with
working with B to B and BTC clients, delivering results
through platforms like Google Ads, Microsoft Meta and
LinkedIn. I always find when people, I
find someone who actually specialises in LinkedIn, I've
got to do Hats to you guys. That is a complicated one that
every time you say people talk about it, it's like too
(02:39):
expensive. How does anyone make me work?
So thank you for your service toyour clients.
The interesting fact about Bettyas well, we bonded over this.
She's Italian. Oh, I love Italy.
I love going there all the time.And she spends.
I feel like you had the lucky experience of at least
experiencing COVID at home, being at home with family in
(03:00):
Italy. But she came back to the lovely
northern part of the youth of Manchester.
We hung out at Manchester. Manchester.
PCR is PCR, man. PCR Manchester.
Yeah, I mean the month, which isreally nice outside being a
devoted paid such marketer and loving her hometown.
(03:20):
She also has run the half marathon in Manchester.
She did that last year, has signed up for it this year as
well. Loves a bit of hiking, yoga,
walking with the dog and some sourdough baking.
So what's the most interesting fact, like an unknown fact that
people don't know about sourdough baking, that you find
very interesting? Oh yeah, they start there, which
(03:43):
is the thing you use to make thebread is alive.
So because it has all the bacteria in it and that's what
makes the bread rise, it's actually like a living.
Greed of. Things and you have to keep it
alive. So it's such continuous job to
to keep alive your starter. So it's actually it requires a
(04:07):
lot that pills for love and attention.
It's it's like a pet when I whenI go on holiday, usually give it
to my friends. I give my sour just starts and
my plants and my dog. It's like my family.
Oh, wow, that's your that's yourtrifecta of your sanitarium.
I'm feeding. Feeding.
Yeah. And how long can a starter last
(04:31):
without going off and still being able to be usable?
Because I heard. They can last years.
Yeah, yeah, Oh yeah. If you keep feeding it forever,
there are some I don't know, butI think in Japan there's the
oldest starter ever and it's a couple of centuries old.
But you have to feed it otherwise it will die.
So ideally. What do you mean feed it?
(04:54):
What are? You eating like plants?
Yes. So no, I don't eat vegetables.
Just style flour and water. It's yeah, the bacteria eats the
flour and make that airy, bubblything that makes the bread.
Rise. Oh, that's very interesting.
(05:15):
Yeah, I hear loads of people have really gotten, they really
got into. Yeah, it's a millennial thing,
right? You make life cry a bit.
I suppose a thing as well for me.
I turned to banana breads. I lit your banana bread.
Everyone's making banana bread. It doesn't need a start or
anything, just any bananas are going off or like, yeah, I just
(05:36):
put some flour in there. Yeah, I'm being bare as well.
OK, anyway, enough of that for fun getting to know you bed.
But yeah, like outwiddens are excited to hear about the
learnings that you're going to bring to us about your
experience with a past mistake that you've had.
As I've started to say, really, we never leave on a defeated
note. This is about learning how
(05:58):
things turned around and why you're still a great PVC expert
to go to because we you're now you've weathered the storm,
you've weathered the storm of this mistake, and you'll never
make this kind of mistake again.So let's, let's teach our
audiences on how to get around that.
Yeah. Betty, what's the F up you want
to share with us today? Yeah, 100% agree with you.
(06:18):
So the F up I want to share today.
It's something that happened a good few years ago, but I wasn't
was super junior. I was still already a good few
years in my career. And I just want to say because
when I said the scene and no, itwasn't just like the nice
mistake of someone who had just started in PPC and just show her
(06:39):
that everybody can make mistakeseven when you are a seasoned PPC
here. And yeah, our client, I've
always worked agency side of thetime I was working and there's
agency. I was the only person doing PPC.
The team was team around me was doing a CEO content, etcetera.
So I was the only one responsible for the campaigns.
(07:00):
And the client was lead Jan B2B and advertising in the UK
mainly, but also in Europe. And we were running this
activity in English, but also targeting in Europe.
And specifically this campaign Iwant to talk about was meant to
target, you know, countries in Southern Europe, but with
(07:21):
English keywords and ad copies and landed page etcetera.
So I wasn't expecting huge volumes because I'm Italian.
I know people in Southern Europeusually tend to search in their
own language and click add and search results from in their own
language because we don't have that familiarity with English.
So anyway, launched this campaign.
(07:43):
It was basically just a replica of the UK campaigns but with a
different target then the campaigns I launched.
The campaigns goes, keep checking it run the usual SQRS,
nothing really strikes me as wrong.
We had a lot of negative keywords already from the other
campaigns. It was in English and the
(08:04):
performance was really, really good.
Low Cpl, high conversion rates like and high volumes.
I was like, unsurprisingly, I didn't expect that.
So then at the beginning of the following month when I went to
do the month of the report, I just wanted to check which
countries within Southern Europewas responsible was the best
performing etcetera. When I click on the location
(08:28):
targeting report, I realised that I didn't add any countries
and I'm not saying I left the default people interested in or
in option in the location. I literally didn't add any
targeting, which meant that it was targeting the whole world
because if you don't add anything, it will just target
(08:48):
the whole world. So the list of countries I was
saying it was. Like the likes of.
Countries in a bag, US, South America Oh my God, I was and I
was really upset with myself because I how could I make such
a silly mistake. It's one of the main things when
(09:09):
you launch a campaign. But working agency side,
especially myself with the only person doing PPC, and I know
these are not excuses, but it's just sometimes it does happen
that you, yeah, you do. You do so many things fast and
yeah, sometimes something slips through the net.
(09:29):
It just happens. Absolutely.
And look, this is a shameless plug.
This is why you need community. This is why the PPC live
community, there's so many folksalso still in your position of
I'm the only PPC person in this team good contacting an agency
yeah I'm even surprised to hear that from the fact that it's
agency side you've held a lot ofthis from brands that you're in
(09:50):
house. You're the only PPC person, but
that brand someone else's like e-mail marketing or someone
else's like SEO person. All the changes, all the things
that needs to be updated. How can you really be How can
you really be relying on one person to know all of that or
even someone to help to double check your work.
You could be the best thing the business, but sometimes you just
(10:12):
maybe just didn't sleep well thenight before or it just happens
or whether just it turns weird or not since something happens.
No, these things, these are not excuses.
These are valid reasons as to why it's the littlest of things
you just miss. And then maybe someone else
could look at it and be like, Are you sure that location
(10:33):
document is not supposed to be there?
And that someone could have helped me with that.
So I really feel for those people who are like, yeah, I'm
the only, I'm the only PPC person on this team.
And that is part I honestly do think is part of the problem.
So you found the mistake. You saw that the location
targeting had gone off. You panicked a bit.
You said that already. So let's not go to the how did
(10:55):
you feel, how you felt? You felt awful.
You panicked a bit. What was your communication
plan? What the time did you death
communicate the mistake when youfound out next to you?
Yeah, I had. Technically, no one would have
probably found out if I didn't say anything or probably the
report. But anyway, my approach to
(11:15):
mistakes is that whatever happens, you have to say it.
It's better to be honest. And I do think clients and your
manager appreciate because I do,as a manager, appreciate and
value the honesty and transparency.
It's where trust gets built, I think.
And so back in the day, I, my manager was in her background,
(11:36):
was in search because again, theteam was so diverse, but she had
my back. She understood where I was
coming from. Like you said, when you are just
one person, got a lot of responsibilities and mistakes
just happen, but you don't have and someone else to rely on.
And of course, she asked me why that happened and what I could
have, what I could do not to make it happen again.
(11:59):
I think the most difficult part was obviously speak to the
client about it because again, yeah, no, with the client it was
fine. So on the client side manager we
were dealing with, she also had experience in PPC in the past.
So she knew where this mistake was coming from.
(12:21):
Obviously she was upset, but we had a good relationship with
this client. Based on the private previously
goods results, we even as an agency suggested to refund the
money. It wasn't much, it was just a
couple of grand, but they've hadit was fine.
And I think that was a statement.
It's the goods relationship. They again, they appreciated the
(12:42):
honesty, transparency, the effort and make amends and the
plan not to make that happen again.
And and yeah, in terms of the campaigns, because it was good
results, we shared obviously thelearnings of it.
We couldn't very much use them. Also, it was lead generation and
it was back at a time when offline conversion import wasn't
(13:06):
a thing. So we're talking about 6-7 years
ago. So I couldn't really see the
quality of the leads that we drove and we had to rely on them
and giving us the feedback. And I don't think anything came
out of those leads. In some instances, it couldn't
really go on with the process because they were locations
where they wouldn't operate, so they couldn't like use those
(13:29):
leads. But we shared the data anyway.
And it was a costly exercise of forecasting search intent and
search volume around the world in a way, if you want to see it
on the positive side. And like I said, they appreciate
it, the honesty. And another aspect that was
difficult about it was to share with client service team because
(13:51):
I always feel, well, not always,often feel.
And I always felt that in my career, sometimes the client
service team doesn't get what wedo and doesn't really understand
why mistakes can happen and theyfeel so close to the client.
Did he? Sometimes you get more upset
than the client. They were.
They made a full thing about it and then the client was fine.
(14:13):
So why didn't you make me feel bad?
When you are my colleague, you work with me, you should protect
me with the client. You are the one that builds that
relationship, and you've built it to go through the bad and the
good. Also, make a note here because
I'm going to refer to something I wrote like last week that I
saw you. Yeah, the reaction was strong
(14:36):
with it. And I was like, I'm not this
time. I'm hearing this story.
You can verify that with me. Yeah, first time.
So I didn't know that he had this experience and find Samus's
and being annoyed. And last week I put up this post
and I was like, good morning to everybody apart those client
service team members but who almost worked like if they're
(14:59):
like the yes men to the client instead of being a teammate to
your actual colleagues, your actual childhood partner.
And I saw better going. I didn't realise they were hit
the nub, but now I understand. Yeah, goodbye.
Yeah, I bet so many. Of us.
Sorry. Go on.
(15:20):
Yeah, but so many of us share that frustration and sometimes
not vocalised because obviously they're in your team so.
Yeah, but because you work in anagency still now.
Yes, I do, yeah. Relationship with your client,
service team and like. Yeah, I think, Sarah, it's, it's
a lot of education. Let's do it this way.
(15:42):
Yeah. So.
That's an interesting aspect andI don't think even anyone, any
of my previous guests have spotted that about how because
yeah, I was going to come to a question of who's who's reaction
surprised you the most. And I think that is very much a
why is a client service team member being or losing their ish
over this when the client themselves are actually OK with
(16:06):
the things. So yeah, you've got to be
prepared for several different departments getting into a tiff
about things. But remember, it's the client
that matters. And also it's the result.
It's the communication and yeah,the understanding.
And it sounds like everyone involved acted.
I said well to it. So yeah, I'm happy for how that
(16:29):
turned out. Looking back, let's say.
So that that mistake that was made, which do you feel like
even before because it took you,I hate to be like, oh, let's
pick out like the problem. It did sound like it did take a
(16:49):
while for you to realise it. Is there something like just to
get our listeners to be like payattention to XYZ kind of thing
so that it doesn't take you to amonth to find it?
What's your advice or what you could have done differently?
Doing that. Like you didn't do.
First of all, I changed following that I changed now
(17:11):
that I changed the approach, butI started using a checklist
after building a campaign, something that I was using as
when I was junior. But then I stopped using it
because I'm so confident that I convert.
Yeah, yeah. So that is a lesson as well.
And then we'll let your confidence skip the check part.
(17:32):
And yeah. So now I have a checklist, then
I always check every single one of it before lunch in the
campaign before pressing the live button.
Like you mentioned earlier, it would have been easier if I
wasn't the only person because you can always ask someone else
to QA your campaigns before going live.
And for example, that's something that we do in our team
(17:53):
as well. But another thing that I would
say, and that was part of the problem is always check, go into
the details of the campaigns, even when results are good,
because that's what led me to believe that everything was
fine. I didn't spot it because nothing
flagged as wrong. Actually, it was good, but in a
(18:16):
way it was still good to be truebecause I mean that the Southern
Europe countries couldn't have that much volume out behind the
English keywords. And I just thought, yes, that's
good, that's fine. But so I guess the learning here
is to really start questioning even the goods result,
especially when they are too good to be true.
(18:36):
Sometimes they're not. Yeah, sometimes they're not
true. And sometimes you want to even
just double check to know exactly what's going on so that
you can complicate it because ifit's not expected.
And yeah, it did so well becausethose are the kind of areas I
think a previous like, I think, but just literally the episode
before this one, one of my good friends, Kate Luke, she was
(18:57):
like, actually, yeah, the mistake we've made actually made
us realise that, yeah, that targeting, because it was more
of a like a targeting level for ROAS.
And so she made it a bit too high.
And then they got all this new volume.
I'm you was like, Oh my God, that's not how much it should
have spent. But then all this new volume,
they brought in good quality traffic, good quality leads, and
(19:17):
they actually realised actually we should be using that new
targeting. That was a mistake.
But because, you know, it went really well, but it actually
came to good results. And yeah, all right.
That was my dog. We've.
Got a lively? A.
Request is agreeing, is agreeingwith everybody there.
That's it. That's hidden agreements.
(19:38):
I love it. Saying that we shouldn't.
Let me definitely double check. Thank you.
What's your dog's name? Rudy.
Rudy, yeah, Rudy is an agreement.
Listen to Rudy, everybody that would fit everything, even if
everything. But going on to our next
question, like what advice? Someone is going through this
like situation as well. They found a location targeting
(20:00):
error and they've seen it panicking.
What's your advice to them? I would say just own it.
Own your mistakes, be accountable for them, not do not
try to hide it cuz at the end ofthe day, like I said earlier,
maybe no one would have found out but what if they did?
(20:20):
So it's always better to be honest.
That's my approach in life and Iwork.
So yeah, I just own it and it's not the end of the world.
What I always tell my team, if he works with me, you've
probably heard me saying this many times and it's we're not
saving lives, it's this. It's just money.
Money comes and goes. We'll fix it.
(20:42):
There will always a way to fix it.
Don't lose your slaves, your sleep over.
It's OK. Yeah, very much.
But I think what I'd also like us to even touch on is that you
said that you had a very understanding manager, because I
think it can be easy to just sayown your mistake.
But if you have a manager who seems very scary, they're like,
(21:02):
yeah, I want to, but I don't want to lose my job.
And the last thing I want to be a mistake love pitch, but I
wouldn't do I kind of thing. Your advice to managers to why
it's important to instil a culture of look, if you make a
mistake, don't hide it like so let's talk to managers now.
(21:23):
What would be your advice on what Why on on how to instil the
confidence for people? To yeah, that's what I do with
my team when they start, especially when they're super
junior and they are scared. They are scared of making
mistakes also because they don'twant to be perceived that stupid
or not good at their job. So they will tend to hide and
(21:45):
shame if something goes wrong. So one of the first things I
tell them is you're going to make mistakes and what you will
learn from your mistakes more than from anything else, more
from anything that goes right. And another thing I do is I
usually share my mistakes like this once.
Well, actually way more than this.
(22:07):
Yeah, I share them with them anda because they can remember it
and be obviously what you what went wrong for you.
It's now one of the first thingsyou check so about that's how
you learn. So if I pass them my mistakes to
them and I say, oh, didn't as well goes wrong.
Maybe they're like, Oh yeah, shetold she said that so maybe I
(22:29):
should double check that, but also to make myself human to
them And if I have the courage to say, look, I'm here, I'm your
manager. I've got nine years of
experience, but earlier in my career I did this and there's,
it turned out fine. Look, I'm here.
So please don't be afraid of making mistakes also because
(22:50):
ultimately if you don't make mistakes, if you don't do
anything, but if you do it, yeah, you're going to end up
making mistakes. And yeah, that will say, it
says, I think Indigenous very much ask for forgiveness, not
permission. We will forgive.
Yeah, things will work out as long as there's good intentions,
(23:11):
they try, and what you're testing, what you felt that
needed to be done. Yeah, be bold, be brave, because
that's where you actually push the boundaries.
That's where you learn. That's where you're doing.
I feel the most for your clientswhen not when you make a
mistake, but when you test things.
You know, the people who have really test the people who have
made the mistakes are the peoplewho are actually, those are
(23:33):
actually really trying to test things, figure new things out,
doing something different, trying to find new opportunities
for their clients. And all those people have made a
mistake in one way or the other and have learned, OK, shouldn't
have done that. Oh, I need to be double checking
that. Oh, yeah.
So guys, you're in good company of the experts.
If you feel like, Oh my God, I make mistakes, but don't worry
(23:55):
about it too much. And managers, yeah, represent
yourself as human. Don't.
You know. Once you've trusted an employee
to be on your team, be honest about what could go wrong so
that they can learn from your mistakes and understand that
it's good to communicate about mistakes.
That was a great story. Thank you again, Betsy, for
(24:16):
taking me through that and believing that I hope it's not
too true. We do went through willpower
through let's now look at our industry and some of the
mistakes they make and some of the mistakes that you've seen
that has gone that's made you gowhat is going on?
And even though for me it's the mistake of not talking about my
(24:37):
mistakes. Do you does our industry talk
enough about mistakes and why doyou think it's important we do?
I know I feel that first question is a stupid question
for me because every day has gotno terrorist thing.
So let's answer the Why is it important to talk about our
mistakes? Yeah, like you said, it is
(24:57):
important because you share the IT makes us all human.
But it was so it's also sharing the learning.
But it's true. I don't think time most people
do. And I get it also like we all
are on LinkedIn to be like employable and show the best
side of ourselves. But again, I do believe that
(25:18):
trust sparks where there's authenticity and authenticity
sometimes means being vulnerableand share the good and the bad.
And for me, for example, when I look up at someone and I follow
people on LinkedIn, when they are, when they share things that
(25:40):
didn't go as well, I trust them more.
I'm more interested in them. I'm really keen to to learn
more. And yeah, because it's easy to
say to share the good case studies, everything that went
well. But really, we also want to know
what didn't go well because we can all learn from that.
Even if every client, every townis different, knowing that it's
(26:05):
helpful. It's the sharing, sharing
knowledge. And not just the good side of
the knowledge, but the bad ones as well.
And there's going to be because with every especially now, even
more so than previous times, I'dactually even say in terms of
location targeting, that's one of the minor mistakes right now.
(26:27):
You know, AI, I know actually how they set up P mags and
knowing whether you can add negatives or not and then use
RSA's and whether to use demand Gen or not.
And I'm like, it's a minefield. So knowing that you can speak
about them and you can have a sick environment and you've got
to stick permitted to do that with is so important.
(26:47):
And maybe that is it. And that's why I'm hoping that
this podcast will inspire peopleto be like, OK, this is the
platform where I'll use maybe onLinkedIn, you can still talk
about all your wins, but hopefully here you can be
vulnerable with people and then share it with your even your
employees and the people who youmanage and say, look, I've made
mistakes, don't worry about them.
We can we can figure it out. Yeah.
(27:08):
We just need to create more platforms for this as well.
I think also in just terms of like our world of AI can't
escape. We can't really escape it at
all. Are there any like specific kind
of mistakes that you see happening?
And I know that we've talked a lot about, I've talked to
several guests about things likemore of the don't use AI blindly
(27:31):
in terms of doing place your work.
It should be like your junior PA, but like anything like
specifically in terms of tactically, in terms of whether
it's ad copy of bidding strategies kind of thing that
people use AI in a certain way that you think is a mistake.
Yeah, probably add copies like you said, not just always use it
(27:53):
as a helping tool, but then always, not blindly, always
double check so it's easy to spot how the copies has been
written by AI. And sometimes the tone, it's not
the brand tone. So always review it, get the
clients to review it as well, because the clients, in my case,
because their work agents decidethe client knows their brand and
(28:16):
their tone of voice better than anybody else.
So there's nothing wrong with using AI to help you out,
especially if it makes the boring, repetitive tasks.
And yeah, if that can help, absolutely.
But yeah, always double check that, I guess.
Yeah. But even keyword research, I do
(28:37):
use it. I use AI to help me out with the
keyword research. And sometimes it gives me idea
that maybe just myself, the keyword planner wouldn't think
of it. And always, but always then
bring it to you. OK, is do I really want to use
it? Is it relevant or not?
And again, not just don't just use it blindly.
(28:57):
And I do think most, not most, but some people, if I was going
to say especially the most junior, but not in a bad way.
I just think that when you're young, you're excited about AI
and all the tools. And sometimes maybe you don't
have that level of philtre and experience to say there's
(29:18):
nothing wrong in using it, but always check it.
Yeah, always double check it. Definitely.
That's the thing with AI, alwaysdouble check what it's giving
you. And yeah, let it give you ideas.
Let it help organise. Yeah.
Yeah, always double check it, actually.
That's it. Sorry.
I was thinking like, I'm good. We're doing a conversation, not
(29:41):
AI topics and mistakes, but you've given us so many great
learnings talking about you, talking about mistakes, what we
how authentic we need to be. I love all those lessons.
It's really what we should be hearing right now.
But yeah, to before you we leavethe audience.
I like asking one more question that has nothing to do with
digital marketing. Tangentially a little bit, but
(30:02):
if your PPC career were a movie,what would the title be?
It could be a movie that exists or you could just create a brand
new title for yourself. It doesn't matter.
Yeah, that's a tricky question because it shows how not
creative I am. Just numbers.
But now I think for this and that connects to what we've just
(30:23):
talked about AI and the direction of our industry.
I think it would be. And I'm like reusing a quote
from the Leo part is a book, an Italian famous Italian book and
it's everything needs to change to stay the same.
And I like it because I think more than my career has probably
(30:45):
depicts the industry where it's going.
We've seen so many changes in the past from manual bidding to
smart bidding, voice search and everything seemed to you was sad
to change our jobs and the industry forever.
But ultimately, yes, it does change and you have to adapt.
But that's how you then you keepeverything the same in terms of
(31:08):
doing your job and driving performance.
So yeah, everything needs to change to stay the same I.
Like, yeah. This would be a pricket.
That's such a lovely This is a lovely note to end on and if
people want to hear more about your thoughts and or even when
next we might see you speak hopefully and some events at the
other. Where can people find you
(31:29):
online? Yeah, definitely on LinkedIn,
quite active. I'm sorry but I definitely post
Yeah events. Or.
Just my thoughts about the industry.
Yes please do keep doing more ofthat.
We have too many like hustle Bros who are all like should
please. You need more of the feminine
and actual factual stuff to to. Oh my God, yes, thank.
(31:58):
You. That's why I keep doing it.
That's why I keep doing. It thank you, yes.
We need more of our variety, more diverse.
Arrange the thoughts that we seeon later.
Oh, bless. Thank you so much, Betty.
That has been such a great chat.And yeah, thank you for joining
our audience today. Thank you so much.
(32:19):
Thank you, Anna. Thank you so much, Betty, for
sharing that very honest and transparent experience about
Yeah, when vocation targeting setting goes wrong, but that's
such a heartwarming way that youturned it around.
You go got the trust of your client again, even though client
services. Anyway, go to my LinkedIn, find
(32:41):
out what I think about that whenclient services people act like
that. So yeah, let's just remember
that everyone makes mistakes. Managers, be transparent with
your team about mistakes happening so that they can trust
you to come and they can learn from it and be better paid.
Search marketers for it for information about the for all
(33:01):
more the information about that podcast and the full transcript.
Yeah, and not just the show notes, go to podcast dot, PPC
dot live and yeah, talking aboutPPC dot live and experts,
bringing experts to you. We've got not just two or three
or even just four. We've got 5 experts who are
going to be speaking at PPC Live17 on Thursday the 31st of July.
(33:22):
I don't know how soon you're going to be hearing this to be
able to buy tickets. So yeah, if you're hearing this
at about 5:30 or after 5:30 on the 31st of July, sorry, too
late. You've probably missed it
already by now. But if not, yes, we'd love to
have you just go to PPC dot liveto get your tickets for that.
There's going to be fantastic talks about Google Shopping,
(33:42):
getting ahead of Google ads, P Max campaigns, yeah, preparing
for Q4. Talk about hidden search terms
and the research that has been done showing that Google might
be making a profit actually out of not showing us all our search
terms, which means that poor performing search terms we can't
exclude because they're just bunched up other in the grouping
(34:04):
of other search terms. So yeah, we're going to be
talking about that with the fantastic Colin Slattery who's
come all the way from the US, who's spending the summer in the
UK, who's going to be joining usfor our PPC BBQ happening at TUG
agency on their in their rooftopoffice.
Yeah, go to PPC dot live if you're listening to this before
Thursday afternoon. Otherwise, hopefully we'll see
you at our next event on Octoberthe 22nd.
(34:26):
So keep that for your diary. Also, before I leave you, I'm
delighted to share that I am taking on coaching clients.
So yeah, go to themarketingannual.com to find
out my price just to help you with your confidence in your
career and ensuring you're on the right path and you're in
control of your career. So yeah, go to the marketing
annual for that. Yes.
I hope you've enjoyed the show and I look forward to bringing
(34:49):
more PPCF ups and triumphs next week.
Thank you. Bye.
Hello and welcome to PPC Live, the podcast formerly known as
PPC Chat Roundup. My name is Anu, the founder of
PPC Live. And if you're used to hearing
advice from PPC experts about how to ensure that we are
keeping up with the ever changing landscape, don't worry,
you are still in the right place.
But instead of relaying what theexperts are saying, I'm going to
(00:25):
be bringing the PPC experts to you.
Every week I'm going to be speaking to a different PPC
experts about the biggest F up, but also how they've turned
things around. We'll share what has been
disappointing, what has been surprising and just how they got
round things and turn things from what seemed like a failure
to an amazing success and continue to be a success in the
(00:46):
industry today. Today we have the fantastic
Elisabetta Nicoli, who is sharing about a targeting error
that she had this one very much surprising responses from
clients, internal team and how, yeah, sometimes where you think
that you'll get the support is not where you necessarily will
get the support. And where you think you won't
get the support is where you'll get actually the support.
(01:09):
So you never know when it comes to mistakes.
I also love the example she gives us to how she actually
helps with the people that she manages understand that making
mistakes is not the end of the world.
How to make them comfortable to come to her about when a mistake
happens by sharing her own talesof past mistakes as well.
Yeah. Let's go chat to Betty.
Hello, Betty. Welcome to PPC LIVE, the
(01:30):
podcast. Hello Anna, thank you so much.
Thank you so much for having me.True honour to be here.
It's such a it's such an absolute pleasure of mine.
Like it's these kind of this kind of podcast, as we all know,
it's about and turning things around and not everybody's going
to be comfortable to talk about that.
Everyone wants just wants to remember the good bits in their
(01:52):
careers. But we learned the most from my
mistakes. Thank you so much for being on
the podcast today to share your experience.
And just to introduce Betty to you guys on LinkedIn.
You will see her as Elisa BetterNicoli, but she loves being
called Betty, which is, I'm veryfeel very privileged to call her
that. She's a paid media specialist
with nine years of experience inpaid search and paid social
(02:16):
across various markets, especially in the UK, Europe and
the US. And she's experienced with
working with B to B and BTC clients, delivering results
through platforms like Google Ads, Microsoft Meta and
LinkedIn. I always find when people, I
find someone who actually specialises in LinkedIn, I've
got to do Hats to you guys. That is a complicated one that
every time you say people talk about it, it's like too
(02:39):
expensive. How does anyone make me work?
So thank you for your service toyour clients.
The interesting fact about Bettyas well, we bonded over this.
She's Italian. Oh, I love Italy.
I love going there all the time.And she spends.
I feel like you had the lucky experience of at least
experiencing COVID at home, being at home with family in
(03:00):
Italy. But she came back to the lovely
northern part of the youth of Manchester.
We hung out at Manchester. Manchester.
PCR is PCR, man. PCR Manchester.
Yeah, I mean the month, which isreally nice outside being a
devoted paid such marketer and loving her hometown.
(03:20):
She also has run the half marathon in Manchester.
She did that last year, has signed up for it this year as
well. Loves a bit of hiking, yoga,
walking with the dog and some sourdough baking.
So what's the most interesting fact, like an unknown fact that
people don't know about sourdough baking, that you find
very interesting? Oh yeah, they start there, which
(03:43):
is the thing you use to make thebread is alive.
So because it has all the bacteria in it and that's what
makes the bread rise, it's actually like a living.
Greed of. Things and you have to keep it
alive. So it's such continuous job to
to keep alive your starter. So it's actually it requires a
(04:07):
lot that pills for love and attention.
It's it's like a pet when I whenI go on holiday, usually give it
to my friends. I give my sour just starts and
my plants and my dog. It's like my family.
Oh, wow, that's your that's yourtrifecta of your sanitarium.
I'm feeding. Feeding.
Yeah. And how long can a starter last
(04:31):
without going off and still being able to be usable?
Because I heard. They can last years.
Yeah, yeah, Oh yeah. If you keep feeding it forever,
there are some I don't know, butI think in Japan there's the
oldest starter ever and it's a couple of centuries old.
But you have to feed it otherwise it will die.
So ideally. What do you mean feed it?
(04:54):
What are? You eating like plants?
Yes. So no, I don't eat vegetables.
Just style flour and water. It's yeah, the bacteria eats the
flour and make that airy, bubblything that makes the bread.
Rise. Oh, that's very interesting.
(05:15):
Yeah, I hear loads of people have really gotten, they really
got into. Yeah, it's a millennial thing,
right? You make life cry a bit.
I suppose a thing as well for me.
I turned to banana breads. I lit your banana bread.
Everyone's making banana bread. It doesn't need a start or
anything, just any bananas are going off or like, yeah, I just
(05:36):
put some flour in there. Yeah, I'm being bare as well.
OK, anyway, enough of that for fun getting to know you bed.
But yeah, like outwiddens are excited to hear about the
learnings that you're going to bring to us about your
experience with a past mistake that you've had.
As I've started to say, really, we never leave on a defeated
note. This is about learning how
(05:58):
things turned around and why you're still a great PVC expert
to go to because we you're now you've weathered the storm,
you've weathered the storm of this mistake, and you'll never
make this kind of mistake again.So let's, let's teach our
audiences on how to get around that.
Yeah. Betty, what's the F up you want
to share with us today? Yeah, 100% agree with you.
(06:18):
So the F up I want to share today.
It's something that happened a good few years ago, but I wasn't
was super junior. I was still already a good few
years in my career. And I just want to say because
when I said the scene and no, itwasn't just like the nice
mistake of someone who had just started in PPC and just show her
(06:39):
that everybody can make mistakeseven when you are a seasoned PPC
here. And yeah, our client, I've
always worked agency side of thetime I was working and there's
agency. I was the only person doing PPC.
The team was team around me was doing a CEO content, etcetera.
So I was the only one responsible for the campaigns.
(07:00):
And the client was lead Jan B2B and advertising in the UK
mainly, but also in Europe. And we were running this
activity in English, but also targeting in Europe.
And specifically this campaign Iwant to talk about was meant to
target, you know, countries in Southern Europe, but with
(07:21):
English keywords and ad copies and landed page etcetera.
So I wasn't expecting huge volumes because I'm Italian.
I know people in Southern Europeusually tend to search in their
own language and click add and search results from in their own
language because we don't have that familiarity with English.
So anyway, launched this campaign.
(07:43):
It was basically just a replica of the UK campaigns but with a
different target then the campaigns I launched.
The campaigns goes, keep checking it run the usual SQRS,
nothing really strikes me as wrong.
We had a lot of negative keywords already from the other
campaigns. It was in English and the
(08:04):
performance was really, really good.
Low Cpl, high conversion rates like and high volumes.
I was like, unsurprisingly, I didn't expect that.
So then at the beginning of the following month when I went to
do the month of the report, I just wanted to check which
countries within Southern Europewas responsible was the best
performing etcetera. When I click on the location
(08:28):
targeting report, I realised that I didn't add any countries
and I'm not saying I left the default people interested in or
in option in the location. I literally didn't add any
targeting, which meant that it was targeting the whole world
because if you don't add anything, it will just target
(08:48):
the whole world. So the list of countries I was
saying it was. Like the likes of.
Countries in a bag, US, South America Oh my God, I was and I
was really upset with myself because I how could I make such
a silly mistake. It's one of the main things when
(09:09):
you launch a campaign. But working agency side,
especially myself with the only person doing PPC, and I know
these are not excuses, but it's just sometimes it does happen
that you, yeah, you do. You do so many things fast and
yeah, sometimes something slips through the net.
(09:29):
It just happens. Absolutely.
And look, this is a shameless plug.
This is why you need community. This is why the PPC live
community, there's so many folksalso still in your position of
I'm the only PPC person in this team good contacting an agency
yeah I'm even surprised to hear that from the fact that it's
agency side you've held a lot ofthis from brands that you're in
(09:50):
house. You're the only PPC person, but
that brand someone else's like e-mail marketing or someone
else's like SEO person. All the changes, all the things
that needs to be updated. How can you really be How can
you really be relying on one person to know all of that or
even someone to help to double check your work.
You could be the best thing the business, but sometimes you just
(10:12):
maybe just didn't sleep well thenight before or it just happens
or whether just it turns weird or not since something happens.
No, these things, these are not excuses.
These are valid reasons as to why it's the littlest of things
you just miss. And then maybe someone else
could look at it and be like, Are you sure that location
(10:33):
document is not supposed to be there?
And that someone could have helped me with that.
So I really feel for those people who are like, yeah, I'm
the only, I'm the only PPC person on this team.
And that is part I honestly do think is part of the problem.
So you found the mistake. You saw that the location
targeting had gone off. You panicked a bit.
You said that already. So let's not go to the how did
(10:55):
you feel, how you felt? You felt awful.
You panicked a bit. What was your communication
plan? What the time did you death
communicate the mistake when youfound out next to you?
Yeah, I had. Technically, no one would have
probably found out if I didn't say anything or probably the
report. But anyway, my approach to
(11:15):
mistakes is that whatever happens, you have to say it.
It's better to be honest. And I do think clients and your
manager appreciate because I do,as a manager, appreciate and
value the honesty and transparency.
It's where trust gets built, I think.
And so back in the day, I, my manager was in her background,
(11:36):
was in search because again, theteam was so diverse, but she had
my back. She understood where I was
coming from. Like you said, when you are just
one person, got a lot of responsibilities and mistakes
just happen, but you don't have and someone else to rely on.
And of course, she asked me why that happened and what I could
have, what I could do not to make it happen again.
(11:59):
I think the most difficult part was obviously speak to the
client about it because again, yeah, no, with the client it was
fine. So on the client side manager we
were dealing with, she also had experience in PPC in the past.
So she knew where this mistake was coming from.
(12:21):
Obviously she was upset, but we had a good relationship with
this client. Based on the private previously
goods results, we even as an agency suggested to refund the
money. It wasn't much, it was just a
couple of grand, but they've hadit was fine.
And I think that was a statement.
It's the goods relationship. They again, they appreciated the
(12:42):
honesty, transparency, the effort and make amends and the
plan not to make that happen again.
And and yeah, in terms of the campaigns, because it was good
results, we shared obviously thelearnings of it.
We couldn't very much use them. Also, it was lead generation and
it was back at a time when offline conversion import wasn't
(13:06):
a thing. So we're talking about 6-7 years
ago. So I couldn't really see the
quality of the leads that we drove and we had to rely on them
and giving us the feedback. And I don't think anything came
out of those leads. In some instances, it couldn't
really go on with the process because they were locations
where they wouldn't operate, so they couldn't like use those
(13:29):
leads. But we shared the data anyway.
And it was a costly exercise of forecasting search intent and
search volume around the world in a way, if you want to see it
on the positive side. And like I said, they appreciate
it, the honesty. And another aspect that was
difficult about it was to share with client service team because
(13:51):
I always feel, well, not always,often feel.
And I always felt that in my career, sometimes the client
service team doesn't get what wedo and doesn't really understand
why mistakes can happen and theyfeel so close to the client.
Did he? Sometimes you get more upset
than the client. They were.
They made a full thing about it and then the client was fine.
(14:13):
So why didn't you make me feel bad?
When you are my colleague, you work with me, you should protect
me with the client. You are the one that builds that
relationship, and you've built it to go through the bad and the
good. Also, make a note here because
I'm going to refer to something I wrote like last week that I
saw you. Yeah, the reaction was strong
(14:36):
with it. And I was like, I'm not this
time. I'm hearing this story.
You can verify that with me. Yeah, first time.
So I didn't know that he had this experience and find Samus's
and being annoyed. And last week I put up this post
and I was like, good morning to everybody apart those client
service team members but who almost worked like if they're
(14:59):
like the yes men to the client instead of being a teammate to
your actual colleagues, your actual childhood partner.
And I saw better going. I didn't realise they were hit
the nub, but now I understand. Yeah, goodbye.
Yeah, I bet so many. Of us.
Sorry. Go on.
(15:20):
Yeah, but so many of us share that frustration and sometimes
not vocalised because obviously they're in your team so.
Yeah, but because you work in anagency still now.
Yes, I do, yeah. Relationship with your client,
service team and like. Yeah, I think, Sarah, it's, it's
a lot of education. Let's do it this way.
(15:42):
Yeah. So.
That's an interesting aspect andI don't think even anyone, any
of my previous guests have spotted that about how because
yeah, I was going to come to a question of who's who's reaction
surprised you the most. And I think that is very much a
why is a client service team member being or losing their ish
over this when the client themselves are actually OK with
(16:06):
the things. So yeah, you've got to be
prepared for several different departments getting into a tiff
about things. But remember, it's the client
that matters. And also it's the result.
It's the communication and yeah,the understanding.
And it sounds like everyone involved acted.
I said well to it. So yeah, I'm happy for how that
(16:29):
turned out. Looking back, let's say.
So that that mistake that was made, which do you feel like
even before because it took you,I hate to be like, oh, let's
pick out like the problem. It did sound like it did take a
(16:49):
while for you to realise it. Is there something like just to
get our listeners to be like payattention to XYZ kind of thing
so that it doesn't take you to amonth to find it?
What's your advice or what you could have done differently?
Doing that. Like you didn't do.
First of all, I changed following that I changed now
(17:11):
that I changed the approach, butI started using a checklist
after building a campaign, something that I was using as
when I was junior. But then I stopped using it
because I'm so confident that I convert.
Yeah, yeah. So that is a lesson as well.
And then we'll let your confidence skip the check part.
(17:32):
And yeah. So now I have a checklist, then
I always check every single one of it before lunch in the
campaign before pressing the live button.
Like you mentioned earlier, it would have been easier if I
wasn't the only person because you can always ask someone else
to QA your campaigns before going live.
And for example, that's something that we do in our team
(17:53):
as well. But another thing that I would
say, and that was part of the problem is always check, go into
the details of the campaigns, even when results are good,
because that's what led me to believe that everything was
fine. I didn't spot it because nothing
flagged as wrong. Actually, it was good, but in a
(18:16):
way it was still good to be truebecause I mean that the Southern
Europe countries couldn't have that much volume out behind the
English keywords. And I just thought, yes, that's
good, that's fine. But so I guess the learning here
is to really start questioning even the goods result,
especially when they are too good to be true.
(18:36):
Sometimes they're not. Yeah, sometimes they're not
true. And sometimes you want to even
just double check to know exactly what's going on so that
you can complicate it because ifit's not expected.
And yeah, it did so well becausethose are the kind of areas I
think a previous like, I think, but just literally the episode
before this one, one of my good friends, Kate Luke, she was
(18:57):
like, actually, yeah, the mistake we've made actually made
us realise that, yeah, that targeting, because it was more
of a like a targeting level for ROAS.
And so she made it a bit too high.
And then they got all this new volume.
I'm you was like, Oh my God, that's not how much it should
have spent. But then all this new volume,
they brought in good quality traffic, good quality leads, and
(19:17):
they actually realised actually we should be using that new
targeting. That was a mistake.
But because, you know, it went really well, but it actually
came to good results. And yeah, all right.
That was my dog. We've.
Got a lively? A.
Request is agreeing, is agreeingwith everybody there.
That's it. That's hidden agreements.
(19:38):
I love it. Saying that we shouldn't.
Let me definitely double check. Thank you.
What's your dog's name? Rudy.
Rudy, yeah, Rudy is an agreement.
Listen to Rudy, everybody that would fit everything, even if
everything. But going on to our next
question, like what advice? Someone is going through this
like situation as well. They found a location targeting
(20:00):
error and they've seen it panicking.
What's your advice to them? I would say just own it.
Own your mistakes, be accountable for them, not do not
try to hide it cuz at the end ofthe day, like I said earlier,
maybe no one would have found out but what if they did?
(20:20):
So it's always better to be honest.
That's my approach in life and Iwork.
So yeah, I just own it and it's not the end of the world.
What I always tell my team, if he works with me, you've
probably heard me saying this many times and it's we're not
saving lives, it's this. It's just money.
Money comes and goes. We'll fix it.
(20:42):
There will always a way to fix it.
Don't lose your slaves, your sleep over.
It's OK. Yeah, very much.
But I think what I'd also like us to even touch on is that you
said that you had a very understanding manager, because I
think it can be easy to just sayown your mistake.
But if you have a manager who seems very scary, they're like,
(21:02):
yeah, I want to, but I don't want to lose my job.
And the last thing I want to be a mistake love pitch, but I
wouldn't do I kind of thing. Your advice to managers to why
it's important to instil a culture of look, if you make a
mistake, don't hide it like so let's talk to managers now.
(21:23):
What would be your advice on what Why on on how to instil the
confidence for people? To yeah, that's what I do with
my team when they start, especially when they're super
junior and they are scared. They are scared of making
mistakes also because they don'twant to be perceived that stupid
or not good at their job. So they will tend to hide and
(21:45):
shame if something goes wrong. So one of the first things I
tell them is you're going to make mistakes and what you will
learn from your mistakes more than from anything else, more
from anything that goes right. And another thing I do is I
usually share my mistakes like this once.
Well, actually way more than this.
(22:07):
Yeah, I share them with them anda because they can remember it
and be obviously what you what went wrong for you.
It's now one of the first thingsyou check so about that's how
you learn. So if I pass them my mistakes to
them and I say, oh, didn't as well goes wrong.
Maybe they're like, Oh yeah, shetold she said that so maybe I
(22:29):
should double check that, but also to make myself human to
them And if I have the courage to say, look, I'm here, I'm your
manager. I've got nine years of
experience, but earlier in my career I did this and there's,
it turned out fine. Look, I'm here.
So please don't be afraid of making mistakes also because
(22:50):
ultimately if you don't make mistakes, if you don't do
anything, but if you do it, yeah, you're going to end up
making mistakes. And yeah, that will say, it
says, I think Indigenous very much ask for forgiveness, not
permission. We will forgive.
Yeah, things will work out as long as there's good intentions,
(23:11):
they try, and what you're testing, what you felt that
needed to be done. Yeah, be bold, be brave, because
that's where you actually push the boundaries.
That's where you learn. That's where you're doing.
I feel the most for your clientswhen not when you make a
mistake, but when you test things.
You know, the people who have really test the people who have
made the mistakes are the peoplewho are actually, those are
(23:33):
actually really trying to test things, figure new things out,
doing something different, trying to find new opportunities
for their clients. And all those people have made a
mistake in one way or the other and have learned, OK, shouldn't
have done that. Oh, I need to be double checking
that. Oh, yeah.
So guys, you're in good company of the experts.
If you feel like, Oh my God, I make mistakes, but don't worry
(23:55):
about it too much. And managers, yeah, represent
yourself as human. Don't.
You know. Once you've trusted an employee
to be on your team, be honest about what could go wrong so
that they can learn from your mistakes and understand that
it's good to communicate about mistakes.
That was a great story. Thank you again, Betsy, for
(24:16):
taking me through that and believing that I hope it's not
too true. We do went through willpower
through let's now look at our industry and some of the
mistakes they make and some of the mistakes that you've seen
that has gone that's made you gowhat is going on?
And even though for me it's the mistake of not talking about my
(24:37):
mistakes. Do you does our industry talk
enough about mistakes and why doyou think it's important we do?
I know I feel that first question is a stupid question
for me because every day has gotno terrorist thing.
So let's answer the Why is it important to talk about our
mistakes? Yeah, like you said, it is
(24:57):
important because you share the IT makes us all human.
But it was so it's also sharing the learning.
But it's true. I don't think time most people
do. And I get it also like we all
are on LinkedIn to be like employable and show the best
side of ourselves. But again, I do believe that
(25:18):
trust sparks where there's authenticity and authenticity
sometimes means being vulnerableand share the good and the bad.
And for me, for example, when I look up at someone and I follow
people on LinkedIn, when they are, when they share things that
(25:40):
didn't go as well, I trust them more.
I'm more interested in them. I'm really keen to to learn
more. And yeah, because it's easy to
say to share the good case studies, everything that went
well. But really, we also want to know
what didn't go well because we can all learn from that.
Even if every client, every townis different, knowing that it's
(26:05):
helpful. It's the sharing, sharing
knowledge. And not just the good side of
the knowledge, but the bad ones as well.
And there's going to be because with every especially now, even
more so than previous times, I'dactually even say in terms of
location targeting, that's one of the minor mistakes right now.
(26:27):
You know, AI, I know actually how they set up P mags and
knowing whether you can add negatives or not and then use
RSA's and whether to use demand Gen or not.
And I'm like, it's a minefield. So knowing that you can speak
about them and you can have a sick environment and you've got
to stick permitted to do that with is so important.
(26:47):
And maybe that is it. And that's why I'm hoping that
this podcast will inspire peopleto be like, OK, this is the
platform where I'll use maybe onLinkedIn, you can still talk
about all your wins, but hopefully here you can be
vulnerable with people and then share it with your even your
employees and the people who youmanage and say, look, I've made
mistakes, don't worry about them.
We can we can figure it out. Yeah.
(27:08):
We just need to create more platforms for this as well.
I think also in just terms of like our world of AI can't
escape. We can't really escape it at
all. Are there any like specific kind
of mistakes that you see happening?
And I know that we've talked a lot about, I've talked to
several guests about things likemore of the don't use AI blindly
(27:31):
in terms of doing place your work.
It should be like your junior PA, but like anything like
specifically in terms of tactically, in terms of whether
it's ad copy of bidding strategies kind of thing that
people use AI in a certain way that you think is a mistake.
Yeah, probably add copies like you said, not just always use it
(27:53):
as a helping tool, but then always, not blindly, always
double check so it's easy to spot how the copies has been
written by AI. And sometimes the tone, it's not
the brand tone. So always review it, get the
clients to review it as well, because the clients, in my case,
because their work agents decidethe client knows their brand and
(28:16):
their tone of voice better than anybody else.
So there's nothing wrong with using AI to help you out,
especially if it makes the boring, repetitive tasks.
And yeah, if that can help, absolutely.
But yeah, always double check that, I guess.
Yeah. But even keyword research, I do
(28:37):
use it. I use AI to help me out with the
keyword research. And sometimes it gives me idea
that maybe just myself, the keyword planner wouldn't think
of it. And always, but always then
bring it to you. OK, is do I really want to use
it? Is it relevant or not?
And again, not just don't just use it blindly.
(28:57):
And I do think most, not most, but some people, if I was going
to say especially the most junior, but not in a bad way.
I just think that when you're young, you're excited about AI
and all the tools. And sometimes maybe you don't
have that level of philtre and experience to say there's
(29:18):
nothing wrong in using it, but always check it.
Yeah, always double check it. Definitely.
That's the thing with AI, alwaysdouble check what it's giving
you. And yeah, let it give you ideas.
Let it help organise. Yeah.
Yeah, always double check it, actually.
That's it. Sorry.
I was thinking like, I'm good. We're doing a conversation, not
(29:41):
AI topics and mistakes, but you've given us so many great
learnings talking about you, talking about mistakes, what we
how authentic we need to be. I love all those lessons.
It's really what we should be hearing right now.
But yeah, to before you we leavethe audience.
I like asking one more question that has nothing to do with
digital marketing. Tangentially a little bit, but
(30:02):
if your PPC career were a movie,what would the title be?
It could be a movie that exists or you could just create a brand
new title for yourself. It doesn't matter.
Yeah, that's a tricky question because it shows how not
creative I am. Just numbers.
But now I think for this and that connects to what we've just
(30:23):
talked about AI and the direction of our industry.
I think it would be. And I'm like reusing a quote
from the Leo part is a book, an Italian famous Italian book and
it's everything needs to change to stay the same.
And I like it because I think more than my career has probably
(30:45):
depicts the industry where it's going.
We've seen so many changes in the past from manual bidding to
smart bidding, voice search and everything seemed to you was sad
to change our jobs and the industry forever.
But ultimately, yes, it does change and you have to adapt.
But that's how you then you keepeverything the same in terms of
(31:08):
doing your job and driving performance.
So yeah, everything needs to change to stay the same I.
Like, yeah. This would be a pricket.
That's such a lovely This is a lovely note to end on and if
people want to hear more about your thoughts and or even when
next we might see you speak hopefully and some events at the
other. Where can people find you
(31:29):
online? Yeah, definitely on LinkedIn,
quite active. I'm sorry but I definitely post
Yeah events. Or.
Just my thoughts about the industry.
Yes please do keep doing more ofthat.
We have too many like hustle Bros who are all like should
please. You need more of the feminine
and actual factual stuff to to. Oh my God, yes, thank.
(31:58):
You. That's why I keep doing it.
That's why I keep doing. It thank you, yes.
We need more of our variety, more diverse.
Arrange the thoughts that we seeon later.
Oh, bless. Thank you so much, Betty.
That has been such a great chat.And yeah, thank you for joining
our audience today. Thank you so much.
(32:19):
Thank you, Anna. Thank you so much, Betty, for
sharing that very honest and transparent experience about
Yeah, when vocation targeting setting goes wrong, but that's
such a heartwarming way that youturned it around.
You go got the trust of your client again, even though client
services. Anyway, go to my LinkedIn, find
(32:41):
out what I think about that whenclient services people act like
that. So yeah, let's just remember
that everyone makes mistakes. Managers, be transparent with
your team about mistakes happening so that they can trust
you to come and they can learn from it and be better paid.
Search marketers for it for information about the for all
(33:01):
more the information about that podcast and the full transcript.
Yeah, and not just the show notes, go to podcast dot, PPC
dot live and yeah, talking aboutPPC dot live and experts,
bringing experts to you. We've got not just two or three
or even just four. We've got 5 experts who are
going to be speaking at PPC Live17 on Thursday the 31st of July.
(33:22):
I don't know how soon you're going to be hearing this to be
able to buy tickets. So yeah, if you're hearing this
at about 5:30 or after 5:30 on the 31st of July, sorry, too
late. You've probably missed it
already by now. But if not, yes, we'd love to
have you just go to PPC dot liveto get your tickets for that.
There's going to be fantastic talks about Google Shopping,
(33:42):
getting ahead of Google ads, P Max campaigns, yeah, preparing
for Q4. Talk about hidden search terms
and the research that has been done showing that Google might
be making a profit actually out of not showing us all our search
terms, which means that poor performing search terms we can't
exclude because they're just bunched up other in the grouping
(34:04):
of other search terms. So yeah, we're going to be
talking about that with the fantastic Colin Slattery who's
come all the way from the US, who's spending the summer in the
UK, who's going to be joining usfor our PPC BBQ happening at TUG
agency on their in their rooftopoffice.
Yeah, go to PPC dot live if you're listening to this before
Thursday afternoon. Otherwise, hopefully we'll see
you at our next event on Octoberthe 22nd.
(34:26):
So keep that for your diary. Also, before I leave you, I'm
delighted to share that I am taking on coaching clients.
So yeah, go to themarketingannual.com to find
out my price just to help you with your confidence in your
career and ensuring you're on the right path and you're in
control of your career. So yeah, go to the marketing
annual for that. Yes.
I hope you've enjoyed the show and I look forward to bringing
(34:49):
more PPCF ups and triumphs next week.
Thank you. Bye.
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