EP356 - From Costly Mistake to Competitive Advantage ft Heidi Sturrock
About this episode
Heidi Sturrock shares her experiences and lessons learned from mistakes in paid search marketing.
Join Anu and Heidi Sturrock, a seasoned paid search expert with 24 years of experience, as she shares invaluable lessons from her career, including a major mistake with broad match campaigns, the evolution of search engines, and the role of AI in PPC. This episode offers practical insights for marketers looking to master performance marketing and navigate industry changes. Key topics The evolution of search engines from Yahoo to Google A major mistake with broad match campaigns and its silver lining The role of quality and trust in search engine success How to handle and learn from campaign mistakes The impact of AI and automation in PPC strategies Chapters 00:00 Introduction and Guest Credibility 03:35 Heidi's Fun Fact: From 1999 to Google Dominance 08:11 The Mistake: Broad Match Campaign Gone Wrong 10:11 The Silver Lining: Turning Mistakes into Opportunities 12:27 Diligence in Campaign Setup and Negative Keywords 17:06 Controlling Spend and Managing Disgruntled Customers 19:08 Lessons from Campaign Launch on a Friday 24:27 Ownership and Transparency in Mistakes 27:46 Adapting to Industry Changes and Embracing AI 30:12 Common Mistakes in Account Audits 36:11 The Biggest Mistake…
More episodes of PPC Live The Podcast - The F*ck ups that led to Triumphs
- The Leads Were There… So What Went Wrong? ft Danny Gavin
- EP362 - From Keyword Chaos to PPC Comeback ft Cathryn Stormont
- EP361 - Why Great Campaigns Fail Behind the Scenes ft Peter Bowen
- EP360 - Clean Doesn't Always Mean Better ft Charlotte Osborne
- EP359 - Misreported ROAS, Account Structure Chaos & AI Mistakes ft Maddie Lightening
- EP358 - Quick Wins, Quick Mess ft Hannah Zora Strong
Explore listener stats, chart rankings, contacts and more on the PPC Live The Podcast - The F*ck ups that led to Triumphs podcast page.