Conversion Tracking, AI & the PPC Fundamentals We Keep Forgetting ft Lisandro Franky IV

Chris Kostecki shares his extensive experience in paid search marketing, recounts a costly mistake involving a TV campaign, and offers valuable lessons on managing digital advertising campaigns effectively.Key TopicsThe significance of understanding business context in campaign managementLessons learned from a major PPC mistake involving TV advertisingThe role of communication and accountability in digital marketing teamsStrategies for testing and adopting new advertising technologiesIndustry response to platform updates and automationChapters00:00 Introduction to Chris Kostecki and his expertise00:31 Chris's background and experience in digital marketing01:28 Chris's passion for supporting digital goals beyond search02:25 Introduction to the main story: a major PPC mistake04:30 The TV campaign takeover and its impact05:43 Key lesson: understanding business context and timing07:45 Immediate response and campaign shutdown08:53 Accountability and ownership of mistakes11:37 Organizational structure and communication gaps14:24 Checklist and process improvements post-mistake16:31 Common industry mistakes and strategic errors18:20 Handling platform updates and automation challenges22:01 The importance of process and data analysis25:22 Industry reaction to rapid update cycles28:24 Communication and transparency from platform providers31:49 The value of patience and strategic testing34:17 The significance of sharing mistakes for industry growth37:24 Encouraging a culture that accepts mistakes and learning39:00 Final thoughts and personal reflections39:49 Where to find Chris and upcoming eventsFind Chris on LinkedInJoin us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next PPC Live event

In this episode, Arin Gharapetian shares his insights on digital marketing, the importance of understanding client processes, and lessons learned from mistakes in paid search campaigns. Discover practical tips for managing campaigns, avoiding common pitfalls, and leveraging AI effectively.Key topicsThe importance of understanding client processes in campaign managementLessons learned from a $50,000 Google Ads campaign mistakeStrategies for effective communication with stakeholdersThe role of AI and automation in modern marketingBest practices for tracking conversions and measuring successThe significance of patience and testing in campaign optimizationHow to handle industry updates and changes effectivelyThe value of owning mistakes and learning from themChapters00:00 Introduction to Arin Gharapetian and his expertise02:08 Arin's background and approach to marketing for healthcare and service businesses04:30 Arin shares a costly Google Ads mistake involving bid strategy changes07:42 The importance of cross-department communication in campaign success10:39 Lessons on testing, patience, and learning from campaign mistakes13:11 Handling industry updates and AI tools responsibly16:02 Advice for managing mistakes and stakeholder expectations18:32 Implementing new processes and continuous learning in campaign management21:02 Key takeaways: embracing mistakes and ongoing education22:05 Common industry mistakes and how to avoid them24:41 The impact of AI on marketing and what to watch out for28:13 Final thoughts on AI, industry changes, and continuous improvementFind Arin on ⁠LinkedIn⁠Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event⁠

In this episode, Mike Ryan shares his experiences with AI Max, campaign mistakes, and lessons learned in PPC management. Discover practical insights on avoiding common pitfalls and leveraging data effectively. Key topicsAI Max and its impact on campaignsCommon PPC mistakes and how to avoid themThe importance of data segmentation and guardrailsLessons learned from campaign failuresThe role of curiosity and critical thinking in PPCChapters00:00 Introduction and guest background02:05 Mike's role and expertise in PPC05:03 The importance of sharing mistakes and lessons07:01 Mike's experience with AI Max and early mistakes10:09 How AI Max can target competitor terms unexpectedly13:07 The importance of checking search terms early16:57 The impact of market fears on ROAS targets19:59 Controlling AI Max with negative keywords and settings22:58 The significance of data consolidation and segmentation26:57 Advice for avoiding campaign pitfalls30:05 Responding to campaign errors with transparency33:57 The evolving role of campaign structure and guardrails37:06 New Google updates and strategic responses40:07 Behavioral responses to Google's August 17 update45:00 Market-wide effects of ROAS target changesFind Mike on LinkedInJoin us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event⁠

Saif Al-Jabbar Khan shares his journey from a DevOps engineer to a successful paid search marketer, highlighting key lessons from his experiences with client management, conversion tracking, and AI integration in digital marketing. Key topicsSaif's career transition from DevOps to marketingImportance of defining qualified leads earlyCommon mistakes in conversion trackingUsing AI for nuanced account analysisThe role of WhatsApp in Middle Eastern marketingStrategies for managing client expectationsThe impact of landing pages on campaign successLessons learned from account auditsChapters00:00 Introduction and Guest Background03:58 The Importance of Qualified Lead Definition11:52 Improving Lead Qualification Rates15:49 The Role of Landing Pages and Client Communication20:04 Adapting Strategies Based on Data Insights22:09 The Impact of Data and System Changes24:00 Advice for Paid Search Marketers Facing Crises26:00 Reviewing and Refining Lead Criteria30:03 Common Mistakes in Account Management33:56 Using AI for Nuanced Account Analysis36:02 WhatsApp as a Key Channel in Dubai38:08 AI and Privacy Considerations42:09 The Role of Journey Aware Bidding43:47 Final Tips for Paid Search Success45:02 Fun Question: PPC Movie Title45:57 Upcoming Events and Networking OpportunitiesFind Saif on LinkedIn Join us on ⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event⁠

In this episode, Lisandro Franky shares insights on conversion tracking mistakes, industry responses to AI, and best practices for digital marketing success.Key topicsConversion tracking mistakes and solutionsImpact of AI on marketing industryBest practices for campaign optimizationData analytics and anomaly detectionClient communication and transparencyChapters00:00 Introduction to Frankie and his background02:10 Frankie’s experience with digital marketing and AI05:39 Common mistakes in conversion tracking09:09 Detecting and fixing tracking issues14:07 Human vs system errors in data feed20:22 Building anomaly detection platforms27:09 Fixing data feed issues in bidding platforms36:30 Importance of data granularity and account management44:28 Privacy and ethical considerations in AI use45:05 Frankie’s advice for marketers facing tracking issuesFind Franky on LinkedIn and Mochee Join us on ⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠

In this episode, Craig shares insights from managing over 100 million dollars in ad spend, discusses the complexities of attribution in marketing, and reveals common mistakes in paid media management. Learn how to connect the dots across channels and avoid costly errors. key topicsThe complexity of attribution systemsConnecting marketing channels for better insightsCommon mistakes in conversion trackingThe importance of holistic marketing systemsThe role of AI in marketing attributionLessons from managing over 100 million in ad spendThe impact of Google updates on marketing strategiesStrategies for effective cross-channel marketingChapters00:00 Introduction to Craig and his expertise in paid media02:00 Creating effective attribution systems in healthcare04:05 Understanding different attribution models for channels05:05 The role of AI in marketing attribution07:01 Balancing work and family life as a remote worker08:58 Adapting to pandemic conditions and remote work11:04 Early career challenges with marketing and attribution13:04 The importance of understanding business-level metrics15:55 Connecting financial data with marketing efforts18:55 The system approach to marketing and business success22:00 Common mistakes in marketing accounts and how to avoid them35:03 The impact of Google updates and how to adapt45:04 The importance of continuous learning and adaptationFind Craig on LinkedinJoin us on ⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠

In this episode, Ginny Marvin shares her extensive experience in digital marketing, insights on Google Ads updates, and practical advice on managing mistakes and international client relationships.Key Topics:Ginny Marvin's career journey and experience in digital marketingInsights on Google Ads updates and best practicesStrategies for managing mistakes and rebuilding client trustTips for working with international clients across time zonesThe importance of fundamentals and continuous learning in PPCChapters00:00 Introduction to Ginny Marvin and her career in digital marketing02:01 Ginny's experience at Google and her industry insights04:01 The importance of learning and staying updated in PPC07:00 A memorable mistake and lessons learned in campaign management10:01 Handling international clients and managing time zone differences14:59 Supporting team members through mistakes and fostering growth19:59 The role of fundamentals and continuous education in PPC24:58 Preparing for upcoming Google Ads (August 17) updates and industry changes30:07 Key takeaways on learning from mistakes and process improvement39:49 The evolving landscape of AI and automation in advertising44:46 Final thoughts and upcoming industry eventsFollow Ginny:LinkedIn Twitter/X How to Prepare for Google Ads’ August 17 Smart Bidding Update: Advice From PPC Experts - Join us for the next ⁠PPC Live event⁠

In this episode, Scott shares his extensive experience in paid search, discusses common mistakes in Google Ads management, and offers practical advice on avoiding costly errors. Tune in to learn how to optimize your campaigns and leverage AI responsibly.Key Topics:Common Google Ads mistakes and how to avoid themThe importance of proper conversion tracking and setupUsing AI and automation responsibly in PPC campaignsLessons learned from campaign budget overspendingThe role of testing and monitoring in campaign successChapters00:00 Introduction to Scott and his background01:00 Scott's experience with public speaking and industry involvement03:39 Scott's personal fun fact: walking 100,000 steps in a day06:13 Scott's first major mistake: booking his stag do on the same weekend as a speaking engagement08:06 The costly mistake of overspending with Smart Bidding12:42 Rebuilding trust after a campaign budget error17:33 Impact of new tools and updates in PPC20:44 Key takeaway: monitor significant changes in campaigns24:17 Misconceptions about Performance Max audiences26:24 Using audience targeting effectively in Performance Max28:12 The debate over broad match versus phrase and exact match29:21 Common AI mistakes in PPC and how to use it responsibly32:24 Communicating AI insights to clients34:13 Scott's movie title: The Problem Is The JobFind Scott on LinkedInJoin us on ⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠

In this episode, Ana Kostic shares her journey in PPC, a major mistake involving account restructuring, and lessons learned about business stability and AI in advertising. key topicsAccount restructuring and its impact on performanceThe importance of understanding business metrics in PPCEffective communication with clients during crisesUsing AI responsibly in digital marketingLessons learned from a significant PPC mistakeChapters00:00 Introduction to Ana Kostic and her background01:14 Ana's journey in PPC and her experience in Spain02:48 Ana's fun fact: Traveling as a digital nomad05:51 The major mistake: Account restructuring and traffic drop09:37 The emotional and business impact of restructuring14:20 Support from management and learning from mistakes19:42 Signs to watch for before restructuring an account22:45 Stability vs. growth in PPC strategies24:07 Handling client communication during performance drops26:40 Lessons learned: Business understanding and account management34:38 Common PPC mistakes in 2026 and how to avoid them36:48 AI in Google Ads: Best practices and pitfalls41:15 Using AI creatively and responsibly in campaigns43:14 Ana's movie: Big with Tom Hanks44:12 Upcoming events and where to find Ana guest linksAna Kostic on LinkedIn - es.linkedin.com/in/anakostic/enPPC Live - https://www.ppc.live

In this episode, Heather Robinson, a seasoned Google Ads specialist, shares her journey into freelancing, the importance of community, and valuable lessons from her biggest F ups in PPC. Discover practical advice on avoiding common mistakes, the role of honesty with clients, and how testing and transparency can build trust and success.Key Topics:Heather Robinson's freelancing journey since 2012The importance of community for freelancersA costly PPC F up involving overspendingThe significance of honesty with clientsThe role of testing and checklists in PPC managementImpact of AI tools and their current limitationsStrategies for managing client expectations and mistakesThe long-term perspective in PPC careersChapters00:00 Introduction to Heather Robinson02:54 The Journey to Freelancing05:56 The Importance of Community for Freelancers08:59 Learning from Mistakes: The F-Up Story12:03 Client Communication and Honesty15:09 Mistakes in PPC: Common Pitfalls17:54 AI in PPC: Opportunities and Challenges20:58 The Long Game in PPC24:09 Final Thoughts and Advice for FreelancersResourcesHeather Robinson on LinkedIn The Freelance Life on Substack Join us on ⁠⁠⁠⁠Slack⁠⁠⁠⁠Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠ Come to the next PPC Live