On episode 334 of PPC Stay The Podcast, I communicate to Sophie Fell Head of Paid Media at Liberty Advertising Group about an actual PPC mistake involving location concentrating on. The dialog focuses on how small oversights can have massive penalties—and tips on how to get well from them professionally.
The PPC F-Up: worldwide location concentrating on
Sophie unintentionally launched a marketing campaign with worldwide location concentrating on enabled as a substitute of limiting it to the shopper’s service space. In simply a few days, the marketing campaign generated round 1,500 leads that seemed spectacular on paper however had been unusable as a result of they got here from outdoors the goal areas.
When nice outcomes are a warning signal
The unusually robust efficiency initially seemed like a win, nevertheless it turned a pink flag. When Sophie reviewed the marketing campaign extra carefully, she found the situation setting problem. This highlights an essential PPC lesson: outcomes that look too good ought to at all times be investigated, not celebrated blindly.
Dealing with the shopper dialog
The shopper noticed the difficulty across the similar time Sophie did, whereas she was already making ready to flag it. The scenario was dealt with with honesty—acknowledging the error, explaining what occurred, and fixing it instantly. Transparency helped protect belief, regardless that the shopper was understandably sad.
Why the error occurred
This wasn’t a lack of know-how—it got here all the way down to transferring too shortly and counting on assumed checks moderately than confirmed ones. Like many skilled practitioners, Sophie thought the setting had already been reviewed. The expertise strengthened how harmful platform defaults will be.
The long-term final result
As soon as corrected, the marketing campaign went on to carry out exceptionally properly. The shopper hit their targets six weeks early and exceeded income expectations by £3.5 million. The preliminary mistake didn’t outline the end result—the way it was dealt with did.
What Sophie does otherwise now
Sophie now checks marketing campaign settings a number of instances, each earlier than and after launch. She opinions settings at any time when efficiency spikes or dips and by no means stories outcomes with out rechecking fundamentals. The important thing change is recognising that post-launch opinions usually reveal what pre-launch checks miss.
Recommendation for whenever you’ve made a PPC mistake
Sophie’s steering is straightforward: pause, examine, and be trustworthy. Verify metrics and settings instantly, take duty, clarify what went unsuitable, and clearly define the way you’ll forestall it from taking place once more. Errors turn into critical issues solely once they’re mishandled.
Frequent PPC errors nonetheless seen right now
Sophie repeatedly audits accounts that haven’t been up to date for years, rely closely on model campaigns, or misuse automation like Efficiency Max. She additionally sees poor alignment between key phrases, adverts, and touchdown pages—fundamentals that also matter, even in AI-driven campaigns.
Why speaking about errors issues
Many PPC professionals assume trade leaders now not make errors. Sophie challenges that concept. Everybody remains to be studying, no matter expertise stage. Sharing failures helps juniors really feel safer, encourages higher management, and retains the trade transferring ahead.
Making a wholesome PPC workforce tradition
A powerful workforce tradition permits for testing, studying, and accountability with out concern. Sophie emphasises clear testing frameworks, capped budgets, and open conversations. Groups that declare to be mistake-free hardly ever innovate.
Ultimate takeaway: At all times test your settings
Platforms change, defaults evolve, and assumptions fail. Whether or not efficiency is hovering or struggling, at all times confirm that campaigns are doing what you suppose they’re doing. You’ll be able to’t over-check your settings—however you’ll be able to positively under-check them.
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