A powerful reminder: why double-checking campaign settings is non-negotiable.
In a recent episode of PPC Live The Podcast, Sophie Fell, Head of Paid Media at Liberty Marketing Group, shared a real-life PPC blunder that underscores the importance of attention to detail. The story revolves around a campaign with global location targeting, which initially looked like a triumph but quickly turned into a cautionary tale.
The PPC Pitfall: Global Reach, Local Problem
Sophie inadvertently launched a campaign with worldwide location targeting, intending to target the client's specific service area. Within days, the campaign generated an impressive 1,500 leads, but they were all from outside the intended locations, rendering them useless.
When Success Turns Sour
The campaign's initial success was a red flag in disguise. Upon closer inspection, Sophie discovered the location setting issue, teaching us a crucial PPC lesson: always question exceptional results instead of celebrating blindly.
Navigating the Client Conversation
Fortunately, the client noticed the issue around the same time Sophie did, and she was already preparing to address it. Honesty was key: acknowledging the mistake, explaining the situation, and taking immediate action to fix it. Transparency preserved trust, even though the client was understandably disappointed.
Understanding the Mistake
This wasn't a knowledge gap; it was a case of moving too fast and assuming checks were done. Like many experienced practitioners, Sophie thought the setting had been reviewed, but the experience highlighted the dangers of relying on platform defaults.
The Silver Lining
Once the issue was corrected, the campaign excelled, with the client hitting their targets six weeks early and surpassing revenue expectations by £3.5 million. The outcome wasn't defined by the mistake but by how it was handled.
Sophie's New Approach
Sophie now checks campaign settings multiple times, before and after launch. She reviews settings whenever performance fluctuates and never reports results without rechecking the basics. The key insight is recognizing that post-launch reviews often catch what pre-launch checks miss.
Advice for Handling PPC Mistakes
Sophie's advice is straightforward: pause, investigate, and be honest. Check metrics and settings immediately, take ownership, explain the issue, and outline prevention measures. Mistakes become serious when mishandled.
Common PPC Pitfalls Today
Sophie regularly audits accounts that are outdated, heavily reliant on brand campaigns, or misuse automation like Performance Max. She also sees misalignment between keywords, ads, and landing pages, emphasizing that fundamentals still matter in AI-driven campaigns.
Why Discussing Mistakes Matters
Many PPC professionals assume industry leaders are mistake-free. Sophie challenges this notion, emphasizing that everyone is still learning, regardless of experience. Sharing failures creates a safer environment for juniors, encourages better leadership, and drives industry progress.
Building a Healthy PPC Team Culture
A strong team culture fosters an environment of testing, learning, and accountability without fear. Sophie advocates for clear testing frameworks, capped budgets, and open communication. Teams that claim mistake-free status often lack innovation.
Final Takeaway: The Power of Double-Checking
Platforms evolve, defaults change, and assumptions can be misleading. Whether performance is exceptional or struggling, always verify that campaigns are functioning as intended. Over-checking settings is impossible, but under-checking can lead to costly mistakes.
This article was written by Anu Adegbola, Paid Media Editor of Search Engine Land since 2024, with a focus on paid search, paid social, and more. Anu's career in digital marketing began in 2008, and she is also the founder of PPC Live and host of PPC Live The Podcast.
