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Mistakes affecting paid performance – and your job!

By
Kat Sale

Mistake 1: Always Get It In Writing

Selling Watches Through PPC

Nothing Last Forever

“50k budget for October, okay got it”

Holiday Time… Out Of Office On

“The Accounts overspent by £10k…”

“Did you get anything in writing?”

“I’m not angry, just disappointed…”

Lesson: Always Confirm in Writing!

Mistake 2: Check, Check, & Check again

The details:

Total Budget: £150,000 Campaign Dates: 1st – 31st May

Daily Budget: £4,838.70 Go Live Date: Tomorrow

Launched… Wahoo Bank Holiday Weekend

Tuesday morning…

We all know what’s next…

Why Did This Happen?

Lesson: Check Your Settings!!! (or even better, have a friend check them!)

Mistake 3: Losing £2,500 On An Interview

“We’re Hiring: PPC Executive, Salary £25,000”

Lesson: Check Your Campaigns Regularly

Mistake 4: Father’s Day 2022

Father’s Day Gifts

The details:

Peak time for the business High pressure to drive sales

Junior PPC team. 2 weeks before Father’s Day

There were flags…

  • Let’s use broad match!
  • Every campaign budget £500 per day
  • Launching now (Friday 3pm)

Did it perform well?

Monday Morning…

“Kat, you spent £40l over the weekend, with no sales…”

What did it costs us?

  1. The contract
  2. £12,500 in consultancy fees

We did everything right…

  1. Advised caution
  2. Confirmed in writing

Lesson: Listen to Flags

Quick Fire Round: Easily Avoidable Mistakes

1. Linking to the Wrong Client Catalogue…

2. Hitting ‘Apply All’ Without Thinking…

3. Holiday Cover Notes…

4. Wrong Email Address…

Summary

Remember:

  • Always check your settings
  • Confirm in writing
  • Don’t launch on a Friday
  • Ask a friend to check
  • Add caution when under pressure
  • Don’t repeat mistakes

We’re not brain surgeons

Want the list of mistakes & how to avoid?

DM me on LinkedIn: www.linkedin.com/in/kat-sale

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