On episode 337 of PPC Live The Podcast, I speak to Amy Hebdon, an international paid search expert and founder of Paid Search Magic. The show focuses on the real stories behind paid media work, including mistakes, surprises, and lessons learned, rather than just tactical advice. Amy’s breadth of experience spans multiple industries and digital marketing disciplines, making her insights particularly valuable for marketers navigating complex campaigns. Early career mistakes and learning experiences Amy shares a formative experience early in her career managing a fitness client’s creative assets that were incompatible with Google Ads. Despite her intention to protect the account and comply with platform policies, her approach—particularly in a high-stakes meeting with leadership—led to friction with the creative team. She reflects that, while the decision was correct for the account, she could have handled the communication more tactfully to preserve relationships and maintain future collaboration. Accountability and oversight in campaign management Amy recounts another early mistake where she failed to manage a low-touch account after being temporarily assigned sole responsibility. The account ran inactive for several weeks due to an expired insertion order, highlighting the importance of personal accountability, proactive check-ins, and structured processes—even when managing seemingly minor campaigns. She notes that both her own oversight and the client’s lack of internal checks contributed to the problem. Stakeholder management and communication Throughout her stories, Amy emphasizes the importance of understanding stakeholders’ perspectives and managing relationships carefully. She reflects on how decisions that seem right from a tactical perspective can carry…
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