Show notes
Join Anu and Heidi Sturrock, a seasoned paid search expert with 24 years of experience, as she shares invaluable lessons from her career, including a major mistake with broad match campaigns, the evolution of search engines, and the role of AI in PPC. This episode offers practical insights for marketers looking to master performance marketing and navigate industry changes. Key topicsThe evolution of search engines from Yahoo to GoogleA major mistake with broad match campaigns and its silver liningThe role of quality and trust in search engine successHow to handle and learn from campaign mistakesThe impact of AI and automation in PPC strategiesChapters00:00 Introduction and Guest Credibility03:35 Heidi's Fun Fact: From 1999 to Google Dominance08:11 The Mistake: Broad Match Campaign Gone Wrong10:11 The Silver Lining: Turning Mistakes into Opportunities12:27 Diligence in Campaign Setup and Negative Keywords17:06 Controlling Spend and Managing Disgruntled Customers19:08 Lessons from Campaign Launch on a Friday24:27 Ownership and Transparency in Mistakes27:46 Adapting to Industry Changes and Embracing AI30:12 Common Mistakes in Account Audits36:11 The Biggest Mistake in AI Adoption38:21 Mastering AI Max for Search and Campaign Setup41:28 Closing Remarks and Future Events49:02 Outro.mp3Resources:Heidi Sturrock on LinkedIn - HeidiSturrock.com - SMX Advanced 2026 PPC Live The Podcast features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.Go to PPC Live for early bird ticket saleJoin us on SlackSubscribe to our Newsletter
