PPC Expert Aashna Makin Shares Common Mistakes and Remedies
Aashna Makin, a seasoned paid ads specialist with over eight years of experience, shared insights on common PPC mistakes and their remedies. She recalled a recent incident where her client success manager spotted and rectified an error, demonstrating the importance of vigilance and quick action.
Makin, who has managed campaigns worth over $2 million a month across various industries, highlighted frequent errors in PPC accounts. These include landing page mismatches, outdated promotions, and over-reliance on automation. She stressed the need for careful monitoring and structured testing to prevent such incidents.
In a notable incident, Makin's team excluded the keyword 'meet up' from a dating events campaign. This led to a sharp drop in leads and poor performance, underscoring the impact of seemingly minor oversights. Makin learned from this mistake, emphasizing the importance of understanding the client's unique context and not blindly following best practices.
Makin, who was interviewed by Anu Adegbola in Episode 326 of PPC Live The Podcast, believes in owning mistakes and informing managers or clients immediately. She sees this transparency as a way to build trust and accelerate recovery.
Aashna Makin's experiences underscore the need for vigilance, understanding, and transparency in PPC management. Her career, which she humorously titles 'Answer the Universe', is marked by learning from mistakes and adapting strategies to align with client goals and customer behaviors.
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