Peter Bowen, a Google Ads specialist with nearly 20 years of experience, recently shared his insights on the importance of going beyond clicks when it comes to Google Ads. In a podcast interview, Bowen highlighted two critical lessons he’s learned throughout his career: the need to check the basics and the dangers of system decay.
The Currency Mistake That Cost 10 Times the Budget
One of Bowen’s earliest mistakes involved setting up a South African client’s account in the UK, defaulting the currency to pounds instead of rand. This simple oversight led to spending roughly 10 times the intended budget, delivering great results at first but ultimately setting unrealistic expectations and losing the client. This experience taught Bowen the importance of formalizing learning into process and incorporating checks into the setup process to prevent similar mistakes from happening again.
Why Checklists Protect PPC Teams
Bowen emphasizes the value of checklists in protecting PPC teams from costly mistakes. By incorporating simple checks, such as verifying the correct currency, teams can turn painful lessons into repeatable safeguards. This approach not only saves time and resources but also ensures that teams can focus on more complex and strategic aspects of their campaigns.
The Bigger Problem: System Decay
Beyond setup errors, Bowen highlights a more subtle but common issue he calls
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