{"id":25942,"date":"2025-04-30T11:41:59","date_gmt":"2025-04-30T06:11:59","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=25942"},"modified":"2025-04-30T11:42:09","modified_gmt":"2025-04-30T06:12:09","slug":"ppcchat-when-you-feel-like-you-suck-at-ppc","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-when-you-feel-like-you-suck-at-ppc\/","title":{"rendered":"PPCChat | When You Feel Like You Suck at PPC | 29th April 2025"},"content":{"rendered":"\n

During this week’s PPCChat session, host Julie F Bacchini sought experts’ views on the general circumstances that made them feel that PPC like an uphill battle, how they work through that, any resources or tools they wish were out there to help <\/strong>them and more.<\/p>\n\n\n\n\n\n\n\n

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Q1: Have you ever felt like you sucked at PPC? If so, what were the general circumstances that made you feel that way?<\/strong><\/h4>\n\n\n\n
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So many times! Part of the reason I wanted to do this topic today was because I have seen posts lately with people wondering if they are failing at PPC because things are harder. And I want you to know you are not! @NeptuneMoon<\/a><\/p>\n\n\n\n

One of my first jobs I was told I was not smart enough to do the job (but smart enough to train my replacement). It took a long time to overcome that dark voice in my head. @navahhopkins<\/a><\/p>\n\n\n\n

The best way to combat bad data is with good data, and even the bad moments are useful data points to learn from @navahhopkins<\/a><\/p>\n\n\n\n

Definitely, and not just when I was starting out. @JuliaVyse<\/a><\/p>\n\n\n\n

Even the most experienced PPC pros have moments of feeling like maybe they just are not good at PPC. Sometimes it is because of a client\u2019s behavior or demands. Sometimes it is because of a really tough competitive environment. Sometimes it is because the website you\u2019re sending traffic to is awful, the list goes on and one. @NeptuneMoon<\/a><\/p>\n\n\n\n

Sometimes you change clients, and you take on a B2B, or Ecom, or Lead Gen, after a long time with experience in other specialties. It takes a minute to get used to the new environment. @JuliaVyse<\/a><\/p>\n\n\n\n

I will add here too that some accounts just won\u2019t ever perform well. And when you have more experience you can see that. But particularly when you are less experienced, it can be so hard if you get put on one of those accounts! @NeptuneMoon<\/a><\/p>\n\n\n\n

It’s also important to give one’s self grace when learning a new channel @navahhopkins<\/a><\/p>\n\n\n\n

I know this is hard too, but not internalising other people\u2019s opinions is also so important. I have been at this for over 25 years, and clients have said all kinds of things to me over that time. I have learned to filter out the bad. Not to where I can\u2019t or won\u2019t hear valid critique, but so much of what people often say is not that. @NeptuneMoon<\/a><\/p>\n\n\n\n

Our first channel will always be our “best”, but mastery can come for any channel. @navahhopkins<\/a><\/p>\n\n\n\n

I remember one time I felt I was failing for an education client. I was generating the leads, but they didn’t have a call center in place to follow up, so there were no back-end sales. A good lesson in asking up front how the leads are handled. @JeffreyHain<\/a><\/p>\n\n\n\n

It’s really hard to filter out negative feedback from clients in general, because they pay the bills. Even when the correction is kind, honest, and fixable, it’s really easy to just ask yourself if you’re ‘really’ any good. @JuliaVyse<\/a><\/p>\n\n\n\n

I think as you get more experienced, you also learn how important the whole process is to \u201csuccess\u201d in a client or stakeholders eyes too. When we start out we can be solely focused on just the PPC part and be set up to fail if other pieces are crappy. @NeptuneMoon<\/a><\/p>\n\n\n\n

Right now feels like one of the most chaotic eras in the 10 years I\u2019ve been running Google Ads. My clients are primarily D2C ecomm brands in the apparel & footwear space, and with so much economic uncertainty re: tariffs, there\u2019s a noticeable softening of consumer demand. I\u2019m also convinced Google is doing some messing around behind the scenes to prep for the AI search takeover, or at least squeeze brands as much as they can while they\u2019re able to. The brands that are succeeding are the ones investing in their brands as a whole, running on channels like YouTube & Criteo to reach new customers. But it feels like you can\u2019t just rely on Google+ Meta as a performance media-only strategy anymore. @mikefarrell<\/a><\/p>\n\n\n\n

@mikefarrell<\/a> it is absolutely a very chaotic time. @NeptuneMoon<\/a><\/p>\n\n\n\n

When I make mistakes that lead to poor results. When learning new things. For example, the first time I took on a client leveraging UAC campaigns in Google Ads, I felt like I was doing terrible. @robert_brady<\/a><\/p>\n\n\n\n

At least once a month\/quarter, I feel like maybe I should be better. I think in some ways it keeps us on our toes so we do not get complacent in our learning\/testing. @Ichasse<\/a><\/p>\n\n\n\n

PPC is constantly changing & evolving, sometimes as quick as week to week. I\u2019ll be focusing on spending time AB testing new types campaigns or new structures, only for something new to be released or updated. Then I start to feel behind almost like I need to take specific time each just to stay updated on what\u2019s happening in the industry. @DiiPooler<\/a><\/p>\n\n\n\n

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Q2: When you are feeling like you\u2019re not good at PPC, how do you work through that?<\/strong><\/h4>\n\n\n\n
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Step one is take a deep breath. Step two is usually to reach out to one of my PPC buddies and talk the situation through with them. Provides a nice sanity check and another brain on the situation. @NeptuneMoon<\/a><\/p>\n\n\n\n

We love a sanity check. @JuliaVyse<\/a><\/p>\n\n\n\n

I cuddle my dogs and get reminded that I’m still worthy. @navahhopkins<\/a><\/p>\n\n\n\n

Fortunately, my current agency is full-service marketing + creative strategy so if one PPC channel isn’t working, we have license to shift budget to another, or to something different entirely. I also check \/r\/ppc and try to offer some help there to remind myself I know what I’m doing! @mikefarrell<\/a><\/p>\n\n\n\n

I also think giving yourself space is important. Even if you are on a call with a client or stakeholder, learn to give yourself space to answer something. Practice saying things like \u201cI\u2019d like to look into that in more detail, so I will do that and get back to you with my thoughts.\u201d @NeptuneMoon<\/a><\/p>\n\n\n\n

@navahhopkins<\/a> dogs are the best instant therapy! @NeptuneMoon<\/a><\/p>\n\n\n\n

If you have not done this yet, start now – make a Google doc or a folder with compliments from clients! And look at it if you\u2019re having a day when you\u2019re feeling not so awesome at PPC. @NeptuneMoon<\/a> <\/p>\n\n\n\n

Okay, the Star File is so important! save those accolades! @JuliaVyse<\/a><\/p>\n\n\n\n

I’m with @NeptuneMoon<\/a>, ask someone else for their perspective. Seeing another viewpoint or two can really help, and the PPC community is so open and sharing. @robert_brady<\/a><\/p>\n\n\n\n

Family, friends, pups all help, but I will also go study and learning more to see if I am missing anything. I do try and give myself hours each week for learning for this very reason. @Ichasse<\/a><\/p>\n\n\n\n

I usually feel like that when I have questions or don\u2019t understand something, then I usually ask a colleague to help work things out for me. And honestly, burnout can contribute to this. A lot of times, I just need a break. @DiiPooler<\/a><\/p>\n\n\n\n

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Q3: How do clients or stakeholders contribute to you feeling like you\u2019re not good at PPC? How do you handle those situations?<\/strong><\/h4>\n\n\n\n
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Client and stakeholders are human, and sometimes humans take out their issues on other people\u2026 remember this. @NeptuneMoon<\/a><\/p>\n\n\n\n

Many of my clients see performance media as somewhat mysterious and part of the big puzzle. So a lot of industry hype about how good certain teams are – their sales copy – gets compared to my day-to-day. The advice is always, never compare someone else’s highlight reel to your blooper reel. @JuliaVyse<\/a><\/p>\n\n\n\n

For me, if a client is communicating in a way that is making me question my PPC skills, I will try to get to the bottom of what they are actually questioning and WHY. Because I have found that so, so often what they are complaining about really isn\u2019t about me or the work I\u2019m doing. @NeptuneMoon<\/a><\/p>\n\n\n\n

And it’s not always about business results. There really are clients out there who’s main KPI is spend against their favourite keywords. And they are usually REALLY surprised when that doesn’t provide results. @JuliaVyse<\/a><\/p>\n\n\n\n

When the client wants instant results for a new campaign and doesn’t factor in a ramp\/learning period, I ask for patience and say, “Rome wasn’t built in a day”. @JeffreyHain<\/a><\/p>\n\n\n\n

I’ve had clients that used criticism as a motivational tactic. They knew they’d get more time\/attention\/work if they were negative. I have learned to part ways or avoid these types as much as possible. @robert_brady<\/a><\/p>\n\n\n\n

If a client gets down on me, I’ll try to focus on the successes of other clients. I love the Pretty Woman quote, “The bad stuff is easier to believe.”\u00a0 It’s so true. So it’s important to surround yourself in the good stuff. @revaminkoff<\/a><\/p>\n\n\n\n

Another situation I have encountered more than once is when my contact at a client leaves, and I am now dealing with someone else. That can go anywhere from humming on along to someone who is hostile. I do not take this personally. And if the writing is on the wall, I make my exit plan. @NeptuneMoon<\/a><\/p>\n\n\n\n

Educating the clients repeatedly and trying to explain why it\u2019s not so simple as run ads get conversions without offer, LP, positioning. messaging gets difficult. @alimehdimukadam<\/a><\/p>\n\n\n\n

Can we be real here for a minute too? Often, the clients who are hardest on us are the ones who either have unrealistic expectations for their businesses or simply think deep down that they know better than you do. Both of those clients are ones you want to leave behind as soon as you can. They will do a number on your confidence and mental health if you let them! @NeptuneMoon<\/a><\/p>\n\n\n\n

@NeptuneMoon<\/a> \u00a0– same applies to having an immediate supervisor leave and a new one takes their place. You can tell within a short time whether sticking around is a good idea. @JeffreyHain<\/a><\/p>\n\n\n\n

I just had that, Julie! We tied ourselves into knots trying to do what the prior teams wanted. Then the new person showed up and was like ‘oh, this hasn’t evolved’ ugh @JuliaVyse<\/a><\/p>\n\n\n\n

PPC isn’t rocket science, but it IS hard. Not many industries require as much continuous education and move as quickly as digital marketing. Tasks often are cyclical and defy the “Check. Done.” of a checklist because you have to do it again in X days\/weeks. Platforms are constantly changing things. Competitors are constantly changing. Laws\/regulations is constantly changing. It can be exhausting, and you can easily feel like you’re behind. @robert_brady<\/a><\/p>\n\n\n\n

It doesn\u2019t help that platforms can undermine PPC pros either. I\u2019m looking at you, rotating Google reps incessantly calling and emailing my clients. @NeptuneMoon<\/a><\/p>\n\n\n\n

@NeptuneMoon<\/a> Yes! Especially if they have optimisation and growth insights (which is auto-apply) @alimehdimukadam<\/a><\/p>\n\n\n\n

Know that if you’re here live or reading this later, you’re going the extra mile to stay connected and informed. I haven’t personally seen your work, but I’m confident you’re doing great work for your clients. Keep it up! @robert_brady<\/a><\/p>\n\n\n\n

It is not very often a client says you are doing great, when they do, it is a breathe of fresh air. If you are up 20%, they will ask for 40%; if you are up 40%, they will ask for 60%. Sometimes we just have to understand it is how they operate. You can do everything perfect sometimes and still not make the share holders 100% happy, just how things work. @Ichasse<\/a><\/p>\n\n\n\n

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Q4: Have you had a situation where you did not do your best work and how did you handle it (whether called out on it directly or not)?<\/strong><\/h4>\n\n\n\n
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We have all had moments when our work was not our best. And anyone who says they never have is not being honest with themselves.\u00a0@NeptuneMoon<\/a><\/p>\n\n\n\n

Sure. I won’t shout about doing work I wish I had done better, but my team and I found was to correct and change the conversation with the client. And I’ve taken over for teams many times over as the ‘senior voice’, sometimes it’s not even a huge error or issue, it’s just not a good vibe and a different personality helps. @JuliaVyse<\/a><\/p>\n\n\n\n

Also, sometimes we have ideas that we think are good and then testing shows that they are not so great. That is not a reflection on your skill! Have you ever had an ad that the client insisted on that you thought was awful actually perform the best? I know I have!\u00a0 @NeptuneMoon<\/a><\/p>\n\n\n\n

I was once in a situation where I recommended a test, and right away I could see it wasn’t working. I recommended stopping it, but a superior wanted to run it to statistical significance. I’ve learned a few times that sometimes you don’t have control and can’t stop what’s not working. @JeffreyHain<\/a><\/p>\n\n\n\n

First off, this thinking can be part of the problem. Time is constrained. Budgets are constrained. “Best” can connote perfection, and perfection is often far down the curve of diminishing returns. Sometimes it is okay to deliver “good enough” to get things done. Now, I’ve made mistakes or had tests go south like everyone. I own it, explain what we learned, and how we move forward. That has served me well. Clients appreciate the accountability and honesty and it can strengthen the relationship. I really do care about my clients’ results and treat clients money like my money. That goes a long way. @robert_brady<\/a><\/p>\n\n\n\n

I always mention it upfront, if I said I\u2019d do X, Y, and Z but only got to X and Y, I\u2019ll say that straight up and let you know when Z\u2019s coming. Stuff happens. Especially in PPC, where half the game is testing things that don\u2019t always work the way you expect. Honestly, one of the best qualities a PPC pro can have is just being able to say, \u2018Yep, that didn\u2019t work. The data says otherwise. Let\u2019s shift, scale what\u2019s working, and go again.\u2019 @alimehdimukadam<\/a><\/p>\n\n\n\n

We can be our own worst critics, even if the client\/brand is not calling us out. In fact sometimes a client\/brand will call you out when you are doing everything perfectly.I have had someone audit my account before (very helpful if you have someone you can trust). Also, just study and review the account like if you were doing an audit for someone else, and that can help. Just know you were hired for a reason, and you are probably good enough. It never hurts to take a fresh look at an account, however. Also, everyone makes mistakes, even the huge brands with multiple folks working on them. We are human and not infallible. If you are just struggling, then it could just be a slump, even professional athletes deal with this, and sometimes we just have to work through those times. @Ichasse<\/a><\/p>\n\n\n\n

Flexibility is a huge plus in this biz. @NeptuneMoon<\/a><\/p>\n\n\n\n

\u2018Good enough is better than perfect\u2019 is true when it comes to tests, communications, reports and proposals. Perfectionism has been my enemy more often than not. @alimehdimukadam<\/a><\/p>\n\n\n\n

Don\u2019t let perfect be the enemy of good is a great mantra to adopt in PPC @NeptuneMoon<\/a><\/p>\n\n\n\n

I often beat myself up, but I’ve started trying to focus on what I can control. There’s so much we can’t control in this business — so all we can really do is concentrate on what we can. @revaminkoff<\/a><\/p>\n\n\n\n

Yes! Ad copy isn\u2019t always my strongest suit, so I have a tendency to rush through it. If I\u2019m called out, especially regarding that, I kind\u2019ve take it in stride. I know it\u2019s a skillset I\u2019m improving; it\u2019s hard to be mad about it (unless they\u2019re rude or something). @DiiPooler<\/a><\/p>\n\n\n\n

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Q5: Are there any resources or tools you wish were out there to help you when you are feeling like you suck at PPC?<\/strong><\/h4>\n\n\n\n
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I added this question because if there are gaps, I would love to help fill them\u2026@NeptuneMoon<\/a><\/p>\n\n\n\n

Cloning technology? and sometimes just another person to jam with. A LOT of my challenges come down to calendar and time available in the day. And like, we can’t always jam here in the chat, in detail. My NDAs are strict, and pretty important to respect. @JuliaVyse<\/a><\/p>\n\n\n\n

So grateful for this community, honestly. When I was starting out, I didn’t have anything like it, and wish I had. @revaminkoff<\/a><\/p>\n\n\n\n

basically, I want more folks like me on my team. @JuliaVyse<\/a><\/p>\n\n\n\n

Having groups like this is very helpful. Other industry resources, like YouTube videos, groups, and publications, can also be very helpful. There is no comprehensive course on what we do and most folks don’t even understand what we do even if you explain it. This just means it is on us to take charge of our learning.If you are taking the time to even do something like this where you talk with other marketers, you are already in the top 50%, probably. @Ichasse<\/a><\/p>\n\n\n\n

It’s part of why I wanted to build an agency with other people – I think being alone can allow you to beat yourself up far more than if there are other people around you to ground you. @revaminkoff<\/a><\/p>\n\n\n\n

@revaminkoff<\/a> if you work alone (which I have for 25+ years) is it SO important to have people you can reach out to quickly when you need a second opinion or sanity check @NeptuneMoon<\/a><\/p>\n\n\n\n

@Ichasse<\/a> so true! when other media leads talk to me as if I perform miracles, it makes the ‘I’m not actually good at this’ feeling even worse. It’s too much pressure. @JuliaVyse<\/a><\/p>\n\n\n\n

My husband and daughter refer to me as an \u201cinternet wizard\u201d @NeptuneMoon<\/a><\/p>\n\n\n\n

Over the years I’ve had many informal conversations about problems I’m facing or problems a friend is facing. Two minds working on the same problem often can get to the solution in 15-30 minutes that might take you hours to figure out. @robert_brady<\/a><\/p>\n\n\n\n

Yup, I work alone as well and sometimes we do need to get out of our own heads. Just one of those facts of life we cannot escape. If the brands are asking for more and we are having a tough time delivering, it can feel like the walls are closing in on you (like it Star Wars).It is very helpful in those situations to have someone to talk to who also deals with those situations, so you know it is not just you. @Ichasse<\/a><\/p>\n\n\n\n

I will publicly state here that I’m available for quick, informal chats if you need a second set of eyes or a second opinion on something. No cost. @robert_brady<\/a><\/p>\n\n\n\n

I am also always available via DM here and happy to answer questions and provide moral support. I take my PPC mom job very seriously! I know I run this community, but you really can send me a DM. @NeptuneMoon<\/a><\/p>\n\n\n\n

I am usually available as well and of course if it is part of this community it could just be a virtual coffee together and bounce questions off of. I have a few folks who we do virtual coffee talks about stuff and it is nice to just talk with someone besides my dog during the day, lol. @Ichasse<\/a><\/p>\n\n\n\n

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PPCChat Participants<\/strong><\/p>\n\n\n\n