The Day a QVC Takeover Blew the PPC Budget ft. Chris Kostecki

Chris Kostecki shares his extensive experience in paid search marketing, recounts a costly mistake involving a TV campaign, and offers valuable lessons on managing digital advertising campaigns effectively.

Key Topics

The significance of understanding business context in campaign managementLessons learned from a major PPC mistake involving TV advertisingThe role of communication and accountability in digital marketing teamsStrategies for testing and adopting new advertising technologiesIndustry response to platform updates and automation

Chapters

00:00 Introduction to Chris Kostecki and his expertise

00:31 Chris's background and experience in digital marketing

01:28 Chris's passion for supporting digital goals beyond search

02:25 Introduction to the main story: a major PPC mistake

04:30 The TV campaign takeover and its impact

05:43 Key lesson: understanding business context and timing

07:45 Immediate response and campaign shutdown

08:53 Accountability and ownership of mistakes

11:37 Organizational structure and communication gaps

14:24 Checklist and process improvements post-mistake

16:31 Common industry mistakes and strategic errors

18:20 Handling platform updates and automation challenges

22:01 The importance of process and data analysis

25:22 Industry reaction to rapid update cycles

28:24 Communication and transparency from platform providers

31:49 The value of patience and strategic testing

34:17 The significance of sharing mistakes for industry growth

37:24 Encouraging a culture that accepts mistakes and learning

39:00 Final thoughts and personal reflections

39:49 Where to find Chris and upcoming events

Find Chris on LinkedIn

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