Avoid Blog Blunders & Ad Copy Chaos with Adrienne Shavers
▼ Summary
– PPC consultant Adrienne Shaver discussed learning from mistakes on a podcast, sharing early career errors like mislabeling client content and using duplicate ad copy.
– She emphasized taking accountability for errors, implementing safeguards, and seeking peer review to prevent future mistakes.
– Adrienne advised treating AI tools like coworkers requiring training and context, not as flawless solutions, and moving beyond outdated practices like manual CPC bidding.
– She stressed the importance of transparent client communication by owning mistakes and explaining preventive steps, which builds trust and credibility.
– The conversation highlighted that failures are essential for growth in marketing, and adaptability is key in the rapidly evolving PPC industry.
On the latest episode of PPC Live: The Podcast, host Anu Adegbola welcomed PPC consultant Adrienne Shaver for a candid discussion about the inevitable missteps every marketer faces. Adrienne, who specializes in driving growth for B2B SaaS and B2B brands using a blend of PPC, SEO, and AI-driven tactics, openly shared some of her most impactful early career errors, and how they ultimately shaped her professional journey.
Adrienne’s career began in SEO, where she juggled content for over 80 clients simultaneously. In the midst of this demanding workload, a blog post accidentally went live with the wrong client’s name. Her immediate reaction was one of sheer panic, convinced her career had reached an abrupt end. Instead of hiding the error, her manager demonstrated how to address it with integrity. Adrienne took full responsibility and implemented new checks to prevent a repeat. That early lesson in transparency became a cornerstone of her professional ethos.
As she transitioned into PPC, Adrienne sought ways to work more efficiently. She developed a master document filled with reusable ad copy snippets, thinking it would save time across client accounts. The plan backfired when her manager noticed nearly identical ads running for two competing med spas. It was a stark reminder that efficiency should never come at the expense of attention to detail.
These experiences taught Adrienne the non-negotiable value of having systems in place. She now champions the use of safeguards, second opinions, and structured processes. Mistakes are inevitable, she notes, but what separates professionals from amateurs is how they respond. Her advice to freelancers and consultants is straightforward: own the error immediately, present a clear corrective plan, and don’t hesitate to ask for a fresh perspective. Clients respect honesty and proactive solutions far more than perfection.
Adrienne also weighed in on the role of AI in modern advertising. She cautioned against treating tools like ChatGPT as infallible oracles. AI is not a magic wand, it requires context, skillful prompting, and human oversight. She likens it to a new team member: you need to train it, guide it, and verify its output. Beyond AI, she pointed out that some industry habits are overdue for an update. Manual CPC bidding, for instance, remains surprisingly common. And when it comes to reporting, basic metrics like impressions and click-through rates are no longer sufficient. Clients want, and deserve, insights further down the funnel, covering leads, conversions, and tangible growth.
For Adrienne, discussing failures is just as valuable as celebrating successes. Too many newcomers in PPC are terrified of making a mistake, fearing it will define their career. She encourages a different mindset: fail often, but always learn. That’s how skills are honed and expertise is built. If her PPC career were a movie, she jokes, it would be a scary comedy, full of moments that make you gasp, laugh, and ultimately reflect.
Adrienne’s journey underscores a powerful truth: mistakes don’t have to be career-enders. How you respond, with accountability, clear processes, and openness, can turn missteps into opportunities for building trust and credibility. As the digital landscape continues to evolve at a rapid pace, adaptability and a willingness to learn from errors remain among the most valuable traits a marketer can possess.
(Source: Search Engine Land)
