{"id":693146,"date":"2025-10-05T14:55:10","date_gmt":"2025-10-05T11:55:10","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/aashna-makins-experience-of-when-best-practices-backfire\/"},"modified":"2025-10-05T14:55:10","modified_gmt":"2025-10-05T11:55:10","slug":"aashna-makins-experience-of-when-best-practices-backfire","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/aashna-makins-experience-of-when-best-practices-backfire\/","title":{"rendered":"Aashna Makin\u2019s experience of when best practices backfire"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6aefa2a380d19\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6aefa2a380d19\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/aashna-makins-experience-of-when-best-practices-backfire\/#Aashna_Makin_shares_how_a_costly_early-career_mistake_taught_her_the_power_of_ownership_context_and_careful_campaign_management\" >Aashna Makin shares how a costly early-career mistake taught her the power of ownership, context, and careful campaign management.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/aashna-makins-experience-of-when-best-practices-backfire\/#A_costly_keyword_error\" >A costly keyword error<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/aashna-makins-experience-of-when-best-practices-backfire\/#Lessons_learned_from_mistakes\" >Lessons learned from mistakes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/aashna-makins-experience-of-when-best-practices-backfire\/#Common_pitfalls_in_PPC_accounts\" >Common pitfalls in PPC accounts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/aashna-makins-experience-of-when-best-practices-backfire\/#Why_talking_about_mistakes_matters\" >Why talking about mistakes matters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/aashna-makins-experience-of-when-best-practices-backfire\/#A_lighthearted_ending\" >A lighthearted ending<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Aashna_Makin_shares_how_a_costly_early-career_mistake_taught_her_the_power_of_ownership_context_and_careful_campaign_management\"><\/span>Aashna Makin shares how a costly early-career mistake taught her the power of ownership, context, and careful campaign management.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe loading=\"lazy\" src=\"https:\/\/searchengineland.com\/about:blank\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"riverside_pltp_wih aashna _ oct 1, 2025 001_anu_adegbola's stud (1)\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/player.vimeo.com\/video\/1124300540?title=0&amp;byline=0&amp;portrait=0&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\"><\/iframe><noscript><iframe src=\"https:\/\/player.vimeo.com\/video\/1124300540?title=0&amp;byline=0&amp;portrait=0&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"riverside_pltp_wih aashna _ oct 1, 2025 001_anu_adegbola's stud (1)\"><\/iframe><\/noscript><\/div>\n<p><script data-minify=\"1\" src=\"https:\/\/searchengineland.com\/wp-content\/cache\/min\/1\/api\/player.js?ver=1759131365\" data-rocket-defer defer><\/script><\/p>\n<p>On episode 326 of PPC Live The Podcast I sat down down with Aashna Makin, a senior paid ads specialist with more than eight years of experience, who has managed campaigns worth over $2 million a month across a wide range of industries.<\/p>\n<p>She takes us through the story of how a best practice she put in place led to poor results and how looking back she should have taking more care in adding unnecessary negatives. <\/p>\n<h2 id=\"a-costly-keyword-error\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_costly_keyword_error\"><\/span>A costly keyword error<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Aashna recalls one of her earliest career missteps: excluding the keyword \u201cmeet up\u201d from a client\u2019s dating events campaign. The impact was im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>te and severe\u2014leads dropped sharply, and performance tanked. Luckily, her client success manager spotted the issue quickly. Instead of deflecting blame, Aashna owned up, corrected the mistake by removing the negative keyword, and restored the campaign. The experience became a turning point in how she <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roached PPC.<\/p>\n<h2 id=\"lessons-learned-from-mistakes\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lessons_learned_from_mistakes\"><\/span>Lessons learned from mistakes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The key lesson? Best practices aren\u2019t always best. Aashna realized that blindly following industry norms without understanding the client\u2019s unique context can do more harm than good. Now, she takes extra time to understand the industries she works in, ensuring her strategy aligns with client goals and customer behaviors. She also stresses the importance of owning mistakes\u2014informing managers or clients right away, rather than hiding errors, builds trust and accelerates recovery.<\/p>\n<h2 id=\"common-pitfalls-in-ppc-accounts\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Common_pitfalls_in_PPC_accounts\"><\/span>Common pitfalls in PPC accounts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Looking beyond her own experience, Aashna points out common errors she sees across accounts, such as landing page mismatches, outdated promotions, and over-reliance on automation. While checklists, processes, and automated tools can be useful, she warns against giving platforms total control, especially when it comes to ad copy and campaign structures. True value, she believes, comes from careful monitoring, structured testing, and most importantly, caring deeply about the campaigns you manage as if the budget were your own.<\/p>\n<h2 id=\"why-talking-about-mistakes-matters\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_talking_about_mistakes_matters\"><\/span>Why talking about mistakes matters<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Reflecting on the industry as a whole, Aashna highlights why talking about mistakes matters. PPC specialists often struggle in silence with similar challenges, and open conversations help the whole community grow. For her, mistakes are only damaging if they\u2019re hidden; when shared, they become lessons for everyone.<\/p>\n<h2 id=\"a-lighthearted-ending\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_lighthearted_ending\"><\/span>A lighthearted ending<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To wrap things up on a lighter note, Anu asks what Aashna would call the movie of her PPC career. Her answer? <em>\u201cAnswer the Universe.\u201d<\/em> Because in PPC, she says, you\u2019re always answering\u2014to clients, to platforms, and to unexpected challenges along the way.<\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/aashna-makins-experience-of-when-best-practices-backfire-462992\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aashna Makin shares how a costly early-career mistake taught her the power of ownership, context, and careful campaign management. On episode 326 of PPC Live The Podcast I sat down down with Aashna Makin, a senior paid ads specialist with more than eight years of experience, who has managed campaigns worth over $2 million a&#8230;<\/p>\n","protected":false},"author":1,"featured_media":693147,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/PLTP-IntroOutro-1.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-693146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/693146","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=693146"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/693146\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/693147"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=693146"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=693146"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=693146"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}