{"id":695375,"date":"2025-10-17T20:20:12","date_gmt":"2025-10-17T17:20:12","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/susan-yen-talks-account-structure-pmax-fails\/"},"modified":"2025-10-17T20:20:12","modified_gmt":"2025-10-17T17:20:12","slug":"susan-yen-talks-account-structure-pmax-fails","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/susan-yen-talks-account-structure-pmax-fails\/","title":{"rendered":"Susan Yen talks account structure &amp; PMax fails"},"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-6aedc78736ae7\" 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-6aedc78736ae7\" 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\/susan-yen-talks-account-structure-pmax-fails\/#Susan_Yen_shares_how_a_major_PMax_misstep_taught_her_the_importance_of_transparency_testing_and_staying_human_in_an_automated_world\" >Susan Yen shares how a major PMax misstep taught her the importance of transparency, testing, and staying human in an automated world.<\/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\/susan-yen-talks-account-structure-pmax-fails\/#Susans_biggest_PPC_f-up_Performance_Max_gone_wrong\" >Susan\u2019s biggest PPC f-up: Performance Max gone wrong<\/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\/susan-yen-talks-account-structure-pmax-fails\/#Transparency_The_key_to_strong_client_relationships\" >Transparency: The key to strong client relationships<\/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\/susan-yen-talks-account-structure-pmax-fails\/#Turning_mistakes_into_team_learning\" >Turning mistakes into team learning<\/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\/susan-yen-talks-account-structure-pmax-fails\/#Key_takeaways_for_PPC_professionals\" >Key takeaways for PPC professionals<\/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\/susan-yen-talks-account-structure-pmax-fails\/#The_industrys_big_mistake_over-reliance_on_AI\" >The industry\u2019s big mistake: over-reliance on AI<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/susan-yen-talks-account-structure-pmax-fails\/#Staying_human_in_an_automated_world\" >Staying human in an automated world<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Susan_Yen_shares_how_a_major_PMax_misstep_taught_her_the_importance_of_transparency_testing_and_staying_human_in_an_automated_world\"><\/span>Susan Yen shares how a major PMax misstep taught her the importance of transparency, testing, and staying human in an automated world. <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__ oct 14, 2025 001_anu_adegbola's stud\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/player.vimeo.com\/video\/1128027769?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\"><\/iframe><noscript><iframe src=\"https:\/\/player.vimeo.com\/video\/1128027769?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__ oct 14, 2025 001_anu_adegbola's stud\"><\/iframe><\/noscript><\/div>\n<p><script data-minify=\"1\" src=\"https:\/\/searchengineland.com\/wp-content\/cache\/min\/1\/api\/player.js?ver=1760629761\" data-rocket-defer defer><\/script><\/p>\n<p>On episode 328 of PPC Live The Podcast I speak to Susan Yen, PPC team lead at Search Lab, discussing everything from Performance Max pitfalls to the growing (and sometimes risky) role of AI in marketing.<\/p>\n<h2 id=\"susans-biggest-ppc-fup-performance-max-gone-wrong\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Susans_biggest_PPC_f-up_Performance_Max_gone_wrong\"><\/span>Susan\u2019s biggest PPC f-up: Performance Max gone wrong<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Susan\u2019s most memorable mistake came when she dove headfirst into Performance Max (PMax) campaigns too soon. At first, results looked incredible \u2014 traffic spiked, conversions multiplied, and reports looked great. But soon, the client noticed the leads were poor quality or fake.<\/p>\n<p>After investigating, Susan discovered that traffic was coming from low-quality placements, conversion tracking was misconfigured, and Google was counting meaningless interactions like page views as conversions.<\/p>\n<p>Her biggest takeaway: \u201cIf you\u2019re not already driving quality conversions, don\u2019t run PMax.\u201d She now checks conversion settings monthly and <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>roaches automation with much more caution.<\/p>\n<h2 id=\"transparency-the-key-to-strong-client-relationships\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Transparency_The_key_to_strong_client_relationships\"><\/span>Transparency: The key to strong client relationships<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When things go wrong, Susan\u2019s rule is clear \u2014 <strong>be transparent<\/strong>. She tells clients upfront that testing involves trial and error. \u201cIf your agency isn\u2019t testing,\u201d she says, \u201cthey\u2019re not pushing your business forward.\u201d Setting expectations early builds trust, even when results aren\u2019t perfect.<\/p>\n<h2 id=\"turning-mistakes-into-team-learning\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Turning_mistakes_into_team_learning\"><\/span>Turning mistakes into team learning<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As a manager, Susan treats mistakes as lessons, not failures. Her team holds short \u201cFive Minutes of PPC\u201d sessions to share recent errors and what they learned from them. \u201cMistakes will happen,\u201d she says. \u201cWhat you can\u2019t do is hide them.\u201d<\/p>\n<h2 id=\"key-takeaways-for-ppc-professionals\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Key_takeaways_for_PPC_professionals\"><\/span>Key takeaways for PPC professionals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Susan\u2019s best advice for marketers:<\/p>\n<ul class=\"wp-block-list\">\n<li>Take your time with account setup \u2014 structure is everything.<\/li>\n<li>Check conversions regularly to ensure accuracy.<\/li>\n<li>Be patient with automation and understand what it\u2019s doing.<\/li>\n<li>Always be testing \u2014 even when results aren\u2019t perfect.<\/li>\n<li>Be honest and transparent about experimentation.<\/li>\n<\/ul>\n<p>As Anu sums it up: \u201cAdd a new acronym to your PPC vocabulary \u2014 ABT: Always Be Testing.\u201d<\/p>\n<h2 id=\"the-industrys-big-mistake-overreliance-on-ai\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_industrys_big_mistake_over-reliance_on_AI\"><\/span>The industry\u2019s big mistake: over-reliance on AI<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Susan warns against marketers becoming too dependent on AI and automation. While these tools are powerful, overuse leads to generic ad copy, poor targeting, and campaigns that all look the same. \u201cAI should assist us, not replace us,\u201d she says.<\/p>\n<p>Anu agrees, adding that true experts know how to use AI intelligently. \u201cIf you can\u2019t explain the reasoning behind the AI\u2019s output,\u201d she says, \u201cyou\u2019ve done a bad prompt.\u201d Marketers still need to understand the fundamentals behind every recommendation or automated result.<\/p>\n<h2 id=\"staying-human-in-an-automated-world\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Staying_human_in_an_automated_world\"><\/span>Staying human in an automated world<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Susan closes with simple but powerful advice: \u201cTake your time, push boundaries, keep testing, but don\u2019t let automation think for you.\u201d Anu wraps up the episode by reminding listeners that while AI can make marketers faster, only human strategy and critical thinking make them smarter.<\/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\/susan-yen-talks-account-structure-pmax-fails-463466\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Susan Yen shares how a major PMax misstep taught her the importance of transparency, testing, and staying human in an automated world. On episode 328 of PPC Live The Podcast I speak to Susan Yen, PPC team lead at Search Lab, discussing everything from Performance Max pitfalls to the growing (and sometimes risky) role of&#8230;<\/p>\n","protected":false},"author":1,"featured_media":695376,"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-3.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-695375","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\/695375","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=695375"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/695375\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/695376"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=695375"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=695375"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=695375"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}