{"id":703423,"date":"2025-12-13T09:20:12","date_gmt":"2025-12-13T06:20:12","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/"},"modified":"2025-12-13T09:20:12","modified_gmt":"2025-12-13T06:20:12","slug":"sophie-fell-talks-why-double-checking-campaign-settings-matters-2","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/","title":{"rendered":"Sophie Fell talks why double-checking campaign settings matters"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 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-6a25e84820e7d\" 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-6a25e84820e7d\" 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\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#Even_experienced_PPC_pros_can_be_caught_out_by_defaults_making_it_essential_to_double-check_campaign_settings\" >Even experienced PPC pros can be caught out by defaults, making it essential to double-check campaign settings.<\/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\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#The_PPC_F-Up_worldwide_location_targeting\" >The PPC F-Up: worldwide location targeting<\/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\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#When_great_results_are_a_warning_sign\" >When great results are a warning sign<\/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\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#Handling_the_client_conversation\" >Handling the client conversation<\/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\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#Why_the_mistake_happened\" >Why the mistake happened<\/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\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#The_long-term_outcome\" >The long-term outcome<\/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\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#What_Sophie_does_differently_now\" >What Sophie does differently now<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#Advice_for_when_youve_made_a_PPC_mistake\" >Advice for when you\u2019ve made a PPC mistake<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#Common_PPC_mistakes_still_seen_today\" >Common PPC mistakes still seen today<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#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-11\" href=\"https:\/\/buradabiliyorum.com\/en\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#Creating_a_healthy_PPC_team_culture\" >Creating a healthy PPC team culture<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/sophie-fell-talks-why-double-checking-campaign-settings-matters-2\/#Final_takeaway_Always_check_your_settings\" >Final takeaway: Always check your settings<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Even_experienced_PPC_pros_can_be_caught_out_by_defaults_making_it_essential_to_double-check_campaign_settings\"><\/span>Even experienced PPC pros can be caught out by defaults, making it essential to double-check campaign settings.<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_ptlp_with sophie f \u2014 t... _ dec 08, 2025 001_anu_adegbola's stud\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/player.vimeo.com\/video\/1145980617?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\/1145980617?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_ptlp_with sophie f \u2014 t... _ dec 08, 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=1764788470\" data-rocket-defer defer><\/script><\/p>\n<p>On episode 334 of PPC Live The Podcast, I speak to Sophie Fell Head of Paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> at Liberty Marketing Group about a real PPC mistake involving location targeting. The conversation focuses on how small oversights can have big consequences\u2014and how to recover from them professionally.<\/p>\n<h2 id=\"the-ppc-fup-worldwide-location-targeting\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_PPC_F-Up_worldwide_location_targeting\"><\/span>The PPC F-Up: worldwide location targeting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Sophie accidentally launched a campaign with worldwide location targeting enabled instead of restricting it to the client\u2019s service area. In just a couple of days, the campaign generated around <strong>1,500 leads<\/strong> that looked impressive on paper but were unusable because they came from outside the target locations.<\/p>\n<h2 id=\"when-great-results-are-a-warning-sign\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"When_great_results_are_a_warning_sign\"><\/span>When great results are a warning sign<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The unusually strong performance initially looked like a win, but it became a red flag. When Sophie reviewed the campaign more closely, she discovered the location setting issue. This highlights an important PPC lesson: results that look <em>too good<\/em> should always be investigated, not celebrated blindly.<\/p>\n<h2 id=\"handling-the-client-conversation\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Handling_the_client_conversation\"><\/span>Handling the client conversation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The client spotted the issue around the same time Sophie did, while she was already preparing to flag it. The situation was handled with honesty\u2014acknowledging the mistake, explaining what h<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>ened, and fixing it immediately. Transparency helped preserve trust, even though the client was understandably unhappy.<\/p>\n<h2 id=\"why-the-mistake-happened\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_the_mistake_happened\"><\/span>Why the mistake happened<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This wasn\u2019t a lack of knowledge\u2014it came down to moving too quickly and relying on assumed checks rather than confirmed ones. Like many experienced practitioners, Sophie thought the setting had already been reviewed. The experience reinforced how dangerous platform defaults can be.<\/p>\n<h2 id=\"the-longterm-outcome\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_long-term_outcome\"><\/span>The long-term outcome<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once corrected, the campaign went on to perform exceptionally well. The client hit their targets six weeks early and exceeded revenue expectations by \u00a33.5 million. The initial mistake didn\u2019t define the outcome\u2014how it was handled did.<\/p>\n<h2 id=\"what-sophie-does-differently-now\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Sophie_does_differently_now\"><\/span>What Sophie does differently now<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Sophie now checks campaign settings multiple times, both before and after launch. She reviews settings whenever performance spikes or dips and never reports results without rechecking fundamentals. The key change is recognising that post-launch reviews often reveal what pre-launch checks miss.<\/p>\n<h2 id=\"advice-for-when-youve-made-a-ppc-mistake\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Advice_for_when_youve_made_a_PPC_mistake\"><\/span>Advice for when you\u2019ve made a PPC mistake<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Sophie\u2019s guidance is simple: pause, investigate, and be honest. Check metrics and settings immediately, take responsibility, explain what went wrong, and clearly outline how you\u2019ll prevent it from happening again. Mistakes become serious problems only when they\u2019re mishandled.<\/p>\n<h2 id=\"common-ppc-mistakes-still-seen-today\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Common_PPC_mistakes_still_seen_today\"><\/span>Common PPC mistakes still seen today<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Sophie regularly audits accounts that haven\u2019t been updated for years, rely heavily on brand campaigns, or misuse automation like Performance Max. She also sees poor alignment between keywords, ads, and landing pages\u2014fundamentals that still matter, even in AI-driven campaigns.<\/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>Many PPC professionals assume industry leaders no longer make mistakes. Sophie challenges that idea. Everyone is still learning, regardless of experience level. Sharing failures helps juniors feel safer, encourages better leadership, and keeps the industry moving forward.<\/p>\n<h2 id=\"creating-a-healthy-ppc-team-culture\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Creating_a_healthy_PPC_team_culture\"><\/span>Creating a healthy PPC team culture<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A strong team culture allows for testing, learning, and accountability without fear. Sophie emphasises clear testing frameworks, capped budgets, and open conversations. Teams that claim to be mistake-free rarely innovate.<\/p>\n<h2 id=\"final-takeaway-always-check-your-settings\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_takeaway_Always_check_your_settings\"><\/span>Final takeaway: Always check your settings<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Platforms change, defaults evolve, and assumptions fail. Whether performance is soaring or struggling, always verify that campaigns are doing what you think they\u2019re doing. You can\u2019t over-check your settings\u2014but you can definitely under-check them.<\/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\/sophie-fell-talks-why-double-checking-campaign-settings-matters-466153\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Even experienced PPC pros can be caught out by defaults, making it essential to double-check campaign settings. On episode 334 of PPC Live The Podcast, I speak to Sophie Fell Head of Paid Media at Liberty Marketing Group about a real PPC mistake involving location targeting. The conversation focuses on how small oversights can have&#8230;<\/p>\n","protected":false},"author":1,"featured_media":703424,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/PLTP-Image-2.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-703423","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\/703423","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=703423"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/703423\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/703424"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=703423"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=703423"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=703423"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}