Lessons From 20 Years in PPC: How Agencies Should Prepare For The Future | PPC TH 117
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Watch the video version here: https://youtu.be/97H74PpxrIE
Frederick Vallaeys sits down with Aaron Levy, long-time PPC leader and now Optmyzr Evangelist, to talk about the future of paid search, AI, and agency life.Aaron has spent nearly 20 years in paid search, from helping DuPont launch its early marketing programs to running a 115-person team at Tinuiti. He shares lessons from his career, including why “best practices” can kill originality, how to train new PPC talent in an AI-driven world, and how agencies can balance clients, vendors, and innovation.Key discussion points:- Aaron's journey from PPC intern to industry leader- How to train junior PPCs to think beyond button-pushing- AI Max, PMax, and how search behavior is evolving- Turning client meetings into structured “prompts”- Why agencies must invest in data infrastructure over flashy tools- The risks of lazy “best practices” vs. the value of creativity- Leadership lessons from managing 100+ PPC professionalsFollow Aaron here: https://www.linkedin.com/in/theaaronlevy/Follow Fred: https://www.linkedin.com/in/frederickvallaeys/► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall
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