It’s a pretty daunting task to set up a pay per click advertising campaign. You know that you’re going to have to pay for every single click, so the financial costs of making an error can be potentially enormous. However, I think that it’s incredibly important to be prepared to fail in a PPC campaign.
As search engine marketers, we have access to incredibly detailed analytics tools where we can track every cent spent on every keyword. This means that we have the luxury of taking a scientific approach to our advertising efforts. This also means that in order to take advantage of these amazing tools, we need to be willing to test and re-test every aspect of our marketing efforts, from keywords to campaigns.
Part of the experimental process is to come up with an educated hypothesis (i.e. “this keyword will get a lower CPA at phrase match type”) and test it our through experimentation. Here’s where the failure part comes in: not every experiment will be a success, and you need to be prepared for your experiment to fail. Failure isn’t entirely useless, though. At least when your experiment fails, you know what didn’t work. That knowledge has value, too. The trick is to not succeed every time, but to succeed most of the time, and be sure that you’re learning from your mistakes. That, in my opinion, is what separates a true SEM expert from an amateur.