In PPC, every decision is a gamble.<\/p>\n\n\n\n
When you decide on a course of action, you\u2019re betting that your decision will pay off.<\/p>\n\n\n\n
It might work, or it might not work.<\/p>\n\n\n\n
You don\u2019t know in advance.<\/p>\n\n\n\n
You CAN\u2019T know in advance.<\/p>\n\n\n\n
You have to test.<\/p>\n\n\n\n
You have to take a chance. <\/p>\n\n\n\n
As with all bets, you must put some \u201cchips on the table\u201d for a chance to \u201cwin the pot.\u201d<\/p>\n\n\n\n
The trick to making good decisions over the long term is to consistently try to maximize your payoff and minimize losing what you put at risk.<\/p>\n\n\n\n
In other words, don\u2019t \u201cbet the total monthly budget\u201d on a long shot that is highly unlikely to pay off.<\/p>\n\n\n\n
Instead, make lots of small bets that have the potential of paying off big.<\/p>\n\n\n\n
Placing small bets on new products, new keywords, and new audiences.<\/p>\n\n\n\n
That’s how you grow your PPC accounts.<\/p>\n\n\n\n
– Nils<\/p>\n","protected":false},"excerpt":{"rendered":"