12 Jun '12, 1pm

How to Recover from a PPC Test That Crashed & Burned

How to Recover from a PPC Test That Crashed & Burned

If you manage PPC campaigns appropriately, then you undoubtedly conduct a lot of tests. Many of these tests probably fail. One of the most important elements of conducting tests – especially ineffective tests – is communication. You need to make sure that all stake holders understand what was tested; why the test wasn’t successful; most importantly – what was learned. Testing within the realm of PPC can include launching new keywords, restructuring campaigns and ad groups, trying new or extreme ad messaging, landing page optimization, or experimenting with new tools such as conversion optimizer (CPA bidding) or Google Display Optimizer. Why Failure is Good Success and failure are two sides of the same coin. They are both products of innovation. Sometimes your killer new idea takes off and sometimes it crashes and burns. However, if you never try anything new within your PP...

Full article: http://searchenginewatch.com/article/2183564/How-to-Recov...

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