Like the title of my column implies, I do a lot of SEO work – both for clients and my own sites. However, I’ve recently started getting into PPC, or pay per click, marketing. This has been a great education.
One of the things that I’ve learned is the importance of testing. The fundamental principle in PPC seems to be to test every variable you can think of so your campaign is as efficient as it can be. PPC is the fastest way to drive targeted traffic to your site. However, if you’re not constantly testing in order to improve your campaign, you can quickly lose a lot of money. We as humans are not perfect, so your first ads and keywords will have to tweaked as you gain data from your testing.