A half a century or more ago, an investor called Benjamin Graham came up with Rule #1 of Investing – Don’t Lose Money. The idea is that, no matter how good your profits, your losses can obliterate them. So make sure you minimise or eliminate your losses.
It’s a rule that should be applied to your Pay Per Click campaigns, as your losses can soon kill your bottom line.
Don’t get carried away with your successes, take your eye off the ball and continue buying loss-making clicks. Buy more clicks that pay off and eliminate those that don’t.
Test, monitor and measure. And if, after a reasonable period of time, you’re not getting any return, look elsewhere.
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