If you’ve ever run a Google AdWords campaign, you may have felt that its comparable to gambling. The House (Google) makes the rules and you either play by them or they’ll have you escorted out. There’s real money on the line, and if you bid just right, if the numbers line up, you can win big, big, big! After all, it’s a game of chance…right?
Not exactly.
While it may feel like you’re at the mercy of fate, there is a fair amount of skill involved with developing and executing a successful pay-per-click (PPC) campaign. That means it’s time to ditch that lucky rabbit’s foot, four-leaf clover, or (please!) those lucky socks in favor of these three “lucky charms” that will actually improve your odds of hitting the jackpot.
