Those who are working with PPC usually go through lots of tests and sometimes the results are not very good. Though there is one advantage in failing the test and it is the process of interaction between stakeholders and developers. There are many things that can be tested in PPC campaign, for example restructuring of ad groups, page optimization, making experiments with new tools like Google Display Optimizer or CPA bidding, launching new keywords.

The failure is an indispensable part of the process of innovation. If the developer fears to lose,he does not risk and try, the PPC campaign stops growing. In this case it is impossible to talk about optimization of the resource.

However, if the plan failed, there are several hints that might lessen the negative effect caused by it. Firstly, the developer has to think thoroughly about the whole procedure of the test and figure out how it might harm the performance. It is good to look through the account daily to detect the bug as quickly as possible.

Google Analytics and Google AdWords provide automatic alerts that can also decrease the possible damage. These notifications get the user know when CPA rises or the conversion rate falls too much. AdWords Campaign Experiments (ACE) is another tool that can be of good help in monitoring the traffic of an ad group.

The most important thing in facing the failure is learning by experience. It is crucial to understand the reasons why did it happen, so that the further experiments will certainly be successful.

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