12 Tips for Winning at Search Engine Marketing

Combine solid tracking with the fundamental economics of your business to compute profitability at the phrase level.

Tip No. 5: Start broadly, then test and refine.

Test many phrases. As Babe Ruth once said, “Each strike brings me closer to my next home run.” If your “phrase success rate” — the ratio of phrases that perform profitably to the total number of phrases you’ve tested — exceeds 50 percent, you may not be doing enough testing.