Are you risk averse? Afraid of taking risk, wondering what might happen if and when you do take the risk? Well, I can tell you from experience that being risk averse can help you live an easy life without having too much stress. Don’t get me wrong. There will be tough times, and there will be challenges, but your life won’t be more complicated than that of a risk lover.

But being risk averse is exactly what you shouldn’t be in the pay per click marketing world. Pay per click marketing is a tough business, and nobody is going to have any sympathy for you if you lose your shirt. But a wise man told me once, “you have to spend money to gain money.” That’s really all to it. Now, you shouldn’t burn money recklessly to achieve your goal, but you shouldn’t be afraid of spending a little either.

Being risk averse can put a lot of pressure on you when running your PPC business. Risk averse businesses tend to stay ultra conservative, and their goal is usually to stay in business longer than actually growing their business. But my goal has always been making enough money to retire or have the convenience of being able to set my schedule. At the end of the day, being risk averse doesn’t mean you can’t be successful. You’d just have to find the right balance being too conservative and too reckless.

Your take: are you risk averse? Does bidding on adwords make you stay awake at night?