If You AdWord I Have Some Great News...
This may be the most simple advice and maybe even common sense, but it can be so easily overlooked.
If your like me your obssessed with keeping your PPC properly managed and your constantly changing and testing Ads, Landing Pages, Keywords.
Here is the best advice I can give you...Stop for a second...breathe...now let me tell you that your results that your receiving will be the worse results you will ever have. Thats right your only going to get better each day, month, year.
You must have at least two ad versions for every ad group. No more than four and never have more than three. Two ads must be created.
Now turn the ad rotation to evenly shown. Do not accelerate the ads for the best performing. WHY? because that option really benefits Google more than you. It will show the best CTR ads more often. Well CTR is click through and we should be more concerned with Conversions. So one ad may have a good CTR but poor Conversion. We want to determine the best ad with Conversions and Conversion Rate (this will require you to turn on Conversion Tracking).
Ok now that you have 2 Ads and Conversion Tracking you now have your floor and should only get better from today on. HOW?
Once your ads are created never, NEVER change that ad. If you want to change something about that ad, create a new one.
Wait for 30 clicks per Ad and see which ones have the higher Conversions and I do look at CTR but Conversions is my main metric.
Simply, delete the worse performer and create and ad that tries to beat the best performing. Use components of the best performing in the new ad and wait for at least 30 clicks - 50 would be ideal.
Did the new one beat the previous winner? Delete the worse performing.
Over time your going to create a killer ad and because your constantly improving your CTR will naturally go up and Google will reward you with higher positions at a lower price.
There you go - Good Luck. This simple advice (as oppossed to tweaking existing ads, deleting all ads and trying new ones etc...) will pave the way for you success.