No matter how brilliant your ads are, no matter how well you can tear the tops off of skyscraperswith your copy, you can benefit immensely from having multiple people make ads and test them back to back. This is of course, easier to do with google because you can have multiple ads for every keyword if you want, and rotate them to find the ones that are best performing.

I recently discovered this by accident when I had a person do some maintainance on a clients account, and he put in ad in there that I thought would be just "ok" but it turned out to have an amazing CTR (Click Through Rate) of 4.3%! this brought me to the idea of trying multiple copywriters.

Now for my clients I have 4 different copy writers making different ads, and once a week we go through all the accounts and make new ads to test against our control ads.

You can see the dramatic improvement in CTR here:



I will show you how this directly translates into paying a lot less dollars for your advertising and the strategy you should use for this in my next post.

How can you apply this? Even if you don't have a big budget, have a friend or another employee leave all your ads alone, but make ONE new ad in each ad group once a week. If you have a lot of campaigns going, then just pick one campaign, but do it once a week. let the ads run back to back until one is clearly the winner. Once a winner is established, either make still another ad in that ad group, or delete the loser and replace it.

If you do this each week, you will slowly but surely see a dramatic improvement in your account.

Steve Blom
Founder
Adwordstraining.org

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