Ad Serving

When creating a new campaign, it is always good to create several ads in each ad group. By default Google will serve your best performing ads more often than the others. With a brand new campaign that doesn’t have enough data, I’ve found this to be skewed towards the ads that performed well during the first couple of days. To counteract this, you can set your campaign to display ads evenly for 2-3 weeks so that you can collect a decent amount of data and then switch it back to serve the best performing ads more often.

Ad Copy

You should always put at least three different ad copies in each ad group. Although you know your product the best, you don’t know what people tend to click on. The bottom line is that consumers are hard to predict.

Try using similar ads such as:

Red Shirt – Free Shipping
110% Low Price Guarantee. Order Now.
3 Day Sale. Fast, Free Shipping
BobsWebsite.com/Free

Red Shirt – Free Shipping
110% Low Price Guarantee. Order Now.
3 Day Sale, Huge Selection Of Shirts.
BobsWebsite.com/Free

Red Shirt – Lowest Price
Large Selection, Authorized Distributor.
3 Day Sale. Fast, Free Shipping.
BobsWebsite.com/Free

After a few weeks, see which ads performed better and tweak the others with similar styles. Every few weeks you should rinse and repeat.