Search is all about testing and optimizing to achieve the desired campaign success metrics. Testing keywords, Bid management, testing landing pages, testing ad copy, Display URL’s, etc. Changing any of these components affects the overall campaign success metrics. A good Campaign Manager can play the metrics, the way a conductor controls an orchestra.

An Ad Optimization is particularly useful for increasing CTR. The process of Ad Optimization entails a simple A/B Split test.

Make sure you always are running 2 ads. Perform an Ad Optimization by first eliminating underperforming Ad copy. And, then adding additional fresh copy. This is also known as: An ad refresh. To do a continual simple A/B Split test, just make sure you are alway running 2 ads per adgroup, and have each served 50% of the time. Delete the underperforming ad copy based on your own optimization metrics such as CTR, or Conversion data. Measure the success metric by Ad. So, don’t forget to place a tracking string on the destination URL’s, so you can accurately access performance.

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