Setup Google Winning Ads - The Correct Way!

[dzoaffiliate]

If you've been running Adwords PPC campaigns you
probably already know that you should have at least 2 Ads
going at anyone time, so that you can test for the winning Ad and
then continue to refine and teak your Ads to get better CRT, QS etc.

By default Google chooses how this is done, this is a MISTAKE!
IMHO Google decides way too early and then starts to the show the winning
Ad in its opinion more and more - so the 2nd Ad never really gets a chance to compete.

You should never let Google handle the way your Ads will be shown.

This is how to change the default Google setup for Ad rotation:

1. Open your Adwords account on the web.
2. Click the Campaigns Tab and select your campaign on the top LHS window.
3. Now On the RHS window, Click the Settings Tab.
4. Scroll down to 'Advanced settings' and then open up the 'Ad delivery: Ad Rotation, Frequency cap' option.
5. Click edit
6. You should see 2 options:
- Optimize: Show better performing ads more often
- Rotate: Show ads more evenly

by default Google always selects the first (Optimize: Show better performing ads more often).

7. Select the 2nd option - Rotate: Show ads more evenly and Click Save button!

8. Now monitor your ads for at least a week or so to see which Ad gets more clicks!
9. Delete the losing ad
10. You can either duplicate the winning Ad and tweak it or change the losing Ad.
11. Repeat the above process and continuous improvement.


so in summary ...
You should always monitor your Ad performance yourself and
choose your own best Ad, instead of allowing Google do this for you.

[Lucid]

I agree. The Adwords system seems to choose the winning ad too early if you set ads to Optimize. At times, it even seems it doesn't choose the right one.

Just a couple of things about your post. You should test only 2 ads at any one time. On rare occasions, I've tested three but never more. I've seen people testing a dozen at a time which is the wrong approach, it's not a fair and accurate test.

Second thing is about testing for a week (your point #8). You should test until you get at least 25-30 clicks on each ad. If that takes a day, fine. But if it takes two months because of low searches on your keywords, that's fine too. Same for the display network (which you'll have in a separate campaign).

Finally, I suggest you never delete any ad. Simply pause it. You never know if you'll need it again. Creating the same ad would in effect be a new ad. For the same reason, never edit an existing ad as that deletes it. Pause it and create a new one.