Golden Adwords Rule #3

Split test your adverts.

I can't count the number of times I've gone into client's Adwords campaign to find that they've only written 1 advert. In marketing terms this puts all of your eggs in one basket because how do you know if your advert is underperforming if you have nothing to compare it against?

Solving this is dead simple and free! All you need to do is create a new advert in your Adgroup. I recommend that you copy your initial advert then make one change. (For example, change just the second-line.) Now you will be able to measure which advert performs best (gets the most clicks).

Wait until each advert has received at least 20 clicks before deciding which is the clear winner. The reason for this is to allow the system to gather enough data for you to be able to make a reasonable judgement (this is known as statistical significance).

Now the clever bit is once you have your winner you write another advert which tries to outperform it. The more times you do this, the better your adverts will become and the more clicks you will generate.

One final thing, by default Google tries to pick your best performing ad and show that one more frequently. However this will skew your results so you need to switch this feature off by entering your campaign and choosing "Edit Campaign Settings" then selecting "Rotate: Show ads more evenly".