Re: Ad Variation[ Edited ]
January 2014 - last edited January 2014
An ad variation is a good way to test different ways of giving the same message. Since AdWords can deliver the one with the best CTR it's also a good way of knowing which one works best.
In my terms, ad variation is a vital component of campaign optimization. With proper settings, you can essentially A/B test your ad copy (or formats) right in your AdWords account. By seeing varying ad copies compete directly, over time, you can develop the best possible ads for your campaigns.
For instance, you may have two ads running in one particular ad group with varying calls to action. After a period of time (long enough to have significant data), you may see that one ad our performs the other. There is a good possibility that the CTA could be the reason and you may want to keep that better performing ad and also test that CTA in other ads. As well, you can continue to tinker and tweak this method of "testing" as long as you'd like until you find the "perfect ads" - Oh, and if you do, please let us know what they are.
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Re: Ad Variation