The easiest thing to do with a Google Adwords campaign is to set it up and leave it alone. This could be loosing you a whole boat load of money and potential sales.

The one thing that can make a huge difference to your campaign is to test your own ads.

I dont mean this literally by clicking your own Google ads, but testing is a huge part of any Adwords success.

Let me explain

In the campaign management of Google Adwords are the options for creating and modifying your ads with the associated keywords for that particular ad group.

Once you have created the ad it will be displayed at the top left of the page and at the bottom too. At the top of the page is the option to create a new type of ad.

I originally thought that this was to be used for two totally different ads for gaining a different type of customer. This is a totally acceptable way of using multiple ads. However, I have found the best way to use this feature is to create two very similar ads with one slight change this is so you can test ad performance based on a very slight changes, this could be a slightly different wording of the title or body text.

For example your first ad might be titled Cheap Powerful Graphics Cards and your second ad could be titled Cheap Gaming Graphics Cards. There is only one change in the wording of the title from Powerful to Gaming but what Google will do is display the ads equally. This means that once your ads have been shown for a short while Google will display each ad at roughly 50% for the total times the ads need to be shown. This will then tell you which version of the advert performs better with the Click Through Rate (CTR) figures at the bottom. By Google telling you how many times the ad was shown and CTR for each ad you instantly know which ad is more interesting to the customer. The click through rate will give you a good indication of which ad has the highest performance and is the most appealing to visitors.

The next step is to then modify the lesser performing ad, and again make a slight change to the ad. This is to try and get the lower performing ad to out perform the first ad, again Google will show each ad 50% of the time and again you know which ad is the best. If this method is continually followed, by default you are improving the text of your ad with each change to gain a higher click through rate.

This is a good method of measuring your ad performance and determining the best text layout for the highest click through rates. Following this technique should improve the click through rate of your ads and also lower how much you pay for each click, its gets cheaper the more clicks you get!

The other huge advantage to this method is that your ads will appear higher in the results page as better CTR means a better position.