– Keep the top performing ads and test new versions for the poorly performing ads.
– Test Responsive Search Ads (beta), Responsive Ads (Display) and Ad variations.
– Set ad rotation to ‘Optimise: Prefer best performing ads’. If you’re testing a large number of ads, set ad rotation to’ Do not optimise: Rotate ads indefinitely’.
Settings > Additional settings > Ad rotation.
– Ensure your ads are showing on your busiest days and times.
– Add extensions to make your ads more prominent. Sitelinks, Callout, Locations, Structured snippets, and where applicable, Message, Call, Prices, Promotions, and App extensions at the account, campaign or ad group level.
Select your account/campaign/ad group > Ads & extensions > EXTENSIONS > Add your sitelink(s).
– Include and match your keywords in your ad text.
– Include your keywords in your URL’s path.
– Include prices, promotions and special offers in your ad text.
– Use a compelling strong call to action.
– Ensure your landing page reinforces the message users see in your ads as they are likely to make up their minds within a few seconds. Make sure that what is on your ads it should also be on your landing page.
– Write ads to answer the searcher’s questions.
– Test different calls to action.
– Test Dynamic search ads. https://support.google.com/google-ads/answer/2471185?hl=en-GB
– Try Experiments as they lead to more accurate data than ad rotation.
Extract from my Book ‘Making Google Ads Work’.