Ad Copy

Considering both that Quality Score is based mostly on your ad’s CTR, and that we have business sales/conversion targets to hit,  it makes sense to figure out which ads tend to perform best. To do so we set up tests to see which ads perform the best.

When first starting out split tests, run completely different ads in order to see which direction to take the ad  copy. From there, make refinements until you’ve reached an unbeatable refined version. Once that gem is refined, run it against completely different set of ad copy to continually test the effectiveness of the ads.. You’ll essentially be repeating this process over and over and continue to test and refine the ad copy. This process ensures that your ad copy is continuously performing at its optimal level, and that it stays relevant.

Keep in mind that when testing, tests require a significant amount of data to ensure conclusive results. As a general rule of thumb, we assume that 250 clicks is the lowest you can go when concluding the split test.


How To Do Split Testing

Split tests should have already been set up with the campaign buildout, so for this we’re going through and updating the split tests by pausing the poor performing ads and writing new ones to split test.


  1. Go into an account.
  2. We’re going to be doing this ad group by ad group, and we generally sort by cost because the campaigns with the greatest amount of cost will generally be affecting performance the greatest. However, in some cases, you can sort by conversions because conversion rate is, in a lot of cases, the best measurement of an ad’s performance.
  3. Once you’ve selected your campaign and/or ad group, select your date range.
  4. Go to the ads tab.
  5. Look at the performance of the for each ad.
    • Look at the number of clicks to ensure that you’re getting a statistically significant number of clicks.
    • Look at CTR% to see which ad is getting the most efficient clicks to impressions ratio. Higher CTR% will help you with KW quality score along with just being more efficient.
    • Look at Average Position to see if that was a factor in CTR%.
    • Look at the Conversion% to see which ads were more ROI efficient.
  6. After you’ve decided which ad to pause and which ad to continue running, pause it, or put a label on it for review.
  7. From there you can either write a new ad directly in the Adwords interface or write your ads in excel and upload them in bulk.


  1. In excel you should have 7 columns set up – Campaign, Ad Group, Headline, Description 1, Description 2, Display URL, and Final URL.
  2. Write in each column accordingly – write which campaign and ad group that the ad belongs in, write the headline, descriptions line 1 and 2, write the display URL, paste the final URL into the final URL column.
  3. We’ll be adding these to the account w/ Adwords Editor.


Adwords Editor

  1. Open the account in Adwords editor.
  2. Download the campaigns.
  3. Make sure you’ve got the account selected (not campaigns or ad groups).
  4. Go to and select  ‘Ads and extensions’.
  5. Select ‘Text Ads’.
  6. Select ‘Make Multiple Changes’.
  7. Paste the ad copy from excel.
  8. Check to see that the columns are labeled correctly.
  9. Select “Process.’
  10. Select ‘Finish and Accept Changes.’
  11. Select ‘Keep Changes.’
  12. Look through the account in Adwords Editor to make sure that everything is in its place, then select Post.