1. Test multiple ads at the same time. Google Adwords will let you run two different ds with your keywords. This will allow you to compare how each performs. You should keep and use the ad with the higher CTR and replace the other ad with a different ad.
2. Try different things and adjust the ad copy as you go. You should constantly be tweaking and changing your ad copy as well as your keywords finding what works and when you find what works stick with it but continue testing other ad copy and other keywords. Adwords is constantly changing, be on top of the changes.
3. Limit Your Cost Per Click. Until you know what you are doing and are more comfortable with Adwords stick with a low cost per click or CPC, say under 0.10 cents.
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