A Cool AdWords Tip

PerryMarketing Blog3 Comments

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I want to alert you to a very useful technique that I’ve used for a long time to improve my Google ads. We talked about this during a 2-day 4-man intensive and again at Gladiator Club last month, and I wanna make sure you’re aware.

At first, improving your Google ads is easy. The first time out, anything you try is 50% likely to be better.

But the more things you’ve tried and the better your ads are, the less often the new trial ad is better.

And when you’re on a super competitive keyword and you can’t afford to lose any CTR points, you get shy about trying anything new because if the CTR slips your traffic slips and now you’re really in trouble. If your “control” ad is at 4% CTR and your new one only gets 2%, the average is 3% and your best keyword performs worse which is COSTLY.

It becomes a 2 steps forward 1 step back – or 2 steps forward 3 steps back, maybe. You give up trying.

Well today I’m gonna tell you a way to get around that.

Here’s what you do:

Your winning ad, you make three, four, maybe five identical copies of it. Four ads in rotation, all identical. And you also turn off “optimize ad serving” so that all ads are shown evenly – higher performing ads are not shown more often. That’s in the Campaign Settings.

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Then the new contender ad, you make one copy of it.

So now you’ve got five ads, four of them are the “Control” and one of them is the contender. The contender only gets shown 20% of the time.

So let’s say your control gets 4% CTR and the contender is a total BOMB and only gets 1% CTR.

Doing it the normal way your average CTR is going to drop down to 2.5%. Probably not acceptable.

But if you do it this way, the average CTR for the five ads is going to be 3.4%. If even that is too scary for you, write six or seven control ads and just give the experiment more time. If your new ad is a bomb, it’ll affect you even less.

This was a huge elation for a guy who spends $40,000 a month on one keyword and is scared to death to upset the apple cart. Might help you too, even if you’re spending way less than that.

Carpe Diem,

Perry Marshall

P.S.: If you’re a Renaissance Club member, you can upgrade to Mastermind Club and get the AdWords Black Belt Course (tons of advanced tips sort of like this one). You also get Two DVD’s of David Bullock Live, Four CD’s with Jonathan Mizel and The Incomparable “Mr. X”. —-


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About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.

3 Comments on “A Cool AdWords Tip”

  1. That is a GREAT technique…

    As usual, you share some very valuable information that keeps me coming back, over and over.

  2. Hi Perry,
    Been reading your site for a the last couple of hours and I have to say thanks for giving away such valuable information. I’ve been hit by low quality scores on my last couple of campaigns and I’d never had thought of using this method of multiple similar ads to reduce the impact of a possible bad ad – great tip!

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