A lot of people wonder: “how many ads per AdWords ad group?” Google recommends to have three active ads in your group at all time, but this isn’t the case. Matter of fact, it boils down to testing.
Actively ad testing and ad variations is a critical part of AdWords optimisation. If you’re not testing your ads, your competitors will essentially get away from you, because if they’re testing, they will get the incremental gains over time.
As a rule of thumb, if you have an ad group that has less than 200 clicks or 500 impressions per month, then you should be running two ads. Otherwise, your tests can take too long to hit statistical significance. These two ads should be testing either Cost Per Acquisition (CPA) or your Conversion Rate, and you want at least eight conversions before you consider the winner.
How to test how many ads per ad group
First things first, if you’re actively testing ads (and you should be), you must make sure that within your campaign settings, your ad rotation is set to rotate indefinitely. Whereas if you allow Google to optimise, they’re biased towards click and spend, whereas that may not be your priority and it may destroy the split test of your advert.
Once you find a winning ad, you want to pause the losing ad and make a new one. It’s important to keep testing as changing the headline of an ad can still make a dramatic difference.
Declaring a winner needs time and data. The sweet spot for many advertisers would be a balance of Click Through Rate (CTR) and Conversion Rate. A higher CTR gives Google what it wants and you’re rewarded with a boost in the quality score – and of course, a higher Conversion Rate is what advertisers want too.
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