While managing several AdWords campaigns and/or tons of keyword groups (which are hopefully as tight as possible), it can be easy to fall complacent over ads performing at a so-called satisfactory level. You look at your under-performing ones and get cornered into thinking your mental resources should go towards improving those.
Not so.
In fact, this is the perfect time for a radical test – one that is just beyond your rationale and levels of comfort. Try changing everything (not just adding a period or capitalizing a word), just to test your long-standing Winner and see what happens.
Here was one of ours:
As you can see, those are pretty happy results. There are too many variables to explain exactly what brought about the results, so we won’t go there. But now we’ve got a new base to start from, and it’s considerably better than before.
And that keeps the lesson here a simple one: Resist complacency and test everything!
Learn more about AdWords Radical Testing here.
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