Don't forget about testing to improve the effectiveness of text in your ads relative to PPC campaign performance. It could lead to better CTRs and quality scores, which means driving CPCs down, and/or lets you buy more clicks per dollar. David Szetela believes testing a variety of different text in ads can help fine-tune messages visitors see on your PPC landing pages, helping you improve conversion rates even further.
Szetela provides examples, graphs and suggestions on taking the correct course of action, even after realizing that you didn't choose the best keywords, or because the clusters of words are not as closely related as they should be.
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