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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Analyzing ad copy performance and picking top performers

A big advantage of AdWords over traditional media is that you can easily set up and run multiple ad versions in just minutes. Even better, you'll get fast responses via real-time votes or clicks from your actual customers on what speaks to them so you can fine tune your message to reach even more qualified visitors.

Getting ready

In order to compare ads against one another, you'll need to set up multiple ads within an ad group. Create no more than 2 to 3 ads per ad group while you are testing. Let your ads accumulate some impressions and clicks before you make decisions about the effectiveness of each ad.

How long you'll need to wait before analyzing your tests will vary greatly based on how ...

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