Positioning analysis—On each of your keywords, what is your average position?
Position doctoring—Any ad that is lower than the week before needs improving: alter the ad text or alter your bid. With any ads that have remained static or have improved their average position, then it is up to you whether you want to alter them. (Personally, I employ split, or A/B, testing in these circumstances and see if I can improve again on the ads’ performance. More on this in chapter 7.)