Google rewards ad text that has a high CTR, with the caveat that your ad text needs to make it pass a ‘evaluation phase’ (or sandbox) before it gets complete distribution across Google’s ad network. That’s the difference between a few and a few thousand clicks. Not insignificant! The result of this rule is that there is a significant disadvantage to changing or deleting a well-performing ad. Once you get to the top of the heap, the last thing you want to do is go back down to … Continue reading →