To change or not to change that is the question. One of the biggest mistakes that can be made is not looking at how you can improve your ads. An ad can always be improved. Having an ad that is too good is like being too good at golf it just doesn’t happen. I wanted to go over some criteria of when to make changes to your ad and what you should look for.

1. You have had at least 30 clicks to your ad to tell how it will do - if you don’t have at least 30 clicks to the ad you should wait until you have 30 clicks. You don’t have to wait for 30 clicks if your CTR (Click Through Rate) is below 1%. If your ad is below 1% I would say that you can change the ad and you won’t be missing out on anything.
2. You aren’t converting at least 5% of the time - If you are using Google conversion tracking it will tell you how many of the people who clicked your ad took a certain action. In real estate we tend to use the fact that they filled out a form as the action that we want to track. You want a sign-up rate of at least 5%. We have had pages that get conversion rates of as high as 22.46%. You definitely want to make sure your sign-up rate is as high as possible.
3. You are running at least 2 ads - Google allows you to run two ads at the same time for the same set of keywords that you are advertising on. You can make changes to 1 ad to try and “beat” the other ad. It is kind of a neat game that you can play with yourself.
4. You have checked the ads in www.splittester.com - You want to make sure that you have enough clicks and impressions to make changes. This is a great website that tells you what the likely hood of one ad outperforming another over time is. You want to over 90% sure that the ads will produce different results.

I think that the biggest key to changing ads in Google is to make sure you are tracking things and monitoring your ads. Google makes it easy to see how your ads are doing and you want to make sure that you are getting the best bang out of your buck. I would recommend checking in on your ads daily. While this may seem like a hassle remember you are spending money every day so make sure to check in on how it is spent!