Google Moving to Google AdWords A Hands-On Guide for Premium Advertisers - Manual (Page 19)

Test to improve ROI
Our system tracks CTR by ad creative, by keyword, and by ad group so you can
make adjustments to see real-time improvements. For example:
• Test a variety of creative treatments for each ad group
• Disable all but the best-performing creative
Track ad performance
• Track ROI to help determine maximum bids that work best for your business
• Learn from page drop-offs and unfi nished transactions
• Using cookies or other devices, link visits and conversions to specifi c ads
Finally, remember to be patient
By following these guidelines, you’ll typically see immediate improvement, with more
gains made over the course of your campaign. Valid results often take at least two to
three weeks to emerge.
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