Best Practice Recommendation
Change the default ad group "Optimize" setting to "Rotate".
Why? Optimized ad serving favors ads with higher historic click through rates (CTRs) and quality score. These favored ads enter the ad auction more often than other ads within the ad group. Rotated ad serving delivers ads more evenly and will not favor ads with higher CTR's. All ads within the ad group will enter the auction an equal number of times-making performance comparable.
CREATIVE OVERVIEW
The key to continually improving performance is to always have two ads running at the same time in each ad group.
Subtle modifications to an ad can lead to significant increases in click-through-rates and conversions while also lowering keyword costs due to quality score improvements.
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