Since we’ve already established that your maximum bid can have a huge effect on your positioning you can use this to you advantage. Simply increase your bid to position 1, watch your CTR build then slowly bring the bid back after a few days until your position starts to slide again. I’ve successfully used this method to stay in position 1 & ultimately pay much less than the person below me.

I always split test two ads at once, the reason behind this is if you test any more & 1 performs shockingly then it drags your overall performance down. There’s plenty of variations you can try, but simply start with 2 ads, then remove the underperforming one after a few days & rewrite it with your learnings from the previous test.