Hopefully I don’t have to convince you that you should be testing ads in your pay per click accounts. If you’re not constantly testing ads as part of your PPC program, you’re missing out. Here’s why:

* In competitive niches, not testing ads could lead to the low level of performance that gets your entire PPC effort cancelled
* In many niches, ad testing is required for even successful advertisers in order to stay competitive, and
* For all PPC efforts, ad testing is an essential tactic to increase your ROI

I cannot cover the entirety of direct marketing, scientific marketing, and copywriting in this post. You should verse yourself in them if you want to succeed in PPC. I have a list of recommended reading for those here at AdWordsConsultant.com. All of those books can and should be read more than once.

Here’s an overview of the evolution of ads in our typical successful PPC campaign.