Now that everything’s up and running in your first ad group, you need to create at least one or two more ads. You want to run at least two or three ads in each ad group to compare performance. Your ads should be similar, but just worded slightly different – perhaps putting the call-to-action in a different place or highlighting a different key point in each ad. This will allow you to test your ads and see what resonates with your audience. Keep in mind that you still want to follow the bullet points listed in #4 regarding creating ad text, but just made each ad ever so slightly different.
To create a new ad, first make sure you’re in the “Campaigns” section of your AdWords account, on the left hand side of the page select the ad group which you just created, and navigate to the ads tab. From their select +Ad and start creating your new text ad.
Once all of your ads are created for that ad group, you’ll want to navigate to the Campaign settings, by selecting the campaign on the left hand sidebar, and then selecting settings. From there you’ll notice “Delivery method” – this specifies how you want your ads to be delivered on the SERPs. Make sure your ads are being delivered on standard delivery to not spend your budget too quickly throughout the day.
One last setting to adjust is your “Ad delivery.” This setting specifies how your ads will be rotated. I would recommend rotating your ads indefinitely so you can evenly compare them to each other to see which ad text resonated more with your audience.