You should create at least two versions of each ad if running a small campaign while mid-sized and larger accounts should consider running three to five ads. I prefer to run at least three ads even for smaller campaigns and to set my ad rotation to either “Rotate evenly: Show ads more evenly for at least 90 days, then optimize” or “Rotate indefinitely: Show lower performing ads more evenly with higher performing ads, and do not optimize“. This gives each ad equal SERP time.
Running multiple ads allows you to experiment with different headlines, calls to action, promotions, and messages to see which generates the most clicks and conversions.
In terms of calls to action its important to test a wide variety such as Buy, Try, Learn More, Discover…etc. You should also experiment with spotlighting different features or benefits in each ad, such as free shipping, sale prices, discount codes, location, and even the company brand or slogan. At least one ad should have punctuation at the end of Description Line 1. If the ad occupies a top of page position, Google may pull the first line into the headline. This creates a long headline ad which can result in a higher CTRs than ads with two lines of text.
Another great idea is to use dynamic keyword insertion which of course is one of SpeedPPC’s super powers! DKI ads need to be paired with highly specific, highly targeted groups of keywords to be effective. Nothing beats a potential customer using a very specific search term and that search term appearing in your ad headline and/or body copy.
As always the most important thing is to test, test and then test some more.