Simple PPC Tweaks to Improve Performance #3: Test Multiple Ads

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