I've been digging into my adwords account trying to optomize our copy this week and may have been noticing some interesting stuff. For example it seems that we can get a slightly higher overall clickthrough rate by running 3 good ads at the same time. Maybe a person sees a different ad the second time they search for a term and that one appeals to them where the first didn't?
Should I go ahead trying to find the "best" creative for an adgroup, or is running multipe really good creative actually the way to go?
One risk to consider may be that your CTR goes down for your keywords in the existing group, forcing you to pay more per click. On the other hand, I wonder if the increased conversions would make up for it. Could be an interesting split run test.