snoopy1122 - 11:34 am on Sep 26, 2011 (gmt 0)
If you want to keep this technical, and do some testing in order to get more "meat" for your further thinking and possible discussion, you may want to pause the ad with lower CTR and see what happens with the other one in regards of cost and other measurements. You also watch (note down) the QS for given keyword (or keywords). Then, you may want to do the same thing otherwise (pause better performing ad) just for the sake of testing, and again, note down QS and other numbers. Then compare all what you have (1 against 2), plus all to what you already have.
Yes that will probably be my next step. I'll probably pause the one with the higher CTR since that is the ones that seems to be producing a lower ROI.