New Ads click thru rates always start REALLY high

[avalon37]

It seems like whenever I create a new ad it results in an initial really high CTR and then levels off the second day. My ad rankings don't really go up because I already have top 1-2 positions so that should not explain this temporary significant CTR increase. Just curious if you typically see a huge CTR improvement, temporarily, when you create new ad copy versions.

And I'm wondering if this works, albeit for only a day, why not do this every day for your best ad groups?

[LucidSW]

I think it's just an illusion.

You are looking at a small portion early with a small, statistically insignificant number of impressions and clicks.

Say you start a campaign at 1:00 pm and check the stats an hour later, you may have got a click in 6 impressions for a 16.7% CTR. Six impressions is not significant and nothing I'd get excited about. If you had a 16% CTR over 60 impressions on the other hand.

I'll bet you would see this sort of thing almost every day at two in the morning. Some days you'd get no clicks but others you see these high CTR simply because of a few clicks and not a whole lot of impressions.

The long-term click rate is what you should concern yourself about, not a few hours after creating an ad.

[scout]

It's because new ads will only show at Google.com. After a while, sometimes a day or two, these ads will start showing on the syndication network, which has a much lower CTR than Google search. At least this is the way it used to be.