Changing text of Ad

Why does it penalize me.

[Offer141]

I sell a certain widget. In this case the name of the widget I sell is the keyword that I dominate. Up until now I have always had the main banner below the search box at a fairly minimal CPC. I recently decided to modify my ad slightly and now my CPC is up and my ad has been pushed all the way over to the right side. Its an ad that gets about 100 clicks per day and usually maintains a CTR of about 15%. How long will it take me to once again dominate my keyword? And does it matter that I have upped my maximum CPC? Please help me!

P.S I know that this has been discussd before but im just looking for some clarification.

[Shak]

did u edit existing ad or create a new 1,

if so, therein lies your mistake (imo)

Shak

[Offer141]

I modified an existing ad as I figured having multiple ads with almost the same copy pointing to the same url is not allowed. I only changed ONE WORD!

[elsewhen]

it is my understanding that they set you back even if you change one character... and that character can be in the display URL!

then, you have to build your CTR back and in time your position will rise.

adding an additional ad is probably the best way to go, as it allows you to phase in the new ad. once its CTR surpasses your original ad (if it ever does), you can delete the original.

i dont think there is any penalty for having similar ad creatives.

in the campaign settings, you can turn off optimization which instructs google to serve both ads at the same rate, or you can turn on optimization and let google decide which to serve. the latter will make it take much longer for your new ad to catch up, but you will sacrifice fewer clicks in the meantime.

[Offer141]

So I can post two almost identical ads pointing to the same URL and this WILL WORK?

[elsewhen]

yes... it should work just fine. note that the two ads will never show at the same time. if you leave optimization on (i think it is the default), google will choose which ad to show based on which keyword/keyphrase was triggered. eventually, you will be able to compare CTR of the two (or more) ads side by side.