Is there a reason to slowly introduce a new ad?

Better CTR, Same conversion rate...

[oneguy]

For the sake of argument, let's say I have one ad that I know will outperform another in terms of click through rates. We'll say it has the exact same conversion rate, so the ad is obviously a better performer overall.

For those of you experienced with how adwords scoring works, is there any reason to slowly ease the new ad in by running two ads? Or should I just delete the old one and replace it with the better one?

The obvious answer is to start a new ad, delete the old ad, and do it yesterday.

Is there a not so obvious answer?

[oneguy]

I can no longer edit, but was thinking...

Since the campaign / ad has a lot of history, are there advantages to deleting the campaign, and starting a new campaign with the new ad?

I'm thinking it would take forever for the new CTR to affect the overall CTR (with both ads included).

[netmeg]

I haven't really out and out tested this, but when I want to replace my ads, I tend to add new ones and leave the old ones running for a day or so, and then delete them. Don't seem to have to wait as long (if at all) for the new ad to be "approved" that way; the campaign runs smoothly without interruption.

[briggidere]

have you tried using the optimise my ads setting. it automatically selects the best performing ads so if you have a new one, i would have thought it would ease the new one in and if it is better, start to show it more often than the previous one.

maybe it's worth trying.

briggidere

[oneguy]

Thanks for the replies.

have you tried using the optimise my ads setting

I had thought about it, but haven't tried it yet. (I think I will, just to see) Thus far, I've done what netmeg suggested, but the ads were supposed to be split.

Does anyone have any idea what the time horizon is for scoring? For instance, how long would a better ad with a better CTR take to overcome the effects of an older CTR that had done a year's worth of impressions? Or, is there a percentage of ads served? If anyone wanted to do a mock calculation or maybe see what I mean, you could say CTR doubled.

If it just takes a few days or a week, I don't really care. If it takes months, I need to try to do better.

[briggidere]

i would usually leave it for around 1000 impressions to make a reasonable decision on what my CTR is like.

so, depending on what your keyword is and daily budget is, it could take hours, days or even weeks to reach this number of impressions.