PPC ads are never finished. They should constantly be tested and refined to increase performance with the ultimate goal of increasing click-through rate (CTR).
An eye-catching and well-optimised ad will attract greater click-through which in turn will lead to a lower cost-per-click. The entire account will benefit from the improvement in these key metrics, so why settle for results that are just OK when you can test your ad copy and achieve PPC greatness?
However, before you drill into the finer points of testing your ad copy, there are a few basics to understand that will ensure your tests are giving you reliable data: