Google is a firm believer in testing multiple ad texts. But this tactic has been suggested ad nauseam. They suggest that the more you test, the better click-through rate you will ultimately achieve. In addition, they have been working on encouraging people to increase their list of keywords that they bid on. This is done through a link that the user can see at the keyword level. Adwords advertisers are quite familiar with this tool. It gives the advertiser ideas on new keywords to bid on. This is advantageous for both Google and the consumer. Google gets their average cost per click to inflate by encouraging more people to bid on less obvious keywords. The consumer benefits because they are served with relevant ads for much more terms that they might actually search for. Google helps the advertiser anticipate the consumer’s needs.

Going back to Click Through Rate (CTR) and testing different ad texts, Google has been recently trying five different texts to lead the advertiser to this keyword tool. The various ad texts are “More keywords, keyword tool, keyword helper, keyword generator, and keyword ideas.” Google is clearly practicing what they preach.