It is possible to display more than one ad text for a particular keyword or group of keywords. Here are two versions of an ad for a local moving company.
When someone Googles a keyword we are targeting, he will see one of the two ad texts. By monitoring which of the ad texts result more clicks we can find out which aspects of an ad users like. Continuous testing and monitoring in this fashion will improve click through rate, quality score, and conversions.
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Tags: Alterntating Ad Test, Click Through Rate, Conversion Rate