1) Howie Jackobson (author of Google Adwords for Dummies) changed my whole outlook on this CTR/Conversion issue. The metric to watch is $ earned/1000 impressions. There’s a simple formula in his book which I don’t remember off the top of my head.

2) I’ve found slight changes in Adword text to cause DRAMATIC changes in conversion rates… much more than tweaking say, a headline of a salesletter. Can’t explain it (although it’s becoming my “first point of contact theory) but it happens.

On the same note, certain ad text changes cause a CTR to skyrocket while killing off the CR. In the past, I used to ditch those ads. Now, I’m creating specific landing pages to closer match the high CTR / low CR ads and it’s working like gangbusters

There’s something to be learned from every test – profitable or not.

End of rant…