For scientific accuracy, test two ads in the same Ad Group

• Each Ad Group contains only one keyword combination of 2 or 3 search words.

• Don’t let Google run ads when people put other words into Google search that you don’t choose. Only use Phrase Match Keywords and Exact Match Keywords. Never enter Broad Match Keywords.

• Write both ads with the search words in Headline 1. Write a different sales pitch for each ad in Headline 1, Headline 2 and Description 1.

• Run both ads at least 200 times for statistical accuracy -- in Settings / additional settings at bottom, change Ad Rotation to "run ads indefinitely" so Google doesn't interrupt the test before both ads run 200 times.

• Run the ad that gets a higher CTR Click Thru Rate, which is the percentage of times people clicked on the ad.

• You know, with scientific certainty, which ad people liked best, because everyone saw their search words in Headline 1 for both ads and the only difference was the sales pitch they saw.