Anyone who has gotten into Pay-Per-Click advertising for more than a week knows what the title is referring to. Testing Adwords account elements, especially ad copy, can become a very addictive hobby. But before you resort to waking up at midnight to check and tweak your latest ad, remember this: Every time you change your ad, you lose the history associated with that ad. Positive ad history is one of the main influencers in continued keyword quality. Keyword quality is what drives your costs down.


So if you have a superstar ad, let it be a star. Introduce a second ad or a third to see if you can improve on greatness - but don't touch that ad. It's tempting, but remember, history counts. Next time you wake up and want to tinker with your Adwords account - just go back to sleep and let your fantastic ads do their work.


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