The sin of stupidity is committed when one only uses 1 ad in an ad group. This sin is particularly offensive as it retards growth and progress on a fundamental level. The time saved is minimal, yet the ramifications are colossal.
Use 2 Ads
If guilty of stupidity, your penance involves going into AdWords or Google’s AdWords Editor and writing a second ad for each and every ad group. This seems very easy, but remember that the 25 character title and 35 character lines of ad copy are the most valuable marketing copy you will write.
Possible alterations to consider when you write your new ads include a dynamic title vs. a title with your top-performing keyword. Perhaps one ad mentioning your current promotion vs. one ad discussing the primary benefit. The key is to vary the ads significantly enough to create a measurable difference.
Once you’ve written your ads and let them accumulate data you will then delete the underperforming ad and replace it with a new ad. Run this new ad against the old and repeat the iterative process. With each round of new ad copy you will increase your CTR and Quality Scores. Done successfully, you will have rid yourself of the sin of Stupidity.