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322 Geotargeting can allow you to afford words that may be broader than your globally effective keywords, since geotargeting only delivers ads to locations where you are interested in advertising. If I live in Chicago and search for dentist, that ad click is probably just as good as a click as one from a person searching for Chicago dentist. You may want to break your ads down by different price levels by country codes. One of my friends nearly doubled his ROI by placing ads from low-converting countries in their own cheaper ad groups. Google also offers a free AdWords Local Ad Preview tool to show what ads will appear on search results in different areas. Use Capital Letters Google will allow you to use capital letters at the beginning of words in the title and in the description. Using capital letters at the beginning of each word in your ad title and ad description may help boost your click-through rate. Most people do not capitalize short words like an, or, and a. Split Testing Google will allow you to test multiple ads at any given time. Every week or month you might want to try to make a new ad and place it up against the best prior ad. If you have an ad that is getting an exceptionally low click-through rate and another pulling decent rates, you can usually get rid of the bad ad after a few clicks on it, but it doesn't hurt to let these ad tests run long. Perry Marshall created a free, online split testing tool that will help guide you using mathematics to determine whether or not you have collected enough data do stop testing. He said he usually recommends waiting until it is at least 90%-95% sure of the results (as determined by the software). You can also make two copies of the same ad and send it to different URLs to test different ramthoughtsing pages. Google also offers a free multivariant ramthoughtsing page testing software program called Google Website Optimizer. When split testing, you will want to turn off the auto-optimization tool, and you may want to limit the test only to Google so you can get the most accurate data. More Advanced Ad Testing I do not work with large enough accounts to have put extreme effort into some of my tracking, but here are a few other ad testing options: • Split Testing. Split testing is explained above, but you can keep doing split testing over and over again, creating smarter and smarter ads. • A/B/C Testing. Make two identical copies of one of the ads and compare it to another. Run until the CTR of the same ads are nearly identical, and then compare that rate to the other ad.