Adwords Ad CTR

[paulio]

I've been testing different ads over the last few months in a very competitive area. The problem i have is that 1 month the ad will have a 5% ctr and the next month the same ad will drop to 1% or less ctr. Not sure if this is due to competitors putting up better ads or increasing their bids.

How long would you give an adwords ad before changing it to improve ctr? 1 month? 2 months? Do i need to consider other things?

 

[Sproston]

I may be misunderstanding, but "testing different ads over the last few months" gives the impression you're only trying one ad at a time?

Definitely not the best tactic, you should always have several different variations of highly relevant ads in each of your ad groups.