I have an ad in a new campaign that I started yesterday, pointing to a new page on an old site. The page is optimized for the keywords but is new. My first ad wasn't that good and suffered from a low CTR. So, I increased my bid price a ton, but my ranking hasn't improved much. I am still far below where the ad was placed when I first started the campaign, and because of the poor ranking, CTR is going to continue to stink, thus QS won't improve much. So, now that I think I have better ad copy, what should I do to try again? Should I just start a new campaign pointing to the same page? Should I create another new page on the same site and new campaign too? Should I use a completely different site? Should I use the same page with a different adwords account? Essentially, I am wanting to "start over" because the initial display of the ad was much higher at a lower CPC, and now that I think I have better ad copy, I think I have a better chance of holding that position. But how do I get a fair shot at a second chance without spending a ton per click?
If your CTR is struggling then one possibility is definitely to set up a new Adwords account and start afresh. This will give you a "new beginning". But make sure you dont go hoping from account to account if things go badly again. I believe that account hopping does you more bad than good, but if your account has been a dead loss up until now, a fresh start might not hurt.
You would set up a new account because of one "bad" ad? I don't at all see how that would be beneficial. "My first ad wasn't that good and suffered from a low CTR"
Actually, I already have two accounts, but am only using one for testing. Thought that once I found an ad that had great CTR, I would put it in the other account and keep that account with only high performing ads... and the first one for experimenting.
I would also not recommend ditching your existing account / ads. Sounds like you have only one (!) or a small number of ad copy variants. Try loading up around 10 - 15 ad copy variants....obtain inspiration and ideas from your competitors. Once you observe what's getting the higher CTR - focus on evolving and refining ideas around the copy that's working. Then, why not try two or three variants of your landing page, with different keyword density, and layouts - and observe your results. It's easy to speculate endlessly about what might happen....the beauty of Adwords is that it's not that hard to find out what will really happen! I'm interested in Mike's comments about starting over in another sense (conspiracy theories about Google allocating lower CPC based on youthful campaigns)...but anyway, that's probably best kept for a different thread!
Instead of changing account you may consider starting a new campaign. I.e. delete your campaigns with the poorly working keywords/phrases. Then start again.