The answer is of course, yes. But is there ever an occasion when the answer is no? I'm working on an old account, and I've refined the advert over and over again, and have reached an interesting point. I've tried everything that I think will work, and am 99% certain that my next advert will be worse than the current 'champion'. So should I keep testing? It's been a while since I made any improvements to my clickthrough rate, and the new adverts that I test only reduce the overall clickthrough rate. If I leave the existing advert to run on its own, I'm almost certainly going to get a better CTR than I will from continuing to test new adverts. What do you lot think?
Sometimes I have found that I honed a particular advert very very well.... but, on the flip side I almost sure that there is another ad out there that would do better. I would recommend you try something completely different, and take your ideas/words from a completely different niche, although you are kind of limited since google has pigeonholed you into a certain format/words in your ad (to maintain your pricing).
Possibly there is a better advert out there, but potential improvements are always going to get smaller and smaller as you continue to test. At what point does the cost of worse adverts outweigh the benefits of very slightly better ones?
I would think the cost of continually honing a very good campaign would be beat out by working on a new business angle or another site.
I'm an Adwords account manager. Not sure my boss would appreciate me working on a sideline business in the office!
When I find myself at this point the only new tests I will conduct have to be drastic - i.e. a complete departure from the current ad strategy. It's either a grand slam or a strike out
Why not keep that one running, and with a small budget try a second campaign going to a new landing page. I love testing.