How can I experiment with different ad texts without affecting my ad ranking?

You can try out variations of your ad text to help maximise your return on investment, and you can do it without losing your current ad's performance history. Since editing an ad will erase its previous performance history on Google, we recommend following the tips below to avoid affecting the matched keyword's Quality Score and ad position before you know what works well and what doesn't. 1. Create multiple ad texts whenever possible. If you're curious about how something like an exclamation mark might affect your ad, create a second one with the new punctuation rather than edit the initial ad. The two ads will take turns showing for search queries, so you can gather data on the new ad while still showing your original ad for a portion of the time. When creating new ads, remember that all the Display and Destination URLs within a single ad group must have the same domain. If you find that the unedited ad performs better, you can simply delete the new ad. Or, if you find that the new ad performs better, it will have had time to accrue performance history and a higher position by the time you delete the first ad. Learn more about having multiple ads in the same ad group. 2. Make edits when necessary. There may be instances in which you need to edit your ad (e.g. you may need to change a price or date). Go ahead! You may see some fluctuation in Quality Score, but this shouldn't last long. If the ad isn't significantly different, it's likely to perform similarly to how it did before, meaning that its position will ultimately stay the same. Use account statistics, reports and Google Analytics to see which ads bring you the best results.