I learned that split testing AdWords ad copy is very important. All this while, in order to keep ad performance data such as % Served, Clicks, Impression, CTR, Cost, Conversion Rate, and Cost per Conversion, I have been pausing ad variations instead of deleting them.

There’s nothing wrong with the approach. Just that as I keep on creating new ad copy to replace poor performance ad, the number of ads appear under Ad Variations keep on growing and it make searching for active ad variations rather difficult some times.

Until today only I realized AdWords actually has an option called “Include deleted items” which allows us to show those ad variations that has been deleted. Take note though that a paused ad variation could be resumed and the ad performance data such as such as % Served, Clicks, Impression, CTR, Cost, Conversion Rate, and Cost per Conversion would continue. However, a deleted ad variation could not be resume.

 Whether to pause or delete an ad is very much a personal preference but sometimes it also depends on your need or requirement.