Ad Text Versioning - Always Delete the Losers?

[CallawayGuy]

I have been running some ad text versioning on an account that I manage and noticed some unusual activity. I ran 3 types of ad text versions with impressions rotated evenly:

1. advertising low quantity pricing
2. advertising high quantity pricing
3. no quantity/price mention at all

There was a clear winner but when I paused the other 2 ad text versions I concluded that order volume and total revenue would go up across the account since more people are seeing our best performing ad.

Even though orders did go up for the winning ad text once the others were paused I actually saw total orders go down for the account with less ad text diversity.

My question is this: Even if you have a clear ad text winner, does it still make sense to run all three ad text versions because what might appeal to one searcher might not appeal to all searchers and that by eliminating the losers you are actually killing of a percentage of searches who were compelled to purchase from the lower performing ad text? Does a typical user search the same keyword several times and eventually see one of the three ad texts that makes them click through and buy?

Also, has anyone else seen a similar behavior?

I may end up running a week over week comparison for a few months to try to get to the bottom of this and determine if running only my best performing ad text is actually hurting my bottom line.

Any thoughts and insights would be greatly appreciated. Thanks.

[deanpowel71]

Its better to go with only one ad text versioning, it will keep the site simple and at the same time will make it easy for the searchers to have a look at the ad text versioning.

[rodhull]

What do you mean by "advertising high quantity pricing" and "low quantity pricing"?