Research is a vital part in continuously optimizing your pay per click campaigns. It’s important to find out what works and what doesn’t. Running a preemptive AdWords Campaign can give you insight into which advertising tag lines attract the most attention, and which keywords give you the greatest CTR. It’s best to develop your official AdWords Campaign with solid statistical information. Over time you’ll realize certain ads will not get you the ROI you need. If you come across an ad that is not working, drop it from your campaign. It is more important to refine what is working than to fix what’s not.