Q: I have ran a pay per click campaign for a while now and have really refined our CPC and CTR. I know what ads perform best for the cost and I can maintain a controlled budget with conversion to match. Should I keep things as they are or should we continue to test out new ad groups?
A: Even when you have tested and refined ad variations in the past it is important that you keep testing. The online landscape changes, along with your competitors and opportunities. Your competition will keep testing themselves and how you are marketing as well.
Stay on top of what your competition is doing, their bids and campaign changes. Keep working on your keyword relevance and working to increase your CTR. This will increase your quality score, lower costs and push up your ad placement position in search results.