Never edit PPC ad copy? This title may shock some of you, but let me explain. I am not implying that you should never edit your copy in order to test new ad copy. Testing new ad copy, at least two per ad group, should be done as much as possible in both Google Adwords and Microsoft adCenter, depending on how fast you accrue impressions and clicks. When editing PPC ad copy, you should always pause the existing ad and create a new ad instead. This sounds like extra work, and it is, but here are two paragraphs quoted directly from Google Adwords Help as to why this recommendation is worth following: