Many people wonder if they are getting the best use out of their ad budget when using Google AdWords. One very simple tool to better focus your campaign and target your audience, thereby increasing conversions, is to use Google’s “create an ad variation” tool. To access this tool you need to click into a specific campaign and then click on the “ad variations” tab (alternatively, you can add variations when you setup a new campaign). Now at the bottom of the page you click “create an ad variation”. Here you create a new ad. Start by putting yourself in the shoes of a potential site visitor.