Sometimes optimization is NOT optimization. A key example of this is when Google AdWords decides that they will "optimize" how your ad variations are displayed for an Ad Group. This is a fundamental problem with AdWords (that and having the content network on by default) that stops you from properly testing your ads.
Ideally, you want all of your various ads to run in rotation. Assuredly (I'm putting some faith in you, now), you're running Google Analytics or some other analtyics package that lets you see how the various ad copy is performing once they reach the site. AdWords, however, is only interested in click through. So, while I can write an ad that says "Free preview of (insert anticipated new movie here)" that gets a tremendous click through rate, users probably won't do much on my site if it doesn't really deliver to their expectations. Google AdWords, however, would begin optimizing for that very quickly and take your other variations out of rotation.
So, for you folks getting started with AdWords, please shut this stuff off or have a professional do your AdWords setup.
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