In one of my adgroups I have two ads that are very similar. The only difference is the order of the two headlines. These ads have the same keywords and same landing page. In the past 7 days I got a 30% conversion rate for Ad 1 and a 8% conversion rate for Ad 2. They have about the same CTR, clicks, avg position, and top of page rate. To make it even funner, last week they were flipped and Ad 2 had a conversion rate of 17% and Ad 1 had a conversion rate of 8%. The week before that they were flipped and Ad 1 did drastically better. The week before that they were flipped and Ad 2 did drastically better. The better performing ad has at least 2x the conversion rate of the underperforming ad for the week. Given that both ads are populated and many months old, what could be causing this strange behavior?
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