1) The document discusses several tests of paid search listings and ads. It tested things like different ad titles, descriptions, and landing pages to determine which performed best. 2) One test showed that running ads on branded keyword queries did increase conversion rates compared to not running ads. The best performing ad used the title "Find parts fast at (brand) {keyword} catalog search" and had a 52% lift in conversions over the next best ad. 3) Quality score was found to have a large impact on the number of impressions and conversions for different ad variations, with ads having more relevant titles receiving more impressions and conversions despite fewer total impressions.