You should always have 3 or 4 ads in rotation for every theme of keywords (ad groups).

With tightly themed ad groups you can have tightly themed ads (an ad group with red widget keywords should have ads for red widgets and an ad group with blue widget keywords should have blue widget ads etc..).

This increases CTR and Conversion rates and reduces CPC and CPA due to the added relevancy of the ad copy.

We will use key marketing messages and USP’s from the overall marketing in the ad copy so that the brand recognition and brand messaging becomes ingrained in the customers mind.

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