Targeted and customised text ads improve your keywords' CTR and Ad Ranking. This is your opportunity to reach the customer, impress them and get them to click. So it is highly recommended to write a unique ad for at least each Ad Group, to reach this traffic with the most appropriate message.
You can have multiple ads for each Ad Group and run them on an even rotation to see which performs better. This process is called Split Testing and allows you to continuously trial new strategies against those that are performing currently. Over time, you will be able to see just how much these incremental increases can save you a lot of money.
Lastly, don't forget to included a Call to Action!
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I just want to say thank you! The changes that you have applied in our AdWords campaign have definitely seen an improvement on click quality and sales for HippityHop. Persephone , HippityHop.com.au
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