One way to ensure that you are giving searchers what they want is to use single keyword ad groups, also known as SKAGs. They work to combat typical, devastating errors in your average AdWords account. Typical search network setups tell you to place dozens of keywords in a single ad group. When you place dozens of keywords in a single ad group, your ads tend to look like this:
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270 Resources Literature Clay Shirky's A Group Is Its Own Worst Enemy ( http://www.shirky.com/writings/group_enemy.html ) Clay Shi...
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