Adwords adverts are boring /cloned...

[aotagain]

Hi,
Thought this was worth putting in here as its more general than technical.
Anyone else think Adwords may have gone a bit wrong ?

If you do a search for anything well known, you tend to get a load of adverts with exactly the same heading. Presumably, that's because the rating is better if you match up the heading exactly with the keyword.

Not sure its in Google's interest, because faced with a load of adverts that look the same, what might the average punter start to do ? Click on the natural results instead ?

Google was set up (and still does mainly) to produce a selection of natural results, which has for the most part meant quite varied results, whereas the Adwords ads. seem to be increasingly clones of each other. So is the art of copywriting creative Adwords ads. dying, because you have to pay way more to get ranked for an ad. where the heading doesn't match the keywords as closely as the other headings ?

Oddly enough though, in less competitive areas a 'different' advert seems to get rated better. This is only based on me doing a few experiments - and being able to because I didn't have to pay a fortune to get in amongst the clones.

Has anyone been brave enough (or got deep enough pockets) to have bid up enough to get a 'creative' advert listed amongst the clones in a very popular area and get good ROI ?

[tomj]

Agreed. Read this : Creating PPC ads that stand out from the crowd

[aotagain]

Thanks for the pointer - completely missed that.
Very encouraging - thought my copywriting skills might be of no value !