With two different instances of your keyphrase highlighted in bold, your ad will jump off the page. When it comes to creating clickable ads, keyword stuffing is alive and well and doesn’t get penalised.

You’re right, of course. I do this, but for some reason it didn’t pop to mind when I was writing the post.

It’s a challenge at times, to write ads in the ultra-limited space provided by Adwords and get anything meaningful in there. Individual words become quite powerful, including the keywords.

While you are right about the idea of empathy with your potential customers when it comes to pre selling, you haven’t mentioned the main ingredient for a high CTR ( and lower CPC) for your Adwords - keywords.

One Keyphrase, One Ad, One Landing Page.

With two different instances of your keyphrase highlighted in bold, your ad will jump off the page. When it comes to creating clickable ads, keyword stuffing is alive and well and doesn’t get penalised.

Got another keyphrase? Make another ad.

The prospect of finding a choice of blue widgets, is also hard to resist by the average Adwords clicker.

Oh, get value for money and opt out of Content. Shh, don’t tell.