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Two ways to look at it. If you are promoting the same site, and use the same adcopy, chances are a surfer won't click if they see it twice, thereby saving some costs. If you have different ad copies and the same site, the surfer might go to the first ad, click, go back, go to the second ad, click, go back, increasing your expenses.
If you're promoting different sites then it makes sense to have different ad copies.
WG
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I play with Google.
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