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remember adwords also looks at CTRs as to if and how high to show your ad. if someone else has been bidding on the same keywords as you and sending to the same URL, there is a good chance they have a higher CRT and therefore will get better and more ad impressions. one of the recent changes they made which is good for those with high CTR but makes it hard to break in the listings when you are competing with a lot of other bidders and the same sites.
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